The website that generates the leads determines the quality of the leads. Fortunately, building a landing page that prioritizes leads doesn’t have to be challenging or time-consuming. However, 61% of marketers believe that producing traffic and leads is their top difficulty. So, let’s find out exactly what works and, more importantly, why it works by studying examples of some of the top lead generation websites. Before we can comprehend how to optimize our website, we must develop a fundamental understanding of the lead generation process.
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How Does a Lead Generation Website Work?
The purpose of lead generation sites is to draw in and convert the users who come to the different website pages via the traffic sources, such as SEO or online advertisements. Offering valuable, pertinent lead magnets (gated content) that the target audience may access by entering their contact information into a lead capture form on the website will help convert these visitors.
An example of how a lead generation website could draw in and convert a lead is shown below:
Drive Online Traffic to the Website: Use social media marketing, SEO, online adverts, or other techniques to draw traffic to the websites.
Construct Useful Lead Magnets for the Pages: For the homepage, high-traffic sites, blog page, or product page, create pertinent lead magnets.
Offer Lead Magnets Through Landing Pages or Opt-In Forms: Create landing pages or forms that efficiently solicit contact information while promoting the lead magnet.
Obtain the visitor’s contact details: Create fields on the landing page or form that visitors must fill out to access the lead magnet.
Techniques to Create a Lead Generating Website
Let us look at the best techniques to create a lead generation website.
Add forms to drive in more footfall
It’s crucial to analyze the existing lead-generating performance to monitor the progress and identify the areas that most require improvement. Some of the pages could already be outstanding lead generators.
Start by doing an audit of the lead generators, which are the sources of the majority of the online traffic and marketing. Here are some typical places where a business may receive visitors:
Email Marketing: Users that access the website from one of the emails may drive this traffic.
Social Media: Users that participate in a campaign on one of the social media profiles may drive traffic.
Live Chat: Users that contact the customer service department on the website through a live chat window could generate traffic.
Blog Posts: The most popular blog content may bring in traffic.
Make sure the landing pages the leads are landing on are doing everything possible to pique a visitor’s interest after determining where the leads are coming from.
Route the Lead Generation Funnel
The route taken by an average lead from brand awareness to qualification is represented by the lead generation funnel. Leads are deemed more qualified when they advance down the funnel and let visitors take the desired action, like sharing the lead’s contact information.
Here’s a lead generation funnel example:
Top-of-Funnel (Awareness):
A visitor learns about the brand after finding a blog on the website through any online search.
Middle of the Funnel (Interest & Desire):
Over a month, the visitor reads say 20 of the articles and shows interest in the company and products. They eventually come across a lead magnet they want.
Bottom of the Funnel (Action & Qualification):
The visitor takes action and inputs their email to download the lead magnet after seeing it a few times. The marketing team evaluates the lead’s qualifications using their demographics and online activity.
Have a direct, yet simple, CTA on the homepage
The CTA is what retains a person’s attention if the design of the webpage is what draws them in. There could be as much as a 127% increase in leads by using a CTA. But, don’t constantly invite visitors to view the most extensive or intricate stuff.
“Sign Up for Updates”
By inviting them to sign up for an email that tells them about business trends and product updates, introduce the company to them without any effort or commitment on their behalf. Follow up personally with those who choose to remain on this email list to determine their level of interest and ultimately convert them to marketing-qualified leads (MQLs).
“Try Us For Free”
One can increase demand for the company through free trials and demos and build a contact list of leads who are currently testing the product.
Use a CTA and a form to collect names and emails on the homepage and offer a free trial of the product for a short period. Follow up with the user to learn their thoughts after each active product demo.
Create a live chat feature for the website
Not only are live chat services becoming more sophisticated, but more users are also coming to demand them while researching potential vendors. The majority of customers (95%) prefer extensive, high-quality service to speed. This suggests that there is a chance of passing up a significant lead source.
Examine the website to determine which pages visitors spend the most of their time on to create leads through live chat. Add a live chat feature to the pages where customers are most likely to request assistance or information if necessary development resources exist. This can enable gathering and recording information regarding product requirements as inquiries are responded to.
Improve on the leads
Keep in mind that no lead will suddenly become a customer. One can only get quality leads if they are nurtured. A study revealed that companies that nurture leads see a 50% increase in sales. According to a 2019 study, online leads are nine times more likely to become paying customers when they receive follow-up in under five minutes.
After a lead submits a form on the landing page, add them to a process so they don’t forget about the company and send them relevant, helpful material. With pertinent follow-up emails that include quality content, lead nurturing should get started. That’s because one can expect to get a staggering $36 back for every dollar spent on email marketing. As one develops them, find out as much as one can about them, and then make every subsequent send more suited to them.
Conclusion
None of this advice will be of any use unless one tests it out and sees what works for the particular circumstance. Like any other conversion aspect, the quantity and caliber of leads are what need to grow and get better over time.
Determine whether the lead generation efforts are successful by split testing adjustments from one landing page to the next. With real-time data, historical timelines, trends, and conversion funnels that allow one to segment down to the finest details, having the correct testing and analytics tools in place will, of course, help to figure out exactly what’s working.