Discover How Your Website Can Generate More Leads and Sales
As a business owner you want your website to generate leads. For many, it’s their entire reason for having a website. But you need more than a dynamic design and outstanding content in order to do it.
When it comes to generating leads on your website, you can either choose to have one lead-generating landing page, or you can include a lead generation tool on each and every page.
Whichever you choose, it’s important that you do lead generation right, so that you not only get all those leads you want, but that you also increase your site’s trust factor, credibility and authority.
In this article we include some of the best practices to use to help you do just that.
Think About Your End Goal First
Just like you have to consider your website’s purpose before designing or redesigning it, you also have to do this when it comes to lead generation.
What type of leads are you trying to get? Is it someone who buys something as a first-time customer? Or someone that calls the company for more information or to order a service? Do you want people to sign up for your newsletter, or do you want them to fill out a form?
Knowing what your end goal is will help you better determine elements such as call to action placements, form sizing, and more.
Make Your Contact Number Clearly Visible
While you may wish to include your contact information in small print at the bottom of a webpage, your phone number should be much more clearly displayed.
This is true for all websites, even those providing a digital service such as a web host, or running an e-commerce store.
Even if you don’t expect customers to ever call you, having a contact number displayed will instil trust in customers and make the business seem more credible.
Don’t Force Customers to Write The Number Down
This is most important for local businesses that do want and expect customers to call.
Customers today are on their smartphones a lot. And as we already know, they use those smartphones whether they’re out in the neighborhood looking for a business or whether they’re at home doing a simple search.
Contact numbers are a lot less effective when the customer is forced to write the number down, close out of their search and manually input the number into their phone.
Don’t make them do this! Make the contact number a clickable button that users can just click on and press one button to make the call. This will have leads coming in far quicker than simply displaying the number.
Post Short Forms on Every Page
Forms are a great way to generate leads, but there are things you should keep in mind when using them.
The first is that forms should appear on every page, and they should be kept short. Of course you don’t want a lengthy form taking up most of the pages on your site, so asking for just a couple of details such as their zip code, name and email address is a great way to capture their interest first.
By asking for just a few details in the initial form, you not only leave room on your webpage for other information, but it also entices those leads you want to fill them out. No one wants to give out all their information right away, especially when they’re simply looking for more information, so keeping the forms short will also increase the chances that the forms work for lead generation.
Lastly, placing forms above the fold of a website will also increase the likelihood that users will actually fill them out. While many people have heard of ‘above the fold’ when it comes to publications such as newspapers, the term can also be used when referring to websites.
Above the fold in website design refers to the portion of the webpage that is visible in a browser window when the page first loads. Anytime a user needs to scroll down to see more information, that information is considered to be below the fold. Placing lead generation forms above the fold increases the chances that users will notice them and fill them out, especially when there are arrows marking it on the page that can draw the user’s eye.
There’s a reason that review sites such as Yelp are so popular. People want to know what other people, real people, have thought about a product and/or service after they used it.
Typically, customers will first ask their friends and family members if they’ve used the product or service and after that, or when that doesn’t generate any suggestions, they’ll go to review sites. You could spend time trying to get your business onto those review sites (and you should, eventually) but you can also incorporate this right into your web design.
By placing testimonials within your website, it allows customers to see what actual real people have to say about your business. And it gives you total control over those testimonials and the ones you want to show. Testimonials are one of the best ways to convey the powerful impact your company has had on others, so why not show them off?
Some business owners choose to incorporate videos and images along with their testimonials, but beware when considering this option. Remember, this type of media will slow your website down when visitors are trying to upload it, and you may want to save that bandwidth for other, more important media (such as a product how-to).
Add Useful Videos
Video has already been talked about quite a bit within this article, but it’s for good reason – video works, plain and simple. However, there is a caveat that comes with this.
Videos, just like any other aspect of web design, need to be used properly and strategically. Simply posting a video that’s one big ad for your company won’t work.
You need to speak to your customer and not at them. Ads generally talk at the user, but a useful guide, how-to or even a question and answer period will give them helpful information that they can actually use.
When used properly, videos within a website can be highly effective. Because they make users feel more informed and confident of their purchase, business owners that incorporate them into their web design typically see higher conversion rates and more generated leads than those that do not.
Use Powerful Words
This goes along with the ‘content is king’ line of thought. You should fill your content, especially in your call to action, with words that make the user feel empowered.
Words like ‘get’, ‘feel’, and ‘have’ are strong, active powerful words that will spark the user to feel something and due to that feeling, will persuade them to do something. The words you choose have a huge impact on how many leads your website generates.
The Importance of White Space
When someone walks into your business, do you constantly talk to them leaving no room for pauses in the conversation? Of course you don’t.
And do you follow them around while they try to make a decision? Probably not. You probably make your pitch and then leave them alone for a few minutes to let them sort out the information, check out your services or browse your products.
This concept also applies to your website. While it’s tempting to fill every space on your website with information, it’s not very effective.
Leaving whitespace can help emphasize certain content, photos or call to action buttons. Without it, your webpage will not only look cluttered, but it can also detract from the most important aspects of the website you want to draw attention to.
So resist the temptation to fill up every last space. It’s unnecessary effort on your part, and your website will be better off without it.
Auto-responders are emails that are automatically sent to a customer’s email address once they have taken a particular action on your site, such as subscribing to your newsletter. These can be a great way to generate leads and turn that first interaction into an ongoing relationship.
There are many types of auto-responders that are very effective at getting a company more leads and turning potentials into bona fide customers.
Examples of auto-responders could be thank you emails, welcome emails, and follow-ups that include reminding the customer of sales, promotions, or simply the call to action you want them to take.
Test and Test and Test
Every business is unique, and while one element of lead generation will help one business take off, it can also prove to be ineffective for another business.
The bottom line is that you don’t know which of these tips will work for your business until you try them. And even if one element, such as incorporating testimonials, works very well, there may be another one that works even better. The chances are that before your website was live, it underwent a number of tests to ensure it was working properly.
The same is true for lead generation tactics. You need to try one and test it to see how it performs. Then try another, and leave it on your website to test that one. You never really know what will work and what won’t until you start testing the many different elements.
More Leads, More Sales
Get more of what you want from your website by allowing us to help you. You and your business can benefit from our many years of experience. We have helped lots of businesses just like yours. Call us today and we can get you better results, faster than you going alone and doing it yourself. We look forward to hearing from you.