Most websites fail, and the number one cause for a website failure is down to its inability to convert visitors into leads and ultimately, customers.
The reason why website fail include:
- Poor design
- Lack of optimisation
- Unclear calls to action
However, all is not lost, if your website has just ticked some or all of the above then this post is perfect for you.
As we look at how you can transform your website into a lead generating machine.
Driving website visitors
You can have the best looking website in the world, but if no one sees it, or even finds it then its useless. Your website needs to be attracting the right audience for your business.
Leveraging SEO or Search Engine Optimisation to ensure your website is visible is one way to begin driving traffic to your website. However, what’s more important here is that your website attracts the visitors looking for your products.
Whilst we’re on the topic of SEO, you also need to ensure that your web pages are optimised for the keywords you want to be found for. So take a look at your websites metadata, headings and content to ensure it aligns with your target audiences keywords.
If you’re a business that’s in a local area consider setting up and optimising your Google My Business profile. This not only helps you attract local customers but also provides you with a facility to get testimonials and build credibility.
Get social
Social media is a major traffic driver, all of us spend hours on social media, doomscrolling and watching short form video content.
If your business isn’t on the major social media platforms such as Instagram, Facebook, TikTok or YouTube then you’re missing out on a ton of traffic and potential customers.
Posting regularly ensures your business shows up in the feeds on each of the channels. However, it is worth mentioning that organic reach is in decline and therefore you may find it more beneficial to run paid adverts.
Paid advertising
Look as a small business you might not have massive amounts of budget for an Adwords campaign, that’s ok. Start of small a £5-£10 budget can begin to help you drive traffic back to your website and generate leads for your business.
Moreover, some advertising campaigns are specifically created for the sole purpose of generating leads, use these to promote free consultations or downloadable guides.
The point with all of the above is to get more people onto your website and using it for its purpose, generating business.
Engage your visitors
Once you start seeing more website visitors coming to your website, the next challenge is to keep them engaged.
You have 3 seconds for the website to load, and less than 5 seconds to grab the attention of the visitor.
This is where the design and diagnostics of your website plays a massive part.
A modern, mobile friendly website design is vital for your business. Over 60% of all website traffic is now coming from mobile devices. If your website isn’t mobile friendly, you’re missing out on both traffic and are likely to be being penalised by Google.
The navigation on your website also plays a role, ensure the menu is clean, simple and makes it easy for the visitor to find their way around the website.
Take care of any 404’s, incorrect content or outdated content, deliver an experience that your visitors and customers will thank you for.
I touched briefly on the concept of speed, 3 seconds is all you have, and in that time your visitor is expecting your website be shown on their computer, if it isn’t they are already looking at your competition.
So kill any pages that take more than 3 seconds to load.
A good way to test your websites speed is to use tools such as Google PageSpeed Insights to check your websites performance.
Finally, make it clear on your homepage exactly what it is you do and how you can help your visitors.
Keep the message of your website clear and simple for instance if you’re a business that sells products, make it clear the products that are your top sellers that particular month.
The conversion
In this final section we’ll look at converting the visitor into the lead. The whole purpose of your website should be to serve the business, to build a lead and customer base for your business.
One of the main ways your business is going to generate leads or sales is through the utilisation of clear calls to action that are irresistible to the visitor.
If your website has downloaded in 3 seconds, has a clean mobile design with simple navigation and delivers an unforgettable experience, then that website is highly likely to convert more visitors than a website that isn’t.
Placement of your CTA’s should be throughout the website at key points, to make it easier for the visitors to find out more information and convert to being more than a visitor.
Be a lead magnet
Websites are great for communicating information, but what’s even better is giving something the visitors can take away with them for free.
Generating a lead magnet such as an eBook, Fact Sheets or access to a Webinar are all great ways to generate information around your visitor.
It is, vital, however, that the information you request on your form matches the value of the download.
Keep your forms simple and request only the information you need, such as name and email.
Experiment, place the forms at various points around the website, use pop-ups, widgets and other methods to generate leads via the website.
Dedicated landing pages
Finally, if your resource warrants it consider creating a landing page with the sole purpose of selling the resource.
The purpose of a landing page is to focus on one thing, getting the visitor to convert into a lead.
On your landing page the information you present to your visitor should include testimonials, case studies and potentially even video to build both trust and increase conversions.
Want to ensure your website is setup for lead generation? Download my free Website checklist for lead generation and start optimising your website today.
Conclusion
I don’t like bursting peoples bubble, but honesty is vital, a high-converting website will not happen by accident, and it’s not just going to magically appear either.
It requires intentional effort, a clear mobile design, a clear focus on what you want the customer to do and their journey as well as ongoing regular website optimisation.
By following the tips in this guide you will be on your way to turning your website into a lead generating machine.
Need Help?
I’ve produced a free website checklist for lead generation for you to download, simply click the link below to get your copy.
