Convert More Visitors With A Lead Generation Website

Your website is your company’s ‘face’ and it positions your brand to the public. It’s also one of the most important tools you have for generating leads.

So it’s worth asking, what role does your website play in your b2b sales process. And how are you getting visitors to take action?

A lead generation website has to go beyond being a simple brochure website. You’ve got to use strategic thinking to capture contact details and fill the top of your sales pipeline with qualified leads.

In this article, we’ll look at 17 ways you can improve conversion rates. They cost nothing (or very little), but they’ll have a huge impact on your ability to get new customers.

Let’s get started!

Write To Your Target Audience

Start by identifying your target audience. Who are they? What are they interested in? Do they have pain points that need to be addressed?

Knowing who you want to sell to is a critical element in your sales process.

Focus on these people in mind when you create site pages and blog posts. Identify topics and issues that they care about. The more helpful your readers find your content, the more likely they are to become a lead.

Optimize Your Keywords

The first step towards creating an effective lead generation website is getting found.

Think about what your customers will be searching for when they need your service. And make sure those search phrases are reflected in your copy. Otherwise, how will they find your business!?

If you are a local business then your homepage should list your service + your location. For example, an accountant might describe their business as, “Smallville Accountant” or “Accountant in Smallville”.

Write A Blog Post

To go beyond the brochure website stage you’ve got to actively add value to your customer. The easiest way to do this is by creating a business blog.

Write down as many of your customers’ problems as you can think of.

Then write a blog post for each of the pain points on your list. When your customer searches for ways to solve their issue, your relevant posts will come up.

Get Backlinks To Your Website

OK, getting backlinks is actually pretty hard. But the extra effort it worth it because your competitors aren’t working half as hard as you are!

A backlink is just a link from one website to another. And Google uses them as a part of its ranking algorithm.

The idea is that if authoritative websites cite an article as a source, Google will infer that article has value to the reader. Getting backlinks from strong websites in your niche can go a long way towards increasing your visibility in search.

A link from a popular blog can result in lots of clicks. Making it a great way to attract site visitors and earn new traffic.

Do Internal Linking

The longer people spend on your website, the more likely they are to do business with you.

Maximize the time people spend on your site by linking to other pages on your website. The idea is that website visitors will go from page to page. And get to know your brand better in the process.

Internal linking is also valuable from an SEO perspective.

Your website probably has backlinks pointing to it from other sites. But those links tend to be concentrated in a small number of high authority pages.

So try linking from your authoritative page to a page with high likelihood to convert potential customers. You may see a valuable boost in search rankings!

Set Up A Chatbot

The little chat icon in the bottom right hand corner of the website is becoming ubiquitous. And it’s easy to see why – they help with lead generation.

Depending on the software, chatbots provide four main functions.

First, they provide an easy to find channel to connect. Visitors can leave a query for follow up contact. Some chatbots even offer ‘click to call’ to capture leads as efficiently as possible.

Second, chatbots can be used for navigational purposes. Responses can point users to the appropriate page to find detailed answers.

Third, chatbots can be programmed to provide short information snippets. Which helps the user have a positive experience.

And finally, chatbots can function as a call to action. They can direct leads to visit landing pages, or download e-books.

Combined, these features make chatbots invaluable to generate leads.

Enlist Live Chat

AI gets better and better every day. But let’s face it, sometimes you just want to contact a real live person.

The biggest barrier to live chat on your website is that you don’t have someone available 24/7. But not to worry, you can hire live agents starting at a couple hundred dollars per month

When a lead asks a question, the agent can provide helpful information. And they can capture their contact details for further follow up.

Do Visitor IP Lookup

Every day you get website visitors. But how many people actually contact your business? If you’re like most B2B businesses, around 2% become a lead.

It begs the question, what about the other 98%!?

A reverse IP lookup tool shows you what companies are associated with the IPs that visit your website. Usually these are large businesses that have their own IP. So not every business that visits your website is identifiable.

You can use this company information to do research. You know that someone at the company is potentially interested in your solutions. So find the appropriate decision makers. Then send a cold email to start a conversation.

Perform A/B Testing

Sometimes you get your website copy and design perfect the first time. But developing perfect content usually takes a few tries.

An A/B testing tool enables you to optimize your lead generation website. You can try out different copy and visual elements. And see which variation performs best.

This process helps you achieve more sales and better site engagement. And also improves the user experience for your visitor.

Install Exit Intent

“WAIT! Before You Go…” messages are a bit annoying.

But the thing is, they work. Their ‘interruptive’ nature forces us to pause for a moment before leaving the site. It’s a last ditch attempt to get a conversion from a website visitor who may not come back.

And sometimes it works.

Optimize Your Forms

Getting people to use lead capture forms usually involves a bit of friction. So make it as easy as possible for your visitor to take the desired action.

If you’d like your site visitors to complete a form including only the fields you feel are absolutely necessary.

Start identifying fields that can be filled in ‘after the fact’. For example, if you know the person’s email address then you can easily find their company name and domain. There’s no point requesting that information.

If the form is still a bit long consider a multi-stage form so it looks more inviting.

Use Push Notifications

When you visit certain websites you get a prompt asking whether you’d like to receive notifications. When someone subscribes you can begin sending them messages (ie via desktop messages).

Some people find push notifications an easy way to stay in contact with their customer. And keep the company top of mind for future sales.

Check Your Site Experience

Google puts a lot of emphasis on user experience. If your site isn’t mobile friendly or doesn’t load quickly then it will impact your ability to rank well.

Website fixes are easy to do and generate quick wins.

Register For Search Console

Google’s free Search Console tool will guide you towards managing your website performance. Check your account regularly to find areas they think are a problem.

For example, they might report a post has clickable items that are too close together for mobile users.

Search Console also enables you to see exactly what page is getting traffic and what search terms users clicked on. This is perfect to see what content areas deserve your focus going forwards.
It’s one of the best tools for getting more, qualified traffic.

Register For Google Analytics

Google’s Analytics tool tells you everything you need to know about how your customer arrived at your website. And it shows what they did after arrival.

Among other things, you can track what pages generated traffic, and what pages generated a sales lead.

You can also see what your prospects do after they access your website.

Use this information to understand the different purposes your traffic is visiting your site. And tailor your blog content, accordingly.

Request Testimonials

Getting people who have used your solution to share their successes is very convincing!

Testimonials are especially convincing when they’re from someone who faced similar challenges to the reader.

An underappreciated point about testimonials is their SEO benefits. Testimonials tend to be packed with keywords related to your industry. This helps search engines understand what you do.

Create Video Testimonials

The power of video is huge for lead generation. Reading about others’ success is powerful, but nothing compared to hearing them explain it in their own way on camera.

Unlike text, video is a medium where emotion can be experienced. And the more your prospects identify with your client’s challenges, the more connected they’ll be to your solutions.

Set Up Opt-in Email

Email marketing has among the highest ROI out of any b2b lead generation channel.

And the reason for the high returns is obvious. It doesn’t cost much to send an email. And your subscribers are already interested in your brand and communications.

Creating an email list isn’t easy, and some website traffic is required. Every brochure website comes equipped to capture emails. But you’ve got to give leads a reason to take action. Work on developing free collateral that’s super relevant to your readers. For example, tips on how to manage their business, or some other collateral where they gain an insight to improve.

How Do You Optimize Your Website For Leads?

So how do you optimize your website for leads?

I’d love to hear what you do differently, and why. You can message me on Linkedin or send a message on our contact page.

Look forward to hearing from you!