In the marketing and sales world, leads mean everything. The internet has made it easier than ever to generate leads, but a lot of companies still struggle with it.
Website lead generation can seem nearly impossible when you aren’t excelling at it. The truth is that lead generation doesn’t have to be complicated. Anyone with the right knowledge can put together a campaign and improve upon it.
Are you curious about the best ways to generate website leads? We’re going to teach you everything you need to know to optimize your campaigns.
Our Guide to Website Lead Generation: 13 Essential Tips
It’s important to note that website optimization for leads isn’t all about code and design. A lot of separate elements need to come together to form a successful campaign.
We’re going to give you an all-encompassing approach to lead generation that includes your website, content, and the way you approach leads.
If you’re ready to learn the best way to generate leads, make sure you remember these tips.
1. Think About Your Content Strategy
Content strategy is essential for effective lead generation. You need to think about the role your website will play in attracting and converting leads.
Ask yourself if certain pages of your website help prospects at different parts of the customer’s journey. See which pages are the most helpful for your end goals.
Consider where you want traffic to go from each page. You may want the customer journey to end on one page, or you could need another page to secure your lead.
It’s also important to think about which pages are the best for lead generation and conversion, and which ones are best for communicating information.
Remember, each page doesn’t have to do everything for every visitor. Some pages may already be optimized for lead generation, and others could be best for letting potential customers learn more about your business and products.
2. Directly Engage Your Leads
If a potential lead had a question about your product or service, where would they find an answer?
FAQ pages are a thing of the past. If you really want to improve website leads, find a way to directly engage visitors more.
Giving people access to customer service representatives that can answer their most important questions can improve lead generation. Customer service reps are helpful, but they can’t be around 24 hours a day.
Chatbots have made it easier than ever for businesses to give potential leads the attention they need.
Think of a chatbot as an interactive and more modern form of the traditional FAQ page. Preload a bot with commonly asked questions and answers, and they’ll take care of the rest.
The conversational exchange can make the customers feel like they’re getting personal attention.
3. Pay Attention to Tracking
If you’re trying to capture leads but haven’t set up tracking on your website, you need to start doing that now. Knowing which pages generate the most leads and which ones are underperforming can improve your strategy.
Plenty of CRM systems have their own tools for tracking leads and visitor behavior, but Google Analytics can do this for free.
All you need to do is set up a “goal” for each lead generation page you’re using. Once you’ll do this, it’ll be a little easier to work on improving your marketing efforts
4. Focus on Your Forms
If you’re doing lead generation, you know how important the forms you use are. You also probably know that people tend to not like filling them out.
Forms are essential for capturing leads, but they can also slow people down when they aren’t formatted correctly.
Keep your forms as short as possible. The fewer fields people fill out, the more conversations you can get.
You can add extra fields like company names or job titles if it’ll help improve the quality of your leads. But if you go down that route, see what else you can cut.
Also, make sure your forms are mobile friendly. Mobile traffic makes up a huge percentage of all traffic to your website. You’ll want to make sure that your form functions flawlessly on mobile.
5. Add Forms To Every Page
It may seem redundant to add forms to every page of your website. But if you want to improve your lead generation tactics, abundant forms are a must.
Most people will come through your ideal sales funnel, but there are always going to be wildcards when you’re getting leads.
Some people may land on your website by pure chance. They may not be on a page that’s designed to take their contact information. That’s why you need to make it as easy as possible for visitors to give you the info you need.
Don’t feel the need to use the exact same form on every page on your site. You can play around with different text and information fields. This gives you some variety and allows you to A/B test your forms.
6. Include a Contact Number
Phone numbers may seem archaic in the age of email and text. But adding it can do a lot to improve your lead generation tactics.
Adding a phone number can increase customer trust and lend a little credibility to your website.
There are a lot of scams and fraudulent businesses online, and a phone number adds legitimacy to your website.
Also, some people will feel more comfortable talking to someone. This is especially true for businesses that offer high end or expensive products and services.
Don’t underestimate the power of human connection when you’re focused on lead generation. Sometimes just knowing that you can speak with a person can be enough to make a sale.
7. Utilize Landing Pages
If you’re just driving people to regular pages on your website, you’re missing out on a lot of potential leads.
Your website is a great marketing tool, but each page may not be formatted in the best way to get leads.
Landing pages are effective because they concentrate people’s attention on the task at hand and are very results driven.
Let’s say you want someone to download your e-book. A regular page on your website may have extensive information about you and why you wrote the book, links to other pages, and provide more content than the visitor needs.
