In this blog, Emma Clark, Senior HubSpot Account Manager at The B2B Marketing Lab, shares some more website lead generation strategies for businesses looking to grow.
In part one of this blog, we discussed why your website may not be generating leads, including:
Disorganised website navigation
Lack of educational (and downloadable) resources
No landing pages or conversion points
In part two, we are going to look at visibility of conversion points and device optimisation, and how these can impact web lead generation. So let’s jump in!
How are your forms formatted?
Having forms across key points of your site is a must, but you need to consider the placement and settings of the forms in order to get the most value.
1. Pop-up forms
Pop-up forms are a great way of offering content at key moments when someone visits your site. If you think carefully about the placement of the offer (i.e. whitepapers and case studies on your services pages as a natural next step to find out more about what you do), you can increase the chances of that visitor becoming a contact in your CRM – all without a them leaving the page! Win-win!
2. Form fields
The right form fields can make or break whether a visitor converts. Asking for a visitor’s phone number is like proposing on the first date – too much too soon! And asking too many questions can be overwhelming, you need to match the value of your content to the questions you ask.
Some key fields to include are:
Job Function – can help determine whether someone is a decision maker or an influencer
Biggest Challenge – can help identify which buyer personas your visitor falls into, and which product or service may be of interest.
3. Are you using form submission notifications?
Lastly, setting up form submission notifications will alert you and your team to leads immediately, rather than having to check a list. It can also help flag hot leads you may want to follow up with as a priority.
Do you use CTAs across your website?
If you have downloadable content on your site, you need to make it visible. Calls to action (CTAs) are a great way to offer relevant content on your website pages via attractive banners or text links.
And it’s not just for blog posts. Ensure you’re adding CTAs to your website pages as well. Think about where the CTA is placed (you should always have one at the end of the blog and perhaps consider adding an in-text CTA in the middle) and what the offer is. Is it related to the content on the page? Is it eye-catching and engaging?
CTA best practice:
Make sure your calls to action are compelling and engaging! Action oriented, powerful verbs such as ‘buy now’ are much more appealing than ‘purchase’ – try to think like someone who is visiting your site for the first time, and perhaps A/B test your CTAs in order to identify the best language that resonates with your visitors.
Are you visible on social media?
Another thing to think about is how people can find your website. If you can expand the reach of your website and increase traffic, that means more opportunities for downloads. In the previous blog we touched on the indirect impact of organic search on leads, but organic social media also has a role to play.
1. Where can your audience be found?
Work out the channels your prospects are using and promote your content there to lead people back to your website. Drive people to your content with links to landing pages or blogs where they can find helpful information and convert.
By following relevant hashtags and reposting content from other industry leaders, you can generate a conversation and widen your reach as your audience increases.
Another way of targeting a more engaged audience is joining LinkedIn industry groups to generate discussion and make key people within your business more visible as industry experts.
2. Have you considered a PPC campaign?
If you have tried organic social media and are looking to increase the visibility of your website further and quicker, then a PPC campaign is worth considering if you have the budget.
A targeted PPC campaign on the social channels your audience use the most, or for keywords related to your products and services, helps prospects find you and drive traffic towards your content. But ensure that you provide high quality content in order to generate conversions/leads and value from the money that you’re spending.
If you are looking for more information on PPC campaign best practices, click here.
Finally, device optimisation is something to keep in mind when reviewing your site.
While this doesn’t directly increase lead generation, nothing is more frustrating than trying to navigate a site using a phone or tablet when it has not been optimised for mobile. Random pop-ups, obscuring download buttons, poorly optimised images and tons of copy can cause visitors to leave your site without even finding out about what you do.
Without optimisation, people will just go and find another website that can deliver what they want, in a format that they can easily navigate.
It's time to use these website lead generation strategies!
Hopefully this blog has given you a few things to consider reviewing on your website if you are finding lead generation a challenge. By implementing a few changes, letting them run for a few months and measuring the increase in page views and conversions, your web lead generation will improve and you will be able to make tweaks and refine your site or campaigns to generate and qualify more leads.