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Nathan Yendle

Nathan is an accomplished digital marketeer and his vast and varied experience includes running successful SEO and PPC campaigns. He manages all the PPC campaigns we undertake and heads up all of our digital strategy and content marketing projects.

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How to optimise your website for successful lead generation in 2019

How to optimise your website for successful lead generation in 2019

Posted: 5th July 2019

SEO in 2019 is a complicated affair and a good SEO strategy should consist of organic SEO, PPC, content marketing and social media. All of these have the same aim, to get visitors onto your website and converted into business.

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?

Your Website

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 which 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

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.

An important thing to keep in mind when using landing pages, especially with ad campaigns, is to ensure your ads and landing page are visually consistent and provide the same message. 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.

Add Forms

Contact forms

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 contact form
  • And of course a form on your main contact page

Subscription Forms

Slightly different to a standard contact form, asking people to subscribe to your mailing list 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 your sites footer 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 completing 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 via email hello@prioritypixels.co.uk or call us on 01626 245061.

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