A landing page wouldn’t have that same setup. It would be very simple, only include necessary information, and make it very easy for the person to complete the task at hand.
This is why landing pages tend to perform better than other web pages. There’s clear direction on what you want visitors to do, and they can’t get easily distracted with other content.
8. Avoid Cookie-Cutter Design
Since we’re on the topic of landing pages, let’s take a little time to go into the best way to design them.
Landing pages should be simple, nice to look at, and easy to deploy. They won’t take as much work as your regular website, and ideally, they should retain some design elements from your original site.
Cookie cutter landing pages that look like basic WordPress sites won’t do a lot to attract leads.
People can tell what basic and cookie-cutter websites look like. They’ll think that you didn’t put much work into it, and may not think your business is legitimate.
You can use a basic template for your landing pages, but it should have the same look and feel of your brand. Customize it with the right colors, your company logo, and your own brand voice.
9. Embrace White Space
Some people may feel the need to fill their landing pages with as much content as possible. Instead of shoehorning in pictures and text, give your main content a little breathing room.
Unnecessary content just adds more things to distract people and lessen your chances of getting a lead. White space can make your message more apparent and can give your page a subtle and clean look.
Focus on the features you think are the most important for attraction a lead. Once you’ve found it, don’t feel the need to add anything else.
10. Make Existing Content into Lead Focused Content
Does your company have a blog? Blogs can do more than improve website traffic and give Google bots something to index. If they’re written correctly, they could easily become a new lead generation tool.
Take a little time to focus on the end of your posts. Do they prompt the reader to do something, or do they just stop?
Don’t give your readers a chance to just leave without doing some extra work. Give them a direct call to action to do something once they finish reading.
Link to other related blog posts in the conclusion and encourage readers to explore them. Give people a link to your white paper and tell them to download it. Have people sign up for your newsletter for more content.
If you want to add an extra element to lead generation, consider making the extra content gated. Don’t just give them more free content, ask for an email address or contact information in return for your thought leadership.
11. Think About Referral Marketing
Your ideal lead could know dozens of other people that would benefit from your product or service. If you want to step up your lead game, consider thinking about the referral side of things.
Word of mouth is still one of the most powerful forms of marketing available. Getting recommendations from trusted friends or coworkers can help make your business and services seem more legitimate to people.
Use language that encourages people to share blog posts, white papers, and other marketing content with friends.
Don’t use vague language at the end of marketing content. Make it more deliberate and reinforce the value your content has.
Bad example: “Be sure to share this article with your friends!”
Good example: “We hope that you found this content helpful. If you know someone that could use this information, be sure to share!”
Better example: “Do you know someone that could benefit from learning about (main idea of your post)? Click our share button to post on social, or put their contact information in our form so you can send this their way!”
The more specific and deliberate you make your call to action, the better results you’ll have for leads.
12. Show Dependability
Sometimes referral marketing doesn’t have to come directly from a friend or colleague. Just showing that other people and businesses trust you can be enough to generate a lead.
Positive customer reviews and testimonials can do a lot to show that your business is reliable and your products and services are worth the money. A lot of lead generation pages show a positive review or two to build that trust.
People on the B2B side of marketing may want to consider showing client logos instead of customer reviews. Think of some of your big name clients and choose some of their logos to display.
13. Use Webinars
Are you looking for a way to attract leads and showcase your expertise? Consider taking care of two problems at once by focusing on doing webinars.
Webinars can be a great way to generate valuable leads.
Every time you do one, you can get the contact information of dozens of people that are guaranteed to be interested in what you’re talking about.
You can leverage webinar content long after you’ve given one. Consider making webinars gated content on your website.
If you want to generate interest in your content, write a quick summary about what you’ll cover. It’ll let people know what to expect, and could sway some that are on the fence about downloading.
It’s the perfect combination of content marketing and lead generation. You’ll produce something valuable for your target audience, and you may find a way to easily reach out to them.
Improve Your Leads Today
When you have the right strategy, website lead generation can be easy for your business.
Some of you reading this may know best practices, but still feel like you need extra marketing help. Others could feel like it’s best to leave marketing and lead generation to the experts.
Regardless of where you are in your lead generation and marketing journey, we’re here to help you.
Do you have any questions about generating leads? Do you want to learn about other ways we can help your business? Contact us today so we can give you the help you need.
If you’re interested in lead generation beyond your website, check out our post on how to use social media to create leads.