Are you able to drive substantial website leads? Are they high-quality enough that your sales team are able to close them successfully?
Generating good quality website leads is an essential ingredient to your success.
And a good rule of thumb to remember by is that the quality of your leads is also reflective of your website that produces it.
This means that how your website is structured, how it is optimized and how it engages are all that you need to focus on to constantly generate high-converting website leads.
In this article, we will discuss seven effective tips you can put into action to make your website effective at attracting qualified leads.
These tips are not only proven to boost conversions, but also in amplifying your site’s authority and trustworthiness.
But first, what is lead generation?
What is lead generation all about and why is it considered an essential business process?
Marketo has a working definition below:
Lead generation is important because the buying landscape has significantly changed through the years.
Marketing has changed so much as well with the focus of efforts shifting to the needs and behaviors of customers.
For instance, instead of the company representing itself and finding customers as its mission, its mission now is to represent its customers and make themselves found.
There are plenty of other changes in marketing as seen in the diagram below.
Business owners need to constantly create new ways to reach out to potential customers, manage to be heard amid the busy market and build lasting relationships along the way.
Lead generation can take on many forms, but the most common of it all are websites.
Majority of your leads are coming from your website, so if you do not have one, generating leads online will be painstakingly complicated.
As your website is your main online marketing hub, it automatically becomes the venue for all your lead generation activities.
Below is the flow of how you are able to generate leads via your website.
Ensure your website employs effective marketing strategies so you are constantly driving qualified traffic from your website and from its different pages.
If every website generates leads, then every website also has a conversion rate.
To compute the conversion rate of your website, simply get the sum total of your website leads over a set period of time and divide it by the sum total of website visitors from the same time period.
Of course, while the formula is a rather simple approach, it brings to light two critical inquiries:
- how can the quality of website traffic be increased to boost the quality of your website leads?
- how can you improve your lead conversion rate?
This is where the following 7 tips, which we will discuss, comes into focus.
Tip 1: Always display your phone number
Although you might ask –
Why include a phone number if transactions are not conducted over the phone?
The thing is, displaying your contact number boosts your trust and credibility. And on the side, it also helps reduce your homepage bounce rate.
Your visitors may not call you, but that gives them some semblance of security and assurance to proceed transacting with you.
Check out this lead generation landing page by a dentist.
The phone number is actually part of the dentist’s overall branding, even went as far as customizing the digits to make it truly catchy and unforgettable.
Tip 2: Include lead capture forms on every page
Giving your visitors access to your lead capture form increases the chances of it being filled up.
Not only that, but by distributing the number of required fields and asking minimum, less personal information on the first step, people are more likely to part with the information you are asking.
In the example above, while it is obvious that there are more pertinent information needed, such as the visitor’s name, address and phone number, Allied Van Lines breaks down the lead capture form into two by first asking for the pickup zip, delivery zip, move data and dwelling type of its visitors.
Since the information required are not personal, it is easier for those who filled up the form up to part with them.
Try doing this too to shorten the length of your lead capture form. Segment your required information and prioritize your less personal questions first.
Tip 3: Display customer testimonials and trust seals
There are plenty of powerful marketing tools out there that you can take advantage of, and one of them are your real customer testimonials.
And it becomes even more powerful when accompanied with actual photos of your customers and short audio recordings and videos.
Although you can do without the audio recording and videos to reduce your website’s precious loading time, testimonials can create a huge impact on your conversions.
It encourages other people to perform your conversion goals, making your customers help you attract new customers.
Aside from real customer testimonials, you can significantly boost lead conversions on your website by having trust seals.
Trust seals greatly complement a website’s credibility and safety. It reduces some of the common frictions why visitors do not convert immediately, such as the idea of insecurity or identity theft.
Remember never to install security badges and seals purely for visual security benefits. Always backup your guarantees.
Tip 4: Engage with interactive videos
Including videos on your website can have fantastic effects too on the number of website leads you can generate.Did you know that conversions can climb up to 80% if a landing page features a video? Click To Tweet
While that statistic is reassuring, do not feature just any other video on your website.
Make sure that it is catchy, the execution is creative enough to warrant a view and more importantly, it speaks directly to the viewer – and not directly at them.
By speaking directly to your viewers on your video, it helps them feel more informed and confident about making a purchase or sharing their email address with you you.
Personalizing the experience your visitors have of your website is always a welcome opportunity.
Your approach with your video can also take on many forms.
It can be about the product you are selling, an introduction to your business and how you operate or simply why you want them to be a part of your subscription list.
Tip 5: Be creative with your copy
More often than not, your ability to convert relies on how powerful your words are when you talk to you visitors.
How compelling you are depends on how creatively you can write and format your lead capture form.
Rely on the magic of powerful verbs such as “get”, “achieve”, “boost”, “have”, “take” and “make it yours” instead of passive words such as “let this help you” or “imagine getting this…”.
When you use powerful, action-oriented words in your copy, you are placing your visitors in an equally powerful position that allows them to be the direct recipient of the benefits you are offering instead of just imagining them.
If you are unsure at the “power” of your writing skills, ask someone to do it for you. Read it out loud and ask yourself if the words used are inspiring you to take action.
Remember that words can create moods and motivations. Choose the right ones when you create your lead capture form copy and use it to influence your visitors.
Aside from the clear enumeration of the benefits of downloading the ebook, this landing page copy also never forgot to use powerful, action words all throughout.
