In the modern digital age, your website is arguably your most important asset online. It is a hub for your work to branch off from, the base from which you build. The majority of the sales you make online, be it for products or services, will most likely come from your website. When it comes to the sales funnel, your site can either turn a lead into a customer or utterly dissuade them from ever buying from your brand. This is why it is vitally important that your website is one that is lead-generation-friendly.
When a potential customer looks at your website, they need to be successfully drawn in, and to do that, you need the right features and for your site to be optimized. However, this is not as simple as throwing a basic call to action (CTA) on the screen, such as a “Click Here!” button, and waiting for results.
One of the most important places to start when getting your website to be more lead-generation-friendly is to make sure that you track your existing metrics. Before anything else, as noted by HubSpot, it can be extremely useful to note your current lead generation rates, allowing you to see which areas of your website need the most improvement and where you already see some success. This can help point you in the right direction of where to begin, with the areas that can give you the best starting position.
Once you have found the pages that receive the most attention from visitors, you will want to take these landing pages and set them up to best capture the attention of anyone viewing the page. If this is the place where most people are arriving at your website, then it needs to be able to keep them. Having live chatboxes available is, in my experience, one of the best ways to do this. Many people are looking for more real connections online these days, where they can communicate with another human as to a simple FAQ or automated response list. A chatbox not only gets a visitor’s attention and keeps them on the page, but it can also help them learn more about the brand’s products and services. It can provide them with information quickly and easily, which can be a massive draw to many users online.
If done poorly or not clearly thought through, many tactics for lead generation can actually dissuade potential customers from moving further down the sales funnel. Arguably, one of the main causes of this is pop-ups. Anyone who has ever navigated the internet knows how annoying pop-ups can be when done wrong. We have all had to deal with one fully covering the screen or blocking what we are trying to read. However, when done right, pop-ups can be a great way to increase lead generation. Ultimately, they are often high risk, high reward.
To get the most out of pop-ups, they need to be able to meet certain requirements. Whilst it may seem like something extremely simple, make sure the image handling is done correctly. When images and videos come out in poor quality, often in a low resolution, it not only turns people away from your website, resulting in fewer conversions, but it can also negatively impact your SEO. It is also common that pop-ups are not properly designed to be viewed on mobile, resulting in a bad experience for the user. Make sure that your pop-ups are set up properly with good image and video quality, as well as being displayed the correct way for mobile users.
Next, you need to know when to use pop-ups. It is not always just about if you use pop-up but what form of a pop-up is used and where you are putting it. To create a lead-generation-friendly website that will increase conversion rates and help move people through the sales funnel, you need to be strategic. A good example is exit pop-ups, grabbing the attention of the user as they leave the site. These can majorly pay off when done right and turn what would otherwise be a lost conversion into a success story. Exit pop-ups can be used to offer discounts and deals that could entice someone to reconsider leaving the site. However, they need to be used as an addition to the site itself, not try and make up for a page constantly losing traffic. This is not just for exit pop-ups, but for pop-ups in general. They need to be used in addition to the page itself, not cover up the pages of your site that are not performing as well.
Optimize Your Existing Lead Gen Path
Finally, you need to make sure your site is optimized for each step of the lead generation process. By following the conversion path of your site’s visitors, you can see where they enter and where they move to, be it as a lead or not. It is with this you can look to see the areas that need to be optimized — with those often being CTAs, landing pages and thank-you pages. A/B split testing can be a good choice here. A case study by Unbounce showed a 27% increase in lead generation following an A/B split test to determine what worked best and to improve the weaker areas identified.
When it comes to making your site lead-generation-friendly, it is not a question of if but when. In optimizing your website, you can increase your conversions and make sure you see greater success online. Your website is your hub, so it’s best to have one ready for the tasks at hand.