Achieving 60% Business Growth with Website Optimization and Lead Generation
March 23, 2023
As a result, over 60% of marketers name generating leads as their greatest challenge, and nearly 70% name converting leads as their top concern. Many marketers prioritize digital marketing for lead creation because it is one of the most effective methods.
Unfortunately, many websites need to be built for lead creation, even though digital marketing centers on the website. These sites are slow, require more material, and need to be mobile-friendly, making it extremely difficult to attract qualified leads.
You can overcome this obstacle by transforming your site into a lead creation platform. Keep reading to learn more about creating a website that generates leads. Check out some top-notch cases in point for online lead creation and learn from their strategies to improve your own site’s performance. Linking Dotts is here to assist if you need a website that generates leads, so visit us online or call us!
We’ve identified the five most crucial elements based on an analysis of successful lead creation websites.
Let’s take a look at each of them in greater depth below.
- Improve the fundamentals of your website.
- Buyer’s Journey Diagram
- Improve your content’s performance by starting from the end.
- Utilize lead generation instruments and magnets
- Activate lead development
Which Areas To Optimize?
Website optimization comes first. These three “must-haves” must be in place before your website can begin generating prospects.
Speed Should Be Fast
People won’t wait around for a sluggish website. Research shows that if a page takes longer than two seconds to load, 87% of visitors will leave. If you want to know how quickly your website loads, you can use a page performance tool.
Free of clutter
Consider your own time spent online. If a website looks like it was built in the 90s, how likely are you to give your contact information?
Over half of all Google queries are performed on mobile devices. Most prospective customers will encounter your business for the first time via the mobile form of your website. If you want to generate leads online, your website needs to be user-friendly from the moment someone visits it until they leave their contact information. Lead generation efforts will only succeed when your website is optimized online. Designing a website is a vast subject in and of itself; therefore, you should familiarize yourself with the most critical aspects of a well-designed site.
Describe The Steps A Potential Customer Takes To Become A Paying Customer.
It’s time to dive into the buyer’s path now that you’ve ensured your website is quick, easy to understand, and mobile-friendly.
animation depicting a plan
Remember that your website visitors are at various points in the purchasing process and have varying needs. Most website visitors are out of the market to make a transaction when they arrive.
Don’t fret, though. Many more site visitors will convert into leads if you pay attention to the various phases people go through before purchasing and try to comprehend their typical desires and obstacles.
The use of frameworks can aid in conceptualizing the buyer’s path. I’ve listed three of them here and some illustrations of how they could be used.
One of the most well-known marketing frameworks is the AIDA model, which describes the customer’s journey from consciousness to interest to desire to action.
In this phase of the buyer’s journey, the company must first gain the customer’s attention and pique their curiosity in some way. From there, the company needs to pique the shopper’s interest enough to inspire them to take the next step toward purchasing.
One of the biggest challenges in the canine food industry is raising brand awareness. While browsing the web, they come across your blog article recommending the healthiest dog foods. Your brand recognition among them has increased.
They become “interested” in your company’s gluten-free dog food brand after reading more articles about dog food.
They Would Want To Have It:
They look into various other types of gluten-free dog food and evaluate their pros and cons. They will “want” to purchase more of your gluten-free brand after reading reviews from other customers who made the same decision.
What they do is they “act” by placing a purchase. The canine has gone from not knowing your gluten-free brand to preferring it.
“attract, engage, and convert” describes the second paradigm.
In this buyer’s journey, the company first attracts leads by providing them with helpful information, then engages them after becoming leads by distributing outreach materials and content that shows empathy, and finally converts them into clients and advocates.
To “attract” new email prospects, you create an email course on your dog food website detailing the best way to feed a new puppy.
After prospects have signed up and completed the training, you can “engage” them by alerting them to new and helpful blog articles on canine nutrition.
In other words, most of your email list’s subscribers buy your “Gluten Free Dog Food Monthly Subscription” service.
The Five Levels of Conscience
The third and concluding framework focuses on educating the customer at various touchpoints.
Customers are “unaware” that they have an issue, and your company is responsible for educating them to the “most aware” level. They have concluded that your company’s answer is the best for them, and they are now raving about you to their friends and family.
The Unawareness Stage
Currently, canine owners must know the dangers inherent in feeding their pets cheap, mass-produced dog food from the supermarket. You’ve set up a Facebook ad campaign for your company that links to an article discussing these dangers.
Once they find and read your article, they will have reached the “problem awareness” stage and know that low-quality store-brand dog food is a problem. They give this to their own canine and then search your site for answers.
The Solution Orientation Phase
Your website has a separate blog entry in which you discuss healthy alternatives to cheap store-brand dog food. They have developed “solution awareness.”
Phase Of Product Recognition
They’ve done enough reading about your company’s gluten-free dog food to become “product aware” of it. If you want to get them something, this is it.