Tip 6: Optimize your lead generation process
Plan out the conversion path you want your visitors to take even before they land on your website.
For instance, if you are leading them to your website using an ad that tells them about your free project management tool demo, make sure that the landing page (complete with lead capture form, of course) they will arrive at is consistent to the free demo you mentioned on your ad.
However, even if you have outlined the path you want your visitors to take and lead them clearly to your form so they can finally become a lead, the path visitors take isn’t always that clear and linear.
And this is where the optimization of your conversion pathway comes into picture.
So, how does one get started?
First, check your calls to action. Maybe using a contrasting color for the button may have an effect in your conversions?
Or maybe changing the copy of the CTA button to a more powerful and engaging one may boost the number of leads you attract.
The location of your CTAs might also be a factor so consider testing locations on your website as well.
Second, do a quality check of your landing pages.
Do you have enough landing pages to begin with on your website?
Based on a HubSpot survey, for instance, they found out that companies with at least 30 landing pages on their website were able to generated 7x more leads than companies with just 5 landing pages.
The more you put your landing pages out there, the bigger your chances of boosting your lead conversions.
Third, do a QA also of your thank-you pages.
Sometimes, we get too caught up on the mechanisms of the conversion path and the landing pages we employ and forget the next steps our visitors take after they have shown their intention to become one of our lead.
Have a look at your thank-you page. For instance, ensure that the download link to the ebook or whitepaper that you promised is working.
Or if you promised a link to your exclusive product demonstration, make sure it was created well and they can view it in whatever format they wish whether on desktop or on their mobile.
You might want to add some social sharing buttons too on your thank you page or another related offer just to keep your new leads completely engaged with you.
And lastly, have a quick check of the level of personalization you have on your website and landing pages.Did you know that personalized CTAs can convert 42% more visitors than ordinary CTAs? Click To Tweet
Personalization is something you can significantly leverage from by implementing very simple measures on your end.
In the illustrations below, you’ll definitely be glad to be greeted by the landing page on the right than on the left, correct?
Personalization has a unique power to convert and you should try that out with your lead generation efforts.
Tip 7: Test, test and test some more
Subjecting your website to regular testing will not only do incredible wonders to your lead conversions and click-through rates, but it is a great way to nurture your leads.
As it is impossible to arrive at the best possible version of your website on the first try, arrive at that ideal version slowly and surely with testing.
As your website improves, the quality and number of leads you attract will follow the same trajectory.
Testing as simple as the copy on your CTA button can create a significant impact in your lead conversions so don’t undermine what testing can do for your lead generation.
More than your website, you can test out your specific lead generation pages to see how small changes will flow before you can apply it all over your website.
Check out our ultimate split testing guide for reference.
Don’t forget mobile!
Given all the seven tips that we have discussed, it is important to never put the mobile friendliness of your website as a second priority.
Let’s face it.
Mobile devices are now overtaking desktops, yet there are still a good number of companies that do not have a usable and easy-to-navigate website on smartphones and tablet computers.
As ecommerce and online marketing become more cutthroat than ever, making your website truly friendly on mobile devices can definitely boost your online visibility, push more qualified traffic to your website and convert that traffic into actual paying customers.
Should you take an interest on how to build responsive websites, check out our article on that here.
Computing the cost per lead
Of course, while we are on the subject of making your website generate good quality leads, it is also crucial to know how to compute your cost per lead.
What is a cost per lead?
It is a metric that measures the effectiveness of your website (or your other marketing campaigns) when it comes to generating qualified leads for your business.
Computing your cost per lead follows the simple formula below:
What is the benefit of knowing your cost per lead?
Knowing what your cost per lead will inform you whether your website is working well in giving you leads or if it is underperforming.
Also, you will know based on the different marketing strategies you are implementing on your website works best in terms of return of investment and which one can be removed from your lead generation strategy altogether.
For example, you spent 500 dollars on PPC ads and 10 of your visitors converted into leads.
Following the cost per lead formula…
Your cost per lead is 50 dollars.
Is 50 dollars a good cost per lead?
The answer will depend on how 50 dollars compares to the cost of the product or service you are advertising with your PPC campaign.
After doing your own comparisons, you will know if you have to adjust your PPC budgets or recalibrate your lead generation strategy.
There are also benchmarks for cost per lead per industry that you can reference from HubSpot. Check out the chart below.
At the end of the day, the ideal goal, of course, is to have a very minimal cost per lead.
A high volume of high quality website leads with a low cost per lead is an indication that your lead generation strategies are doing well.
Regularly watch your cost per lead. Reference your KPIs, your analytics data and other sources of marketing data to check if you are financially on track.
Generating high-quality website leads is key to your success so make sure you implement these 7 tips we discussed so you can also generate high conversion leads.
As a recap, keep in mind these seven tips:
- Display your phone number
- Spread out your lead capture forms on your website
- Share your customer testimonials (and trust seals!)
- Use engaging videos
- Talk to your visitors with great website copy
- Optimize your lead generation pathway
- Keep on testing for better results and lead conversions
Don’t forget about your site’s mobile-friendliness too!
As you start growing your number of website leads, don’t forget to compute for your cost per lead as well.
It is essential that the value of your lead gets smaller and smaller as time goes. It becomes a clear indication that your lead generation efforts are efficient and are giving you winning ROIs.
What about you – any additional tips you’ve tried that boosted your number of website leads and lead conversions? Tell us all about it in the comments section below!