Tips for a Lead Generating Website
When companies think about what makes a great website, they think about the website’s ability to bring in traffic. As important as traffic is, it is only half of the battle. Too many businesses see huge amounts of users on their site but they see little or no increase in revenue. In these cases, the problem is often that the businesses have missed important internal aspects of their sites, or the issue we’re discussing today: businesses haven’t built their websites around lead conversion. If you want to get a better return for the investment of your website, use web design and development tips from our team at McCauley Marketing Services.
Pepper In Plenty of Calls to Action
Your customers have the same want for instant gratification as anyone else: they want what they want and they want it now. You can use that to your advantage by making sure that you are always showing them an easy way to get what they want: an appointment with you, or whatever the path may be to buying your services. When it comes to your website and SEO design, that means you need noticeable calls-to-action or CTAs strategically placed on each page. These could include buttons that stand out from the background.
Be sure to choose your calls-to-action based on what a person reading that page would want to do next. For example, if they are on a blog or a page that describes your services, create a CTA that links them to your contact page so they can take the next step toward enjoying your services for themselves.
Make Better Use of Your Popular Pages
If you review the analytics for your website, you will see which pages on your site get the most traffic. You will also see which pages tend to hold users’ attention the longest. When you know the most successful pages on your site, you can optimize those specific pages for converting leads. For instance, you can add a contact form to the bottom of your most successful pages, instead of a CTA that sends users to your contact page. The fewer steps it takes for users to make a purchase, the better your conversion rates will be.
Strike a Balance in Your Content
Most likely, you have heard the term “content marketing” before. Regarded as the best way to get users to your website, content marketing is a strategy in which you focus your web content on providing valuable, expert information your customers are looking for. By helping readers instead of pushing a hard sell on them, you will earn their trust and generate more brand awareness. Of course, you don’t want to go so soft on the “soft selling” that readers don’t even realize that you offer the services you are writing about.
The key is to strike a balance. Your content needs to be informative enough to give you successful search engine optimization and bring in readers without making them feel like you see them as a dollar sign. At the same time, it needs to be compelling enough that readers understand your value and want to buy from you. This is not an easy balance to find, which is why so many more businesses today are turning to professional copywriters who specialize in this type of content.
Keep an Eye on Your Analytics
After you have plenty of well-crafted CTAs in place throughout your website, remember that your site is a constant work in progress. Think of your CTAs as ongoing experiments. Set a time in your schedule every month or so to review your analytics and see which pages, articles, and CTAs are performing the best. With that information in hand, you can find the patterns that seem to be making some of these things more profitable than others and incorporate those patterns into your lower-performing areas. As trends and customer opinions change, the path to success will change as well, so it is important to keep up with those shifts and go where the data guides you.
Your website is potentially your best asset when it comes to marketing your services. As much as you want a bright and modern website, remember that pretty sites alone don’t pay the bills. You need to build your site in a way that attracts new readers and spreads your brand, but also has what it takes to turn readers into paying customers. While the tips above can help, they are a mere tip of the iceberg. To hand it over to the professionals so you can sit back and reap the rewards, call McCauley Marketing Services to schedule a meeting and discuss what we can do for you. Be sure to follow us on Facebook and Twitter as well for more marketing tips.