Generating leads through your website is an essential and smart way to increase your revenues. In the following paragraphs, we will tell you all about the best ways to generate leads from your website!
What is a lead?
A lead can mean and encompass different things, including:
- Potential customers
- People who show interest in a product or service and agree to fill out a form
- Typically, people will come in contact with a brand after downloading some content and voluntarily provide their contact information to be included in a database.
The generation of leads is based on the method of expanding the brand’s database, with the contact of people or companies that may be interested in its products and services. Each of these contacts is a potential customer, individual or company who has shown interest in what a brand offers by sharing their data.
Generating leads is a key step in the inbound marketing process, because it allows you to convert channel traffic into valuable contacts for the brand, and then guide them through the conversion channel until they become customers. Nonetheless, not all leads have a similar value, and not all leads promptly convert into customers. This is the point where lead scoring and lead supporting strategies become an integral factor.
What is lead scoring?
Lead scoring is a marketing technique that consists of assigning a score to each lead. Its objective is to identify which leads have the best chance of becoming end customers. With lead scoring, you can change the status of a lead and focus on those with the greatest potential to convert.
Typically, we recognize three types of leads:
1. Cold lead
A cold lead is an individual or company who has shared their information with a company but is still a long way from converting into a customer. Cold leads are at the top of the funnel stage.
2. Marketing Qualified Lead (MQL)
Marketing qualified leads have effectively shown interest in the brand on a few events and have allowed a company to acquire more data about them. This type of lead is in the center of the funnel stage. In this stage, valuable content will start to be sent off to them in order to entice them to consume the company’s products or services and explain how the brand can fulfill a certain need or desire they have.
3. Qualified Sales Lead (QSL)
In this case, the person has effectively gone through all the pre-qualifying stages and is ready to receive a call, make a visit or see a demonstration from the sales team. Qualified sales leads are therefore at the bottom of the funnel stage since there is a chance they will be converted into customers.
What is lead nurturing?
Lead nurturing represents the process of preparing and accompanying leads throughout their life cycle. Leads should be offered a series of actions, content, and personalized interactions that correspond to the phase in which they are and their interests. Marketing automation can make this process easier to do.
How do I turn my website into a lead generating machine?
Optimizing a website to generate more sales leads is a broad topic that can be discussed in detail. Many companies have different techniques to attract potential clients, which vary according to the objectives they have.
Establish a search engine optimization strategy
Search engine optimization (SEO) is a discipline within digital marketing whose objective is to improve the visibility of a website within search engines such as Google and Bing. As you can imagine, there are many factors that affect the organic positioning of a website in the search engine results page (SERPs).
However, some of the most important aspects include keyword research, onpage and offpage SEO, crawling, indexing and technical SEO. Thanks to SEO, companies can come up when users search for topics or terms related to their products and services or business activity. This helps them increase traffic to their website and generate more leads.
Don’t overlook content marketing
You don’t need to create high-quality content constantly, the important thing is that you focus on topics and keywords that your clients and potential customers are interested in and actively looking for. Content can be presented in e-book format, videos, blogs, guides, tutorials, etc. Your content should be captivating, optimized and easy to access.
Add calls to actions throughout your website
Creating a blog and elaborating an effective content strategy can not only attract followers but also leads and potential customers. In order to entice users to perform certain actions (buy a product, book a demo, etc.), you can use call to actions (CTA) throughout your website, whether it be in your blog articles or in your landing pages.
CTAs are a great way to prompt an immediate response or sale from a user. Content is the main driver of leads to your website but if you want to compel a user to act a certain way on your website, then CTAs are the way to go.
Run an A/B test
A / B testing consists of developing and launching two versions of the same element and measuring which one works better. It’s a quantitative approach that can help companies measure user behavior patterns and gain key insights. By creating two versions of an element (ex: a landing page with more or less content), companies can leverage different metrics to test each variation and analyze which one works best according to their objectives.
A/B testing is especially useful to help businesses optimize their email marketing strategy or improve the effectiveness of a landing page. Here are some elements that you can test with A / B testing:
- The words, colors, sizes and location of your CTAS
- The headlines and bodies of the description of your products
- The extent of a form and types of fields
- The layout or visual structure of your web page
- The mode of presentation of the price of your products and promotional offers
- The images (location, purpose, content and quantity) of the landing pages of your product
- The amount of text on a web page or blog post
Why is it important to generate leads or potential customers for your brand?
One of the basic needs of a company or brand is to have a solid database in order to showcase its products or services to its target audience. Content marketing makes this task easier, since content is precisely the best way to establish new contacts.
Lead generation has the following advantages:
- It allows you to build a database with people who have directly already shown interest in a product or service.
- A lead will always be the first step towards a possible sale.
- Once you have leads, you can give them a score according to the interactions they have with your website and with your content to determine their interest in your brand.
Key tips to generate more leads for your business
Did you know that 60% of all search volume comes from mobile searches? (source) It therefore makes sense for businesses to include mobile development and optimization in their strategy if they don’t want to miss out on this huge chunk of users. Not to mention that mobile optimization is a key factor that will determine how well you rank in search results.
To generate quality leads, it’s important for businesses to personalize the user experience. UX means user experience and implies the use of techniques that make it possible to develop an easy, fast and dynamic navigation on your website, without the user having to spend more time than necessary searching for a certain information or product/service. If the path is complex or the page load is slow, the probability that the user leaves your website without making a purchase or performing a certain action is higher.
UI is the user interface design which relates to the structure of the site, such as buttons, banners, colors, fonts, styles, images and other visual aspects. For a website to be attractive to users, it is necessary for a web design professional to structure the website thinking about the colors of the logo, the target audience and the visual identity of the brand.
These two techniques go hand in hand to ensure that a website has a pleasant appearance and that its navigability is efficient so that the user can find what they are really looking for. Our experienced team uses a clear and effective design process that will help you build the product you need on time. Get a free quote and learn what we can do for you!
Although banners can have a reputation for being too intrusive, if used wisely they can be a good way to capture the attention of your target audience and encourage them to leave you their details so that they become potential customers.
Social media advertising
Some social ad platforms, such as Facebook and Instagram have ads specially designed to capture leads without the need for users to leave the social network. It’s also possible to use social networks in an organic way to generate quality traffic to your website, which can be very useful to generate leads.
Want to generate more qualified leads for your business?
We hope this information has helped you to better understand how the lead generation process works, as well as understand what inbound marketing strategies you can use to convert web traffic into customers.
If you would like to skip the theory and apply these strategies, Leadsier can help you. Our team helps businesses of all sizes elevate their value through custom software development, product design, QA and consultancy services.