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How to Use Your Website as a Lead Generation Machine

How to Use Your Website as a Lead Generation Machine
The Siliconreview
13 August, 2020

Leads turn into customers, so lead generation is critical to the success of many types of companies, especially those that provide services. They include real estate agents, financial consultants, home improvement specialists, and IT outsourcing companies like BairesDev. Yet, many companies overlook one of the best ways to generate leads — through their website.

You can use your website as a robust automated lead generation system. But, to do it right, you should become familiar with the specific website features that bring in leads. Here we describe those features and explain how to use them on your site.

Focus on Positive UX

Once a visitor has made their way to your website, you want them to have a positive user experience (UX). That means two things. One, they feel good about their visit. Two, they don’t experience any impediments to using your site. Yet, those two little things aren’t always easy to ensure. Here are a few pointers for doing so.

  • Make it mobile friendly. With a high percentage of users visiting you from their phones, make sure your site boasts an adaptive design.
  • Make it fast. A sluggish site is likely to cause visitors to leave before they even have a chance to see your offerings.
  • Use a simple design. Create a design that’s easy on the eyes and that doesn’t interfere with your content.
  • Use web-friendly formatting. Avoid the dreaded “wall of text” (an unbroken series of long paragraphs). Break up your text with subheadings, bulleted lists, and callouts.
  • Good navigation. Make it easy for visitors to find what they’re looking for. Use logical navigation and descriptive buttons to get them where they need to go.

Positive UX helps generate leads by keeping viewers on your site long enough to engage with your content and take the next step toward making a purchase.

Create Content

You probably already use your website to tell viewers what you do and how you do it. But, in today’s information-hungry market, you must go beyond talking about yourself and post ideas that will help your viewers, whether or not they buy from you. For example, if you’re a real estate agent, you might post an article about how to stage a home before putting it on the market.

Content can also be in the form of blog posts, checklists, quizzes, infographics, newsletters, eBooks, videos, or white papers, all of which you can have available on your site. Use pop-ups to get visitors to view or download content immediately upon landing on your site.

This effort helps generate leads in three ways. First, it builds trust. It shows that you’re there to help your customers in whatever ways you can. Second, it shows your expertise. Third, it gives you an excuse to bring viewers further down the sales funnel – that is, the process from attention (they’re aware of you) to interest (they’re curious about what you have to offer) to desire (they want what you have to offer) to action (they’re willing to pay you for your offerings).

Use Calls to Action

The key to guiding website visitors down that sales funnel — and turning them into more solid leads — is providing them with a clear call to action (CTA). On every web page, and on each piece of content, tell viewers what to do next. Here are a few examples.

  • On every web page, have a large button that says something like, “Request a consultation,” or “Let’s talk.”
  • For viewers not quite ready to take that leap, have other links or buttons that say things like, “Check out our blog,” or, “Download our ebook.”
  • On every content piece, link to other content on the same topic and invite visitors to contact you with questions.

This method is perhaps the most critical one for lead generation because it gives people a path to follow.

Engage in Offsite Activity

To amplify your excellent content, use social media strategically to help you create leads. Post links to your blog and other content and invite contacts to check it out. Encourage connections to like and share. Or, share small snippets of information with a link to a more general web page. However, be mindful of who your audience is when you use a link. That is, don’t always just point to your home page. Point to the content or information you want readers to see next.

Another way to draw visitors to your website is through search. To use this strategy, you must design your site for search engine optimization (SEO). SEO is a whole effort in and of itself and there are plenty of online resources to help you get started.

Enable Communication

To develop and nurture leads, you must have a way for website visitors to reach out to you with questions. Here are a few tools you can use for that purpose.

  • Your “contact us” form should be easy to use and only ask for needed information. You can also use forms when visitors want to download content, and then collect their contact information to reach out to them again later.
  • Chatbots can be used to answer some of the most common questions visitors tend to ask. Always have an option to be connected to a human if a user wants to do so.
  • Phone number. Yes, some people still like to talk on the phone! List your phone number in a prominent location.

The idea is to be available to help potential customers get the information they need to feel comfortable doing business with you.

In Summary

Your website is a useful tool for informing visitors about your products or services. But it can serve another purpose as well — generating leads.