Do you find the terms “website optimization” and “lead generation” a little confusing, or perhaps overwhelming?
You might even be reaching for the back button just at the thought of them. Maybe there’s something else – anything else – you could be doing right now to help make your business a success!
Actually, no; there isn’t. Not if you’re relying on your website to get you that business.
The truth is, for your business to succeed online in the modern world, you need it to generate leads. And to do that, you first have to optimize your website.
Don’t worry; we made a list of simple ways to optimize your website without causing you any headaches. The following 11 tips will help you both generate leads from your website AND increase your site’s trust factor and authority.
Let’s get started!
1 . Include a Contact Number
Let’s start with something simple.
If you’re selling digital products, this first step may seem counterintuitive. But by adding a phone number to your website, you can increase consumer trust, which in itself is a big step in convincing customers to follow your CTA, or call to action (the action you ask your website visitors to take, usually written on a button on your site).
And guess what? That CTA will generate leads.
Add your contact number to the footer of your website (the space at the bottom), in addition to your Contact Page. (If you don’t have a contact page set up yet, check out this post on how to write website copy that converts for tips on how to do it right!)
2. Put it Where They can See it
You have to grab your visitors’ attention as quickly as possible; otherwise, they’ll bounce (leave your website).
So, how do you do that?
By putting your main message above the fold (the part of your website that viewers can see without scrolling).
This is your prime real estate, as it accounts for a whopping 57% of all viewing time, so it’s crucial for generating leads.
There’s no room for clutter or needless imagery, animations, or site menus here; this is where you place your CTA (that button I told you about a minute ago), entice your potential leads, and begin the path to conversion.
3. Optimize Your Homepage with a CTA
I keep mentioning CTAs, and here’s why.
Links can lead to any specific landing page on your website; however, you only have one homepage, and you must use it wisely.
A well-made homepage will catch a viewer’s attention, but you need a powerful CTA to keep it.
But it’s a balancing act!
You want your viewer to stay, but you don’t want to bombard them with a blatant lead generation pitch or confuse them with overly complicated content.
Instead, use your homepage to lead viewers into your funnel (the customer’s journey with your business) by offering something that benefits them, such as free trials for limited periods, or an invitation to subscribe so they can receive detailed product updates and the latest industry trends.
By using this style of CTA, you can collect their names and email addresses without being too invasive or appearing overly pushy.
4. Create Multiple Landing Pages
We touched on landing pages in the previous section; now let’s look at how they can increase your leads by 55%!
Every one of your landing pages is the first point of contact with potential customers, so their design is a crucial part in generating leads. But what many businesses don’t know is that it’s not just the quality of your landing pages but the number of landing pages that counts.
Statistics show that websites with 10-15 landing pages will gain a massive 55% more leads than a site with less than 10. It’s about variety; the more you have, the more chance you’ll appeal to a broader demographic and therefor increase those potential leads.
Having multiple landing pages not only increases leads, but it also enables you to try different marketing campaigns, promote more products or services, and test different landing page layouts.
But, there are 2 things you need to implement if you’re going to use this lead-generating tactic; let’s look at those now.
5. Create a Simple Conversion Path
If you have multiple landing pages, you must make the conversion path a simple one; otherwise, your potential lead could lose their way.
What’s a conversion path? I hear you ask.
Good question! It’s the steps your future lead has to take to get to where you want them to go (a pricing page, a gateway to your online course, etc.).
How do you do it?
That’s the easy bit—by keeping it simple.
The fewer moving parts your website has, the better. Today’s modern website trends lean towards clean, smooth, and simple designs, which is great for generating leads.
You can achieve this and increase your lead conversion rate by minimizing the number of form fields viewers have to fill in, and by keeping the forms short and to the point.
And, don’t ask for unnecessary personal information, especially phone numbers (people get uncomfortable) if not required for landing the lead.
Last but by no means least:
Preview your conversion path on numerous screen types, especially mobile, as most of your potential leads will be using one to view your website.
6. Measure the Performance of Each Lead Generator
Excellent, you now know you need multiple landing pages, a simple conversion path, an optimized home page, and to put your CTA above the fold where viewers can see it without scrolling. Next, you need a way of testing it all, so you know you’re not wasting your time and money.
Knowing what’s working and where the holy grail is when it comes to generating leads from your website is super important, and you can get this information by using tools like Website Grader from HubSpot.
Quick disclosure here—I’m a HubSpot lover, simply because they provide the kind of up-to-date information (often free) that every new business needs. That said, let’s look at what this tool can do for you.
It evaluates all your lead generators, landing pages, and CTAs, and provides you with simple-to-understand feedback and suggestions on improving them. As an example, you can compare one landing page layout with another, assess conversion rates, and optimize as needed.
Speaking of optimization, let’s dig a little deeper:
7. Add Forms to the Landing Pages that Get the Most Traffic
Once you’ve identified which landing pages generate the most leads (using analytical tools like Website Grader), it’s time to ensure that they’re fully optimized, so they convert successfully.
