We've brought together some of our key insights into how to create a website that generates and converts leads.
You want your website to help you generate high quality leads and convert them from visitors into customers. But there are so many aspects of user experience to think about, it can be hard to know what will make the difference. Here are five tips that will go a long way towards getting your site to deliver results.
The first of marketing strategist Nicholas Kusmich’s two “golden rules” for modern marketing is “we must give before we ask”.
You’ll generate and convert leads if people trust you to help them solve their problems.
Thinking about what people are typing into search engines is an important part of this. If you know what people are searching for, you’re well on the way to understanding how you can help them. Why not point them in the right direction by offering expert advice in an easily digestible blog?
Have a strategy
There are lots of factors that go towards generating leads – but instead of considering them in isolation, bring them together into a plan. Planning your content is at the heart of a successful web strategy. A survey from the Content Marketing Institute found that “the most-effective marketers are more likely than less-effective marketers to document their content marketing strategy, have a documented editorial mission statement, and hold regular meetings”.
You also need to consider how your content works in tandem with page elements like calls to action and forms. Think about what stage of the buying cycle visitors are at, what you can offer them and what you want to learn about them.
No matter how engaging your writing style, a page with colourful images is more exciting that a page of plain text. About 65% of people are thought to be visual learners – so no wonder that, according to marketing guru Jeff Bullas, articles with images get 94% more views.
Whether it’s illustrations, diagrams, presentations or infographics, it’s time to create some eye-catching visuals – without them, your wise words might go unnoticed.
So you’ve drawn people to your site with informative, inspiring content. Now that you have their attention, it’s time to make it count. You can generate leads and move them through the buying cycle with effective calls to action.
There are lots of ways you can fine-tune your CTAs - think about words, colour, and positioning, as well as the offer you’re making. Use A/B testing to experiment with different permutations until you hit on a winning formula. Then experiment some more.
Make it fun
What you’re selling might be a serious matter, but that doesn’t mean you can’t have fun. A light touch will make your visitors more open to your content, encouraging them to be more responsive.
We’re not suggesting you should fill your website with cat videos. You could show your human side with some quirky copy, light-hearted team profiles, or witty cartoons. However you choose to do it, showing a little personality will go a long way towards generating those all-important leads.
- If you know what people are searching for, you’re well on the way to understanding how you can help them.
- There are lots of ways you can fine-tune your CTAs - think about words, colour, and positioning, as well as the offer you’re making.
- What you’re selling might be a serious matter, but that doesn’t mean you can’t have fun.
Find out how you can turn your website into a lead-generating machine. Download: The CMO's Guide to Lead Generation Websites