An individual visits your website – fills your contact form – a new lead is born.
Is lead generation so simple? Does every website produce enough quality leads? Probably, not! Some sites help you generate leads all day long, whereas some don’t. There are dozens of factors involved in the website lead generation.
To help you out, we will break the website lead generation tactic into five different areas – Service page, Contact page, About us page, Thank you page, and Blog posts. Each of these sections consists of unique elements requiring special attention to capture the lead’s interest. Let us see what they are in detail.
The service page says exactly what you sell. Hence, the information delivered here should be helpful. Elucidate the value you provide in meek terms, answer every prospect’s query, and offer clear CTA’s.
Some of the must-use elements in service page include:
Along with a descriptive header, explain what your brand offers to the clients in an elementary term. Avoid mentioning vague benefits or usage of jargon throughout the page. This method helps you in search ranking and also filters out all the low-quality leads.
Most of the website visitors are loaded with the baggage of questions and concerns. Use this section to answer their questions and address their concerns in the most humane way.
Videos are extremely powerful. They help you convey the message clearly and in a shorter period. They let the users hear your voice, see your face, and have a closer look at the product and its features. If your brand releases any complex products or services, use video demos to explain it to the visitors.
In case, if your videos or FAQ’s are unable to answer the user’s query, provide your contact number in the service page. Use a simple “Call now” button that lets your prospect connect with the appropriate customer service representatives in a single click.
Add legitimacy to the value of your services in the form of social proof. It could be a testimonial with a real picture of your happy clients or a recorded video of them.
A service page with no “call-to-action” is lifeless. So, include a friendly CTA such as “Contact us for more information,” or “try our service now” to sound more approachable and personal in your static webpage.
A contact page should contain only a simple form without any distractions. The primary purpose is to begin a conversation, but not to interview your visitors.
What should a simple contact form contain?
Make sure your contact page contains fewer fields to fill. Don’t be too greedy to grab the potential customer’s info by making them answer ten questions or more. Get those details later during the sales process.
Similar to a service page, put all of your contact information on this page too. You can include a link to a map with directions along with the phone number and address. Include a picture of your location or office to sound genuine.
People visit your website not only to learn about your product but also to know who they might be working with. That’s the reason why the “about us” page plays a vital role in the lead generation process.
Things to be included in an about us page:
About page offers the right opportunity to prove your legitimacy in the business world. Showcase your awards, certifications, association memberships, ratings, and happy quotes from satisfied customers.
Here you need to specify more about the company, such as your ultimate business objectives, year of establishment, motivation to begin this firm, how you treat your customers, etc. Set yourself apart from the crowd by jotting down an interesting story behind your success.
If possible, display your awards, recognitions, and your company mission in the form of a video or pictures. If not, at least try to show the faces of your key leadership and the entire team (if you own a small business). Every lead generation website should include pictures of real people because your visitors are always curious to know who is involved in a brand.
The thank-you page lets you have the first interaction with a new lead. So, create a good impression by setting expectations. Unfortunately, most of the lead generation websites contain a word or two on this page. Don’t choose to be one among them. Instead, utilize this opportunity to create a stronger connection with your potential clients.
Include these elements in your thank you page:
Include a genuine thank you message with a humble and personal tone. Also, do not forget to explain the prospect about the next procedures, including how soon their request will be processed, and who will contact them, etc.
After thanking your prospects, make sure they stay on your page for some time. Provide them with links to helpful articles, eBooks, or blogs that are relevant to their query or product interests.
Ask people to follow you on social media networks. Show them your latest thinking, and a bit of your brand personality. But be sure not to link to a dead social profile.
Since they have already reached out to you, they might also be interested in your content and your brand. So, give them an option to subscribe to a newsletter where they can receive more of the relevant content.
Your website visitors continuously look out for useful information on the internet. Hence, it’s important to write some helpful blog posts to attract them.
A great blog post should include the following elements:
Use a keyword-focused header that helps both the users and the search engine to read and understand the text easily. With <h1> <h2> and other header tags, you can define which part of your content is essential, and how they’re interconnected.
Your blog post should include inspiring images (including featured image) that makes the content attractive on your website and in the social streams when it’s shared. Also, adding more visuals will keep your users engaged with the content.
Well-written and in-depth content with relevant statistics and research works will position your brand as an expert. Moreover, such posts are more likely to rank in search engines. So, don’t limit yourself to a specific blog length. Go big!
Make sure your blog posts have multiple internal links that guide the visitor down the sales pipeline. If not more, at least try to include two links within the content pointing to a relevant service page and another article.
Usually, your blogs will have a higher bounce rate, no matter how good is the content. To fix this issue, you can include an appropriate CTA button in between or at the end of the blog post. It could be something like, “Download the complete guide,” “talk to an expert,” or a question that’s known to trigger comments.
This helps you easily share the word about your well-thought content. You can either include the social share buttons at both the top and bottom of the post, or as a sticky element that follows as the reader scrolls down the page.
Now you know that lead generation is complex. Visitors don’t merely follow your page or sign-up for newsletters. There’s a ton of little factors in a website that impacts the lead flow. Without much delay, combine the strategies mentioned in this write-up, and see how it influences your lead generation process.
