No matter the size of your business, you need to leverage the power of your website to generate leads and convert them to sales.
It’s not enough to create a website full of interesting content — you need to follow certain practices and procedures to encourage people to leave their email addresses, so that you can add them to your email marketing list.
Here are some of our favorite tips for generating leads through your website.
Set a goal for every page of your website
According to Forbes.com, “Every page has a distinct purpose.” In other words, don’t set an overall lead generation objective for your website — set objectives for every single page.
Ask yourself what you want readers to do on each page and what you hope the page accomplishes.
This allows you to create unique content that meets that page’s objectives.
The result: Readers will feel like your website was built just for them, and will be eager to keep in touch with you via email.
Incorporate responsive design
More and more readers access your website via mobile devices, so it’s vital that your website design reflect that fact. The best way to meet mobile customers’ needs is to use responsive design.
This is a bit of coding that allows the website to detect the use of a mobile device and adjust itself accordingly.
That way, mobile users can access and interact with your site just as easily as desktop users, but you don’t have to design an entirely separate website for them. Without responsive design, you’ll miss out on mobile-dependent leads.
Try this – Check what your website looks on the various mobile devices with our responsive testing tool.
Offer interactive quizzes
People love quizzes! Featuring a quiz or two on your site can do wonders for lead generation. People will stay on your site to take the quizzes and then browse your other content.
Give your quiz a snappy, appealing name that encourages people to try it. Make it easy for site visitors to share their quiz results on Facebook or Twitter. Choose quizzes that are relevant to your business. Offering quizzes that have no relevance to what you do will make you look unprofessional.
Other options: You might also want to look at publishing a tool relevant to your business, that will both bring people back and provide you with the opportunity to acquire an email address. Our Website Audit Tool (photo above) is one of our most successful lead generation tools.
Create flexible calls-to-action
Don’t keep the same call-to-action on your pages for months and months, and don’t use the same one on every page.
Instead, create a list of related calls-to-action, including links to landing pages for each one. Swap out calls-to-action weekly or monthly to add interest and attract new leads.
Engage in conversion testing
According to Kissmetrics, conversion testing is the most important aspect of your lead generation campaign.
Conversion testing allows you to know what calls-to-action and landing pages are getting the largest numbers of conversions.
The simplest, most effective type of conversion testing is A/B testing of landing pages. This type of test requires you to set up two separate landing pages for the same campaign.
Your website then randomly directs half of your readers to the first landing page and half to the second when they click on a link. You can then check the number of sign ups from each landing page to see which page resonates best with readers.