How to Optimize Your Website for Lead Generation
We get it. Website optimization and lead generation marketing can be intimidating. Fear not! We’re here to help. We’ll break down what optimization really means, why’s it’s different than SEO (search engine optimization), share what you need to know, what you can do now to make a difference, and when to call the professionals.
First: optimization simply means to make something function as well as possible. Efficiency.
Search engines use constantly changing algorithms to determine which websites are most relevant to a particular search. Search engine optimization analyzes a complex combination of factors on and off your web pages in order to help different search engines (and people) find your website in a digital universe filled with other similar websites. The goal is to have your website appear in the top listing of search results. While SEO remains important to acquiring customer leads, it’s an ongoing process that’s best left to the professionals.
Website optimization for lead generation is how you turn visitors to your website into customers.
First: you need to know where traffic (the people visiting your website) is coming from, and the pages that are receiving the most visitors. Google Analytics offers a wealth of information about how, when, and why people are landing on your site; how long they stayed, the pages they looked at and for how long…well, you get the picture.
Now how do you capture more personal information about your visitor? Add a form.
It’s important to have a strong call to action, or CTA – tell the visitor exactly what you want them to do, and why it’s going to benefit them. For instance:
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Each of your most trafficked (popular) pages should have a form to capture valuable visitor information. Forms can require a user to provide an email address, or more detailed information that helps pre-qualify the lead. Once you have their information and understand what they are looking for, it becomes easier to convert them to a client.
Experiment with your CTAs. Use contrasting colors on different pages. Use slightly different messages (try us for free, subscribe for updates, etc) on each page. Next, determine which pages are getting the most responses and the fewest – and refine or refocus the messaging again. The goal is to make certain you’re optimizing the number of responses, as well as their landing pages.
For clarity – a landing page isn’t necessarily a ‘home page’. They can be anywhere in your site – they’re simply the entry point for that particular site visitor. So in reality, each page of your website should have a strong CTA depending on where they are in the sales cycle.
Sound like a lot of work? It can be, but it can also pay off big! How big? Companies with 30+ well optimized landing pages generate 7x more leads than those with 1-5 pages.
“Companies with 30+ well optimized landing pages generate 7x more leads than those with 1-5 pages.”
More Steps You Can Take Now For Lead Optimization
Develop a live chat feature – these functions are becoming more popular as they allow people to ask questions about companies, products and services in real time.
Personalize your CTAs – recognizing your visitors through personalized greetings or pages increases conversion rates.
Use simple A/B testing – use different words and images in your calls to action and keep the best performing ones. Test them again and again to refine your message and convert more customers!
Nurture your leads. Once you have someone’s contact information – don’t forget about them or send generic content that’s not necessarily suited to their needs. Send relevant follow up emails to stay top of mind, and be sure to send content that matches their interests. Trust us, it makes all the difference.
Want some help optimizing your website for leads? Click or call, and we’ll be there for you!