Success in business, is closely related to a well-structured marketing strategy that allows you to attract customers interested in your products and services and boost sales. In other words, if you want to increase sales and improve your company’s results, it is essential to design a lead generation strategy on your website that provides you with quality contacts and ensures a higher return on investment.
If you want to learn more about how to optimize lead generation, we invite you to continue reading this article.
What is a lead?
A lead is a user who accesses our website and voluntarily leaves their details in a form.
At that moment, the user stops being anonymous and becomes part of our database, becoming a potential client that we can follow up on more closely.
Once we get the lead, our objective is to guide them through the conversion funnel until they become a client. But, before moving forward, let’s start at the beginning.
What does lead generation on your website consist of?
What is a recruitment lead or lead generation?
Lead generation on your website is the process by which we implement a series of actions or strategies aimed at increasing the number of contacts interested in our products and services.
In this way, we will be able to nurture our database of potential clients, make our brand known and increase the possibilities of boosting sales and increasing our income.
Contrary to what you might think, increasing the number of leads in your database does not necessarily require large investments in time or money. There are several techniques that you can apply to achieve your goal, without needing to have large resources.
In this post, we will focus on the different methods and strategies that will help you optimize your website for lead generation.
How to design and optimize a website to boost the recruiting leads
In the digital age, it is indisputable that having an online presence is essential for your business. However, having a corporate website that only talks about your company, your achievements or the qualities of your products and services is not enough if you want to attract traffic and convert leads into customers.
Optimizing your website for lead generation requires meeting a series of key points that will help you achieve two fundamental objectives: attract traffic and improve conversion.
Continue reading to learn about the set of good practices that you should implement to design and optimize your website for lead generation.
Tips to attract traffic to your website and improve conversion
The moment a visitor arrives at your website, you need to put all the pieces in place to spark their interest, make them feel comfortable and retain them.
Below, we detail the 8 essential points to increase visits, optimize the user experience (UX) and improve conversion on your website.
#1. Improve the design and usability of your website
An unintuitive website makes navigation difficult and decreases the time users spend on it. However, you can make your visitors feel comfortable and at ease by following these simple tips:
- Optimize the loading time and design of your website to make it responsive. A website that takes a long time to load or is not displayed correctly on all devices will increase the bounce rate and make you lose positions in search results.
- Insert attractive calls to action (CTAs) with eye-catching colors and clear text that invites action.
- Avoid scrolling as much as possible. The user should be able to access relevant information in a visual and simple way.
- Highlight links using a prominent color that makes them easy to identify.
- Use internal links that help the user reach the content pages you refer to in your texts.
- Include breadcrumbs to make it easier for your visitors to know where they are at all times and to navigate more easily.
#2. Use Inbound Marketing Techniques
Inbound Marketing is a technique that aims to attract and retain users in a natural and non-invasive way, mainly through the generation of attractive and personalized content. This content must provide value to the user as you make them advance through the different phases of the conversion funnel, contributing to the generation of leads.
When generating content, it is crucial that it is of quality. Instead of focusing on direct sales, the objective should be to educate or resolve doubts and problems. In other words, it must offer a real benefit to the user, helping them to solve their needs.
In addition, it is important to be creative and innovate in the strategy, incorporating different formats to expand information and delve deeper into topics of interest to users.
Formats such as infographics, eBooks, podcasts, images, videos, webinars or tutorials are ideal for generating engagement, improving your brand image, strengthening the relationship with your users and generating sales in the medium term.
Finally, to ensure that the effort dedicated to creating content is rewarded, it is essential to promote it through various channels. Blogs, newsletters, social networks and email marketing campaigns are some of the best options to give visibility to your content and boost lead generation on your website.
#3. Work the Search Engine Optimization (SEO)
Organic positioning or SEO is the set of practices that you can and should implement to get your website to reach the highest possible position in the results pages of Google and other search engines.
Good web positioning is essential to increase lead generation. Improving the visibility of your website will not only attract more traffic, but will also generate trust among users and increase conversion and sales opportunities.
