Have you invested a significant amount of money ensuring your website is user friendly, professional, and fully optimised to attract your target audience, yet still failing to capture relevant leads? Then this is the blog for you.

Optimising your website to specifically capture leads at every click may seem like a complicated and difficult process to accomplish, but it is possible and offers great results.

Marketers and designers must take a more strategic approach, enhancing their website at every possible turn, ensuring leads are captured in the most effective way possible. This post outlines 5 simple ways to optimise your site for lead generation.

For more ways to turn your website into a lead generation machine for long-term success, download our 10 step checklist.

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1. Add Forms to the Pages That Get the Most Traffic

Before you begin tracking success and predicting/determining areas where you need improvement, it is important to benchmark your current state of lead generation. This is a crucial step, as some of your current web pages may be excellent lead generators and you may not realise it. 

Begin by conducting an audit to fully understand where most of your online traffic and outreach comes from. Some common places are listed below: 

  • Email Marketing: Traffic might come from users who click through to your website from one of your emails.
  • Social Media: Traffic might come from users who engage in a campaign through one of your social media profiles.
  • Live Chat: Traffic might come in the form of users who reach out to your customer service team through a live chat window on your website.
  • Blog Posts: Traffic might come from your highest-performing blog posts.

Now that you have identified the most popular content where your leads are coming from, you will now want to ensure that the pages they are landing on are doing everything possible to nurture the visitors interest, i.e. updating the pages most visited with content that keeps them on the page and engaged. On your most visited website pages, add a 'teaser' to more content that visitors can access through completing a form.

2. Measure Each Lead Generator's Performance & Take Action

When measuring existing lead generators to see how well they are contributing to your business, a tool like Website Grader is excellent for evaluating your leads source, and also provides feedback on ways to improve the existing content on your website further. 

Another way of measuring performance is to compare those website pages which are performing well, in comparison to ones that are underperforming, this will offer insight into what type of content works for your business - every industry will be different. 

Finally, running internal reports to evaluate page visits - CTA clicks, and thank-you page shares, determine which offers are performing the best, and then create more like them.

3. Optimise Each Step of the Lead Generation Process

Always ensure the content on the pages your potential leads are visiting is linked to pages throughout the web site - this enables you to capitalise on visitors' interest on a particular subject. The moment a visitor lands on your website, you have the ability to start learning about their conversion path. This path begins when a visitor visits your site, and ends with them filling out a form, ultimately becoming a lead.

A visitors path may, however, not always end with the desired goal you hoped for, if that's the case, you can optimise their conversation path. When looking to convert leads quicker, running split tests may provide you with the relevant information you will be able to apply to each of your landing pages with one goal - lead generation. 

4. Personalise Your Calls-to-Action

When looking to boost lead generation, the use of dynamic content enables you to cater for the individuals visiting your website. Individuals landing on your site will see images, buttons and product/service options that have been specifically tailored to their specific needs and interests, based on the pages or items they have viewed before. 

Inserting sporadic calls-to-action, with no specific consideration to your visitors needs, will offer no additional benefit to your organisation. However, providing personalised calls-to-action can converts 42% more visitors than basic calls-to-action, as they serve visitors with content that reflects their current level of interest and knowledge on the subject. 

5. Nurture Your Leads

It is crucial to remember that no lead will magically turn into a customer, your lead conversion rate is only as good as your nurturing efforts. 

A useful way to nurture leads and reduce the risk of them forgetting about you, is by entering them into an email workflow. Once your lead has filled their information out on a form on a web page, they should be enrolled in a workflow. This provides you with the opportunity to send them valuable content, relevant to their interest. Lead nurturing should start with relevant follow up emails, as you nurture them, learn as much as you can about them and then tailor all future sends accordingly.

Companies that nurture their leads see 50% more sales ready leads than their 'non-nurturing' counterparts at a 33% lower cost. So get emailing. You depend on leads to close sales and grow your business. Using the tips above, you can take advantage of every opportunity without letting unsatisfied website visitors slip away.

Understand how to optimise your use of content and increase lead generation

INCo's Marketing Experts are hosting monthly one-day interactive HubSpot Marketing Essentials Workshops in London and Glasgow!

Join us to begin understanding how to:

• Track prospects at every stage of the buyer's journey
• Effectively segment your data to deliver tailored marketing campaigns
• Combine the efforts of Sales & Marketing to gain a 360 view of performance against KPIs

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