At this stage, you don’t want to drag your lead around; they’re expecting whatever it is that you promised, and if you don’t give it to them, they will likely hit the back button.
Stop that from happening by focusing on the content that enticed your visitor in the first place, and placing the related lead-generator form above the fold. Always ensure your message is front and center, and again, at this early stage, only use forms that ask for the minimum amount of information needed. Once you’ve gained your potential leads’ trust, they’ll be more inclined to share all of their details.
But for that to happen, you first have to?
8. Gain Your Lead’s Trust
It’s crucially important that your lead trusts your website, and you can help instill trust by personalizing your CTAs.
It’s not as difficult as you might think!
You achieve it by using dynamic content (aka—adaptive content). It’s web-based content created around each visitor’s unique preferences, interests, and behaviors. Think booking.com or Amazon; it’s how they know what you’re looking for before you do!
Apply this to your website, and your viewers will see product options, images, and content specifically tailored to them, based on pages they’ve previously viewed and products they’ve purchased.
And, it’s a powerful way of generating more leads, as personalized CTAs convert 42% more visitors into leads than a standard call to action.
If your website was built on WordPress, you can use this guide to learn how to add adaptive content to your site. You can also check out tools like Barilliance to help create a personalized experience for your leads.
And, while were we’re on the topic of trust, here’s another tactic you can use: Trust Seals.
A trust seal is a badge that’s displayed on your website that lets your visitors know your site is safe. (You’ve probably seen ones from companies like Norton and McAfee before during an online browsing session.)
Statistics aren’t readily available on these, but the major trust seal providers claim that they’ll increase your website’s conversion rates, so they’re worth considering.
If you do use one, ensure that it offers a guarantee to your lead, as this shows it’s not just a false claim but something that you’re willing to stand by. Statistics do, however, show that viewers who saw such a seal of approval are 7-8% more likely to become a consumer/lead.
Hey, every percentage helps.
But if that’s not enough, here’s how you can increase your trust:
9. Enable Your Users to Create Trust and Credibility
Dynamic content and trust seals are great, but nothing surpasses customer testimonials, especially images and videos, for building trust and credibility. Get those right, and your CTAs will go into overload!
It works exceptionally well if you’re connecting your lead generation website to your social media campaigns, as images, audio, and video reviews are now driving the vast majority of consumers’ online decisions. Check out this cool example from Patagonia’s testimonial page, where they invite their users to tell their stories:
Make it easy for your viewers to post reviews of themselves using or talking about how great your product/service is and how it helped improve their life.
10. Develop a Live Chat Service for Your Website
Modern consumers expect to have their questions answered, and if you don’t provide an immediate solution to their queries, odds are they’ll, yes, you guessed it, bounce.
It’s why live chat services are now playing an ever-increasing and important role in e-commerce.
Take a look at the following statistics:
- Almost 80% of consumers prefer to use live chat because of the instant response.
- The average consumer satisfaction rate for live chat is 92%.
- 41% of consumers said live chat was their preferred channel of communication when contacting support teams.
- A massive 63% of consumers who used live chat said they’d be more likely to return to a website because of it.
It stands to reason that if you don’t use it, you could be missing a significant lead-generating opportunity.
Here are some ways you can use live chat to generate leads:
- Start by auditing your website; find out which pages visitors spend the most time on.
- Install a live chat tool where customers might need it most.
- Gather and log insights into the most common consumer wants and needs.
- Finally, integrate your live chat with your customer service team (if you have one), ensuring every question asked has an answer.
Now, all of this only works if you…
11. Test, Test, Test
Yes, we’ve already looked at testing, but now we’re taking it to the next level: A/B testing.
All of the 10 tips provided are proven to work; however, you’ll only know if they’re working on your site by testing them yourself. And the fact is, some might not be suitable for your unique situation, so it’s best to find the ones that aren’t increasing your leads and cutting them out so you can use tactics that do.
This is where A/B testing comes, and done correctly, it can help you maximize your click-through rates.
At its most simple, A/B testing compares two pieces of content with one variation. This could mean tweaking a headline, changing an image, rewriting the body copy of your main offer, etc.
It will enable you to conduct landing page tests, so you can see which version of whatever you’re testing will result in more leads. Once you start getting answers, you can refine your pages by running multiple tests, ensuring that you end up with the optimum landing page and CTA.
While it might sound like a lot of work, it’s crucial for your lead conversion rate, as it’s only when every piece of the lead-generating puzzle comes together do you get to reap the rewards.
The Last Word
Do you still find “website optimization” and “lead generation” a little confusing or overwhelming?
I understand if you do; it’s a lot of information to digest.
But you can simplify it all by starting with what will work best for you. Use the tip—or tips—that you know you can implement here and now. Once you have them up and running and generate your first leads, the momentum will build from there.
Then, take it step by step, testing as you go; before long, you’ll have optimized your entire website, and it will become a lead-generating machine!