Your website can and should be one of your most effective salespeople. It’s always available, accessible from almost anywhere and doesn’t talk back (most of the time) – what more could you ask for? But is it generating enough leads and more importantly, is it generating the right leads? Below we’ll explore a few ways to increase the right kind of website leads for your business.
It seems simple but it’s a HUGE reason why businesses aren’t generating leads from their website. A call-to-action is a strategically designed and placed clickable element (button, banner etc) that drives website visitors to a landing page. One of the best ways to increase website leads is to create a series of calls-to-action that hit a visitor’s “pain point”. For example, let’s say that you’re looking for a mortgage company and you visit their website. To effectively capture you as a lead, they should provide calls-to-action that engage you – like a “Free Mortgage Getting Started Guide”.
While it’s important to engage visitors with calls-to-action, you must be clear and resist overloading them. All to often, we see website’s throw 3-4 calls-to-action in front of visitors. When website visitors get overloaded, they bounce (leave the website). Make sure to only display 1-2 calls-to-action and make sure they are not competing in nature.
- Offer helpful information and/or resources
- Address key “pain points”
- Don’t overload visitors with more than 1-2 calls-to-action
- Keep it Simple Stupid (KISS)
The end goal is to provide helpful, engaging calls-to-action that will make visitors want to provide their information.
Another important piece of the lead/conversion process is the landing page. Many websites simply lack or mis-use landing pages. The purpose of a landing page is to convert a visitor into a lead – that’s it. The layout should be fairly simple: logo, one or two images, a few paragraphs, a bulleted list and a form. If possible, all of the content, especially the form, should display above-the-fold. That means, when a visitors first views the page, they should be able to see most of the content without scrolling.
Landing pages should also be very focused in the content they display. You want to feature a specific topic or offer without distracting visitors. Remember, the end goal is to get them to fill out the form – not visit other pages or download other content.
- Keep the content and form above-the-fold
- Make the form simple with as few fields as possible
- The messaging should be focused on a single topic or offer
- In most cases, the navigation should be hidden
One of the best ways to increase website conversions is to give visitors a map or enable them to easily find and consume content. We like to think of a “website visit” like a journey for visitors where we are leading them down a path. When thinking about your primary website navigation, what does it look like? Are you leading visitors down a strategic path where they convert at the end?
A great way to plan conversion-focused navigation is to follow a path similar to:
- Learn – Page or pages where visitors learn about your product or service.
- Pain Points – Page or pages where visitors identify with one or more pain points.
- Resources – Page or pages where visitors consume content to address pain points.
- Contact – Page or pages where visitors fill out a contact form.