Weekly marketing wisdom you can read in 5 minutes, for free. Add remarkable ideas and insights to your inbox, once a week, by subscribing to our newsletter.
What Makes A Good Lead Generation Website
Table of contents:
Good v Bad Lead Generation Websites
What makes a good lead generation website?
Every business needs a website. This is your online shop window. You can use it to sell your products or services, or even as a one stop location for all the information about your business.
You may already have a website and occasionally you get new customers from it.
But is it working effectively for you? When you analyse whether your website is good for business, can you see visitors converting to customers? To start with, can people even find your website?
Did you know that as of June 2021, there are 1.86 billion websites online globally. Hence there is a lot of choice out there. Even if you are in a particularly niche industry, you will still have plenty of competitors online.
That’s why if you’re looking to grow your business, lead generation is a key element to your website.
Visitors may still find your website, but do they convert to leads and then customers? If your website is just a static presence for you to point people towards, it’s a bad lead generation website.
Alternatively, if you have plenty of relevant, useful content that is of interest to potential customers, with lots of ways to get in touch with you, then it’s a good lead generation website.
Furthermore, a website which is not regularly updated will slip further down the search engine rankings and disappear from view. Whereas a useful and well maintained website will appear higher up during a search.
Why Your Business Needs A Lead Generation Website
To decide if your business needs a lead generation website, you need to consider the purpose of it. Essentially, the aim of a lead generation website is to turn a visitor from a general web user into a lead for your business.
Hence you are maximising the chances of that person becoming a customer.
So do you want to attract new leads to your business and thus get more sales?
If the answer is yes, you need a lead generation website.
In simple terms, it will increase your sales profit ratio by targeting your ideal customer. Hence you are looking for lots of leads, but most importantly, they should be quality leads.
Your website needs to attract people who have enough interest in your business to click on your advert, follow your blog or sign up to your newsletter. Then, they become leads. Leads who are eager to hear from you because they have taken an action to achieve this.
Furthermore, you can start collecting useful data as soon as you optimise your website for lead generation. For example, by using analytics, you can find out which page is the most popular.
Which advert do people click on the most? How many people signed up to your newsletter this month and what content made this the most popular one yet?
By learning from this useful information, you can do more of the strategy that really pays off in terms of customers. As well as focus on the areas of the website that are not working as well.
Think about how you use a website.
What attracts you to it in the first place? What puts you off? Or what makes you stay on a website for a period of time and what makes you leave within seconds? Was there something that you were interested in enough to exchange your contact details for?
These are all relevant factors that go into making a good lead generation website.
The 7 Key Ingredients Of A Good Lead Generation Website
Here are 7 key ingredients which will help you to develop a great website. They are also factors you should look out for if you are outsourcing your web development to a digital agency.
Obviously your website needs to look good to attract potential customers. But does it also look clear and clean and easy to use? A website with clutter makes it harder to find things.
Your content, particularly the products you want to sell, should be clear and easy to find. The website should look neat and authentic, reflecting your brand.
If your website is approachable and easy to navigate, then potential customers will feel more confident about using it. A cluttered website with too many colours will make clients turn off before they have even got to the products or service you are selling.
Once the visitor has found your website, is there enough information to keep them on it? For example, do you have content which is of value to your potential customer?
Yes, you want to direct them to purchasing your products, but by providing useful content along the way, you are building their trust in your brand. Hence they are more likely to convert to paying customers.
For example, imagine you are an independent business selling children’s shoes. You’ve got a wide variety of products on your website to choose from. Perhaps a customer is finding it difficult to make a decision. Some well placed content could help them here.
You could create a blog on winter or summer shoes for children. Or a post about the ideal hardwearing wellies for forest school. Perhaps create an offer of free waterproof beach shoes for every pair of sandals sold in a particular range.
You get the idea. You can also send this content in seasonal newsletters which reach all the leads who have signed up to receive it. Hence your content is reaching out to people and not just staying on an area of your website.
A visitor has found your website and looked at your content. What’s next? You need to convert them into leads. A qualified lead is someone who has expressed an interest in your business, to the extent that they have exchanged their details for something of value.
Maybe they clicked on your advert to find out more and it has led them to a landing page.
An example of a landing page is an appointment form or contact us page. Essentially, the potential customer fills in some details so you can then get in touch. It’s a way of showing they are interested in your business, more so than an average website visitor who doesn’t fill in the form.
Hence, these qualified leads are much more likely to buy from you if you look after them well through the process.
With this in mind, it’s worth mentioning here that your landing pages should be as clear as possible. Get rid of any other navigation, pop ups or images that may distract potential customers from the one main purpose of the page. Which is filling in a few simple details in return for something of value.
Each person who completes that information is a new lead for you to nurture through to a sale. Therefore you want as many visitors as possible to complete that data.
The images you use on your website reflect on your brand, so be careful. Using humorous images should probably be saved for joke shop websites or comedians.
Also, you want them to be as professional as possible. Remember, you want your website to stand out among others. Therefore, it’s not a good idea to take a few images on your phone and hope for the best.
Adding filters and captions for images on your website is not in your best interest either. It will take away from the authenticity of your website if you are relying on filtered images.
There is a place for phone images when using social media campaigns and blog posts. It’s almost preferable for your content.
But for your website, it’s worth investing in a professional photographer who can make your products and your website look fantastic.
Are you a new business? How can people trust you?
Returning to the shoe business example. No doubt most people in the UK have heard of Clarks, StartRite, Office or ShoeZone. So how do you stand out among the big names? Why should people buy from you?
