Optimizing your website for lead generation takes more than just beefing it up with content and throwing a “click here” button on the home page. Just like with any other digital marketing approach, this requires a solid strategy – from content to web design.
Here are lead generation techniques that can help your business increase conversions:
1. Tailor your posts.
One of the biggest challenges with lead generation is the varying social network behavior of your target audience. Some may prefer seeing content on Facebook, while others may favor clicking posts from LinkedIn. So, how do you work out a strategy that will reach both types of audience?
Unfortunately, there is no shortcut to this dilemma. Others will simply decide to post the same content to both platforms. Nonetheless, your content must fit the tone of the website if you want your lead generation strategy to take you somewhere. Tailor your post for each individual network, and you’ll do better in making your meeting the needs of your target audience and get more conversions to increase your marketing ROI.
2. Get your auto responders to work.
This is important if your content is related to your business. Auto responders are effective in collecting qualified leads because they are completely opt-in based — they are a tool for permission marketing. They also help organize leads into different categories, so you can separate the qualified from the unqualified ones. E-courses, SaaS products, and B2B services particularly consider auto responders as an important part of their lead generation strategies.
Some of the auto responders that you can use are:
- Aweber – Your all-in-one tool for managing subscribers, creating sign-up forms, and sending emails to your contacts.
- iContact – This tool allows you to import contacts from a separate list.
- InfusionSoft – This allows you to integrate your shopping cart with your email marketing, allowing you to send mail sequences to specific people or sort your contact list.
- GetResponse – This tool includes a range of features for creating time-based emails for a specific audience.
Any lead generation expert will tell you that link building is still important to rankings. The challenge here is getting the right kind of links. Chuck Price shares that his favorite approach in creating relevant links is to build a resource center. This approach not only helps in attracting links, but also in building the authority of your website.
4. Put your CTA to good use.
Your call to action is more than just a couple of pretty words you put together to invite your target audience. You can optimize your CTA to transform your website into a lead generation funnel.
To put your CTAs to good use, format your blog posts as landing pages that align with the intent of your visitors. Use the CTA button to guide your visitors towards that goal or the action that you want them to take after they’ve read your blog. This can either be inviting them subscribe to your newsletter or encouraging them to take a survey. The key here is to create CTAs that tie to a benefit — you would be surprised as to how this simple technique can lead to sales and conversions.
5. Use testimonials and trust seals.
But make sure that they are more than just for show. Testimonials are powerful marketing tools, but these have to be genuine. Don’t just stick to written testimonials; be creative and consider rich media options like videos or audios to hook your readers. You should also get testimonials from notable industry partners for added credibility.
On the other hand, be particular when choosing the trust seals to incorporate on your website. Choose those backed up by a customer guarantee to build more credibility. You can also showcase recognition, awards, and accreditation to let customers know that they’re transacting with a legitimate business.
6. Invest in your design.
More particularly, on user experience. As algorithms change and get smarter, websites that have good UX get ranked higher in search results. A study from the Oxford Journal proves this:
The goal of UX design in business is to improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.
A clean interface bumps your website’s effectiveness, and can help you in converting visitors into subscribers. Think of the Pareto 80:20 rule — identify the 20% content that grabs 80% of the attention of the reader, focus on it, then apply the rest into a bare minimum.
Lead generation requires a multidisciplinary approach. A good conversion strategy shouldn’t only focus on content or backlinks; it should also cater to other signals – visual (website design) and emotional (testimonials) – to appeal to your audience.
Remember: a successful strategy should be able to entertain, educate, and convince visitors to turn them into loyal customers.