We all want a website that generates as many leads as possible. It would be fantastic if we could build our site add a “Book a Demo” or “Free Trial” button and leads started rolling in.
For anyone that has followed this approach, while the odd person may click your CTA and submit the form the flood of leads we had hoped for is barely a trickle.
To improve our lead generation we must be more strategic in how we approach the lead generation process and work to optimize your website at each step.
What Lead Generation Looks Like
To understand how we can optimize your website for leads we must first understand the lead generation process.
Visitors will land on our website or landing pages through a variety of sources. Search engines, social media, paid ads, referring domains and direct visitors are just some of the traffic sources.
Each of these visitors is visiting your site for a reason. These different reasons are often categorized as being in one of three stages of a customer journey.
These stages are: awareness, consideration, and decision
Those visiting your website in the awareness stage will often be looking to learn more about their problem. Those in the consideration stage will be considering solutions to their problem and those in the decision stage are ready to act.
When we categorize our website visitors in this way it becomes much easier for us to see what kind of action they are most likely to take at each stage.
For example, someone in the awareness stage reading about how to generate traffic via paid ads is likely to download a guide on how to run successful paid ad campaigns but unlikely to book a demo simply because they haven’t invested enough time into solving the problem just yet.
Whereas someone who has read 10 articles on the same subject and reviewed two different case studies of how you helped similar companies is much more likely to book a demo.
6 Simple Ways to Optimize Your Website
With this new perspective, let’s look at some specific ways to optimize your site.
1. Provide Complimentary Resources For Your Blog Posts & Landing Pages
The first way to optimize your website is to ensure that each blog post and landing page has a complimentary resource or tool for lead generation. Many websites simply offer a single option for lead generation – a demo or a free trial.
Rather than offering a single option tailor your offering to the page. If you have a blog post on how to create content then offer a complimentary content calendar template. If your web page talks about a case study with a particular client provide a detailed download of the work you did.
In short, you must match the resource to the page.
2. Offer Live Chat
People do not want to wait for an answer and in some cases, they are actively put off by the idea that they should have to. Offering live chat features enables visitors to contact you immediately and get answers to their questions on their own terms.
To begin using live chat for lead generation place the live chat on your most popular web pages and have a helpful prompt appear that is tailored to the page the visitor finds themselves on.
Are they on the pricing page? Offer to help them with the right plan.
3. Nurture Your Leads
Remember our customer journey from earlier there are distinct stages and nobody will make their way through them on their own. You have to nurture them and provide the information they need at the right time.
Create a nurture sequence to learn more about each individual and tailor your future correspondence to this information.
4. Split Test Your CTAs
If you have a CTA on your website analyze its performance. Is your “Book a Demo” button getting a 2% click-through rate? Why not try “Book Your Demo” or “Speak with an Expert” analyzing the performance of your CTAs and testing new options allows you to optimize each one and increase the number of leads being generated.
5. Analyze Test Your Traffic Sources
Traffic is traffic…right? Well, maybe not within all analytics platforms you can analyze the sources of your traffic and review how each traffic source performs. It is not uncommon for one or two traffic sources to drive most of your lead generation.
Knowing which traffic sources are the most valuable allows you to direct your attention to the most important areas.
6. Test Your Resource Performance
Are all resources performing equally well? Regularly review which of your lead-generating resources of performing best. With this information, you can refine your underperforming resources to increase the number of leads being generated.
For example, if you find that checklists are outperforming guides then why not replace some of your guides with a relevant checklist and see if performance improves.
There you have it, 6 ways to optimize your website for lead generation. Remember optimization is not an overnight activity, it is about constantly refining and improving your performance based on the data you are receiving.
Starting with these 6 steps will put you on a path to continuous success.