Is your online lead generation struggling? Getting leads from your website is increasingly important as online sales data has been rising year to year. Online lead generation is all about attracting people to your sites and converting them into leads that your company can close on. This article will give you some steps and ideas on how to increase your online lead generation.
What is online lead generation?
Online lead generation is when you get a lead (potential customer) through your website, like a name, phone number, or email address.
Your website should create its own leads
Your website can reach potential customers anywhere at anytime. It represents your business and does the talking for you when you’re not there. 24 hours a day, 7 days a week.
Therefore, it should be able to generate leads by itself. Make the potential customer fall in love with your product or service right off the bat. Impress them with your site's look and content. Include a lot of personalized photos and tell the story of what your company is all about. Then, follow them through the sales process so that they know how to get even more information.
Online lead generation is a crucial part of your website's success. Nothing is better than sitting back and letting the leads come in and we are here to help you do this.
The main ways to generate online leads
Website - Your tool to showcase your service and capitalize on online leads.
Content Creation - Can cover a variety of topics with blogs or news that bring users to your site, takes longer than PPC.
Social media - Create brand awareness, interact with users, and get traffic back to your site.
Pay per click (PPC) - Quick way to drive potentials to your site.
#1 Look into Data First
Before you start on your lead generation journey, look at how your site has been performing. Then dissect what may be causing lead generation issues.
Go into Google Analytics to see the behavior flow of your site to see what page people are dropping off.
Next, click the behavior overview to look at the bounce rate, entrances, % exit, and average time on page for your content. Pages that have a high bounce rate and exit rate (over 50%) should be looked at. Google looks at these statistics when deciding the quality of your page.
Try to pinpoint when your online leads and/or traffic decreased.
How are your keyword rankings? If you don’t track your rankings, you NEED to be. Either invest a monthly ranking tracking program or hire an SEO agency for this.
Check your site’s performance and mobile friendliness using Google’s PageSpeed Insights. Is your site at top speed? Is it easy for Google to crawl?
Make a list of your results from these bullet points and see if you find a trend or reason for the drop in leads. This could be due to seasonal business, lower rankings, poor site performance, outdated content, confusing pages, broken forms, etc.
#2 Send More Traffic to the Site
Most companies need to increase traffic in order to their online leads. More traffic = more potential leads. Here are some ways to help you get more traffic to your site.
PPC (Pay Per Click)
Quick results if you’re willing to pay.
Paid ads work extremely well for companies that need to generate leads quickly and have the budget to do so. BUT, only if the ads are perfectly executed. Letting some random person at your company experiment with paid ads is a great way to lose money. Hire an experienced professional to manage your PPC. It is the best way to protect and grow your PPC investment. Look at this article for more information on PPC.
Search Engine Optimization
When was the last time you audited the SEO on your site?
Check to see that your site is optimized for searches. Ranking well for keywords related to your services will bring users to your site. If Google doesn’t understand your site, your users won’t find you.
You need to be creating new content for your site.
Even if you don’t think your site should have a blog, you need to create some sort of content regularly. Creating helpful and interesting content will:
- Help users
- Increase traffic
- Increase organic keywords
- Some speculate it even causes Google to crawl your site more frequently than a site with no new content
Think of your website as one fishing net in a lake. The net can grab a good amount of fish on its own (if the fish happen to swim into it). Then, think of each piece of additional content on your site as a fishing pole in the lake. Each piece of content (or fishing pole) increases your chances of ranking well and reaching more users.
Success in generating leads through social media is a bit tricky, but it is possible.
Social media is a way to create a relationship with your customers. You should talk to users on your social media platforms like a friend or recurring customer. Don’t be too “salesy” and don’t post too much (once or twice a week is recommended).
Post your recent content on your social media and reward your followers with offers to drive leads to your site. Paid social ads can help you create a large following if you don’t already have one. Check out this blog to see how you can increase sales with social media.
#3 Guide the users
Some sites have decent traffic, but their users aren’t converting.
This usually means there is some friction on your site that is not letting your users flow through the sales funnel. You need to have superb website design and a persuasive punch to have a flawless sales funnel.
Obvious call to action (CTA)
Users have a short attention span so give them the info that they need right away (services, phone number, location, etc.)
Does your CTA stick out? The CTA should be a different color and it shouldn’t be competing with anything else on the page. See how Netflix’s button sticks out? Though, I’d almost recommend for it to be a different color than the logo and sign in button.
Make your users fall in love with your brand with every word and picture on the website. But don't make this all about you. Make it all about what you can do for your customer.
If you are a bar and want to say that you have a trendy atmosphere for them to hang out in, show pictures of people enjoying your atmosphere. Then say something like, "You're missing out on the action. Join us for happy hour from 3-6!" with reviews under it saying how much fun people have had while at your bar.
Notice how this example not only shows people having fun, but it also tells them about the happy hour, shows testimonials, and invites them to join. They can put themselves in the action. Notice that it does not just say "We have a fun atmosphere and great drinks. Here are our hours and menu." Every bar lists those things so it doesn't help you stick out. It does not tell the user why they should pick you over anyone else in the highly competitive industry.
Break up text & highlight pictures
Get rid of long paragraphs. Pictures still say more than words. Show big, beautiful pictures of your services/products. Stay away from stock photos!
Is it easy to move through your site?
Crazy Egg can provide you with a heat map to see where users click on your site. This can show you if they are clicking on things that aren’t meant to be clicked on. Internal links can also help users navigate through your site. They allow you to link to other services and content when appropriate.
Sometimes you aren’t getting leads because of the form itself.
Are your forms easy to locate? Are they easy to fill out? Do you have content above the form to help persuade the user?
SlingTV has an awesome form set up. You can see the four steps: sign up, choose your service, review, then you're good to go! Always keep user experience and persuasion front and center for your form page.
#4 Track Your Conversions
Keep track of everything so you have proof that your changes are generating leads.
Your boss may be expecting immediate results, but this is not always realistic. Tracking your conversions is great ammo to show that things are headed in the right direction, even if the leads are not flying in yet. Track your calls, traffic, bounce rate, certain pages, form fill outs, etc. to get the best results.
Lead Generation Tools
Optimizely: This will let you conduct A/B testing on your site. It lets you test things on your site to see what works best! You can always be testing something to make it better. To learn more about A/B testing, check out this link.
PPC: This is paid advertising through Google Ads, Bing Ads, or social media ads. It will offer fast results if you have the budget. Paid ads are almost becoming crucial to success these days due to the high competition for organic traffic on the internet.
Call tracking metrics: This site will help you track your calls. You can see what calls are from organic search, Google Adwords, etc so that you know what strategies are working and which aren't. This tool is definitely something to check out and it isn't very expensive.
Watch the pop-ups: Many people turn to pop-ups for more leads. This won’t be a smart idea after January 17th of 2017. Google will be cracking down on annoying pop-ups.
#5 If None of This Works Or It Seems Out of Your League, Seek Help
Don’t waste time spinning your wheels.
- Don’t see any sort of positive change in 3 months.
- Don’t have the time to do this.
- Don’t have the experience to do this.
- Feel you are spending too much money for the results you are getting
- Notice customers complaining about their experience
You should get some professional help. You should get some professional help. There are professional agencies available to help with lead generation and conversion optimization. They can offer amazing advice and help with website design, content, SEO strategies, and social media marketing.
Please let us know if you have any questions or need help with increasing your company's online leads. We’d love to help!