Your website serves as the digital headquarters for your brand. As such, you should treat it as the crown jewel of your online marketing efforts.
Imagine having a virtual sales team with low overhead, that’s efficient at generating leads for your business… The big-picture goal of your lead generation website is to gain more customers and increase revenue.
Gone are the days when a website was merely an online brochure. In this digital world, you must optimize your website to get more conversions.
In this article, you’ll learn how lead generation works, how to convert your site to generate more leads, and what visitors have come to expect from a successful lead generation website.
What is lead generation?
Lead generation is the process of attracting and converting strangers and prospects into customers, or clients. It involves creating content and outreach programs that generate interest in your products or services, and it can be an extremely effective way to grow your business. Done well, lead generation can provide you with a steady stream of high-quality qualified leads that you can then nurture into customers and clients.
Before you can generate leads, you have to generate demand. Find out more about demand generation now!
Why do you need to optimize your site for lead generation?
Because once you do, it does a lot of the heavy lifting for you by attracting and converting leads without you having to lift a finger.
Think about it – if your website is designed and built specifically with lead generation in mind, all you need to do is sit back and wait for the leads to come flooding in. No more cold calling or chasing down dead ends!
So how do you turn your website into a lead-generating powerhouse? It all comes down to design and functionality.
🏆 5 Tips to create better lead generation websites that drive results
Discover some practical and relevant tips to turn your website into a lead-generating powerhouse.
1. Create an Aesthetically Pleasing and Efficient Web Design
Did you know that you could lose more than one-third of your target audience because of a poorly designed website?
A survey conducted by Adobe indicates around 38% of users will turn away from a poorly designed website.
If given a choice between two websites that offer the exact same services or products at similar prices, you will lose a large chunk of your potential customers due to a badly designed site.
Design your lead generation site to:
- Look great on mobile devices and desktop computer monitors
- Offer easy navigation
- Create an aesthetically pleasing experience
- Move effortlessly from one page to the next
Professional web design services from a reputable company can assist you with this process and give you tips on how to make an effective site. Check out our guide to outsourcing web design services!
Your site, combined with a relevant and easy-to-remember domain name, offers your audience a quick, easy, and effective way to engage with your web presence.
If you’re not sure where to start with website domains, check out our guide on the difference between .com, .org, and .net domain extensions.
2. Place a Conversion Point Immediately in Front of Your Users
Consider placing a conversion point in the first place, your potential customers interact with mobile and desktop versions of your website.
For mobile, this means having a “Contact Us” button visible towards the top or bottom of the screen. You can also use other relevant verbiage on the button like “Request a Quote” or “Call.”
Think about having a “Sign Up for Offers” or “Subscribe to Our Newsletter” button or quick form for people searching for your business on a desktop computer.
Minimally, you want to obtain a phone number or email through each of these conversion points.
Ways to convert users include:
- Buttons that lead to discounts and offers for signing up with an email or mobile number
- QR codes
- App downloads
- Simple forms to download one-sheets, provide a comprehensive services guide in PDF, or sign up for a newsletter.
These lead generation points weed out casual users to give you a more qualified lead. Relevant conversion points also reduce the work you need to do to differentiate between one-off users and potential customers. Utilizing a cold calling service still offers relevant tactics to seek out less-interested leads.
However, you are potentially missing a larger target audience without a website designed to capture warm leads effectively through the right conversion points.
3. Develop Buyer Personas
Designing a great website represents the first part of your lead generation efforts. The rest of the process entails speaking the language of your target audience.
Buyer personas provide insights into the type of user who actually buys your products or services.
Research buyer personas for your b2b brand using a few simple steps.
- Fill in demographic information such as age, gender, and location.
- Determine what motivates and drives your buyers to purchase, such as pain points, competitors, and how you stand above the competition.
- Create messaging that speaks to your buyers.
Understand the difference between a buyer persona and an ideal customer persona because both sets of your target audience will need slightly different messaging in your written and visual content.
Buyer personas represent the people who actually buy your products or services.
Ideal customer personas are the people you want to attract that you do not already. For an ideal customer, you must think like someone who seeks out your products or services but who hasn’t found out about your brand yet.
Answer a few questions to determine your ideal customer personas:
- How old are these people?
- Are they single or married?
- Do they have pets, children, or both?
- How much money do they make?
- Where do they live?
