Every company desires to generate more leads from their website. There are many companies and freelancers claiming they can increase traffic and leads simply by hiring them! Unfortunately, it’s not as simple as delegating the task to a developer or marketing team. Now is definitely the time to start thinking about how your website can generate more leads for your company. Here’s how you can begin to think about a web project for your company.
1. Establish your benchmarks
Its difficult to measure success without understanding where you are today. Establish some key metrics that you’d like to improve so that you can develop an effective strategy and understand the results. Here are some things you can easily measure today.
- Current monthly web traffic
- Current submissions received via web forms
- Count of social media followers on LinkedIn, Twitter, Facebook, Instagram, TikTok
- Paid advertising metrics
- Total spend
- Cost per action (clicks or impressions)
- Paid web traffic
- Bounce rates
- Conversion rates
2. Create Goals
Now that you know where you currently stand, you can establish some goals to present to your team, in house and outsource, to help you scope out a plan for success. It is essential to be realistic with your goals and also establish a method for keeping score so that you can periodically check results and adjust accordingly.
3. Establish your target audience
Web development and digital marketing teams have the benefit of exposure to numerous different industries. Teams that focus on a specific industry have the benefit of having worked with similar companies in different markets.
When working with your team on developing your web site, take time to establish your target audience before focusing on displaying your product or service. By focusing on the customer journey through your content, you can better layout the content on your website to convert potential leads rather than creating a giant digital pamphlet of services for them to navigate through to find what they are looking for.
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4. Answer common questions
If your customer is looking for something like a price quote, give them what they are looking for! Often times, companies create a barrier by making customers fill out forms then calling them (or not) in the days to come. Often times, leads don’t want to be added to a sales funnel, they want the answer to a question that will help them determine if your company, product or service is right for them.
Using interactive forms, you can ask the visitor questions about their project that can then be used to e-mail them a canned answer immediately, all the while collecting their key information.
In the office coffee industry, many companies are adding machine specs of the different types of equipment available. Â
5. Add contact forms to all pages
One of the most effective ways to convert qualified leads on your lead generation website is to strategically place forms throughout the site. Customers should not have to find a contact page or leave the page they interested in to contact your team. Tools like HubSpot and general web forms allow you to customize how each form is submitted if you’d like different leads to convert to separate pipelines or teams to follow up.
Make sure simple contact forms only require the minimum amount of information required to contact that person. Simply ask for name, company and e-mail and allow fields for phone # and messages but don’t require them. the more fields you require in your forms, the lower the amount of conversions you will receive.
6. Focus on Calls to Action (CTA's)
in addition to filling out a form, calls to action on your website are the best way to drive the behavior of your site’s visitors. Help your visitor’s take the next step in their buying journey by strategically placing calls to action throughout your website using contrasting colors, shapes and images.
Some of the types of calls to actions are:
- Free information guides or free consultations
- Connect on social media buttons
- Share on social buttons for them to share your content
- E-mail list/blog subscription sign up forms
- Contact forms
- Call us buttons
7. Add Live Chat
79% of customers say they prefer live chat purely because of the immediacy it offers compared to other channels. Live chat response time average is 2 minutes compared to 10 hours via social media and 17 hours via e-mail.
8. Leverage cookies
Cookies are small files of information that a web server generates and sends to a web browser.
Websites use cookies to personalize the user experience such as knowing which items users placed in their e-commerce shopping cart as well as storing user preferences for future visits.Â
Cookies are also used for security and user authentication.
Tools like Facebook Pixel and Google Ad manager use cookies to serve ads to users based on the websites they visit and devices they use. Leveraging Google and Facebook tools on your website give you a great tool for promoting your brand to users while they are consuming content elsewhere on the Internet.
9. Testimonials establish credibility
To establish your company as a credible source for providing the information and services the customer is looking for, publish real testimonials and photos of real implementations on your web site. Â
If you are unable to post a testimonial, post logos of companies you work with to prove your ability to create relationships with companies such as theirs.
Photos of real implementations show proof of the size of projects your team has worked on and gives comfort to a prospect that you can deliver for them as well.
10. Close the loop
Once you’ve generated a lead from your website, do everything in your power to convert them into a real opportunity and eventually a client. Some tips you can implement are:Â
- Thank you pages
Don’t overlook the ability to say thank you to a lead immediately after they have submitted their information to your company. It generates a quick and positive interaction with your brand and provides the opportunity to share other links and information you’d like them to have. - Response E-mails
Just like the thank you page, the auto response e-mail generates a positive touch point with your brand and provides opportunity for additional calls to action to take the next step with a prospect. This is especially key if the auto response e-mail contains a price quote or information about a service requested from the website. -  HubSpot CRM integration
By implementing your website with HubSpot, your leads can automatically be placed in a pipeline for appropriate follow up from your sales team, including auto generated e-mails that are relevant to your opportunity and allows you to learn more about them.
Wrapping Up
The Tech 2 Success team has worked with hundreds of companies to develop tehir websites and Internet marketing strategies. Leveraging the best in class platforms, keyword research, content creation and the latest in SEO strategies, your team can be confident that you are ready to execute on your lead generation improvement plan. Contact our team today for a demo and FREE analysis of your company’s current website, social media and digital presence.