9 best practices for lead generation
Creating a website is not a simple task. Putting up some content with a “Contact Us” or “Click Here” button on your website is undoubtedly simple. But it does not generate leads. Even if it does, are they qualified? Are they ready to buy? No. That does not happen.
So, what is the solution? The solution is to develop a website that is able to generate leads for your business.
Now your question would be - how to create a lead-generating website?
You need the right expertise to develop a lead-generating website. It might not be a website you like, but it must be a website that brings customers to you. And customers come to you if they feel the website is talking to them. Addressing their needs. Helping customers build trust in you and your product.
This is how a lead-generating website must be. If you follow some key steps, getting leads and converting them to customers is possible.
Let’s define what a lead-generating website is.
Defining a lead-generating website
You have regular visitors to your website. How about these visitors buying products or services from you? They become your customers. They are revenue generators. But what is it that converted them from a visitor to a customer?
The answer is a lead-generating website. A lead-generating website converts visitors into leads. It is a website informing visitors about:
- The business’s products and services
- How the business solves their problem
- The reasons why they can trust the business
Thus, a lead generation website works for the business. It converts visitors to qualified leads. It’s up and running 24/7 without breaks for your business.
Now, we will examine the best practices for lead generation from a website. It will help you comprehend how to create a lead-generating website.
Best practices for lead-generating website
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Know thy customers
As explained earlier, a lead-generating website is for the end users, not for you. So, you must target it to your customers – end users. A customer you would want to sell your product or service.
Pick your ideal customer. Get their demographic details, such as age, gender, location, and many more. Understand their needs, desires, demands, frustrations, likes and dislikes, etc.
The best way is to create buyer personas. Through buyer personas, you can identify your target audience’s pain points and what information or solution they seek. This information will serve as the point of conversion from visitor to customer.
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Focus on the attraction points - layout and design
Website design is equally important to the success of lead generation. People bounce off a bad-looking website as soon as they see the mess on it. So, choose a template that aligns with your business objectives and customer expectations.
Your aim is to choose a conversion-focused website layout and design.
Too many images and videos may frustrate your customer. Even too many CTAs are a big no-no. The website’s colour is a crucial factor for any visitor to stay or leave it. So your website theme and design must be such that users feel good about it and connect to it emotionally. Customers must feel that they can trust you and buy your product or service.
Use the design elements that portray a positive face for your business. These elements must reflect what your business is, what you sell, and whether you are trustworthy.
Design consistency is also crucial. Consistency in terms of font sizes, colour scheme, typography, formatting, style, and other elements. Different web pages must fit well to give a feeling of belonging to one company.
Your website layout must include the following:
- Navigation bar – It is the menu to help visitors reach whatever page they want to read.
- Topmost section – This section tells visitors what you do.
- Introduction – It tells visitors about the problem that the business solves.
- Products/Services – It includes the list and description of products or services.
- CTAs – Calls-to-Action are vital to direct visitors to take action.
- Testimonials – These are reviews and feedback from existing customers about your product/service.
- Footer – This section tells visitors about your contact details.
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Copy and content are the heart of a website
When visitors click on the website, what do they expect would be there on it? Content in different forms. Text. Videos. Images. A lead-generating website must have content on:
- What does the company do?
- What are the products and services?
- Where is it located?
- How is it different from others?
The content must be simple, clear, and free of jargon. The message you try to deliver through content must be easy to understand for a visitor. The content must be direct, like you are talking to your customer – the target audience.
But don’t fit in too much text. Vary content with the use of images or videos. Infographics are the latest trends and work wonders. All these are heavy in bandwidth but more appealing to a visitor.
It is also vital to turn visitors into customers through your content. So, make your content persuasive besides informative. It must be salesy. Like after reading it, the customer tends to take action – buy your product, read more about you, sign up for the newsletter, or call for a demo. This is called copywriting.
Copywriting is the answer to your lead-generating website need. Copy must be the start of your website. Copy is what will convert a visitor to a customer. The copy must be such that it touches on the following aspects:
- What is your target audience’s problem?
- What are the possible solutions to it?
- Who’s the ideal customer? (knowing their desires, expectations, frustrations)
- What are your customers’ objections?
- What do your existing customers have to say about you?
- What is your USP?
And the most critical component is Calls-to-action (CTAs). CTAs at several places on your website guide visitors to take the next step. Not every visitor will be at the same buying stage. So, your CTAs must also give customers several possible actions to choose from.
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Make your website trustworthy with testimonials, reviews, and case studies
Visitors to your website read about you, your products or services, and how you are better than others in the industry. But just because you say you are better doesn’t mean visitors will trust you. You need to build that trust.
One way of building customers’ trust in you is through testimonials or reviews from existing customers. Reviews are a type of social proof of the quality of your products or services. Reading what existing customers like about your offering helps build trust in potential customers.
