A business website is a powerful online channel for reaching out to potential customers. Investing in a website is worthless if it’s not acquiring you enough leads and conversions.
Here are 10 actionable steps for converting your website into a powerful lead generation tool.
1. Blog Subscription
You first need to ensure that you have a business blog. With useful and informative content on your blog, you can attract relevant visitors to your site.
Provide them with an option to subscribe by using a popup or a side scroll, and talk about the benefits of the subscription.
Here is an interesting example:
With the blog subscription function, you can grow your list of prospects over time. Make sure you are regular with your posts. You can add two to four quality blog posts every month.
2. Promotional Offer or a Contest
Run a promotional offer exclusively for those site visitors who fill in their contact details.
A simple contest can be equally effective. You can provide an attractive cash reward or a gift to the winners of the contest.
Add a pop-up or a banner on your website to communicate about the offer/contest.
Take a look at this example from Green Mountain Mustard:
3. Lead Magnets: EBooks/White Papers/Reports
Publish eBooks, white papers, and reports on your website. Create landing pages to showcase each of them.
Provide your users with an option to download lead magnets for free when they share their contact details. Make sure they understand the benefits of the free resources.
Take a look at this example from KISSmetrics:
4. Live Chat
When visitors come to your site, they have many questions. A live chat feature helps you to answer these questions and start building relationships with them. Deploy an expert to interact with site visitors and help them.
“62% of customers were (more) inclined to purchase products online if live customer support is available.” (Source)
Live chat is an essential tool for your website. It helps you to promptly answer visitor queries and get users to convert into leads.
To implement a live chat on your website, you can use tools like Tawk.to, MyLiveChat and Pure Chat.
Here is an example of a live chat implementation from Enterprise Monkey:
5. Contact Forms
You need to make it simple for your site visitors to contact you. Place a contact form on the “Contact Us” page of your site.You need a form on each of the service pages as well. Don’t add too many fields in your contact forms.
You need a form on each of the service pages as well. Don’t add too many fields in your contact forms.
Also add compelling call-to-action (CTA) buttons with your contact forms.
Call-to-action buttons help you motivate your site visitors to fill in their details. Here are some examples of CTA button text that you can use:
1. Start Your Free Trial
2. Book Your Free Consultation
6. Testimonials, Client Logos, Awards and Press Mentions
To get your site visitors to convert, you need to showcase the merits of your offering.
Your prospects will be interested to know how successful your company has been. Client testimonials can help you to do exactly that.
You can add testimonials as text and images, but video testimonials are even better. Consider adding videos of your clients talking about the benefits of the solutions your company provides.
Here is an example of how you can add testimonials to your website:
A section of client logos helps your prospects have a quick look at your previous client list:
Awards and press mentions add to the trustworthiness of your website:
7. Mobile Responsive
You must ensure that your website remains user-friendly on all types of devices and screens. According to a study conducted by comScore, the number of global mobile phone users now exceeds the number of desktop users.
It is crucial for your business to reach out to users on mobile devices.Click To Tweet Make sure your website is mobile responsive. The contact forms on your site should adapt to mobile phones so that visitors on those devices can fill them in easily.
8. Functional and A/B Testing
You must keep testing your website in order to get regular leads from it. Make sure your site is free of functional errors. It can be quite embarrassing if any of the features are not working properly.
Besides functional testing, you should use A/B testing to improve the lead count of your site.
Here are some of the website elements that you ought to A/B test:
- Contact form fields
- Content and placement of the CTA buttons
- Placement of testimonials
- Website images
- Offer banners
Create three to four variants of each of your elements, and find out which ones are getting you more clicks and conversions.
Some of the tools that you can use for A/B testing include Optimizely, Google Analytics, Unbounce, and KISSmetrics.
9. Consistency in Design and Communication
Your website gives you an opportunity to build the right perception of your brand. If your site leaves a positive impression on your visitors, they will be happy to share their contact information with you.
Create a predefined content structure that compels your visitors to take your desired action. You can create a content flow template for each of your site pages.
A consistent design makes your website look more professional and reliable. Design your website using your brand style guide, using the specified fonts and colors.
You must know your target audience members and their current challenges. The messaging on your website should communicate how your offering is helpful to your audience.
You can take a look at the Freshbooks website for its consistent design and content structure:
10. Search Engine Rankings
Studies have shown that a larger share of the search engine traffic goes to the sites that rank on the top three positions of the search results.
It is therefore critical to optimize your website for search engine rankings.
Target only the relevant keywords to make sure your site is reaching out to the right set of people. Audit your website using tools like SEMrush, Ahrefs, and Moz.
You must ensure that your site is free of SEO related errors such as broken links, missing meta titles and descriptions, and slow loading pages.
Keep track of the latest search engine ranking factors to optimize your website for better results. If you can get your site to rank, you can surely expect to get a consistent supply of quality leads.
Make Your Site a Lead Generation Tool
Your website should create a path for users to find what they are looking for and then finally to share their details or make purchases. Place site elements strategically and test their variants to optimize the conversion rate.
Make your business website trustworthy and engaging for your prospects, and they will be happy to be your clients.