The Peak of Consciousness
People are buying your healthy canine food because their pets enjoy eating it. They become utterly obsessed with your brand at the “most aware” level and enthusiastically spread the word to all of their canine-owning friends.
Create your own buyer’s trip map now. If you’re looking for a simple solution, try out a program like SmartDraw.
What processes do people go through before they become prospects after visiting your site? Before they turn into actual paying clients? The issues your audience encounters and the potential content you can create at each stage can be better understood if you carefully consider the answers to the questions above. After that, you’ll have a clearer idea of converting them into a lead by offering your solution.
Content Optimization Should Be Performed In Reverse
The creation of content is the cornerstone of lead acquisition. It’s the best way to get people to visit your website, establish your credibility as an expert in your field, and forge a lasting relationship of confidence with your audience.
However, the third stage for generating leads is often overlooked and may seem counterintuitive at first: optimizing your content backward. This implies working back from the final stage of the funnel’s progression. Optimizing content like product checkout landing pages should take priority over blog posts in practice.
This is because a lead’s value increases as they progress deeper into the sales pipeline and get closer to making a purchase. Due to the multifaceted nature of a marketing funnel and the many entrance points available, identifying the most effective strategies at the very top of the funnel can be challenging. It makes sense to focus on prospects at the bottom of the funnel.
That means you should still pay attention to prospects that will only produce results after a period of time. In the previous chapter, we discussed how different site visitors are at various stages of your funnel, highlighting the need to create content for all funnel stages.
Nonetheless, content marketing aims to convert readers into paying clients by informing and entertaining them. Your company will only succeed if you prioritize the most promising prospects at the bottom of the sales funnel.
Create and use lead magnets and other items.
A lead magnet is an enticing incentive for people still deciding whether to purchase but would still like to learn more about your company. They give up their time in return for a monetary or material reward.
On the other hand, lead generators provide more than just the opportunity and mean to follow up with prospective clients. Lead magnets come in a wide variety, and many of them can help you establish yourself as an industry expert, gain your audience’s confidence, and take command of the story. And that bodes well for converting those prospects into actual buyers down the road.
Before working on lead generators, get acquainted with the best practices of a lead form and landing page. You should also make sure your lead attraction is something people actually want. This is where testing with a target group comes in. Insights into the stages of the buyer’s path reveal where lead magnets should be placed on your website.
Let’s talk about some of the best lead magnets, real-world instances, and tools that can help you implement them on your website.
The best electronic books offer answers to problems faced by their target readers. This could be anything from a detailed tutorial to a compiled list of your most helpful blog entries.
Demonstrating that you understand their plight, your e-book will strengthen your connection with your readership. If the e-book solves enough problems for the target audience, it will also establish you as an expert in that field. This increases the prospect that they will eventually become a paying client.
Website Live Chat Bot
Questions about your goods or services are inevitable as consumers progress from awareness to curiosity to desire.
Website chat allows you to generate leads by answering questions directly in a conversation before the buyer decides not to purchase. It’s a cheap and easy method to provide individual assistance to your site’s visitors without them having to resort to email or the phone.
It’s consistent with how today’s consumers to act. They have questions and want responses quickly, but they want to avoid going through many hoops (or standing in line) to get them. Having their queries answered is a common reason potential leads are lost.
Distributors offer free samples.
Complimentary product trials can attract new customers if they align with your business model. They help people “on the fence” about purchasing make up their minds by educating them about the merchandise.
You can assume that a prospect who requests a free trial is further along the sales funnel than one who simply wants to learn more about your company. Your goal now is not to simply inform them about a subject through content but rather to show them how your product can solve a problem they have. Providing a free trial is the best method to ensure their satisfaction.
There are standard offerings from software companies. However, they are also effective in the car industry, where they are provided in the form of free test drives.
Lead creation webinars speak to people’s need for social interaction. It’s a win-win: potential customers can learn more about the business they’ll be doing business with, and the firm can gain exposure. Webinars help advance leads down the sales pipeline because they provide an opportunity to build rapport with potential customers.
Webinars are a lot of work to organize and host, but they can be very fruitful for generating leads if you highlight a particular outcome.
Use lead-fostering techniques.
After generating initial interest with lead magnets, the next step is nurturing that interest. There are two reasons why this procedure is crucial.
First, obtaining an email address from a site visitor is just the beginning, as they are typically still at the top of the sales funnel. Through your fostering efforts, you will move them closer to the “customer” stage of the funnel.
In addition, it is simpler to market to an existing lead than to a new site visitor, just as it is simpler to sell to a current client than to a new one. They’ve proven they want what you’re selling.
Email marketing is frequently utilized in the leadership development process. After delivering the lead magnet, a welcome sequence can effectively continue building rapport with the recipient. Once you’ve officially welcomed them onboard, you can send them anything from updates to posts to any supplementary materials you think they’ll find helpful. To maximize your email marketing efforts, consult this comprehensive guide.
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