Regardless of whether you sell products or services, your website should be a lead generation machine, helping you capture new leads and customers. This is especially important for companies with longer sales cycles. When a prospective customer browses your website and then leaves, if you’d captured their email address, you would have the opportunity to re-engage them, nurture them with valuable resources, and guide their journey through your sales cycle.
1. Email sign up form
Your site needs an easy to find newsletter sign up form (preferably located at the top of the page -think F-layout).
Not to toot our own horn, but our newsletter sign-up icon is at the top of the page + expands when clicked on. Plus it’s short + to the point – just enter your email.
2. Valuable content for download
Do you have a blog or website where you share valuable resources + information?
Gated assets, meaning a form must be filled out to access the content, effectively capture leads + easily adds them to your lead nurture stream, to keep your company top of mind.
While gated assets are great – just make sure that not all your content is gated, as to not deter those interested in learning more. The example below is from bit.ly (free URL shortener) for a demo of their Bitly Enterprise service (again, the form is short + to the point):
3. Testimonials from clients/users
Testimonials authenticate claims about your services/products + provide a human touch to a sometimes cold sales pitch. Highlight customers who have had a positive experience with your service + the impact it has had on them or their business. The example below is from Zola (a modern wedding registry service):
4. Optimized Landing Pages/Forms/CTA
There is a lot to optimizing your landing pages and forms + we have written about it previously here and here. But, here’s a quick recap:
• Meaningful headlines. Think about where your users are coming from to get to the landing page. What were they promised when they clicked? Was it from an email that promised a discount? Make sure your landing page headline makes sense and delivers on your promises (free demo, service discount, etc).
• Short + to the point forms– reduce friction for your leads by only asking them for pertinent information (name, email, company name, phone number – you don’t also need to know their mother’s maiden name and favorite color).
• Never submit. Not only are your forms succinct, does the button at the end of your form tell your customer what to do or does it just say the catch-all “SUBMIT” – use action words instead: Get the Case Study, Get Started, Watch Demo. The example below is from Mint (online budgeting tool):
5. Easy to find contact information
Can interested leads easily find how to get in touch with you? Do you have a clear “Contact Us” page or is your contact information available in your header? Don’t lose potential customers because they didn’t know how to reach you! Include physical address, phone number, email, social media accounts (if you have them!), plus an optimized contact us form! This is an example from Floral & Bloom (a floral and event designer):
We hope these 5 simple tips help your website become a lead gen machine!