Written by: Bernard San Juan Read time 4 minutes

Generating leads for your business is one of your main goals as a marketer. You most probably treat it as a no-brainer because it’s one of the primary tasks you accomplish regularly. However, lead generation is not as easy as it sounds. You can’t just add a random call-to-action (CTA) on your website and expect leads to pour in.

To successfully generate leads for your brand, you need to optimize your website for this purpose. Doing so allows you to have a more strategic approach to reaching your goal.

The Lead Generation Process

Before discussing the different ways that you can optimize your website for lead generation, you should first learn about the several parts of the lead generation process. It starts when visitors click on a CTA button on one of your web pages or blogs.

The button then redirects the user to a landing page that typically features a contact form. This form allows the individual to input their contact information and other relevant data.

Once the user submits the contact form, they are redirected to a thank-you page. This is usually where the user can download the offer provided to them on the CTA. A thank-you page can also feature social sharing buttons that allow users to share the offer they got.

Optimizing Your Website for Lead Generation

The lead generation process might seem simple, but there are many factors that play into it. To ensure that you get the leads you need for your brand, here are some simple ways to optimize your website.

Focus on Your Lead Generators

Before you begin creating landing pages and adding CTA buttons to your website, you need to learn about your lead generators. These are places that bring the greatest number of leads to your brand.

You can begin by determining where the majority of your online traffic comes from. Some of the places that will best fit this criterium are email marketing, Facebook ads, live chat, and blog posts.

Once you find out where most of your leads are coming from, you need to take a look at the pages they’re landing on. When doing this, make sure that each landing page is engaging enough to sustain the interest of every visitor. This can help you ensure that more visitors will fill out your lead generation form.

Test Your Existing Lead Generators

Aside from looking at your lead generators individually, you should determine how each one is contributing to your business. You can do this by using different tools that can tell you how well your lead generators are working and provide you with advice on how to improve them.

You can also evaluate the performance of each of your landing pages and compare them. If you notice that one of your landing pages performs better than another, take a look at it and see what changes you can make to the other landing page to improve it.

Add a CTA to Your Homepage

It’s important to make your website’s homepage as eye-catching as possible. You might even invest in professional web design services to achieve this. However, if you want to keep your visitors’ attention, you need a compelling CTA.

Adding a CTA to your homepage is not as easy as you might think. You need to be careful with where you’re redirecting your users, especially if it’s their first time hearing about your brand.

Instead of directing your new visitors to long and complex content, you should offer them a free trial or subscription to one of your recurring campaigns. For example, you can ask them to subscribe to your newsletter, where they can learn more about your brand without requiring them to put in any effort or make a commitment.

Promote Additional Content on Your Blog Posts

Another way to get users interested in what you offer is by establishing your brand as an authority in your industry. You can do this by publishing informative blog posts that your target audience can appreciate.

Then, include additional content on these articles that will encourage users to read more about the topic you just discussed. This can be in the form of an e-book or whitepaper, which can only be accessed once they provide their contact information.

Install a Live Chat Tool

One of the easier ways of generating leads through your website is by installing a live chat tool. This tool shall primarily be used to address customers’ inquiries or concerns. But, with the right configuration, you can use it to gather more information about your target audience.

To achieve this, identify the pages on your website where users spend most of their time. This is where you should prioritize adding a live chat tool. Then, whenever a user uses the tool, you can ask them to provide their contact information before addressing their needs.

Create Customized CTAs

Customized CTAs are 202% more effective at getting users to convert compared to default ones. So, if you want to generate more leads for your business, dynamic or smart content is the way to go.

With dynamic content, you can easily personalize your CTAs for every user. This means that every visitor will see a CTA tailored to their interests, the web pages they’ve visited, or what they’ve purchased before.

Nurture Your Leads

Lastly, make sure to nurture the leads you generate through your website. Doing so will make them more likely to turn into a customer.

You can do this by placing leads into a workflow when they fill out your form. You should also send them valuable follow-up emails that suit their interests. This will help you ensure that they won’t forget your brand.

Master Lead Generation by Optimizing Your Website

Lead generation is important for the success of every business. But it is not as easy to execute as you might think.

You need to optimize your website to make sure you’re generating quality leads for your business. By following the tips listed in this article, you’re one step closer to generating more leads for your brand and increasing your conversion rates.

AUTHOR BIO:

Bernard San Juan III, Managing Partner of Truelogic, has a successful background in online companies, where he improved IT infrastructure and managed workforce groups. He oversees sales, customer satisfaction, graphic design, copywriting, and training.