The Ultimate Guide to Generating Leads From Your Website
Turn your website into a lead generation machine
Your website is an essential business tool that will help you achieve success if you know how to utilize it right. Some businesses will decide to use their website to generate instant revenue with the help of e-commerce sales while others will focus on generating leads. Whichever the objective of your website is, all businesses want to use it to create more growth and better opportunities for themselves.
If you’re seeking ways to generate leads from your website, you’ll be happy to hear there are plenty of them. However, not all of them are efficient for every business in every industry. You will need to think about what would work best for your type of business and your target audience, and the best way to determine if something will be good for you is to try it out.
Below you can find our ultimate guide to generating leads from your website with all the information necessary to turn your website into a lead generation machine. Good luck!
Table of contents
- Database Network
- Retargeting tags
- Customer testimonials and reviews
- Call tracking
- Google Analytics data
- Live chat
What is the Niche Market of Your Business?
The first mistake many businesses make is they pitch their product or service to everybody. But, your product or service is not made to satisfy the needs of every person on the planet. Instead, focus on those who could truly be interested in what you have to offer. Wasting your time trying to attract people who won’t even consider purchasing your products or services will take your time and money away from the possibilities that could truly be beneficial for your business.
Even when you’ve determined what your niche market is, you will need to optimize your website for people with different motives and interests. After all, not all visitors who come to your website will be there for the same reason. That’s why it’s vital that your website has numerous ways that could engage them, encourage them to interact with your brand and finally, interest them in making a purchase.
When trying to target the audience, try to be as specific as possible. Ask yourself various questions that will help you determine to what type of audience are you sending your messages. These are some of the questions that can help you:
- Is your customer a male or female?
- What would be the age of your youngest and oldest customer?
- What is the average income of your customer?
- On what will your customer spend his/her money?
- What would be the communication style of your customer?
Once you start answering these questions, it will be much easier to imagine your customer persona. Write everything down and start analysing the answers. Without this, it will be really difficult to make the most of any of the below-mentioned lead generation tactics through your website.
Website that Converts Your Visitors
Obviously, your website needs to convert, but what does that actually mean? Well, on your website, you should have pages that are created with the goal to convert the visitors. Don’t start working on your web design until you’ve determined which pages have the best possibility to convert.
As the majority of businesses is focused on creating professional websites with exquisite design and interactive elements, they tend to forget about the conversion elements. Your website can be truly outstanding when it comes to design, but if there is nothing that converts your visitors, it will fail to bring you profit. Start testing all the elements of your website, from text, images and videos to overall design, to see which of them converts the best. Determining this in the first phase will ensure you’re making smart investments from the start.
If you’re unsure of how to turn one of the pages on your website into a conversion opportunity, you can always create a landing page that’s created just to convert your visitors. However, be careful as messaging needs to be really powerful and effective on such websites.
Be Direct with Your Intentions
If you want to successfully convert your visitors, you will need to let them know you’re trying to do so. When you’re publishing information about your business, products or services, make sure you’re doing it in a way it builds trust in your business. After all, your visitors will not become your prospects or customers if they don’t trust you. They will simply leave the website and never return again.
To avoid this, you need to be very careful with the content you publish on your website. Start by publishing your contact phone numbers where your potential customers can learn more about your business and get the information they need to make a purchase. A converting page should also have a compelling sales headline that makes it very clear what this product or service is about.
Moreover, focus on creating a high-resolution image that will resonate with your customers’ current experience and encourage them to spend more time on your website. The copy you choose to publish should also be very sales-oriented so the visitors are compelled to take action on the website. Don’t forget to include call-to-action messages to let your visitors know what actions they should take to get the desired outcome.
Ways to Generate Leads from Your Website
Now that you've built or re-built your website so it suits the needs and desires of your target audience, it's time to start generating leads. Your website is a powerful platform that can bring you numerous benefits if you know how to utilize it the right way.
Below, we bring you some of the most successful ways of generating leads through your website, so make sure you start testing them as soon as possible.
1. Database Network
If you want to get qualified leads, you should invite people to register on your database network. You can achieve that by inviting them to subscribe to your website’s email list or even by following you on social media platforms. By becoming a part of your community, whether it’s through email or social media, your prospects will stay close to your brand and you can start building the trust essential for converting them into customers.
To be converted, your website visitors will need a trigger, something that will make them take that action you need them to. A great way to trigger visitors to take action is with pop-ups on your website. You can create them for any purpose you think would be of value to your business, from subscribing to your weekly newsletter to getting your latest guide or eBook. This way, you will gather a significant number of email addresses to continue the communication with these prospects and engage them on a more meaningful level.
3. Retargeting Tags
You can also implement retargeting tags which allow you to promote your website content, products or services across various ad networks. It’s simpler and more cost-effective to retarget someone who has already been on your website than trying to promote it to someone who has never heard of your business. Just add the retargeting code to your website and start targeting your previous website visitors so they can return to the website.
4. Customer Testimonials and Reviews
Your website should definitely have customer testimonials or reviews as it’s one of the most powerful ways to convert a visitor into a prospect. When a person sees your product is being praised by other people and they realize how good your product actually is, they will be encouraged to make the next step. Place your testimonials or reviews somewhere where all visitors can easily find them. Also, consider publishing them in a form of video as it’s considered the most engaging type of content and it also helps you with search engine rankings.
5. Call Tracking
You’re probably using several traffic sources to generate phone calls, so why not send each source to a dedicated landing page that also includes a unique phone number? Once your potential customers land on your landing page, it will be much easier to convert them. Generating leads is much easier if you can combine different channels and use them to achieve the same goal. Make sure your landing pages are well structured and straight to the point.
6. Google Analytics Data
Trying to generate leads without analysing your traffic will be extremely difficult and, most of the times, unsuccessful. If you start utilizing Google Analytics, this free tool will provide you with valuable insights such as why some traffic sources aren’t producing conversions and what are your visitors doing before the converting moment. With this type of information, you can allocate your budget to where it will bring you the best results, whether it’s social media, email or something completely different. Of course, you can purchase other tracking tools that will provide you with more details on your website traffic, but you shoul start with Google Analytics to learn basics.
7. Live Chat
Many businesses wrongfully assume that live chat is only reserved for websites that are focused on generating e-commerce sales. Of course, providing answers your customers need in order to make a purchase will surely contribute to your sales results, but live chat can also generate a lot of leads to a business. With live chat, you can give your potential customers the information that will raise their interest in your business. It can be anything from clarifying how to utilize your product or how simple is the instalment of your software.
To generate leads from your website, it needs to be well optimized and prepared for conversion. Every single detail on your website can help you in converting your website visitors into prospects. Before you start crafting your lead generation strategy that’s focused mostly on your website, ensure you’ve covered all the elements, including content and design, and then start implementing these tactics.
Joel Koh is the director of One X Tech's Technology Management & Digital Solutions practice. He leads the firm's Asia Pacific office efforts in continually evolving and growing new capabilities to serve clients in technology-led transformations.