Does your website lead generation process feel like throwing noodles at a wall, hoping they’ll stick? Do you struggle to improve lead volume and quality? Today’s blog post outlines five strategies to increase quality lead capture on your website. Remember, small tweaks equal huge gains!
Create great content
Great website content nurtures lead relationships by persuading shoppers to click through your site pages, e-mails, or web forms. These incremental opt-ins provide better information about your lead, while helping them build a relationship with your brand, increase their comfort level, and make purchases. New content can be in the form of deals and discounts, customer testimonials, How To articles, case studies – the sky’s the limit!
How do you know if your content is great? Review your data to see which pages people are clicking on or bouncing from. The analytics information will suggest opportunities to update current content to be more compelling (pages with a high bounce rate) or add additional content (on popular pages) to persuade site visitors to stay. Digging through the data is a great way to get an unbiased opinion on which direction your content should take.
Drive more traffic
Driving more traffic to your site increases the odds of capturing more leads, however, you want to make sure you are driving the RIGHT people to your site. Create a profile of your ideal customer that articulates their challenges and goals. This is where your content becomes key.
Targeted content will drive the right traffic to your site. Share content on your website, social networks, newsletters, and other marketing communications that will engage, help, or inform your customer and keep them clicking on your site. Use paid advertising on channels your customers regularly use to further promote those great pieces of content. Implement search engine optimization (SEO) on your site, but approach keyword research from the point of view of your ideal customer tapping keywords into a search engine, not the fancy technical jargon you included in a vendor proposal. Don’t forget to analyze your results! By analyzing keywords or content pieces that generated more leads than others, you are developing a comprehensive profile of your ideal customer and can create similar content to persuade them to click again.
Get your value proposition right
You have seven seconds to convey your organization’s unique benefits before the site visitor leaves your page, taking their lead information with them. Developing a clear, targeted, and persuasive value proposition is one of the most important aspects of your lead generation process. Your value proposition articulates what you can do for your customers (and most importantly, why your customers should care), while emphasizing what sets your products or services apart from competitors. It is the reason why a lead would want to continue pursuing your website and ultimately give up their information!
Make it obvious
Does your landing page describe clear actions visitors can take, leading them to another page on your website? Do you spell out what you want your prospects or customers to do? Your call to action needs to stand out, be clear, and convey a sense of urgency. “Join Our Free Webinar,” for example, is more action-driven than “Register.” Make sure it is easy for prospects to complete their submission or make purchases. If the prospect has to click through multiple pages to get to the end destination, they are more likely to leave your form out of frustration. Combine the number of steps from initiation to form submittal to achieve dramatic results.
Optimize your forms
Optimizing web forms is key to collecting lead information. Is your headline grabbing a prospect’s attention and compelling them to take action? Does your online form clearly reiterate what customers receive for filling it out? Bullets supporting your value proposition are a great way to convey the benefits of completing the form. Could you offer an incentive, like a free white paper or free consultation, to motivate prospects into completing your form?
One of the most effective ways to optimize your forms and increase conversions is to decrease consumer anxiety and friction, whenever possible. Decrease anxiety by requesting less personal information, like an e-mail address instead of a phone number. Indicate that you don’t supply personal information to third party websites. Quantify or back up any claims you make, when possible, with customer testimonials or third party seals. Redesign your form to reduce friction by simplifying the look or length of the form. Ask yourself, ‘is every single data point necessary right now, or can you collect more information later?’ Group similar questions (city, state, zip) horizontally instead of vertically, so the form is not overwhelming, and check that all fields are in a logical order.
Successful lead capture strategies persuade visitors to explore your site and hopefully, sign up for your newsletter or download your white paper, enabling you to collect pertinent information to nurture the new lead toward future purchases. Creating great content will drive people to visit your site, and your compelling value proposition will keep them clicking. Remember, your value proposition is less about “you” – how great your company is – and more about the antsy visitors you are trying to convert – what’s in it for them? Make sure your call to action is easy to understand, and you’ve optimized your web forms with an easy to follow design that doesn’t intimidate prospects.