This is where testimonials can help. Research shows that 91% of people trust online reviews as much as a personal recommendation. Meanwhile 93% of consumers say that online reviews influenced their buying decisions.
Therefore, if you already have happy customers, make sure you shout about it. Add some reviews to your website and this will encourage potential customers to buy from you.
By including short informative videos on your website, you are offering something of value to potential customers.
For example, let’s go back to the independent shoe store. During the recent pandemic, people couldn’t visit a shoe shop. Therefore, families were measuring their own feet at home.
By adding a short video on how to measure your feet properly, you will attract plenty of new leads. Remember to direct viewers to more content or products to buy or a landing page for details.
Measure Your Data
Now you have a website which is great at generating leads. However, your next job is to nurture those leads so they become paying customers.
So where have these leads come from? How did they get to your website in the first place? The data you gather from your website analysis will help you to qualify your leads.
Then you cam spend more time on attracting your ideal customers and less time on random visitors.
Top Lead Generation Websites In 2021
Here are some examples of excellent lead generation websites in 2021. Maybe you like their strategies or campaigns.
You may only think about LinkedIn as a social media platform. But it’s actually also a very good lead generation website.
A recent report suggests that 94% of all online marketers use LinkedIn for generating leads. Hence it’s excellent for B2B lead generation and marketing.
So why is it so good? Essentially, LinkedIn helps professionals to connect with like minded people. It creates a network full of useful contacts which is relevant to you.
By putting your business profile on LinkedIn, you can start to post useful content relevant to your industry and attract leads who are interested in your business.
Furthermore, you don’t need to stay actively alert on LinkedIn on a daily basis. If you’re already creating useful content for your website, or email newsletter, you can also post it here to a different audience.
However, to start using LinkedIn, you need to sign up to create an account. Hence the platform is already viewing you as a lead in exchange for your data.
Facebook is currently the largest social media platform. The technology team behind the platform is always adapting to change and new techniques. Facebook now has a dedicated feature for helping to generate leads.
After you create a campaign, you can set a lead generation objective and ask people to fill in an instant form. Then, you can use the Facebook Pixel feature to track the leads on your website.
Once again, to get started, you need to sign up to get a Facebook account. Hence you are exchanging your details for something of value, namely a way in to using Facebook.
Mailchimp started as an email marketing website, but now offers a range of web development and marketing options. It’s a good example of a lead generation website because of all the content it offers.
From guides and tips, to tutorials on how to use its software and reviews from happy customers.
There’s even a chance to listen to podcasts from people who have started up in business, through the inspiration page.
Mailchimp also uses call to action buttons throughout the website. So there is always more to see, read or learn. Hence more opportunities to attract new leads.
Best Lead Generation Website Strategies
Blogging regularly will keep your website visible in the search engines because you are providing fresh content. As well as this, it helps to build up your brand and your credibility as a subject expert.
Posting your blogs, or snippets of your blogs on social media will help to drive traffic and potential new leads to your website, where they will want to read more of your blogs.
With every blog post, you should also include hyperlinks to other pages on your website within the copy. Along with a prominent call to action. This encourages potential customers to take the next step along the lead generation funnel.
Use Call To Action Well
You can think of a call to action button as a signpost, directing visitors where to go next. With clever use of CTAs, you can achieve your main website aims.
For example, if you want more people to sign up to your newsletter, then send them to a landing page with that purpose from your call to action button. Another top tip is to use clear wording. Such as ‘Shop Now’ ‘ Learn More’ or ‘Tutorial Video’.
Website visitors like a bit of direction. In the online landscape, only 2% of visitors leave their contact details without a prompt. Hence you could be missing out on the other 98% of leads.
If you don’t give people instructions as to what to do next, often no action will be taken.
Don’t forget those landing pages!
One of the most effective online lead generation strategies is to have landing pages set up to convert website traffic into leads and customers.
So if you’ve spent that time creating a good lead generation website, you don’t want to fall at the final hurdle of capturing all those potential leads! Make sure there are several ways visitors can give you their information.
Web Development, Marketing and Lead Generation By Lead Genera
Hopefully you can see how many elements it takes to create a good lead generation website and how to do it by yourself.
However, if you want to hand it over to an expert, you will be able to see measurable growth for your business lead generation within days.
Lead Genera offers two types of lead generation. Business to Business lead generation and Business to Consumer lead generation. Whatever your business is, they can create various strategies to guarantee success.
Their services include web development as well as social media marketing and search engine optimisation. Along with corporate identity and lead generation.
To create a good lead generation website, you need to include it in your overall marketing strategy. This includes identifying your main business goals, researching your market and targeting your ideal client.
Then, you can organise how you are going to achieve your aims and which traditional and digital marketing techniques you are going to use.
If you need help with your marketing strategy, Lead Genera can assist here too.
Their marketing consultancy service provides you with a one to one consultation to discuss all the possible avenues you can explore within your budget and along with your goals.
Knowing your goals will allow you to track whether the campaigns you are using are working.
For example, if your goal is to drive more traffic to your website, is your campaign to achieve this working? Or if you want to convert more website visitors into qualified leads, is this taking place?
Lead Genera will select the tools and technologies to make your goals happen.
This could mean working from a brand new website, alongside a social media refresh and some paid advertising. Or using your existing platforms and taking a fresh approach to your marketing strategy.
Perhaps you already have in mind that you want a great website that generates new leads for your business. Get in touch with leadgenera.com today to set your plan into action and you can see a measurable impact within days.