If you offer professional services and want to grow your business you absolutely need leads.
Law firms, medical & health care, home improvement, financial services and manufacturing are just some of the areas that depend on a steady flow of new leads to keep the business running strong.
Talking to companies and professionals in South Florida we come across cases where, in spite getting visitors, their website conversions are very low. Sounds familiar? This is a problem for many websites and yours might be experiencing it as well.
Fix these items on your website today
The best lead generating websites today have some crucial elements in common. These components work together and make up the mechanics of a powerful lead generation strategy. The good news is, you can apply these principles to your website now and quickly start seeing results.
Here are the steps you can take:
1. Have an Offer your visitors will find hard to resist
Make a special piece of content available to your visitors that is interesting or helpful. This could be a video, webinar, a free consultation, etc. But most often companies use dowloadable assets like eBooks, guides, spreadsheats, and others.
Offers work great because they help you to break through the barrier on unfamiliarity. People are reluctant to give their personal info if they don't know your company and are visiting your website for the first time, but they will appreciate you offering a resource that answers their questions or helps their research.
Offers will also help you earn trust with your prospects. If your content is rich and helpful, you'll stand out as an authority in your field, a source of trustworthy information.
2. Don't leave them idle, place a Call to Action
CTAs attract the visitor's attention to your offer and directs them to where they can get it. A good CTA is conspicuous, visually attractive and simple.
A widespread problem with websites is they don't make it clear what the next step is for the visitors. Many visitors that land on your website are quickly scanning for information and they won't read every word on the homepage. Having a CTA that stands out will help you grab their attention and keep them from bouncing out of your page.
You want to have CTAs on nearly every page, but it's best not to have too many CTAs on a given page. Different elements competing for attention might confuse and distract your visitor and be counter-productive to your strategy.
3. Direct all flights to a Landing Page
This is a designated page your visitors will land on after clicking your CTA. Here is where you'll have an opportunity to highlight the benefits of your offer in detail and also place the form they need to fill out to get access to the content.
Some of the best practices to creating landing pages include:
- Eye catching headline
- Image or video illustration your offer
- Break down of the benefits
- Lead capturing form
- Reduced links and other distractions
- Trust Elements
4. Seal the deal with a friendly Form
Prominently on your landing pages will be your lead capturing form, as a general rule you'll want to keep it as short as possible.
The information you may ask will depend on your strategy. If your goal is to capture as many leads as possible, even if they are not ready to purchase your products/services immediately, start by asking only for name and email. You can use this data to nurture these leads until they are ready to act.
For pages targeting prospects closer to taking action (e.g. purchasing your product/services) you may have longer forms asking further details such as phone, job title, company name, etc.
These are the essentials of a successful lead generating campaign, but this topic is too important to stay at the basics. With that in mind, I have a resource available to you that covers Lead Generation in greater detail. You can download it right now clicking the link below, and if you have more questions get in touch today!