Prioritise lead generation over traffic for online success
Web traffic, the raw number of visitors arriving at your website, is one of the easiest metrics to measure and understand but it can also be one of the most misleading.
Online lead generation is attractive because of its ease and low entry cost but you still need to focus on results (ROI) otherwise the money you are spending is simply being wasted. High traffic volumes and click-through rates (CTR) may seem impressive on the surface – and can contribute to brand awareness – but to make sales you need leads.
Here are a few pointers to help you convert those visitors into precious leads:
Make the right impression
Is your landing page and website home page making a good impression on visitors? To get an idea of this, take a look at your bounce rate (Google Analytics will provide you with this figure). If your bounce rate is below 50 per cent you are probably engaging well with visitors. If that figure is higher than 70 per cent then it suggests people are quickly deciding that they either arrived at the wrong place or don't like the look of your website.
Assuming your landing page or website home page is relevant, the problem is likely to be your aesthetics (how your site looks), functionality (how it works) or a bit of both.
Here are the areas you need to focus on most:
- Colour scheme
- Navigation (are the menus clear and consistent?)
- Page load speed (the free Google PageSpeed Insight tool provides really helpful information on this)
- Your call to action (CTA)
Creating that promising first impression is the first step; now you need to deliver on that promise of quality:
Create quality content
Focusing on search engine optimisation (SEO) to the detriment of engaging content is like cleaning and tidying an empty room. To inspire people to want to put their feet up and stay around you need to entertain them.
The first step is to identify what kind of content your customers are likely to want to engage with. A young, fast-paced, urban crowd are likely to prefer snappy content with plenty of visuals (infographics, videos, etc.)
On the other hand, an older audience might prefer a more measured stream of content with in-depth, quality articles.
In both cases, make sure you break up content into manageable chunks using bullets and visuals and provide links to sources for those who want to explore further (setting the links to open in a new window will ensure they don't lose track of your site).
To build up momentum, make sure you regularly post new content and update old posts and articles.
Lead generation: some tools of the trade
Experienced lead generators make use of a suite of tools to maximise engagement with their websites. These include:
- Calculators – Calculators geared to your specific sector provide value to your visitors. For example, your visitors could work out their BMI (health websites), currency exchange rate (finance and travel websites) or how to convert grammes into ounces (recipe sites).
- Live chat – This is a popular way for potential customers to ask questions and get help.
- Forums – Hosting an onsite forum will enable you to create a community of people interested in your industry. By rewarding responsive members with extra admin privileges you can strengthen this bond further.
- Sponsored content – Leveraging your visitors to create content for you eases your workload while increasing engagement with your site.
Of course, every website is different so some of the above may be more relevant than others in your case.
The power of lead magnets
What is a lead magnet? A lead magnet is designed to capture an email address in return for something of value to the person who lands on your website. Lead magnets come in hundreds of forms but here are some ideas to get you started:
- Converting the tools above – Collecting an email address prior to a Live Chat session, forum sign-up or calculator output result turns the engagement tools already mentioned into lead magnets. Be sure to make it clear that the visitor is opting in to receiving communications from you.
- Newsletters – Create a weekly or monthly newsletter featuring news, analysis and other interesting content such as case studies and surveys.
- 'How To' guides – If you can solve a problem or answer a question for a visitor they are more likely to gift you their email address and become a lead. 'How To' guides tend to cater for beginners while more complicated guides might offer 'Advanced Instructions,' or 'Insider Strategies,' etc.
- Sign-up forms – There is a lot of debate about the best kind of sign-up form and even whether they should be used at all. Some are static, others float. Some appear only on a landing page, others pop up on all pages. Some appear only after a visitor has been on a website for a while. Consider testing various types of sign-up form on your site.
- Discounts/vouchers – E-commerce sites often benefit from new member discounts or voucher offers which require an email address to redeem.
Hopefully this article has given you some inspiration and ideas for extracting the wheat of leads from the chaff of web traffic. If you need help with your digital marketing or with designing a website that will create a good impression and support your lead generation efforts, please talk to the friendly team here at Eyes Down.
If you are planning a new website, why not download our website brief template? (See what we did there?)
Topic: Online marketing