The website is now a core feature of every organisation and while previously it may have been enough to simply have a web presence, this is no longer the case. Marketers are now faced with the challenge of taking this online real-estate and converting it into a functional space which doesn’t just act as an online brochure, but generates marketing qualified leads to contribute towards the sales and marketing objectives.
An asthetically pleasing website is always going to be one of the goals of a website redesign, but the user experience and how it functions as a space for converting website traffic into qualified leads is equally important, to ensure ROI on your investment on design and development.
Here are 8 key features we believe should be incorporated into a successful lead generating website:
The foundation of any lead generating website is educational content that will resonate with your target audience. This content can then be given away in exchange for the contact details of your prospects. eBooks, whitepapers, video content, and infographics, are all essential to attract visitors onto your site and then convert them into qualified leads.
Forms are a distinguishing feature of a lead generation website, as they act as the gate which grants site visitors access to your content offers. When visitors voluntarily complete a form, they are actively displaying an interest in your business, products/services, or content.
Smart forms can also be created which aid in the prospect profiling process. These remember which information has already been submitted and display alternative fields to progressively profile and qualify each prospect. This feature is highly useful within a B2B lead generation campaign as the information gathered can be used to tailor the specific aspects of the lead generation and nurturing campaigns to optimise conversion rates.
Calls-to-actions are the attention grabbing buttons that exist across a website that invite your website visitors to perform an activity – usually one which results in their eventual conversion. Calls-to-action provide direction to your prospects as they move across your site, enabling you to guide them to the areas and content you believe they will find most valuable.
It is important to bare in mind that not everyone who visits your site will have reached the same point in their buyer’s journey, so having something for everyone at the relevant stage is key. This means that on each page of your website you should be promoting content offers which will resonate with different of the stages of the buyer’s journey - not just your typical 'request a consultation' or 'talk to the team' - generating the largest amount of traction and preventing any prospects from slipping through the net.
Clicking on a CTA is the first step your website visitors must take in their conversion pathway, so making sure each one is aesthetically appealing and uses compelling language to your target audience is essential.
4. Pop up forms
The term ‘pop-ups’ has garnered an unsavoury reputation in the past, but that doesn’t mean the technique should be discarded – only improved upon. Pop up forms contain all the elements essential for achieving a conversion – a content offer and a form. Strategically placed, these pop-up forms can be just what is needed to convert website traffic into prospects without causing an annoyance or inconvenience.
You can create a highly compelling pop-up form which generates leads across the entire website without sacrificing the visitor experience. By ensuring that your pop-up forms:
5. Evidence of credibility
In order for a website to start generating leads, website traffic must feel reassured enough to leave their contact details in exchange for content. There are a great variety of research papers and surveys available online which all attest to the concept that peer reviews and opinions are much more highly valued than any other source. This means that elements which establish credibility and build trust are essential in optimising a website for lead generation.
Social Buttons: The benefit of having social buttons on a website are often two-fold. Firstly, the tally of how many times a content piece or article has been shared acts as a form of reassurance that the information contained within is valuable and therefore worth having. And secondly, by giving your prospects the ability to share your website or content directly with their peers is an added opportunity for promotion.
Customer Testimonials: By using quotes from real customers you can provide your visitors with a transparent view of how others view your organisation. What’s more by selecting customers of prominence you can build a sense of authority. This can be tailored to highlight any industry expertise or capability areas which may resonate with your buyer personas.
6. Visual content for increasing user experience
“Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%.” What’s more, pictures beat text by a mile as our brains view text as multiple tiny little pictures which first must be decoded – an inefficient way of processing information. (Source)
Typically, websites contain large volumes of often complex information which at times can be difficult to digest. A visitor who lands on a website which is difficult to read or makes it difficult for the user to digest the information will typically result in a high bounce rate and a low conversion rate of visitors to prospects.
Incorporating visual elements such as icons, graphics, infographics, and videos across the website can simplify the user experience and dramatically increase engagement levels. This means that the longer you can encourage a prospect to stay on your website, the more you increase the likelihood that they will convert into a lead.
Recent research shows that as of 2017 we have reached tipping-point, as the volume of those accessing the internet from a mobile device surpasses that of the desktop. With a statistic like this it becomes an increasingly inescapable fact that your prospects will carry out at least some of their buyer's journey from their mobile devices.
This means that a website not optimised to be accessed by a mobile device will struggle as a tool for lead generation. Not only would it be difficult to access and navigate by the largest percentage of website traffic but Google now penalises any website not optimised for mobile. This means that the search engine ranking of your website will suffer. Limiting the performance of your lead generating website from every device type.
Incorporating a blog into your website can provide a great number of opportunities which will benefit the overall website as a tool for lead generation. In the simplest fashion, by regularly publishing blog posts you will be able to direct increasing numbers of organic traffic to your website. Higher volumes of relevant traffic provides greater opportunities for lead conversion.
Taking a deeper look at this benefit, regular posts also prove critical in improving the search engine rankings of your website whilst also creating an established platform for thought leadership and authority. Blogs can also be used to host additional CTAs and content offers, maximising the potential opportunities for lead conversion.
By using these 8 basic building blocks of a lead generating website you can ensure your site looks visually impactful whilst also being fully optimised to convert website traffic into highly qualified leads.
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