Chapter 2: Your Website’s Role in Lead Generation
Your website is your company’s home online. It should provide all of the information your visitors need to determine whether they want to buy from you.
It also needs to compel qualified visitors to give you their email addresses and other contact information to become leads.
There are a few key steps that make that happen.
Write clear calls to action
For a successful lead generation process, you need to know what you want your visitors to do when they arrive on your site, whether that’s filling out a contact form, signing up for an email list, downloading a free trial of your product, or something else that moves them through the sales funnel.
But is that action clear to your visitors?
Write clear calls to action for every page, and tell your potential clients exactly what they should do on your site. Be direct, concise, and tell them what they can expect to gain by taking action with phrases like:
- Sign up
- Get started
- Claim your [product, trial, sample] now
- Download today
- Get a free quote
The calls to action you use depend on the specific steps you want your visitors to take, but you can check out more effective examples in this blog post.
Create effective forms
In most cases, your primary call to action will ask visitors to fill out a form. But getting them to do so requires more thought than throwing a few form fields on your page.
Effective lead generation forms strike the balance between enough fields to determine whether a lead is qualified, but few enough fields that your leads will actually fill them out.
The most important piece of information to collect is an email address, but you can also consider asking for each lead’s:
- Company name
- Projected budget
- Specific services they want
- Additional comments/information
Test and optimize your forms on a regular basis to maximize the number of qualified lead they generate for your business.
Optimize for search engines
The number of leads your site can generate is limited by the number of visitors it attracts.
Considering that 93% of the B2B buying process begins with an online search, the best way to bring potential leads to your site is search engine optimization, or SEO.
Optimizing your site to rank well in search engines like Google allows you to reach your target audience when they’re searching for information about your products. And although many of your visitors from search engines will be early in their buying process, bringing them to your site makes you an option right from the start.
We won’t go into too much detail on optimization here since SEO is far too complex to cover in one section – but if you want to learn more, check out our SEO from Start to Finish Guide or SEO services page.
Optimize for conversions
We mentioned above that you should optimize your forms for the most possible conversions – but they’re not the only part of your site you should test.
You can run A/B or multivariate tests on your calls to action, images, buttons, and almost any other element on your site. Determine which versions of these elements produce the highest conversion rates, then implement the winning version to maximize your number of leads.
This is particularly important on the landing pages you use for campaigns on other channels, like PPC and social media. You drive traffic to these pages with the intent of converting those users into leads.
This means that your campaigns are only as effective as the landing pages you use for each ad campaign, and optimizing them can have a major impact on your results.
For more information on how you can optimize your site for conversions, check out our Guide to A/B Testing.
Personalize your content
Many companies make the mistake of showing all of their visitors the same content. And although this is almost unavoidable in the early stages of the buying process, you can personalize your content to give your leads a site experience tailored to their needs.
You can use marketing automation software to segment your site visitors based on key information like:
- Company size
- Stage in the buying cycle
When you personalize your visitors’ site experience, you make it easy for them to learn more about the services and offers most relevant to them. This makes them want to learn more and converts in some way in order to do so.
Provide a great user experience
Visitors will leave your site if they can’t find the information they want. Make sure they can get what they want easily by creating a simple navigation menu with all of your most important content 1-2 clicks away from your home page.
You should also make sure your site loads quickly, doesn’t have obstructive pop-ups, and generally provides a great user experience. This may sound like basic advice if you’re an experienced digital marketer – but if visitors don’t like spending time on your site, there’s no chance they’ll take the time to fill out a slow-loading, difficult-to-find form.