How to optimise your website for successful lead generation in 2021
Posted: 19th April 2021
Website lead generation has huge value to businesses which is why so many people invest in a multi-faceted digital marketing strategy. Creating leads for your business is one of the most important ways to create a sustainable, profitable business model.
SEO in 2021 continues to be a great mystery to some and a puzzle to others. Many people find SEO frustrating. It can feel as though you are at the mercy of Google’s algorithms, but this isn’t necessarily true. With a good SEO strategy, a well-researched approach and a few tools in your pocket, your SEO strategy should not be greatly affected by algorithm changes.
When creating an SEO strategy, it is important to take into account a multiple pronged approach. Rather than focussing your attention on one single area, maximising your efforts across different areas of your business can ensure that you have a resilient SEO strategy.
But what happens to these visitors when they land on your site? It’s something that is often overlooked. Getting lots of traffic is great, but keeping those potential customers on your website and interacting with it should be your main goal.
So what do you need to do to convert your visitors to leads?
Although obvious, having a well designed and user-friendly website is key to lead generation. This is an opportunity missed by many businesses. A well designed, user-friendly website, will hold your visitors’ interest for longer. The longer they stay on your site the more likely they are to purchase a product or enquire about a service you offer. A badly designed site will see them hitting the back button and going to a competitor site instead.
What makes a badly designed website?
- Poor Usability – Your website should be easy to navigate in a manner that makes sense to both experienced and inexperienced users. All public pages should be easily accessible with a clear indication of how to navigate the site. Pop-ups and ads should be kept to a minimum to avoid distracting or even annoying a visitor, constant pop-ups or ads can create a slow and unenjoyable experience that will likely see your visitors go elsewhere.
- Poor Mobile Compatibility – People are using mobile devices such as phones and tablets to access the internet more than ever and having a website that is optimised for mobile is essential. However, in a lot of cases mobile compatibility is overlooked resulting in poor performing websites on mobile devices. Making websites more simplified for mobile can enhance a visitor’s experience keeping them engaging with your website for longer.
- Unappealing Images and Text – Poor quality images and fonts that are hard to read will likely result in a visitor leaving your website. Poor quality images can hurt your business, it looks unprofessional which could lead to customers seeing you as unprofessional too. Unreadable text is also something to avoid, there is no need to use fancy fonts and best to stick with simple and clean fonts that are recognisable and easy to read.
Landing pages are a great marketing tool that can be used to drive traffic to your website and help promote a product or service that you offer. They generally sit outside of the sites main navigation and offer a way for potential customers to “land” on your website via search engines, an email campaign or even direct mail.
There’s no limit to how many landing pages you can create but it is important to follow some basic rules:
- Do not duplicate content; search engines will rank your pages down for this.
- Ensure your pages are engaging and have a clear message; it’s no use getting visitors to your site only to have them leave because the page is poorly designed or is confusing.
Keep in mind that your landing pages should be visually consistent and provide the same message as your ad campaign and the rest of your company branding. This means when a potential customer clicks an ad from your site, be it an email or paid ad on a third party site, they should be able to identify immediately the connection between the ad they clicked on and the landing page, there should be no confusion as to where they have landed.
Lead generation is about creating relationships with potential clients. By creating forms on your website, you create another touchpoint for web visitors who can receive a prompt from you via mobile or email. In total it can take 18 – 20 touchpoints before a customer chooses to purchase. Think of touchpoints as the number of times that your product or service is viewed – the more opportunities you create for this to happen, the better your lead generation will be.
Most websites will already have a contact form of some sorts. Most are set up by the web developer at the time of the site being built and then never really looked at again. Collecting the right data from your contact form is vital for lead generation but it is also important not to put your customers off contacting you by having a complicated form with too many fields.
Using a range of forms throughout the site can help generate more leads, a few examples are:
- A quick contact form in your sidebar
- A contact form that appears from the side or bottom of the page when clicked on
- A pop-up box with a contact form
- And of course a form on your main contact page
Subscription forms are slightly different to a standard contact form. A subscription form asks people to subscribe to your mailing list and is a great way to keep your customers up to date with news, offers and your latest products and services. Forms can be connected directly to email marketing tools such as MailChimp and Campaign Monitor to make managing your mailing list a breeze.
A subscription form can sit anywhere on your website but including it in the footer of your site means it will appear on every page of your site with the aim of capturing as many sign-ups as possible.
Implement Live Chat On To Your Website
Adding a live chat option to your website can be beneficial for creating leads, particularly if you have a larger business. Having somebody ready to speak with potential customers instantly as opposed to email can increase your chances of converting a sale. It also helps to build trust as it removes the waiting period involved with email.
Instant messaging is more popular than ever and it is expected to continue to grow as demand by customers increases. It is a convenient and easy method of communication. Implementing a live chat service to your site can provide you with a competitive advantage. Examples of live chat services include LiveChat and Zendesk Chat.
Use Call to Actions
Most websites have a call to action, a tool used to encourage a visitor to your site to take immediate action to complete a task. A call to action can be a great way to encourage a visitor to buy a service, subscribe to your email list or even follow your social media page.
A popular call to action is to offer a discount on a service or provide something free to visitors in exchange for a subscription to your mailing list. Call to actions need to be timed correctly; too soon can be annoying for a visitor as they might not have had time to look around your site yet. This can be especially annoying if they are a first time visitor. On the other hand, a call to action that happens later can distract a visitor from completing another action, such as purchasing a product at checkout.
Although all of the above can help generate leads it’s also important to get the balance right. Focus on quality over quantity to create a good user experience for visitors to your website.
Find out more
If you would like to know more about lead generation and how Priority Pixels can help increase leads for your website please get in touch or call us on 01626 245061.