If you have a B2B or B2C website…what’s your number one goal? Making sales right?
Every internet marketer out there understands that. The real question is this; How to get MORE leads from your website? That’s the number one question that keeps guys like me awake at night. The answer is not so easy though. It takes a lot of planning, work and effort to achieve anywhere near close to a optimally performing website that converts visitors at a decent rate. In fact, did you know that about 90% of all websites only convert less than 1% of their visitors? And that only about 10% are converting between 1-3% of visitors into leads/sales? Those that have achieved conversion rates of 5% or higher are experiencing exponential growth the rest of us are drooling over! So how do WE get there? Here are some basic tips to help you on your way.
How to Get More Leads From Your Website
Assuming your website meets the basics of web design for today’s savvy internet users and meets at least the following basic criteria, then we can move forward on how to improve your site:
- It has a good, clean and stylish, professionally done look and feel
- Top level navigation is easy to use and understand and is as flat as possible
- It has a built in CMS (Content Management System) or you have a web designer on staff that can readily make changes as you need them
- The website has an active and useful Blog that you update on a regular basis with content that is of interest to your target market
- You have an analytics package installed
- Your website and blog have social media sharing installed and are easy to find/use
Assuming that all of these bases are covered, no we can move on to the meat of the problem and start setting you up for more/better leads!
Know the questions your target market is asking…
Uncovering these “pain points” for your target audience is essential when making design and flow decisions on your website. By understanding the specific pain points of your target audience you will be in a much better place to find out and strategize about the questions they will ask when researching these problems. Thus putting you in a unique position to answer those questions and provide real solutions to their problems.
“Mapping your customers buying persona to your sales process is one of the most important factors you can work on to improve visitor conversion” – Mike Glover
Now that you know the questions they will ask and have the answers they need, all you need to do is map the buyer’s persona with your sales process. If you have a list of existing clients (10 or more) then you can quickly and easily take a look back at each sale and determine at what points in your sales cycle they made a decision and begin the process of trimming that down to the absolute bare essentials.
But what if I don’t have any clients yet? Or perhaps you have too few clients to make informed decisions about the buying process? In either case, you may have to do some educated guess work here. It’s okay. Do your best and adjust as you get more data.
Designing for lead generation that works!
Three key areas to focus on:
- Landing Pages
- CTA’s (calls to action)
Landing Pages – Probably the biggest mistake by rookie internet marketers and webmasters. A poorly configured landing page can KILL conversion rates faster than anything else and everything else combined! Your landing pages are the last point visually and information wise before a visitor makes a decision. It’s imperative they are designed correctly and meet at least the following basic design points:
- Same layout, coloring and content style as your website
- Strip all navigational links from your landing page
- When using a form to collect lead information, use the shortest form possible. I prefer Name, Phone and eMail address ONLY for maximum conversions. The more information you request, the less leads you will get!
- Use a BIG submit button with bright, contrasting colors that says something other than “Send”. CTA’s on your buttons like “Download Now” – “Request More Info” work best!
- Make sure your form is positioned above the fold (top half of the page)
- Use DYNAMIC and compelling imagery combined with compelling <H1> snippets that solve pain point problems
Content – The secret with landing page content is to tell a story that identifies pain points, solves problems and compels the visitor to take action. Easier said than done sometimes, but just remember to keep it as compelling as possible and yet conversational and easy to understand for your buyers persona.
CTA’s (Calls to Action) – We touched briefly on this above. The trick to CTA’s is to make them relevant to the offer. If you are offering a FREE Download, then your CTA’s should be geared towards that goal.
Remember high contrast colors, actionable text and good visual indicators (arrows) and you should be fine. Although only the beginning, hopefully this article gets you started in the right direction on the “How” of getting more leads from your website.