5 Effective Ways to Generate More Leads with Your Website
How Do You Use Your Website To Generate More Leads?
Regardless of your niche or industry, one of the biggest challenges that all small and medium-sized businesses (SMB) face are generating more leads to maintain or grow their business. Today, one of the best ways to do this is by ensuring your website is strategically designed to convert your website visitors into leads or customers, clients or patients.
Before you even look to doing any type of digital marketing to drive web traffic to your site, make sure that the design and content of your site entice your visitors to take the action you want them to. For example, you may want them to call you, email you, fill up an enquiry form, etc.
Too often I see small and medium businesses with websites that aren’t built for the primary purpose of a website – to generate more leads.
So what is it about a website that generates leads?
Here are the 5 actionable things you can do right now to generate more quality leads through your website.
- Have a Well-Designed Website
- Create Effective Landing Pages
- Use Contact Forms Wisely
- Provide Value Immediately
- Display Testimonials on Your Website
Have a Well-Designed Website
How your website is designed can make or break your chances of turning your website visitors into leads or customers. You don’t need to be a professional web designer to ensure that your site is well-designed.
Here are some of the things you can look for when examining the design of your website:
- Intuitive and friendly navigation – Don’t make your potential customers guess where links and buttons take them. Make it easy.
- Use images and whitespace – Pages that are text-heavy can be overwhelming and won’t convert. Put relevant images and use white space to break up the text.
- Make it look nice and professional – We like to look at things we find visually appealing. Your visitors are the same – they will want to see a nice-looking website before they give you their contact information.
- Have a clear purpose – Each page should serve a purpose aligned with your marketing and business goals. There are strategic ways of doing so.
- Be mobile responsive – Not much else to say. Almost everybody has a mobile phone and searches numerous times using their phones or any other mobile devices.
Create Effective Landing Pages
A landing page is a web page that serves as an entry point for a website or a particular section of a website. They are built specifically for lead generation.
Visitors to your site may land on one of your pages (e.g. blog post) through Google search. To maximise the effectiveness of these pages, they need to be optimised for conversion.
This means you should guide your visitors to an actual landing page with a form in as few clicks as possible.
- Remove anything that doesn’t help turn web traffic into leads
- Display trust signals – success stories, case studies, badges, etc.
- Define the service you provide and how it helps your potential customers/clients/patients
- Make it clear where visitors should click and what happens after they click
- Speaking of clicks, minimise them – remember, we want our visitors to give their contact information in as few clicks as possible
Use Contact Forms Wisely
Your landing page is great, now your visitors are ready to give their contact information to you in exchange for the value you promised (e.g. free consultation, downloadable PDF guide). It’s important to make sure you don’t ask for too much. It would be great to know your potential customer’s salary and occupation, but do you really need that at this point?
What’s worse than asking for too much information on your lead form?
Not having a form at all. I’m serious. Unfortunately, a lot of websites out there still have no contact forms.
Provide Value Immediately
Your potential customers, clients, or patients have filled out the form and are now officially leads. You now need to deliver on your promise, immediately.
This means that if you offered a downloadable document in exchange for their contact information, then your leads would expect that document to be delivered to their inbox right away. If you offered a free consultation, they will want you to confirm the appointment with them as soon as possible.
Not delivering your promises will lead to potential customers to unsubscribe from your emails, mark them as spam, or worse, go to your competitors.
Here are some of the ways you can provide value immediately:
- Case Study
Display Testimonials on Your Website
Social proof is your best friend. Testimonials from your existing customers, clients, or patients are an important part of your lead generation strategy. They essentially minimise the amount of time it takes to convert your leads.
Whether you are a plumber, roofer, or a dentist, nothing communicates that working with you is the best choice to make quite like social proof. As your business grows, seeing that your customers trust your company sends a powerful message.
One last thing..
Once you’ve implemented these things to your website, you now need to drive traffic to it. What you really want is to drive relevant and targeted website visitors to your site.
For example, if you’re a dentist, you’d want potential patients to find you online when they search for terms relevant to your practice and services. For example, [Dentist + Location].
If you’re a plumber, you’d want to show up on Google when your potential customers search for terms like [Plumber + Location].
This is where investing in digital marketing becomes really important. There are different ways that you can drive relevant and targeted traffic to your site. I won’t get to them on this article, but I will soon write more comprehensive guides on how you can leverage digital marketing to grow your business.
Ultimately, I’d say the most popular and most effective forms of digital marketing for service businesses are:
- Search Engine Optimisation (SEO)
- Search Engine Marketing (SEM / Paid Advertising from Search Engines)
- Social Media Marketing (Facebook Advertising, Instagram, LinkedIn etc.)
- Email Marketing
I hope you enjoyed this article. Feel free to share, comment and ask your questions.