Here are some tips to optimize your website and improve its SEO:
- Create quality content rich in keywords. Be careful! You should not overuse keywords or their variants, as excess can harm your positioning.
- Pay attention to your goals, all your articles must have an optimized title and description. The title must contain the keyword and, the sooner it appears, the better! In addition, you can use symbols or capital letters to create visual impact and attract attention. Including your company name will also help generate branding.
- In the description, include the main keyword and, if possible, some variant. Respect the maximum number of pixels allowed and make sure that the text arouses the user’s curiosity, inciting them to click and access your website.
- Structure your texts, using titles and subtitles (H1, H2 and H3 tags) to indicate the most important sections of the content.
- Use optimized and correctly labeled images and videos to attract the attention of users and Google.
- Create friendly URLs: Avoid unnecessary articles, prepositions, numbers or symbols. Make sure they are not too long, they are similar to your titles and they include the main keyword to make it easier for Google to index your site.
#4. Promote your products and services in PPC and Social Ads campaigns
PPC (Pay Per Click) campaigns are a form of advertising in which advertisers pay for each user who clicks on their ads.
They are an excellent option to boost your brand, create segmented audiences or gain visibility when you do not yet have organic traffic and need to promote your products and services.
Here are some key aspects to get off to a good start with a successful advertising campaign:
- Structure your campaigns, ad groups and ads well to maximize efficiency: This will make it much easier to properly monitor, optimizing or pausing what is necessary.
- Decide the type of campaign that best suits your objectives: search campaigns aimed at user demand or display campaigns focused on generating branding through advertising impacts.
- Conduct a keyword study to optimize your campaigns: Set the correct keywords and work appropriately on your ad texts.
- Optimize landing pages: Take the utmost care of your website and landing pages, so that, once the user clicks on your ad, they land on a page that retains and convinces them.
- Use retargeting to encourage recall, boost conversion and increase CTR: Retargeting campaigns are perfect for impacting undecided users who have previously interacted with your brand.
- Promote your content with Social Ads: Social media advertising is ideal for promoting your content and attracting qualified traffic to your site, as it allows you to generate interaction between users and your business, and helps you create a community around your brand.
#5. Include CTAs to improve conversion
Including calls to action (CTAs) on your website, blog, social media or email marketing campaigns is essential to boost lead generation.
CTAs should be eye-catching, using bright colours and short, concise texts, oriented towards the action you want to achieve (buy, download, register, view, contact, etc.). This will motivate the user to leave their data in exchange for what you offer, facilitating the process of generating leads on your website.
#6. Optimize your forms
Long, complex forms that require the completion of countless unnecessary fields become a barrier for users. To ensure that your visitors are willing to provide their data, it is essential to make the process easy for them, requesting only the essential information.
Place your forms in prominent places so that they are always visible and visitors can access them easily, without having to scroll. In this way, you will improve lead capture and facilitate the conversion of your users.
#7. Increase user retention through pop-ups
Using pop-ups in a smart, non-invasive way at key moments, such as inactivity or abandonment situations, will significantly increase user retention and subsequent conversion.
The content of your pop-ups must provide value, arouse curiosity and generate urgency in the user in order to be effective and, in this way, drive lead generation.
#8. Boost the sales cycle with instant contact tools
Tools such as Click to Call Video Chat or Live Chat provide excellent results when it comes to boosting sales, as they facilitate immediate contact between the user and your contact center.
Serving your contacts at the right time will increase your business opportunities and customer satisfaction. Instead of leaving their details and waiting for a response, they will be able to contact an agent instantly to resolve their questions and problems.
Providing your users with a telephone number that is visible from anywhere on the website is also effective in this regard. In addition, tracking leads that convert through the telephone channel is very simple thanks to tools such as Call Tracking
Conclusion
Ultimately, spending time optimizing and improving the user experience, content, and positioning of your website will help you increase both your visits and your relevance.
By following these tips to increase lead capture from your website, we are sure that you will soon begin to see results. If you need help, do not hesitate to contact us.
At Webphone, we have extensive experience and the necessary tools to help you achieve this.
What are ou waiting for? Call us!