Experiencing a lull in lead generation is common, but that doesn’t make it any fun. If your website isn’t generating enough leads it can be frustrating, but this is easy to fix with a few new tactics.
In this article, we’ll walk you through the most effective ways to boost your website’s lead generation. Without further ado, let’s get started!
1. Add or improve your landing page
A landing page is a standalone website page that is incredibly important to getting more leads for your website. Each landing page for your company should be dedicated to one specific marketing campaign.
Visitors typically arrive there after clicking on a call-to-action button like an advertisement or in-email link. It’s important to note that landing pages are separate from your company website. To maximize lead generation with your landing page, you’ll want to include a form of some kind so you can capture visitor information and, hopefully, convert them into leads.
2. Create or revamp buyer personas
If you’ve never heard of a buyer persona, you’re missing out on a very powerful tool for helping maximize leads through your website. Buyer personas are fictional descriptions of a single person, meant to represent a portion of your target audience.
If, for example, your website sells organic juice, you might have several buyer personas representing all the different sectors of your target audience. Buyer personas are crafted after doing extensive research, and they include things like demographic information and story-based description.
In the organic juice example, one buyer persona might look like this:
Buyer Persona: Julie
- She is 38 years old.
- She lives in San Diego.
- She works in investment banking.
- She is married and a new mom.
- She prefers to buy organic groceries, and often shops at Whole Foods.
- She owns a Tesla.
- She owns a mountain house that she visits 4 times per year with her family.
The list could go on, but hopefully, this illustrates that buyer personas are intended to be detailed, even if they are fictional. This type of storytelling allows you and your colleagues to understand Julie’s pain points, priorities, habits, and more, and this, in turn, allows you to position your product in the best possible way for Julie (and people like her).
You can then update your website to interest and attract the people featured in your buyer personas. This will help your product feel like something just for them, rather than just another organic juice.
3. Add a live chat feature
On average, it takes a given company roughly 12 hours to respond to a customer service inquiry from a website visitor. This amount of time is far too long for the fast-paced, digital world in which we live.
Often, website visitors who have a question about your product will simply leave your website if they can’t find the answer, rather than submitting an inquiry or calling your customer service number.
Implementing a live chat feature into your website can help improve your lead generation by quickly answering customer queries. This can be the difference between a visitor and a lead, especially if they were already considering your product for purchase. Live chat can help users solve irritating problems in record time.
Many live chat features don’t require a customer service representative to engage with customers but use machine learning and algorithms to provide visitors with the answer to their questions.
4. Hire an expert
Sometimes the most effective solution is to outsource the work to a specialist. These specialists can provide varying degrees of support or assistance. If you’re a business owner in Sydney, for example, you can contact these experts to improve your website’s SEO. They specialize in helping companies employ powerful SEO to drive significantly more traffic and, as a result, generate more leads.
5. Add some strategic CTAs
A CTA, otherwise known as a call-to-action, is a powerful marketing tool to help guide your users to engage with a specific action, whatever that may be. These can be words, sentences, phrases, etc, and they should help a visitor figure out exactly what to do to get their hands on your product.
Often, CTAs are added to your website in the form of buttons. You might have a CTA that says “Order your juice today,” or “join the waitlist.” They don’t have to be buttons that encourage sales (although they certainly can be). You can design CTAs to fit your company’s business objectives. Whether that means driving more website traffic or getting more people to sign up for your newsletter, a well-designed CTA can make a huge difference.
6. Feature some reviews
Reviews are a form of social proof that can help your website visitors decide whether or not they can trust your company. When buying anything, most people are painfully aware that the main objective of the company in question is to get their money and make the sale.
This doesn’t feel great for the consumer, but it becomes less important when they have a real reason to buy your product. Social proof helps customers establish an opinion about your company or product, and it can go a long way towards validating your website and securing a lead.
7. Use A/B testing
A/B testing is a crucial method for evaluating the success of your website and its design features. A lot of psychology is involved with website engagement, and A/B testing allows you to test out different designs to figure out which hits home for your target audience.
A/B testing, for those who are unfamiliar, is the process of launching two versions of the same website and comparing the analytics for both. The things you change between versions can be things like text size, font, website colours, written copy, images, CTAs, and much more.
If your website hasn’t been generating the traffic or leads you hoped, A/B testing is a great way to improve it.