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You can use lead generation websites to collect lead information and nurture contacts through methods such as email drip campaigns or direct outreach, which can help you generate leads online.
If you own a business, it’s incredibly important to be able to generate leads and turn those leads into sales.
There are various ways of doing this, and having a website geared towards generating leads can be highly effective.
The website is part of your sales process; it provides backup, but it’s not bringing in new leads.
Lead generation sites encourage clients to make online inquiries, and they can also initiate contact by signing up for updates or newsletters.
It educates your visitors on your product or service and the industry you operate within and allows visitors to provide qualitative information to your sales team.
They also facilitate the next step in the sales pipeline, urging the customer to place an order or make that call to book an appointment, order a product or secure a service demo.
Optimizing your website to generate leads is a no-brainer. But unfortunately, it’s not as simple as throwing a “Click Here” button on your home page and watching the leads pour in.
Instead, marketers and designers need to take a more strategic approach. In this post, we’ll go over some quick ways that work to optimize your website for lead generation.
If you’re keen to enhance the lead generation capabilities of your site and drive sales, hopefully, you’ll find this blog useful.
What Does A Lead Generation Website Do?
A lead generation website is different from a website designed to inform the audience.
The purpose of a lead generation site is to turn a customer from a generic web user to a lead and maximize the chances of securing that person’s custom going forward.
A lead generation website aims to stoke the fire.
With a brochure website, the customer is likely already interested and may even have reached the point where they are ready to click the “Buy” button.
Consumers react to sites in different ways.
What Is The Lead Generation Process?
HubSpot refers to lead generation as: “the process of attracting and converting strangers and prospects into someone who has indicated an interest in your company’s product or service.”
Lead generation simply captures personal information about potential customers, such as name, email, phone number, company, job function, etc.
The lead generation process typically starts when a website visitor clicks on a call-to-action (CTA) on your site pages or blog posts.
That CTA leads them to a landing page, including a form to collect the visitor’s contact information.
The best lead generation tool of all is your product.
If you have a compelling product that solves a major pain point, visitors will want to provide their contact information without any incentives.
Presenting your product most attractively is often done through landing pages.
Landing page optimization is the key to ensuring you get the most out of these pages.
A dynamic CTA can promote your website’s most important content or a time-sensitive landing page.
Once the visitor fills out and submits the form, the website leads them to a “Thank-You” page.
Lead generation tactics can be big: forms to capture visitors’ contact info, CTAs for conversions, and they can be small: click-to-call phone number features.
Marketers use this information to nurture prospective customers down the marketing funnel to get them on the path to eventually buying a product or service.
Why Is Lead Generation Important?
Lead generation is a core part of the sales funnel for many B2B companies since their products can cost thousands of dollars, and web visitors are less likely to buy their product or service directly from the website.
Generating leads is a fundamental point in a buyer’s journey to becoming a delighted customer of your business.
Collecting new leads allows the businesses to educate and nurture prospective customers through email marketing, before reaching out to qualified leads directly via salespeople.
Identify Your Target Audience
Before building a website, you need to define your target audience.
The best way to start this process is to understand who you’re selling to, whether persona-specific or segment-specific and understand the pain points they experience.
Then, layer everything else you do on top of that.
Suppose you want to use your website to attract leads, convert visitors to leads, and increase the number of inbound inquiries you receive.
In that case, it’s essential to set your website up in the right way and focus on creating and sharing engaging, original content.
Design principles draw people in, and when users see an aesthetically pleasing website, they’re more likely to be interested in that product or organization.
But there’s a balance. The primary purpose of a B2B website is to be helpful to users — and that doesn’t come from a pretty design.
Some of the biggest things to consider are spacing and contrast to make sure everything on a website is legible.
Additionally, your website design should align with your company’s overall brand.
Add A "Subscribe" Page
Another way to capture website leads outside of your home page and other pages or posts is to create a dedicated subscribe page with the same or similar offering as your home page.
Ideally, this is a recurring offering such as an industry-relevant newsletter.
Testing allows you to make data-driven decisions about changes to your site, rather than just going with your gut.
Whether you are making changes to your lead forms or testing out different lead magnets, A/B testing software such as Optimizely makes it easy to show different versions of your site to your visitors to determine which version performs the best.
Since content is often a key incentive for driving leads, experiment with different pieces of content, call-to-action placement, and lead magnets to determine what type of content performs best.
This typically involves identifying your key buyer personas, and creating content that would be compelling and useful to drive quality leads.
Beyond incentives, a key part of the conversion funnel that marketers optimize is the lead form.
Providing high-quality content in exchange for contact info is common in lead generation.
