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If you have a small business and looking to generate more leads, then having a website is a no-brainer.
But not all websites can generate leads. Lead generation is an art, and it needs proper planning and execution while building a website.
In this small article, I will share some tips that I use to optimize a website for better lead conversion. If you follow these tips carefully, you will see at least a 50% rise in your leads.
But first, let’s understand what is a lead and why you need them.
What is a Lead?
A lead is a potential customer or client who may be interested in your product or services. If you are a coach who offers business coaching, then a lead for you might be someone who wants to become a client of yours and be benefitted from your coaching. Similarly, if you are a lawyer, then a lead for you might be someone who is looking for a lawyer to handle their legal matter.
In any business, a lead is important because it is how you generate customers. A lead is someone who shares their contact information (i.e. email address or phone number), and then as a business, it is your job to convert that lead into a customer.
There are several ways a business can generate leads. Generating leads through the website always stays on the top. Because 1. it is cheap compared to other methods, 2. the process is automated and 3. the leads are very highly targeted.
6 Ways to Optimize Your Website for Better Lead Generation
1. Optimize Your Websites User Experience
The very first step is to optimize your website for a better user experience. You must consider optimizing these 3 aspects of your website if you are serious about lead generation.
- Loading Speed: Your website must load fast. You don’t want your potential customers waiting for a long time just to see your website. In fact, a study found that almost 87% of website visitors will leave your website if it takes more than 2 seconds to load. [Source]
- Clean: Make sure your website is clean and modern. Just think a second, would you be comfortable sharing your contact information on a website that looks like it was built in the 90s? No, right? How can you expect your potential customers to do the same?
- Mobile-Ready: Make sure your website offers a seamless experience on mobile devices. Over 60% of all internet traffic comes from mobile devices [Source]. If your website is not ready to serve mobile users, then you are probably losing over half of your leads.
Designing your website plays a major part in lead generation. That is why I always recommend that instead of DIY-ing your website, you should always take help from professionals to build a proper website that not just looks pretty and modern but also generates leads/clients/customers for you.
2. Add Forms to Pages That Get The Most Traffic
Most small business websites use their contact page as a lead generation form. While there is no wrong in doing so, it shouldn’t be the only form on your website.
Make sure to add forms to other pages that see the most traffic. Fire up your analytics and analyze all pages that receive traffic. For most small business websites it must be their homepage.
This is why always I prefer to add a form on the homepage itself.
It catches users’ attention and motivates them to share their contact details. If you have a blog and some of the articles receive traffic from search engines or other sources, make sure to capitalize on those traffic by adding a simple form to start collecting leads.
3. Offer Something for Free
Everyone loves a freebie. Try to offer something to your visitors that will motivate them into filling out the form. It can be anything. If you are a lawyer you can offer a free legal consultancy and ask them to fill out the form. Similarly, you can offer a certain percentage off on their first purchase if they submit the form.
You just have to be creative and understand what your targeted lead might be looking for and offer something related to that. This is one of the most significant ways to generate quality leads.
4. Pair Your Form With a Powerful CTA
CTA is short for Call to Action. A call to action is part of a webpage that encourages audiences to take a certain action.
In marketing, CTAs help a business convert a visitor or reader into a lead for the sales team. CTAs can drive a variety of different actions depending on the content’s goal.
A good CTA will catch the audience’s attention instantly and encourage them to fill out that form.
Here are some good examples of CTAs that you might want to use if you want to generate more leads.
- “Try Us For Free”
- “Start your free trial” or get a “free consultation” (Make it actionable)
- “Book Now” or “Browse Now For Free” (create a sense of urgency)
- “Find Out What We Do” or “What We Do” (Show your work before asking them to take action)
The internet is filled with many such examples. Do some research about your industry and see what works best.
Here are some design tips for having an effective CTA.
- Make it stand out. Use bright colors to make your CTA button stand out from the rest of the content of your website.
- Make it readable. Choose both your font and color scheme wisely.
5. Test Test Test
What worked for someone doesn’t mean will work for you as well. Never stop testing until you find that perfect balance that generates your leads. Doing A/B testing with all the above-mentioned tips will lead you to find the perfect form, text, CTA, and color scheme that makes your audience share their contact details with you.
6. Nurture Your Leads
Remember a lead is someone who is interested in your service. They may or may not become your customer. It is your job now to convert that lead into your customer. You don’t want your leads to forget about you.
Start by sending a simple thank you email as soon as you get their contact details. If you are collecting their phone numbers, give them a call and make sure to comfort/assure them with our words.
Keep sending them different tips or sources or anything that might be relevant in your industry to your lead. Learn as much as you can about the lead and convert them into a customer.
What Did We Learn So Far?
A lead is essential for any business. It helps you generate more customers for your business and increase revenue. Generating leads through a website requires some proper planning and strategies.
Start by designing your website with lead generation in mind.
Add lead form to pages that get the most traffic and also optimize the placement of your lead form.
Offer a lead magnet. It could be a free consultancy or discount or a free eBook. Everyone loves a good freebie.
Invest your time in writing and formatting a good CTA that will make people fill out that form for you.
And finally keep testing different text combinations, fonts, placement, and color schemes for your lead form.
I’ve been building websites for 7 years now. If you have any questions, feel free to ask in the comment or reach out to me.
