Is Your Website Built for Lead Generation?

Building a high-performance Lead Generating website is all about following a process. Processes are the basis of building a business. The same is true for your website, which is considered your online 24-hour marketplace.

With the right optimization, your website allows you to connect with anyone in the world. So, it makes sense that each area would be well thought out and then built using best online practices.

Using traditional marketing techniques, lead generation can be tricky since the results cannot always be measured effectively unless combined with online techniques such as landing pages and campaign tracking.

This is just one reason to have a website. Although a traditional website is not supposed to be used for lead generation, it is intended to be more of an information resource to establish trust and show what your company has to offer- the value proposition.

Website or Landing Page?

If yoSEO optimizationur primary website is being used for lead generation, there should be a push towards pages on the site designed for conversation. When used in marketing campaigns, these pages are called “Landing “ or “Splash” Pages.

The difference between a traditional website and website pages designed for conversion is the thought and purpose behind them. Landing pages encourage the user to complete a specific action. It provides only the information that will lead to that action.

For example, an About Us page may have a “Contact Us” button. A lead generation page will have contact information, a primary and secondary call to action and a capture or lead generation form that offers a value to the user, such as a newsletter.

Is Your Website Foundation Strong?

The first step is to make sure your website foundation is strong and there aren’t any concerns that will potentially stop traffic before you even get started. Quite often we have security concerns, broken links or improperly optimized pages that will work against your efforts. The goal is to create a lead generating page that will show up in the SERPS, or Search Engine Results Page.

Get a website checkup and report to identify issues on your existing website. Once your website is built on a strong foundation and any issues have been corrected, it’s time to understand the anatomy of a lead marketing webpage.

The most important nontechnical factor of a lead generation page is TRUST. Building trust with your potential clients can be the defining factor that leads to them acting on your call to action, or filling out your form to get more information.

When creating lead generation pages, it’s always important to make an appointment with a lead generation expert for coaching, so you can ask questions and understand the how and the why for the different pieces needed.

Usually, these appointments are free and provide a good opportunity to put you in touch with a company to collaborate with in the future. A professional can also point you to the most effective software systems to reduce issues as you grow and scale.

Intuitive Design

The page should be logical so there is no room for user confusion about what you expect them to do on the page. The design and flow should guide them through the positive user experience you create for them through a quick loading conversion friendly design.

Colors are important to make sure the contrast makes sense and doesn’t detract from the messaging. Exclude the main navigation on the page- this will potentially take users off the page before the conversion happens.

Lead Capture Forms

Adding lead generation forms above the fold of your page increases the likelihood that customers will notice them and fill them out. The forms will be more effective if there are visual cues and enticing call to actions.

Remember it’s not just about the form, it’s about what happens after they fill it out. Do they get a confirmation email? Is there a redirection to a thank you page? Do they download an offer? The process makes all the difference in not just getting the lead, but having it convert to an engagement.

Call to Actions

Your call to actions should be simple and effective. An effective call to actions helps to guide your prospective client through their journey with you. The more effective the process, the better experience the lead has. A good process is memorable to leads who come to your site.

Common CTA examples include

  • “Free Trial”
  • “Schedule a Demo”
  • “Buy Now”
  • “Learn More”

 

Appointment Scheduler

We highly recommend also driving the prospective client or lead to make an appointment directly instead of just filling out a form. There are many systems to do this- some are more complex than others but all have the same purpose.

They connect the lead with your schedule instead of just finding out more information through email which establishes a more personal connection. We have tested many and the service we recommend for this is Acuity Scheduler.

Clients can quickly view your real-time availability and self-book their own appointments—and even pay online, reschedule with a click, and eliminate the back and forth that can lose leads in the process.

Think BIg MarketingLLC - Social Media
Photo by William Iven on Unsplash

 

Social Media Proof

Establish your credibility using social proof so the consumer feels more comfortable providing their personal information. Some examples are:

  • Social media profiles (current and updated information)
  • Customer testimonials
  • Case Studies to show improvement after working with you
  • Customer Logos

 

About the Author:

Tanya Amaya is well-known for her strategic imagination in aligning business goals with creative strategy and expression and has successfully led the brand design and marketing engagements for a variety of clients.

Her experience runs across a variety of industries—including international development, career development, litigation, technology, healthcare, retail, consumer products and professional services provided globally.

Committed to elegant solutions based on analytics and powerfully simple communications, her areas of expertise include sustainable design solutions, logo design, integrated brand identity systems, brand design and strategy, print design, web design, digital media strategy, site architecture, and site marketing.

About Analytic Design:

Analytic Design is a privately held, full-service strategic marketing firm. We operate under an optimized consultant model that has proven for years over many client engagements to be scalable, flexible, and cost-effective.

We have three pillars of expertise and services: Strategic Branding and Marketing, Website/Application Design and Development, and Technical/IT support.

Analytic Design has been helping clients create more authentic, compelling, differentiating, and relevant brand strategies, brand identities, content strategies and assets, websites, and marketing campaigns since we were founded and, for many of us, well before that.

We’ve enabled clients ranging from multi-million-dollar global enterprises to entrepreneurial small businesses to more effectively express their services and benefits, expand market perceptions, optimize competitiveness, continually improve marketing metrics, and increase market share.

Our consistent successes for clients tie directly to the quality and experience of our team, our approach to serving clients, as well as our creative, technical, and management capabilities. Analytic Design is a Certified Small, Women-Owned Business.

You can follow Analytic Design on Social Media: Facebook | Twitter | Instagram | LinkedIn

 

About Think Big Marketing:

Think Big Marketing, LLC,  provides project management that focuses on launches, re-branding and all phases of the business from startup & daily operations to marketing strategies that help your business flourish and grow.

As a US-based company, with staff that is located in various time zones, Think Big Marketing is available to support globally. The Company is owned and operated by a team that has over thirty years experience in corporate marketing & administration and has supported small businesses and entrepreneurs with their startups through all growth stages since 2005.

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