By Daniel Beldowicz
Are you looking to get your business or association in front of qualified prospects? Grab their attention? Catch their interest, in your product or service? Acquire them, as a marketing qualified lead? If you answered yes to one, most or all of these questions, the solution is to create and execute smart website lead generation strategies.
Why? The life blood of any business or association is their ability to turn qualified leads into customers or members. A lead generating website is a marketing tool that will promote your business or association all day, every day. It never takes a break or vacation. It also works on holidays and doesn’t take sick days.
Pinpoint Market Research and Anderson Jones PR stated that 93 percent of the B2B buying processes start with an online search. Despite the importance of a lead generating website, 65 percent of businesses say that generating traffic and leads is their biggest marketing challenge, according to VentureHarbour, which cited the Hubspot statistic.
If your website, content and social media profiles don’t show up, while prospects are searching the Internet for information, you aren’t in the game and don’t have a shot. However, even if all of that shows up, the second hurdle to overcome is that close to 96 percent of visitors who come to your website aren’t yet ready to buy, Marketo reported. Therefore, creating an opportunity to capture their information allows you to follow up with them later, through email, thus maximizing your website lead generation efforts.
The strategy behind a lead generating website is different from an informational website, which doesn’t generate leads. Smart website lead generation strategies start with the end-user in mind—the customer. You must understand who they are, as well as their demographics, psychographics and buying behaviors.
Building a customer avatar, also known as a buyer persona, is crucial in determining:
- Key messages
- The look and feel of the website
- The type of website content
- How the website content is delivered
- How the website lead is captured
- What happens after the visitor completes a lead capture form or call
One of the many advantages of developing website lead generation strategies, is that it will force you to look at your business or association from a different perspective. Many businesses and associations know their business and industry inside and out. They also know all of the jargon.
Yet, many often don’t take the time to look at their website through the eyes of their customers—who typically aren’t searching for branded solutions. Instead, they’re searching for their problems. Unless your website speaks specifically to those problems and how your business or association can be the solution, they’ll never find you. In order to have a lead generating website, it must systematically walk visitors through their problems. This will enable them to relate to your business or association, then shift to how it uniquely can solve their problem.
Here are 5 smart website lead generation strategies:
1. Include a Contact Phone Number
You might think that including a contact phone number is common sense, but for many businesses and associations, it’s not common practice. Be sure to include a contact phone number, that’s easy to locate on your website. Depending on your sales process, leveraging your phone number as a call to action could be the perfect option.
2. Add Simple Contact Forms
My recommendation on handling contact forms is two-fold. First, add simple contact forms. This will help the user easily complete them, in little time. Second, include contact forms on more than just the website contact page. Landing pages for your specific products and services are good locations for contact forms.
3. Provide Clear Calls-to-Action
Don’t employ hope marketing. Provide clear calls-to-action, on your most important website pages. If you don’t know what those pages are, start by reviewing your website analytics. What pages are people visiting? It’s likely that most visitors are only visiting 2 or 3 pages on your website. You should have lead capture forms on those website pages.
4. Produce and Give Away Valuable Information
Produce and give away information including whitepapers, case studies, blogs, product or service information and webinars, which are valuable to businesses and associations. They are excellent lead generation magnets. Unless you’re running a retail website, where visitors can purchase directly from your website, visitors are looking for information. It’s your website’s job to give away this valuable information, answer frequently asked questions and entice them to want to know more. This can be facilitated, by offering expanded information and education, for download, through a lead capture form.
5. Test and Measure
Testing and measuring continues to be a marketing best practice for 2019. As such, businesses and associations can always improve their lead generation efforts. If you’re not testing and measuring, you’re going to severely diminish your chances of increasing traffic and conversions. Test everything including your website design, landing pages, headlines, calls-to-action and subject lines. There are many tools that can assist you in understanding your metrics on a deeper level.
Following are some website measurement tools, to consider:
- HotJar – Enables you to test website performance, to see how visitors are really using your website and collect user feedback.
- Google Optimize – Offers A/B testing, website testing and personalization tools to help deliver engaging customer experiences.
- Google Analytics – Helps you understand where your traffic is coming from, along with what visitors are doing on your website and across landing pages.
One of the most imperative areas to test and measure is your lead capture form. Hubspot shared critical components of lead capture forms. Some include the importance of the lead form’s positioning on the landing page, which should appear above the fold, to asking only essential questions. By just changing a single word or shifting the location of a form, you can increase conversion rates up to 300 percent, according to adpushup.
CMA delivered digital marketing results for its customers, by utilizing these website lead generation strategies. For Amerlux, a national lighting manufacturer, CMA increased conversion rate by 401.6 percent through a landing page redesign. The company executed a website redesign for another client, International Card Manufacturers Association (ICMA), a global transaction card association. Results included an 80 percent increase in users and average session duration.
Website lead generation is crucial to successful digital marketing campaigns. The days of just having an informational website are gone. You must have a website that’s a lead generation machine, along with a strong marketing strategy, to turn leads into qualified prospects. You can’t look at website lead generation as a one-time project. It’s an ongoing effort. It also requires expertise in testing, measuring and continuously optimizing content, design and traffic generation strategies to fill the sales funnel—which is why choosing the right marketing agency to partner with is key.
Do you want to generate more leads from your website? Contact us today, to get the conversation started.
Daniel Beldowicz is the Director of Marketing Services at CMA, a full-service communications, marketing and association management firm, which has provided its clients with award-winning and proven results for more than 30 years.