There isn’t an organisation today without a website. The success of these websites, however, is another matter. So many organisations, particularly in the B2B sectors, fail to realise the true potential of their website and benefit from an always present, always ready sales person.
The general population is spending twice as much time online today than it did ten years ago; a rapidly growing trend that is fuelled by smartphones and tablets.
No longer are people having to wait until they get home to peruse the internet; commutes, coffee-breaks, waiting rooms, queues and even toilet breaks are filled with people using their phones to access online content.
The professional world is as online and mobile as the consumer markets meaning that managers, directors and exectutives from all business functions can be found with a mobile in hand. Not capitalising on these visits to your website is not only a wasted opportunity, but also a missed sale.
Turning your website into the leading member of your sales and marketing teams is a lead generation strategy that should not be overlooked.
With only 8 seconds to compel you visitors to engage, here are 5 things to consider when creating a team member that always performs at the top of their game.
1) Analyse, Research & Goals
It becomes impossible to benchmark performance and measure success if the starting point is unclear. This analysis process will also reveal the areas that require the most attention.
Metrics such as website traffic, sources, current conversion rates, Call-to-Action performance, landing page visits, conversions, and social shares are some of the key figures used to measure success.
Using a Marketing Automation tool – like HubSpot – you can gain some invaluable insights in the volume of traffic your website is receiving, how they are interacting with your site and most importantly how many are converting into leads.
Additional tools, such as Google analytics can also be integrated into your site to gain a better understanding of the trends and themes that lead visitors to your site and how it performs.
Not only should you look to understand your overall performance, but also the performance of your individual content pieces, landing pages and CTAs. Reviewing which are the most successful and understanding how they differ is one of the best ways to start gaining an insight into what works and what doesn’t.
In addition to analytics, performance and research, you can look at your competitors and organisations you have recently interacted with for inspiration.
2) Audit your content
Perhaps overlapping with the analysis of performance, it is important to understand what content pieces you currently have.
Website content and content offers are the tools your lead generation website will use to convert traffic: answering challenges, solving problems and selling your brand.
Each content piece should be reviewed for its current relevance, the buyer persona it speaks to, the challenges it addresses and any other content pieces it relates to.
With this information, you can then map the journey a visitor or prospect will take across your website and begin strategically associating relevant content that will compel them to engage and convert. Only with knowledge of the full tool set at your disposal can you create a lead generating website that can reach its full potential.
3) Establish the purpose of each website page
The purpose of your site as a whole is to convert website visitors in to leads, but each page will have its own purpose to fulfil. For example, your ‘Services’ page must tell your visitors about your services, and your ‘Meet the Team’ page must introduce your team.
The trick is to establish clear purpose for each page that sells a singular and concise message, and format it in a way that will generate leads.
Page title and headings, skimmable content, the benefits of the page and the additional content offers are all key in establishing a pages’ purpose and converting website traffic into leads.
A website that looks aesthetically pleasing but doesn’t tell your visitor what they stand to gain from you won’t convert visitors and won't generate leads.
4) Review the Conversion Steps
As part of framing a page with the purpose of converting leads, the individual steps in a conversion pathway should be mapped and optimised.
CTAs – Calls to Actions are the first step, and are one of the first visual cues in the conversion process. These should stand out clearly on the page and compel a visitor to click through actionable language.
Landing Pages – The more landing pages you have, the more opportunities you have for your visitors to convert. Experiment with style and design to find one that increases conversion rates.
Thank you page – This is a prime opportunity to keep the engagements going. Offer your potential lead further content offers to learn more about them, and social share buttons to encourage them to share the offer with their peers.
5) Test, review and analyse
The digital environment is always changing and you never know when something better is around the corner. Always test and review each aspect of your website to find the tweaks that will boost conversion rates, and turn your website into a lead generation machine.
If you would like to Optimise your Website for Lead Generation use our 10 step checklist to turn your site into a top performing member of your sales and marketing, and start growing your sales pipeline today.