Consider adding lead forms to pages that get the most traffic.
It’s important to benchmark your current state of lead generation before you begin so you can track your success and determine the areas where you most need improvement.
Some of your pages might make excellent lead generators, and you don’t even realize it.
To start, conduct an audit of where most of your online traffic and outreach comes from — your lead generators.
Although it is beneficial from a business standpoint to collect as much information as possible about a prospect, more form fields lead to a reduction in form submissions.
Experiment with different form lengths to see what is optimal in terms of lead capture and lead information.
Vary the types of content you use, for example, blog posts, infographics, video clips, and images, and make sure that content serves a purpose.
Monitor website traffic and post-contact forms on the pages that receive the most views.
Avoid aggressive calls to action, and opt for simple options that appeal to those who haven’t made their minds up.
Offer E-books And Blog Posts
Another non-invasive way to generate interest in your business is to create blog content that promotes an e-book or whitepaper.
Your website visitors can learn more about the same topic they just read about on your blog.
This is where lead generation meets search engine optimization (SEO). Blog content is your way of developing the page authority needed to rank your website on Google.
Be sure to write an engaging headline to tell the reader what they’ll receive to avoid confusion.
In addition to your home page, it’s important to put lead magnets on your most visited blog posts and pages (hence why a traffic audit is so crucial).
After seeing the lead magnet a few times, the visitor takes action and enters their email to download it.
Ensure that these magnets are relevant to the page offering them and, therefore, the visitor’s current needs and interests.
Search Engine Marketing (SEM)
SEM is a form of online advertising that involves paying search engines (such as Google or Bing) to display ads in their search results.
Because search is the primary way people navigate the web, this can be a big traffic source.
Search Engine Optimization (SEO)
Search engine optimization is similar to SEM.
It involves getting traffic from search engines, but rather than paying search engines for ads, SEO involves optimizing your website for search engine algorithms to appear higher in the organic search results.
SEO can expand your brand’s visibility and reach and bring more potential leads to your website.
Social media sites such as Facebook and LinkedIn have grown to become some of the most popular sites on the web, and are beginning to rival search as major traffic sources.
You can drive traffic from social networks by posting content to social media platforms or paying for ads that run on the networks.
Strategic Conversion Points
It’s OK if you only have two or three forms for users to convert on. Don’t feel like you need to have five or 10 content offers for each persona from the start.
What’s important is that there’s intent in how you’re routing site visitors. When determining which CTAs to place on a page, consider where visitors are in their discovery process.
An appropriate number of CTAs that lead to valuable content for the visitor will increase lead generation.
Shoppers want their browsing experience to be as non-invasive as their buying experience. Often they’re not ready to make a purchase when they first find your website.
To teach them about you with no effort or commitment on their part, invite them to subscribe to an email that notifies them of industry trends and product updates.
Personally follow up with those who opt to stay on this mailing list to gauge their interest and eventually turn them into marketing qualified leads (MQLs).
After marketers nurture a lead, a prospect is convinced to make an inbound purchase on the website or reach out to a salesperson, turning them into a sales qualified lead.
In enterprise sales, the sales team often reaches out to the prospect to close the deal.
Develop A Live Chat Service
Your sales team can connect live with interested visitors or those with questions.
Live chat services are increasing in their sophistication and how many people expect them when learning about vendors they might want to buy from.
This means you could be missing out on a major lead generator.
Traffic might come in the form of users who reach out to your customer service team through a live chat window on your website.
To generate leads through live chat, audit your website to see which pages your visitors spend most of their time on.
With the right development resources, you can install a live chat tool on the pages where customers need the most assistance or information.
This allows you to casually collect and log insight on their product needs while answering their questions.
How To Maximize Your Chance of Converting Online Leads
Make it easy for potential customers to contact you by providing contact details, including a phone number, and interactive live chat or online inquiry features.
If you can respond to queries quickly, this will maximize your chances of converting leads and enhance your credibility.
Reviews and testimonials can also improve authority, and they can also be very persuasive.
What Buyers Need To Know
A buyer needs to be aware that the traffic coming to the site must be extremely targeted to convert to these offers.
If the offer doesn’t exist in the area that the traffic is coming from, that traffic is worthless. For this reason, many of these sites operate in a local to hyperlocal context.
This means you have some extra SEO benefits that normally do not exist for other business models. For instance, you can take advantage of getting listed in Google Maps’ 3-Pack.
The Google Map’s 3-Pack appears above the main organic search results for local keywords.
People will often click on these listings before any other listings to either get directions to the business or give the business a call to create an appointment.
Hop-On The Kennected Train To Generate Leads
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.