Optimizing your website to generate leads is a no-brainer. But it's 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. In this post, we'll go over some quick ways you can optimize your website for lead generation that actually work.
To understand how to optimize our website, we'll have to first gain a basic understanding of the lead generation process. What components are at play when a casual website visitor turns into a lead? Here's a quick overview:
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 information. Once the visitor fills out and submits the form, they are then led to a thank-you page. (Learn about this process in more detail in this post.)
Now that we've gone over the basics of lead generation, we can get down to the dirty details. Here are five simple ways to optimize your site for lead generation.
It's important to benchmark your current state of lead generation before you begin so you can track your success and determine the areas where you most need improvement.
A great way to test out where you are is to try a tool like Marketing Grader, which evaluates your lead generation sources (like landing pages and CTAs), and then provides feedback on ways to improve your existing content.
You can also compare landing pages that are doing well with landing pages that aren't doing as well. For example, let's say that you get 1,000 visits to Landing Page A, and 10 of those people filled out the form and converted into leads. For Landing Page A, you would have a 1% conversion rate. Let's say you have another landing page, Landing Page B, that gets 50 visitors to convert into leads for every 1,000 visits. That would be a 5% conversion rate — which is great! Your next steps could be to see how Landing Page A differs from Landing Page B, and optimize Landing Page A accordingly.
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.