Generating leads is one of the most important aspects of your company’s website. However, only 10% of marketers feel like they have effective lead generation campaigns. How can you leverage your website to generate the quality leads that you need? Here are some tips to help you make sure you’re using your site as best as possible to get leads:
1. Provide different offers for customers that are in different phases of the buying cycle
Offering content such as ebooks, whitepapers, consultations, coupons, and product demonstrations is one of the crucial elements of inbound lead generation, but not every prospective customer is looking for the same information. Someone near the beginning of the buying cycle might be looking for a guide or ebook, while someone closer to making a final decision might want a free trial or demo. But rather than choosing one type of offer to highlight, you should create offers for each phase, making sure to provide the right kind of information to everyone that needs to find it.
2. Make your CTAs clear and understandable
You’ll want to create calls-to-action (CTAs) that drive prospective customers toward your offers, but you need to make sure these CTAs capture people’s attention and persuade them to click on them. One way to do this is to make their message and purpose clear and specific, with a message that says “Download our Free Ebook about [SUBJECT]” or “Register for our Free Webinar on [SUBJECT]”, highlighting what the offer is about and making sure that the button or link to the offer is clickable.
3.Keep your landing pages and CTAs consistent
A landing page that directs potential customers to a particular offer is essential, allowing you to provide them with the information they are looking for without distracting them with all the other information on your website. But in order to avoid confusing potential customers, you’ll want to make sure the message of the landing pages is consistent with the CTAs that lead to them. If your CTA tells users they can download a free demo, make sure the landing page says the same thing, without adding any unnecessary extra information or any catches that might drive customers away.
4. Don’t make forms too long or ask for too much information
Forms are necessary to convert website visitors into leads, and the more information you can get from a lead, the better a chance you might have of converting them to a sale. However, you don’t want to scare potential customers away by querying them for too much information or by making them feel like they have to do a bunch of work to get what you are offering. It might take some experimentation to find the ideal length for your forms, but it’s best to remember that visitors are more likely to fill out shorter forms with fewer required fields, so you should try to stick with only the information you really need.
5. Blog, blog, blog!
According to HubSpot’s recent Benchmarks report, companies that post at least 6-8 blogs to their website each month double their lead volume. If you’re not regularly blogging, you’re losing out on traffic and the leads that it generates. Blogging is a highly effective method of lead generation, so make sure to include calls-to-action and links to landing pages within each blog post, and you’ll be sure to see more leads in no time.
These are only a few of the many ways that you can use your website to generate more leads. Do you have any other ideas or comments about lead generation? Feel free to let us know in the comments below, or start a conversation with us offline.