The testimonial must talk about the customer’s problem and how your offering resolved it. Reading such testimonials encourages potential customers to take the next step. Including case studies with details on problems, solutions, and benefits also helps build credibility.
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Contact us page and forms to generate leads
Creating a contact us page is one of the easiest things to do for a website. But it is one of the most crucial. The customers may not necessarily call you, but a contact number makes the offer credible.
It must be easy to contact you. Also, visitors must be able to find your contact details easily. Like a contact page. A contact button in the footer. A contact button on the top right of your home page. These are some strategic locations.
Even the contact us forms help generate leads. But these must not be all over the website or in one place. Place it at a strategic location on pages generating the most traffic. But keep fewer fields to make it easy for visitors to fill out the form.
As visitors read the high-traffic pages, they come across these forms, fill them up, and submit them. Thus, you have a higher chance of generating leads.
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A live chat service is an excellent tool for generating leads
With a live chat on your website, you are always connected to your visitors. If they have a query, they can ask and get an immediate response. They have feedback to give; live chat helps them to post it.
And you know it immediately. Also, visitors are happy that you can answer them at any time of the day when they visit your website. And you are happy because you have a lead at any time of the day just by answering a question.
But the live chat pop-up must not open on every website page. Find out where the visitors spend most of their time on your website. Or, pages where they need maximum assistance.
You also have the option to have your customer services team access the chat feature. It helps to address your visitor’s queries, whatever the conversation is about. Thus, you can generate leads with live chat services.
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User experience testing helps you create the best website experience
You are creating your website with the best layout, insightful content, testimonials, and all other factors. But what if it does not provide a good experience to end-users? Before launching your website, ask yourselves these questions:
- Are users able to navigate through it?
- Is the content easy to understand?
- Is the website loading fast or slow?
- How is the website’s performance on mobile?
- Where are the CTAs directed?
- Are there any bugs?
A lead-generating website gives an excellent experience to users. It meets all the above goals and builds trust in potential customers. You can determine this with user experience testing.
UX testing or usability testing helps you know how users feel about your website. They can tell you what works, what the problems are, and what improvements you need. You can also know if the website looks and feels trustworthy or not.
You can do in-person user testing or through automated user research tools. You can also ask your employees or clients to give feedback on website performance. You must get the testing done on all browsers and all devices.
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Use SEO best practices
Yes, content is the king for a lead-generating website. But content with no direction serves no purpose. Your content must have the words that your target audience uses to search for your products or services.
This requires search engine optimisation. You need to put the right keywords in your content to lead search engines to display your website when a person searches for those keywords. Also, all your website links must work; there shouldn’t be any error messages.
You must check your target keywords and include them in the following content:
- Title tags
- Meta descriptions
- Headers
- Body copy
- Image alt tags
Internal links to other relevant or related pages on your website also help in SEO. With internal links, visitors do not bounce off your website and stay longer. You can get backlinks from other influencers, industry publications, or other websites to optimise your website performance.
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Website analytics and performance measures help you improve
You include keywords. Write persuasive copy. Put up a great layout and design. Include testimonials. Even do user experience testing.
But how will you know if all your efforts are in the right direction or not? Whether the changes made by you are working or not. This is where the role of website analytics becomes crucial.
Tracking website performance measures helps you understand what works on your website and what doesn’t. You can identify the areas, which need improvement. It is a kind of feedback in the form of data.
The website metrics you must check are:
- Website traffic
- Bounce rate
- Time spent by visitors on different pages
- Pages least visited
- Conversion rate
- Leads generated
- Exit pages
- New visitors
- Pages per sessions
- Number of blog posts in a month
- Keyword rankings
- Inbound links
- Top performing pages
- Conversion rates of landing pages
- Top sources of traffic
- Many others
Keep a regular check on these metrics as they measure the user activity on your website. Derive insights and develop strategies to make improvements. Set goals for each strategy, plan the execution, and track your progress.
How can Digiwagon help?
You can ignore all these best practices for lead generation from a website and create a simple website. But it will not serve the purpose of generating leads or building trust in customers. It will not be able to educate, persuade, impress visitors, or convert them to customers.
It will just be an online business card for your company. A business card for which you spend money, time, and effort, but it gives you nothing. So, adopt the above-mentioned best practices for lead generation on your website.
A lead-generating website helps you attract visitors, build trust, educate about offerings, qualify leads, and convert visitors to customers. These must be your goals. And Digiwagon can help you achieve these goals with its web development, design, and digital marketing services.
Digiwagon is a prominent web development, app development, eCommerce development, and digital marketing firm in India. We help clients build their online identity and market it at the right places to the right audience. We meet your unique business needs with our customised quality services.
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