If you’re struggling to generate leads through your website, you’re not alone. According to one HubSpot survey, 61% of marketers say generating traffic and leads is their top challenge. So, how do you overcome some of the most common obstacles to lead generation and start driving impactful results from your website?
Here are some simple ways you can optimize your site and increase the number of leads it generates for your business:
Create A Clearer Path To Conversion
In an ideal world, every user who visits your site would immediately take action. However, this rarely happens in the real world. Most likely, users will land on your site via a variety of different channels (such as organic search, a search ad, or a social media post) and then spend some time exploring your content. They may check out multiple pages during their visit as they learn more about your products or services.
To convert more of your visitors into leads, structure your website and content in a way that is logical, informative, and user-friendly. Spend some time learning how visitors are arriving on your site, and what pages they are landing on, and then start mapping out a path that will keep them engaged with your website.
For example, you may notice that your blog titled “How To Deal With Storm Damage To Your Home” is getting a lot of traffic, but most users leave from that same page without viewing any others. To keep them on your site longer, you could have that blog article link out to a page about your storm damage repair services that explains how your services can resolve all of the points mentioned in your blog. By structuring things in this way, you can connect with users through informative content that piques their interest (such as a blog), and then more naturally draw them to secondary content that is more promotional.
Tip: Discover Your Top Landing Pages | By using Google Analytics, you can learn more about how users are arriving on your website, and which pages are bringing in the most traffic. Under Behavior > Site Content > Landing Pages, you can quickly see which specific pages had the most visitors, and whether those visitors left your site right away or went on to browse additional content. This information can help you spot opportunities to improve your website content and layout to keep users browsing longer.
Make It Easy For Users To Reach Out
If your goal is for website visitors to contact your business, you need to make it as easy as possible for them to do so. This may seem obvious, but it’s a detail many businesses overlook when they design their websites. A beautifully designed site might be appealing to visitors, but can quickly become frustrating if they can’t figure out how to get in touch with your business.
Key pages on your site, such as product and service pages, should include a contact form, phone number, or other easy way to get in touch with your business. Users shouldn’t have to spend a lot of time clicking around on your site to learn how to reach you. By making contact forms and other elements easy to access, you can increase the odds that users will take action.
Tip: Create Calls-To-Action That Stand Out | Beyond making it easy for users to contact your business through strategically placed contact forms and phone numbers, you should also make sure those elements stand out on your site. Use simple text and contrasting colors to create bold calls-to-action that capture the attention of your users. For more tips on crafting the perfect CTA, check out our blog “3 Ways To Increase Your Website Conversions.”
Include Some Softer Calls-To-Action
While your ultimate goal might be for users to contact you for a quote, not all visitors are going to be ready to take this step. However, they were still interested enough to visit your site, so there’s value in staying connected with this audience. By staying in touch, you can increase the odds that these users think of your business first when they are ready to take the next step.
One of the easiest ways to engage with prospects at the top of the funnel is by using a softer call-to-action. For example, you might want to prompt them to sign up for emails or encourage them to download a digital catalog. From there, you can follow up with users and provide them with additional content and communication that is helpful for them and guides them along the path to conversion.
Tip: Use Soft Calls-To-Action Strategically | When experimenting with using some softer calls-to-action, you don’t want to get carried away adding tons of calls-to-action that clutter every page of your site. Instead, try adding a soft CTA to the homepage where top of funnel users are most likely to land. On more specific product or service pages, where users are engaging more deeply with your content, you can use more focused calls-to-action (such as a contact form).
Have A Plan For Nurturing Your Leads
Getting your website visitors to take action and become leads is only the first step in their journey toward becoming a customer. Before you launch any lead generation initiative, it’s vital to have a plan in place for nurturing your leads. It’s important you follow up with leads in a timely, helpful manner to keep them engaged and create a positive impression of your business.
Your lead nurturing process doesn’t have to be complicated, as long as it is focused on addressing the needs of your prospects. Be sure to consider what information they might need to make a decision, what communication might alleviate their concerns, and what incentives you might be able to offer to inspire them to take action. Then, create a plan that makes it easy for your team to follow up. You may end up using a combination of automated emails, tailored sales calls, or digital ads.
When you’re focused on running your business, it can be easy to overlook your website. However, by creating a stronger digital presence for your business, you can streamline your lead generation process and start to grow your business more efficiently and cost-effectively.
If you want to enjoy the benefits of having a comprehensive digital marketing strategy, but don’t have the time to tackle it yourself, contact us! Our team can create a tailored digital marketing plan that’s designed to deliver rapid growth for your company.