In digital marketing, a website is an effective tool for generating leads . However, if it's poorly managed, your chances of generating prospects or closing sales are slim, or in the worst-case scenario, it can even damage your brand's reputation. So what can you do? All the teams managing your site ( marketing team and developers) need to adopt a more strategic and effective approach, which we'll outline in this article.
Establish a baseline assessment
You can't change your strategy if you don't know where the weaknesses lie in your current approach. You must therefore conduct a current assessment to better understand and address the situation. To measure the impact and success of your current strategy, use tools designed to evaluate the various sources you're using to generate leads. Examine the number of clicks, downloads, visits, and so to your website .
Another simple way to do this is to compare pages on your website , but not just any pages. Instead, target two distinct categories of your landing pages. One should be a page with a to-lead conversion conversion rate . For example, your page A received 500 visits, and 5 of them filled out your form and therefore became leads. This page then has a conversion rate of 1%. Your page B, on the other hand, also had 500 visits, and 25 of them filled out the form, giving it a conversion rate of 5%, better than that of page A.
Now that you have the statistics, analyze the differences between the two pages. Then, modify and improve page A accordingly.
Thoroughly work through all stages of your conversion funnel
A simple visitor is not yet considered a qualified lead. This visitor must go through several steps before becoming your lead. Generally, the path from visitor to lead conversion on your website consists of three stages.
Call-to-actions (CTA)
On a website, CTAs, or call-to-action buttons, play a major role in the lead , as well as in converting leads into customers. To optimize your CTAs for conversion, you need to positively surprise the visitor.
Using contrasting effects is often effective, such as choosing a color that contrasts with the one used on your site. You can also use attractive images to capture the visitor's attention and encourage them to continue browsing.
Offer each prospect a unique experience by providing personalized, dynamic, and engaging content . Your CTAs must stand out from standard CTAs to capture more attention and achieve a higher conversion rate. A study revealed that personalized CTAs generate a 42% higher conversion rate compared to standard CTAs.
The landing page
Once a visitor is engaged by your call to action, they land on your landing page. This is where you'll gather more information about them. They become a lead by completing your form. It's advisable to have multiple landing pages. A company with 30 landing pages converts more visitors (up to seven times more) than one with only five.
The thank you page
Once the form is completed, your visitor, now a lead, should land on another page: the thank you page. This page is crucial and should not be overlooked, as it contains an equally important element of the process. In addition to the thank you message, you can now add a link to your actual offer or social media sharing buttons.
Follow-up emails
Among the information you collected from your form is the prospect's email address. Send them a follow-up email to encourage them to engage further with your brand.
Nurture your leads
Now that the visitor has become your lead, it can be a long time before they become a customer. Develop an effective lead nurturing strategy to accelerate the conversion process.
Improve your website's search engine ranking
All previous actions will be in vain if your potential visitors can't even find your site's content in search results . Visibility is paramount . To achieve this, SEO is one of the main ways to do so.
Choose the appropriate keywords
Choosing the right keywords is essential for your SEO. Use the words your prospects type into search engines. You need to put yourself in their shoes.
Try to integrate your keywords into your tags
Your content has many strategic points where your keywords should appear. You must insert them in the page URL as well as in all the tags (title, meta description, Hn ) of your content to optimize your visibility.
Adapt your website for mobile devices
Your potential customers browse the web using various devices. To improve your visibility and website accessibility, you need to optimize your site to be compatible with mobile devices without causing any problems for visitors.
visitor-to-lead conversion process is just one step in your sales cycle. Be strategic! Your website needs to evolve continuously to acquire new leads. With the right techniques, make it your biggest lead .
Your website is your most valuable business asset, as it's the best lead generator . However, a sound strategic approach is essential to ensure the process runs smoothly and leads to a higher conversion rate.
