7 min read time
94% of buyer journeys start online, meaning almost every prospect will engage with your website. The need for businesses to offer an outstanding online experience has never been higher, with the internet playing such a prominent part in B2B purchasing decisions. Getting your website properly optimized for conversion is essential to lead generation success. These ten top tips are a great place to start when looking to kick-start your website lead generation success.
1) Embed contact forms (on every page)
The contact form is an essential element to website conversion, it’s the key to capturing contact details for lead generation. However, when these forms are on separate pages, visitors can be hesitant to fill them in, as they wait for loading times only to be met with a long contact form with too many fields.
Making your contact form part of each webpage design saves your visitors from additional navigation, and makes the conversion process seem quick and easy- just popping in a name and email is effortless! Look to embed contact forms on every page, including content and blogs, ensuring they’re clear and concise, continually encouraging your visitors to get in contact with your team.
2) Crete a content trail
No doubt your website will be full of exciting blogs, best practice guides and more! Using a mixture of gated and non-gated content to establish brand expertise and increase engagement is a powerful lead generation strategy, which can be improved with a content trail. On every webpage featuring content, look to include internal links to similar content pieces, encouraging visitors to digest additional assets, increase their visit duration and improve chances of conversion.
The more assets each visitor digests, the better! Visitors will come across more impactful CTAs for your product, start to understand what value your product offers and easily remember your brand name. With those well embedded forms alongside exciting content, you’ll see impressive conversion increases.
3) Use videos
Incorporating videos on a webpage is a fairly recent addition to the B2B marketer’s arsenal, but has proven success. Landing pages featuring a video are 80% more successful, and a majority of millennial buyers will stop all current tasks to engage with a video. Including videos on your website helps your online experience move with the times, catering to a younger generation of decision makers, and successfully engaging visitors with your brand.
Whether you have videos on hand to use, or plan on making one to boost website performance, adding videos to your mix of online rich media can give your website lead generation the kick-start needed to bring exceptional results.
4) Include testimonials
Visitors expect your website to perfectly describe your product, but they want to be sure before converting, and look to gain additional information that practicalizes your services. Testimonials can do a lot for your website; they establish a sense of trust, providing a form of evidence to show your product does what you say. 88% of buyers trust testimonials, and find the information they provide useful when making purchasing decisions.
You can create testimonial pages, scatter them through your content or combine them with your video strategy. Over 50% of clients are happy to provide testimonials when offered a small incentive to do so, especially if your product or solution continues to offer them a valid return on their investment. Approach your customer base and organize some exciting testimonials to help boost your website lead generation.
5) Discover live chat
A great way to improve your online experience and increase website lead generation is through a live chat widget, enabling your visitors to directly communicate with your team. They can ask questions about your product, and your team can work their conversion magic to start a sales conversation, and qualify visitors into new business leads.
Businesses with live webchat abilities can instantly respond to website engagement, making them 4000% more likely to see conversion success. With a vast array of chat widgets on offer, your team can soon find the perfect live chat solution to revolutionize website lead results.
6) Put a face to your brand
Part of the reasons live chat functions are so successful is thanks to the personal touch. A business website may offer plenty of detailed information, but can come across as a fairly generic and unpersonable experience. Including pictures of your team throughout your website tells visitors you’re a hardworking, committed organization, keen to help businesses like theirs. Putting a face to your brand proves that when visitors convert, they’ll be in contact with a genuine person, who will listen to their needs and provide exciting solutions.
This offers and opportunity to communicate your brand personality and values, so every visitor understands why you’re passionate about helping them, and what’s important to you both. Use your website to offer a window into your organization, inviting visitors to work alongside your expert team.
7) Gather website analytics
To make impactful improvements to your site, you need to know where you stand, and which areas need a lift. Using a website analytics tool like Google Analytics, Hotjar or Lead Forensics, you can understand your current conversion rate and what activity your website sees daily. Use a tool to set ideal conversion targets, and identify which pages, content and calls-to-action are currently effective, and which areas could do with some attention.
A huge amount of marketers struggle to properly measure their lead generation successes, and understand how to improve in the future. Before starting to make website changes, ensure you’re familiar with your website metrics, and know how to properly analyze data gathered for increased understanding.
8) A/B test
The best way to create a properly optimized website experience is through A/B testing, weighing up possible options to always choose the best performing. Every website is different, and there’s a whole range of techniques your team can use to boost conversion success, but without running tests, and giving your website the time to respond to changes made, you’ll never find the right answer.
With a strong grasp on website analytics, you’ll be able to quickly understand which options are more popular with your audience, and which additions increase your conversion success. A/B testing allows you to experiment with more creative ideas that may not work, and know you’ll gain an accurate understanding of why different tactics are or are not successful.
9) Use a thank-you page
The thank-you page is commonly used to book-end a website journey, but this page can also be used to your conversion advantage. A thank-you page provides a fantastic opportunity to promote additional offers or calls-to-action, especially after a content download. This can effectively boost your conversion, prolonging the visit duration and heightening the value of your product.
Look to your website journey, and ask where a thank-you page can be used to sneak in subtle, but effective calls-to-action, meeting the current mind frame of your buyer. Have they just downloaded a best practice guide for a specific pain-point? Why not place an impactful offer for your solution to that pain-point on the thank-you page, instantly answering their needs!
10) Identify your website visitors
For the ultimate control over website conversion, why not discover the anonymous businesses visiting your website with Lead Forensics? Our groundbreaking software identifies your business website visitors, and provides contact details for key decision makers, so your team can make instant, direct follow-ups for powerful conversion success. With insightful website analytics and a full breakdown of each online journey, your team can fully tailor follow-ups to each new lead, whilst gaining insight into current website success and possible changes to make. Find out more- book your free demo today.
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