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You’ve spent weeks, or even months building out your dream website. But do you know if it’s generating any new business for you? Chances are, you may need to make a few enhancements so that your website is optimized for lead generation.

1. Incentivise Users With Compelling Offers:
salesforce-ctaThe best thing you can do once a user has arrived to your website is figure out who they are by collecting their information. This will allow you to build a relationship with a prospect and eventually convert them to a customer. While you can have an email newsletter sign up form, or a general contact form, giving readers a tangible incentive will result in higher conversion rates. Here are a few examples:

  • Whitepapers
  • Case studies
  • Industry reports
  • Free product trial
  • Free service trial
  • Product demo
  • Webinars
  • Contests

The screenshot above features Salesforce’s Marketing Cloud suite. This page has three clear calls to action (red borders added for emphasis) with a free trial, demo, and live chat. All these of these calls to action (CTAs) will launch a web form that the user must fill out in order to proceed.

Enhance your website with compelling offers using large and colorful CTAs that are consistently placed throughout the website. As an example, if you offer a free demo, add a button that is always displayed in the header section of your website so that the user does not have to search for it.

2. Create Content-Specific Landing Pages:
infusionsoft-lpYour website should have landing pages that allow you to capture information through web forms. The landing page content should be targeted to address your potential client’s needs, questions, and have a  “what’s in it for me” message.

Landing pages should have certain functionality:

  • Large call to action
  • Web form
  • Limited navigation
  • Social sharing
  • Simplified design
  • Clear and concise messaging
  • Value or “what’s in it for me” message

The example above is a landing page for Infusionsoft’s demo, which is simplified compared to their website. The two elements that stick out the most are the green web form and orange button, prompting the user to fill out the form.

Add credibility to your landing pages by showing logos of current customers (especially if they are a national brand), customer testimonials, or success metrics from a customer.

3. Test and Measure Results
In order to understand the performance of your lead generation programs, you should always test and measure the following metrics:
google-analytics-goals

  • Conversion rates: the amount of people that fill out a web form or call you
  • Bounce rate: the amount of people that arrive to your website and immediately leave
  • Cost per conversion: the $ you’ve spent / the  # of conversions (remember that time is money, so even if you’re not investing in paid ads, you should calculate the costs to create and develop landing pages and marketing campaigns)

Set up goals within Google Analytics so that you can generate reports on which landing pages perform the best.  By measuring completed goals against total visitors, you’ll be able to determine how well your landing pages are performing.

Plan for Mobile
If your landing pages or website contain a phone number, you need to add call tracking. While this is a paid service, it will give you visibility to know how many people visit your website and then call you. If you’re not calculating phone calls from your landing pages as a conversion, then you’re not not getting a true cost per conversion. This is especially important for mobile visitors, who may be more likely to call you from their mobile device rather than filling out a form.

Jen Stretch

Jen Stretch is a marketing professional with a decade of web-based technical experience. Her core competencies include Salesforce.com and marketing automation consulting, implementation, and training. She is a certified Salesforce.com Administrator with five years of marketing automation experience.

Jen is also a enthusiastic cyclist and applies the same competitive spirit that she has on the bike to push businesses out of their comfort zone and beyond their perceived finish line.

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