7 Simple Ways to Optimize Your Site for Lead Generation

Lead Generation Website:  When people come to your website, oftentimes the first page they land on and see is your homepage.

With 63% of marketers saying generating leads is one of their top challenges, you most definitely want to capitalize on this, one of the highest viewed pages of your site.

Trying to determine what to include on the page can be overwhelming though. What should it say? What kind of features should it include?

There is so many lead generating opportunities often missed when it comes to homepage designs. Optimizing your website to generate leads is a no-brainer.

However, it is not as simple as throwing a "click here" button on your home page and watching the leads pour in (unfortunately). Instead, marketers and designers need to take a more strategic approach.

The lead generation process typically starts when a website visitor clicks on a call-to-action (CTA) located on one of your site pages or blog posts.

That CTA leads them to a landing page, which includes a form used to collect the visitor's contact information.

Once the visitor fills out and submits the form, they are then led to a thank-you page. Here are some simple ways to optimize your site for lead generation:

Add Forms to the Pages That Get the Most Traffic

It is important to benchmark your current state of the lead generation before you begin so you can track your success and determine the areas where you most need improvement.

Some of your pages might make excellent lead generators and you do not even realize it. To start, conduct an audit of where most of your online traffic and outreach comes from.

Once you identify where your leads are coming from, they will want to make sure the pages they are landing on are doing everything they can to nurture a visitor's interest.

Measure Each Lead Generation Performance

Test how each of your existing lead generators is contributing to your business using a tool like Website Grader, which evaluates your lead generation sources (including landing pages and CTAs) and then provides feedback on ways to improve your existing content. Finally, you could try running internal reports.

Evaluate landing page visits, CTA clicks, and thank-you page shares to determine which offers are performing the best, and then create more like them.

Develop a Live Chat Service for Your Website

Live chat services are increasing not just in their sophistication, but in how many people expect them when learning about vendors they might want to buy from.

This means you could be missing a major lead generator. Depending on who starts the chat and the questions your visitors have, you can even integrate your customer service team with your live chat feature.

This ensures every website visitor has his or her needs addressed no matter where the conversation goes.

Personalize Your Calls-to-Action

Dynamic content lets you cater the experience of visiting your website to each, unique web visitor. People who land on your site will see images, buttons, and product options that are specifically tailored to their interests, the pages they've viewed, or items they've purchased before.

Better yet, personalized calls-to-action convert 42% more visitors than basic calls-to-action. In other words, dynamic content and on-page personalization help you generate more leads.

Notice the "Welcome Back" header? Visitors who see website pages that remember them from an earlier date a more inclined to stick around and start a conversation with you.

To get dynamic content (or "smart content") on your site, you'll need to use a tool like Hub Spot's Content Management System

Offer E-books for Download on Specific Blog Posts

Another non-invasive way to generate interest in your business is to create blog content that promotes an e-book or whitepaper, wherein your website visitors can learn more about the same topic they just read about on your blog.

This is where lead generation meets search engine optimization (SEO). Blog content is your way of developing the page authority needed to rank your website on Google.

Organic visitors who come from Google are often more intent on finding solutions to a problem you can solve -- making this form of the lead generation quite valuable.

To start, conduct keyword research on a topic that's relevant to your industry, and create a group of blog posts around this topic. Then, draft a report that delves much deeper into this topic.

Package this report into a PDF that your blog readers can download using their name, company, and email address.

Test… Test…Test

We can't stress this part of the process enough. A/B testing can do wonders for your click-through rates.

Nurture Your Leads

No lead is going to magically turn into a customer. Leads are only as good as your nurturing efforts. Place leads into a workflow once they fill out a form on your landing page so they do not forget about you, and deliver them valuable content that matches their interest.

Lead nurturing should start with relevant follow up emails that include great content. As you nurture them, learn as much as you can about them -- and then tailor all future sends accordingly.

Here are some of the examples of lead generation websites

1. Databox

Starting off with one of my personal favorites, Databox is a key performance indicator (KPI) dashboard that pulls data in real-time for businesses.

Up until a few months ago, however, the messaging on the homepage didn’t reflect who they were truly selling to.

Databox’s Director of Marketing, explains how “in the years prior, Databox had been positioned more toward executives and the analysts that work for them within enterprise companies, enabling them to understand how their business was performing at any time, on any device–but with a strong emphasis on mobile.”

Selling to enterprise companies proved difficult so by mid-2016, the company started to pivot to sell to the market, by opting for a freemium model that allowed users to sign up and use the product for free.

2. RedShelf

In the ever-expanding digital world, RedShelf provides e-textbooks for students and publishers.

After hearing about RedShelf, I thought it was genius but couldn’t help but ask, why would a textbook publisher want to sell e-Books? They would see 60% less revenue per book sold. However, Red Shelf was able to use its model to help publishers see more money in the long run.

Since e-books cannot be resold or passed on to other students, “publishers make more moolah by selling books every year, rather than just when the books disintegrate from these or get yet another edition bump to encourage students to buy new books.”

3. Ellevest

Ellevest is a digital investment platform specifically for women. CEO and co-founder Sallie Krawcheck describes having an “a-ha” moment when she realized the financial industry was built “by men, for men.”

Women face completely unique income life cycles that many investment companies and firms weren’t talking about.

Ellevest’s messaging addresses women-centered financial issues head-on and created a software to do the same so it can help women plan for a future where they may earn less money yet live longer than men.

Honestly, this is the only investment company I would sign up with thanks to their website

You can create optimized lead generating websites using the tips we discussed, but if you are stuck we suggest you seek professional help from Lander because they are the best in digital marketing strategy.