When you think of generating leads from the website, the first thing that comes to mind is website design. Well without discoverability an excellent looking business website cannot generate leads. Here are top 10 elements a business should include in their website to generate leads.
Personalized Call to Actions
- Tailor your CTAs. Create personalized CTAs for individual visitors, and watch your conversion rates skyrocket. Personalize your CTAs using data like user persona, lifecycle stage and more. Display most relevant and compelling CTAs to move leads further down the funnel. You can address the anonymous visitors by creating tailored CTAs. Create CTAs based on device, location, referral source to give best customer experience.
Forms on every content page
Most of the websites offer a generic for "Contact Us" form that limits the opportunity to convert. With easy access to lead generation form, you can increase the number of viable leads by 2%. Limit your forms to least information in your "Contact Us" form. Customers filling out this form are most likely to be potential customers. They did not have to give out personal information on the first step.
You can even add a form that allows your website audience to download. You can give them your recent eBook, whitepaper or a webinar in exchange for their basic data. You can include essential details like name, email, job title, and company name. By doing this, you have a new conversion opportunity.
Let's do some math. Let's assume you had 100 visitors on your website:
- 100 visitors x 2% Conversion Rate via Contact Form = 2 Leads
- 100 visitors x 2% Conversion Rate via eBook download = 2 Leads
- 100 visitors x 2% Conversion Rate via webinar download = 2 Leads
- 100 visitors x 2% Conversion Rate via whitepaper download = 2 Leads
- Total: 8 Leads
This shows by introducing more opportunities on your website for visitors to convert. You are generating more potential leads.
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Any human brain can process visuals 60,000 times faster than text as it drives user engagement. You can add HTML5 interaction to your website. This will make your website content more interactive and engaging to the user. Within a month after Facebook introduced the timeline feature for brands, on an average, there has been 65% increase in engagement.
Visual content is getting popular. Companies need to put some effort into your website images. They can include high-quality photographs, relevant infographics and videos. The more the content relates to your product and services better user engagement.
Customers who visit your website for the first time would want to hear it from your happy customers. Relevant testimonials and case studies on your site add validation to your website. Your client reviews serve as references for your business and are social proof.
Thank You Page
A "Thank you" page can assist as a significant first step for nurturing your leads. Showcase testimonials or your clientele on the "Thank you" page. You can put your thank you page to work. Make your thank you page an asset that's helping you in closing the lead as a customer. You can consider including social sharing buttons or form for another related offer.
Social media platforms have strong paid advertising programs. You can showcase and promote your services, products, upcoming events or any promotions. Take advantage of the incredible ability of social media. It allows you to create customized ad campaigns based on many filters. You can have filters like demographics, geographic locations or even behavior. Social media sharing can be a significant lead generating option.
Responsive Website Design
Your prospect may visit your site using any device be it a smartphone or a desktop. You need to deliver a fantastic experience. Pew Internet & American Life Project has done research. They came up with the following facts:
- “Some 88% of U.S. adults own a smartphone, and about 55% cell owners use their phone to go online,”
- 45% of mobile internet users prefer web browsing on their mobile devices.
- 17% of mobile phone users in the U.S. prefer going online by using their phones instead of any other device.
These statistics emphasis on the fact that your website should be mobile optimized and should give a fantastic navigational experience.
*Source - http://www.pewinternet.org/2012/06/26/cell-internet-use-2012/
Your website is your first impression, and your customers expect it to be fast. Customers consider a site that loads fast to be professional more reliable. A slow website makes an impression of being unsafe, untrustworthy and insecure.
*Here are few hard facts:
- "47% of people expect your site to load in less than 2 seconds.”
- “40% will exit your site if it takes longer than 3 seconds.”
- “85% of internet users expect a mobile site to load as fast or faster than on their desktop version.”
Website speed is non-negotiable as it influences the user experience. The sites search engine ranking affects your lead generation and conversions.
If you want your website design to be successful, white space is a must. Including white space in your site, each web page becomes easier to read and understand. Your page is more attractive and better for your readers. You can keep your users interested in your content by using white space on your website. White space acts as a separator giving you the ability to highlight CTAs. It increases content legibility along with creating balance.
A sitemap is an essential component of any website, and it goes hand in hand with SEO. SEO is crucial for lead generation. Sitemaps are important for the search engines to come to your site and recognize the pages on your site. Your website will not rank well in the search engines don't recognize your page for the keywords on them. Hence, there won't be any traffic generated affecting your revenue.
Avoid these mistakes for generating leads from the website
Providing email address on the website
You may hamper your lead tracking process by displaying an email address on your site. When a user sends an email, you will have no idea about the source from where he contacted. Also, email addresses on sites are a magnet for never-ending spam.
A generic CTA may not serve the entire purpose of having a CTA in the first place. Engage your user with a CTA when they land on your site. You don't want to give them all the same content. People visit your site with different requirements. You can also provide CTAs with links to your social media channels. Make it as easy as possible for your readers to follow you on social media. The sidebar of your site makes a perfect home for promotional CTAs.
Not Having a contact form
"Contact form" is the most crucial lead-capture form on any given landing page. Without a "Contact from" lead generation wouldn't be possible. The primary focus of any landing page should be to get the users fill out a "Contact form" to generate leads. Design and formatting of the form will impact your conversion rates. Hence it is crucial that you take a strategic and planned approach while deciding the fields of the form. Ask for information that is essential to be able to contact and qualify them.
Contact form at a single location
If capturing leads is vital to you then you need to make sure that you have contact forms in front of leads. Of course, doing this can be annoying. The best solution, thus, is to show different content to different visitors. Based on the content, you can display your form in different places on the page. Forms are the primary muscle of any traffic conversion effort.
Too many fields in the form
Include only those questions that are essential to be able to contact and qualify them. You can use fields such as name and email address to gather contact information about the lea. You should be able to follow up and put them your sales funnel to convert them into your customers. Include fields and questions in your form that will help you identify the intent of the customer. Too many questions in the form will lower the conversion rate.
Making every field mandatory in the form
Most people experience some concern when asked to provide sensitive information, especially online. Customers are less likely to fill the form is all the fields are mandatory. Show your visitors that they can trust you. Your aim should be to collect enough information to qualify your lead. You need to show your site visitors they can trust you with their data.
Using CAPTCHA or other bot traffic validators
The CAPTCHA is the last mile between your landing page reader and a conversion. CAPTCHA is more hurtful than helpful for generating leads from your website. A Moz post from 2009 shared a study on the CAPTCHA. They stated that a site’s conversion rate increased by 3.2 percent when CAPTCHA was turned off. They did this study on 50 different websites from less than one year old to over five years old.
Providing dynamic content on your site can help you to cater each unique user. Web page size will also affect the page loading time, hence offer tailored content.
Shabby Website Design
Don’t give too much information on one page. Include relevant images and videos on each page. Create content addressing to a problem or offering a solution to your audience.