Congratulations, you’ve made it, big shot! Well, maybe not huge, but big considering where you were a few months ago. You know that driving traffic to your website is key, and now that you’re seeing those page views tick upward, you need to make sure that you’re converting those views into leads.
When designing or updating your website, think of the long term. What does a “lead” mean to you? Does it mean someone signing up for your newsletter? Making a purchase? Requesting an appointment? Once you’ve established your end goal, you can focus these must-have features of your website toward that goal:
1. Attention-Grabbing Landing Pages.
Say you are an animal groomer in Orange County. If someone is searching Google for “dog grooming OC,” will they find you? Likely, you mentioned the words “dog,” “grooming,” and “Orange County” somewhere on your website, but when it comes to search engine results, you might still get shoved to the back of the list.
This is why it’s critical to create a separate landing page for each of your offerings — even the super-specific ones. Within each of those landing pages, use Google’s keyword idea generator to develop valuable content around your keywords. That way, no matter what a potential lead is searching for, you have a page with the perfect solution.
Don’t forget to include links to your social media accounts on every landing page, especially your homepage. Think of your online presence as a cycle or a web. Once you get a reader on your site, you still want them to be able to connect to you on the platform on which they spend the most time.
2. Competing Call-to-Action Buttons.
Now that you have your attention grabbing landing pages, it’s time to turn those page views into leads with calls-to-action. Remember your end goal? Ask for it! This can be anything from “Request an appointment today and receive 30% off!” to “Our Weekly Freebie is now available, click here to download!” Decide on a great offer you can provide to your potential customers, and put it in front of them.
You can implement split-testing into your call-to-action strategy by using different verbiage or colors for each button, and then see which version your readers preferred through analytics (more on that later).
3. A Beautiful, Magical Blog
Beautiful, yes. But, magical? Well, it may not actually be magic, but it will seem like it once you see how blogging regularly can supersize your traffic and incoming lead flow. No doubt, you’ve heard about the importance of having a blog within your website, but do you really know the facts? I’ve got some QuickSprout stats coming your way:
- 61% of consumers have made a purchase based on a blog post that they read.
- 60% of consumers feel positive about a company after reading its blog.
- 70% of consumers learn about a company through its blog versus ads.
Google loves blogs and, especially with their new Hummingbird Algorithm, you need to make sure you’re creating compelling content that will make people want to share it.
Remember, you’re building your website for the long term, so make sure your RSS or subscribe button is easy to find and use, your commenters are taken care of, you’re blogging consistently, and including a call to action so your readers know how they can become customers.
4. A Tailored Contact Form
This may seem obvious, but you also need to think about what your contact form should include. This takes us back to that first question, what is your end goal? Do you need their name? Obviously. Email address? Definitely. What about their phone number and address? In this day and age, people are resistant to give out personal information, especially if they don’t see the benefit. Maybe instead of giving them a detailed questionnaire, ask how you can help them. How can we help you? What type of service are you looking for?
This is also a great opportunity to ask if they’d like to be included in your email list. Would you like to stay in the loop for our events and specials? Check box.
Use a program like Google Analytics to track every aspect of your website strategy. I like Google Analytics because it’s free and pretty easy to implement into any website. By monitoring your progress, your call-to-action buttons, incoming/outgoing links, and bounce rates, you can make the changes to ensure your website is always turning views leads.
And that’s just scratching the surface of analytics. Once you start working in your analytics manager, you’ll be able to create and track goals, campaigns, funnels, and build reports.
By adding these simple features, you will be on your way to ensuring your website is a lead-generating machine.