6 hacks to help generate leads from your website
In today’s digital age, your website is integral to your success. In this blog, we share some of the best ways to generate leads via your website.
Your website is an essential tool for telling potential customers who you are, what you do and why you’re the best. However, trying to leverage it to create more growth is a completely different kettle of fish altogether.
According to the B2B Technology Marketing Community, 61% of B2B marketers identify generating high-quality leads as one of their biggest challenges. To make matters worse, Marketo believes approximately 96% of visitors who land on your website aren’t ready to purchase.
Sadly, a website is a necessity but not always the best tool for lead generation. To successfully change its purpose to increase your leads, sales and revenue without investing in a complete redesign or rebuild, you need to think smarter.
To give you an idea, here are five very attainable and effective hacks designed to show you how to generate more enquiries from your website to maximise business growth.
Start generating leads from your website
Use call tracking
If you want to turn your website into a lean, mean, lead-generating machine, you must use analytics to your advantage. You can easily lose sight of how a customer first heard about you when you don’t have the right measures in place. Using a call tracking number on your website or specific landing pages within your website will give you a means of tracing the customer journey. While it might not generate instant leads, it’ll benefit you in the long run, as you’ll be able to put more ad budget into advertising specific high-performing website pages.
Testing your website’s usability is another effective tool for customising your website so it performs better. Using heatmap tools, such as Mouseflow or Crazyegg enables you to track where customers click and scroll to.
If you find a certain call to action on one page is gaining a lot of traction or interest, it might be worth including it on another page or above the fold on the homepage. Or if you have developed a series of landing pages based on locations, you can see what areas are performing well and what ones aren’t. This is incredibly important if you’re investing heavily in PPC campaigns or wasting valuable resource focusing on optimising an ineffective page.
*Images from www.crazyegg.com
Install live chat
With so many options available online, customers will often shop around before they make a move. However, you can take a proactive step by adding in a live chat feature on your website. Customers feel like making an enquiry is an invitation for a business to sell, when all they want to know is how much it’ll cost. If you’re not comfortable in revealing your prices online, live chat can break down the communication barrier and allow you to give customers answers in real-time.
Calling your business is inconvenient, especially during work hours. But with live chat, they can chat easily and on the go.
Include trust signals
Testimonials and case studies might seem like a dull inclusion, but they’re an extremely powerful selling tool when it comes to generating leads from your website. If a visitor is new to your company, they want to know whether they can trust you and believe you can practice what you preach.
Include awards, accreditations and testimonials throughout your website. Blog about your latest awards. Create a dedicated case study page highlighting your latest projects. Once a customer sees that you’re the real deal, you’ll start turning traffic into enquiries. Another way to enforce your credibility is through dedicated review sites such as Trustpilot but for a free option ask for reviews from your Google My Business account.
Today’s customers want the information they’re looking for fast and they want it personalised. Self-selection tools allow them to filter their options or select their needs to create a selection of results based on their preferences. They eliminate the need for sifting through product pages, therefore, significantly improving the user experience (UX). There are several types of self-selection tools, including:
- The filter bar – head to any online clothing store and you’ll find this option. You can split things up depending on price, product type, fit, colour and so on.
- The step-by-step tool – this is a handy self-selection tool adds a personal touch to the UX. Instead of traditional filtering options where you can reduce your options down, this feature will build a series of results based on your answers after each question (or step).
- The predictive search tool – this self-selection tool is ideal for knowledge bases as it helps customers get straight to the FAQs they want to learn about. A good example would be the example searches that pop up as you type things into Google.
- The product configurator – the final self-selection tool is used by businesses who want to give their customers the option to build things – i.e. build your own teddy bear or customise a car model with all the gizmos you want.
Lead generation in digital marketing is a very broad topic. However, one of the most effective forms is content marketing. Ever stumble upon an article dating back 5-10 years ago? That’s a sign of a fantastic piece of evergreen online copy. By posting SEO-friendly content on your website via landing pages and blogs, you can start generating higher quality leads through organic search and social media.
In the short-term, new, valuable content is a conversation starter and gives customers a reason to become an advocator of your work. Spread the news by creating emails linking back to it and posting about it on social media.
Not only will it generate more clicks and help move cold prospects down the buying funnel quicker, but it’ll also improve your chances of accumulating shares and backlinks to your website – which in turn, will benefit your ranking in the search engines.
You can even run PPC campaigns using relevant keywords or targeted social media paid ads to entice warm customers to learn more. It only takes one piece of industry-leading content to create a steady flow of traffic and leads for the foreseeable future.
Other key areas of digital marketing are retargeting and remarketing. While they may share similar names, they both serve different purposes. Retargeting is focused around using paid ads to target a broad range of individuals who might be interested in your products or services. Information of the customer is collected through cookies and will generate banners and adverts that follow them around the internet to remind them about your services.
In contrast, remarketing is all about email campaigns and reaching out to customers who have already interacted with your website. Again, a good piece of downloadable content will give you a method of capturing a customer’s email address, which you can then use to send email marketing communications to.
We’re here to help
If you need some guidance on how to increase leads, sales and revenue from your website or you simply don’t have the time to apply these hacks, get in touch with us today. Or for more tips on how to improve your website, take a look at these 4 Fatal Website Design Errors you must avoid.
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