Your business website is a great way of increasing the digital presence and visibility of your business. The website makes you more findable via search engines such as Google and Bing. Websites can also be wonderful tools for use, especially when it comes to lead generation.
You need to arm yourself with a good team that possess the necessary skills on how to turn your business website into a lead generation machine. Your sales team makes use of your business website to share information and reply to questions asked through the content you post onto it.
Most businesses that emerge to be successful make good use of their websites. However, business websites can only perform their functions effectively if they are properly managed. Bearing in mind that most of those who visit your business website are potential customers, it is essential to ensure the posts are designed to convince them to become your clients.
The easiest way to achieve this is by ensuring the posts are capable of building a momentum with those who read them and prompt them to make use of your products.
Fundamentally, turning your business website into a leading gen machine entails pointing potential customers to your site and providing an incentive for them handing over their personal data.
This could be just their email address, possibly their name or more in depth information.
Below are 4 ways to turn your businesses website into a lead gen machine.
Link Your Blog to Your Main Website
The blog page may be the visitor’s first encounter with your company. They may never have prior knowledge of what your business does. This information is usually found on the business’ main website.
Therefore, for you to capitalise on the use of your blog page, be sure to link the two together and make it easy for visitors to find either one. This allows the visitor to inquire and find our details that may not be available in the blog post. The blog should be linked both visually and technically.
Apart from linking to the main website, also consider linking your post to other resources. In the course of your post, be sure to link some of the words and key phrases to other searchable resources on your site.
You can link the key words found on your site to the resource pages from which you built the words. The links need to be clearly and easily visible for first time visitors of the site. The keyword phrases chosen should be easily identifiable and visible to search engines.
For some further reading on search engines and SEO, Jack Rivera wrote an interesting post here on SBC, you can find the post here.
Setting up Landing Pages and Using PPC to Funnel Traffic into Them
Landing pages, also referred to as lead capture pages, are web pages designed for a specific objective and are used mainly for online marketing. They signify the entry point to your business website, or to specific sections on the site. They often appear upon clicking on search engine optimized sections of the website.
Landing pages often give an extension of a specific search result or link. They give additional information to an advertisement or information posted on your business website.
Pay Per Click (PPC) is an online marketing and advertising tool in which the advertiser is made to pay something to the publisher or developer of the business website for every time the ad is clicked.
PPC advertisements will display a given advertisement when a specific pre-set keyword query matches that of the advertiser’s or if it contains relevant content to that on your website. They help in decongesting your business website thus turning it into a gen machine.
It’s worth noting that you can improve the conversions of your landing pages by the use of split testing or even multivariate testing.
What you choose to promote through your landing page is up to you, it could be a mailing list sign up form, account registration or to sell a product.
Adding a Mailing List Subscription Form
Integration of mailing list subscription forms in your business website and linking them to other databases such as your newsletter database is another way to turn your business website into a lead gen machine.
Despite what a lot of people say, email marketing isn’t dead and you will find it easier to reach your audience using email than using your Facebook page. That’s unless you use promoted posts on Facebook, but the cost can soon get out of control.
Incorporate Social Networks and Offer Subscription Services
Most of your potential clients are definitely going to be found on social networks such as Facebook, Twitter, LinkedIn, and Google+. The higher the number of people accessing your website, the more the opportunities to generate leads. Encourage visitors of your business website to share your ads.
Allow visitors to subscribe to services of your site in order to receive regular updates about the latest offers. This allows you to notify the subscribers of any new post that is available on your site through e-mail or RSS services.
You can also send specific information from the website to their personal email. This improves and enhances interactivity of the web users and your business website. It also helps website owners to identify loyal clients for consideration during special offers.
Testing for Conversations
After turning your business website into a lead gen machine, testing for conversations is also a key contributor to its success. The use of split testing, multivariate testing and Google analytics in improving conversations on your site will help to ensure that your visitors have a great experience and that will ultimately mean better conversions for you.
Better conversions add up to more subscribers, a larger audience and more potential customers wanting to throw their money at you.
Over to you
There are a lot of different ways to improve the amount of leads that your website is generating for your business.
Do you have any to add to the list?
I’d love to hear more in the comments.