You can identify as many ideal customer personas as you see fit. Then, you can tailor your messaging to each of those personas.
For example, someone who is married, with grown kids, making a six-figure family income, and in her 50s would need vastly different messaging than a young man in his mid-20s who just got engaged and is starting his first job.
4. Perform SEO Research
SEO, or search engine optimization, helps your online presence stand out when people search for your services.
Google is responsible for 70% of all online searches and dominates with 90% of the market share for all search engines. So your website must speak Google’s language in addition to the language of your personas.
You have several options for conducting SEO research based on what your website provides.
- Start with your top-level products or services, like “camping gear” or “business planning.”
- Search for your main keywords on Google to see what the top content looks like.
- Come up with other search terms that your audience might search for, such as “best camping gear for winter” and “top 10 camping gear new for 2023.”
- Find out what other search terms your audience might look for using tools like SEMrush, Ahrefs, and Moz.
- Tap into Google’s suite of tools like Google Analytics (which you need on the backend of your website), Google Search Console, and Google Keyword Planner (for Google Ads).
Much like website design services, you can hire a marketing agency or SEO expert to perform this work for you.
5. Don’t Forget About Inbound Marketing Methodology
Ultimately, you want your website to generate leads by gathering information, educating, and nurturing prospects. One way to do this comes from inbound marketing methodology.
Rather than a marketing funnel, think of this lead generation tactic as a flywheel with three continuous stages. Use inbound marketing to:
- Attract users
- Engage with prospects
- Promote other products and services by delighting your customers
- Repeat this process
Inbound marketing takes advantage of automated processes to generate qualified leads and then nurtures them with targeted email marketing campaigns, relevant landing pages, and blogging.
Once you get an email from a conversion point on your website, you can set up various tools to send them automated emails at set times to nurture those leads into buyers, whether you have three follow-up emails or 10.
Did you know that websites with regular blogs generate 67% more leads compared to websites that don’t? Blogs allow you to target keywords for better SEO, inbound marketing, and conversion points for your target audience.
You can also create dedicated landing pages that don’t appear in your main navigation to help with inbound marketing. One example is a “Thank you” page that appears after someone fills out a form.
Once you employ these techniques and develop the basics of your website, the lead generation process will become easier and more automated.
The more information and KPI’s or metrics you gather about your website and your user behavior, the better chance you have of refining your message to gain a larger segment of your target audience.
Need a quick and simple way to source the most reliable and compliant data of personal and work contacts? Head over to our data partner, ContactOut’s website to learn how to get started today.
Frequently Asked Questions
What is a lead generation website?
A lead generation website is specifically designed to generate leads for businesses. The website includes lead capture forms and other conversion elements that make it easy for website visitors to sign up or contact the business.
Lead generation websites usually have a strong focus on SEO and conversion optimization, as these are two key factors in generating leads from a website.
Simply put, any web page can be turned into a successful lead generation site with a few key optimization strategies like the ones we have detailed in this blog post.
To learn more about B2B lead generation, check out our blog.
How do you generate leads from a website?
There are a few primary methods for generating quality leads from a website. The most common is through lead capture forms (conversion points), which can be placed on any web page. Other methods include lead magnets (like eBooks or white papers), lead generation ads, and targeted content marketing.
All of these methods require a focus on SEO and conversion optimization in order to be successful. Once you have a lead capture form or lead magnet in place, you need to make sure it’s optimized for conversion and that your website is getting traffic from the right sources.
Which website is best for lead generation?
There is no one-size-fits-all answer to this question. The best lead generation sites for your business will depend on a number of factors, including your industry, target audience, and lead generation goals.
With that said, there are a few general tips you can follow to make sure your lead generation website is as effective as possible. These include optimizing your website for SEO, using lead capture forms and lead magnets, and creating targeted content that’s designed to convert visitors.
Check out our article on lead magnets (includes examples!).
Should I use lead generation software?
Lead generation software can be a valuable tool for businesses that are looking to increase their lead flow. The right lead generation software will automate many of the lead capture and lead nurturing processes, making it easier for you to convert visitors from your website. It can essentially be an extension of your sales team if used correctly.
However, lead generation software is not a magic bullet. You still need to have a well-optimized landing page, easily-accessible contact forms, and lead magnets in order to capture potential leads and gain more traffic. The software will simply automate many of the processes that are involved in lead generation.