5 tips that will help you capture more leads on your website
Even if you’re able to generate a lot of leads for your business, you’ll usually need to do more work to turn those leads into sales. Luckily, there are some steps you can take in order to optimize your website to capture more leads and turn them into sales. In this article, we’re going to outline these steps.
Let’s get started.
Ensure you’ve optimized your website’s homepage
A lot of companies focus on optimizing their product pages and content, but they might neglect to use these same strategies for their homepages. However, since this is often the page that people will land on first, you need to put plenty of effort into getting yours right! This will help keep your visitors engaged and ensure more sales.
Here are a few different tips for optimizing your homepage:
- Make it clear what you offer
- Have a clear call-to-action (CTA)
- Use high-quality and original images
- Make your website mobile-friendly
Let’s look at an example of a business that has optimized their website’s homepage well for inspiration.
Dropbox, an online file hosting service, has a very clean and optimized homepage. For instance, they have two clear CTAs that offer a few choices to the website viewer: “try Dropbox Business free,” or “get Dropbox Basic”. It’s clear to the user what they should do next.
Additionally, the navigation bar is simple, and limited to just “compare plans” and “sign in.” On your website, be sure that you optimize your homepage by making it very clear to your user where they need to go next.
Show off any positive reviews you’ve received
People tend to trust word-of-mouth recommendations over other forms of marketing, so it’s a good idea to ask your customers for reviews or testimonials that you can publish on your website. These will show that you’ve done a great job with your customers in the past and will generate more leads for your business as a result.
Keep in mind that different types of reviews will work better for different businesses. Product-based businesses might be better served using star reviews so browsers can compare products directly. Service-based businesses might want to use longer testimonials so previous clients can expand on their experience.
Let’s look at a few examples of businesses that utilize reviews well for inspiration.
For instance, The Law Offices of Steven M. Bishop, located in San Diego, has a series of written reviews right on their homepage.
These reviews show in depth what the law firm is capable of doing — they have many happy customers who have been pleased with their services. For your own website, be sure to ask your customers for their thoughts about your services. If they’re positive, post them where prospective clients will see them!
Lawyer SEO Pro, a digital marketing agency specializing in lead generation for law firms, does something similar on their website. Their homepage highlights reviews from their clients that point out how helpful Lawyer SEO Pro has been in their digital marketing efforts. On your website, be sure to show off the thoughts of past clients who were very appreciative of your efforts. This will help improve your sales!
Lastly, Flying Beds, a custom murphy bed retailer, highlights a variety of reviews on their website that show the versatility, convenience, and practicality of their products.
Many different couples and families talk about how beautiful and helpful these Murphy beds are, which is sure to be enough to convince some website visitors to make a purchase. On your website, consider creating a separate page to highlight any customer reviews — this will give you a place to showcase more testimonials and potentially lead to more sales.
Create valuable content to help people make informed decisions
In order to capture more leads on your website and make more sales, you need to ensure that prospective customers truly understand what you do and offer — creating content is great for this!
People at different stages of the buying journey will have different needs, so you have to create content with this in mind. For instance, some people might not even know that your services exist (and that they need them), while others might be weighing up their options before making a purchase.
The three main stages of the buyer journey are awareness, consideration, and decision making. You can create different forms of content designed to target people at these different stages in order to help them make more informed purchasing decisions! Let’s look at a few examples for inspiration.
Old Spice, a men’s grooming company, has a helpful article on deodorant vs. antiperspirant that helps customers at the consideration stage of their buying journey. The article covers the differences between the two products and what types of guys would prefer each.
This can help website visitors decide which product is best for them, and they might consider using an Old Spice product as a result. On your website, be sure to compare different types of products to help your customers at the consideration stage.
Chewy, an online pet supply retailer, does something similar in their article on how to clean your dog’s ears. This article targets customers at the decision stage of the buying process. The article covers methods for cleaning a dog’s ears, products to use, and when to call a doctor. People who come across this article are likely already aware that they need to clean their dog’s ears, but are looking for methods or products, which Chewy offers. On your website, don’t be afraid to promote your own products in how-to guides. It’s a great way to soft-sell items!
Use effective calls-to-action to move people in the right direction
To turn website visitors into buying customers, you need to harness the power of strong calls-to-action, or CTAs. These are the words or phrases, usually separated by a button, that tell the viewer what to do next. “Sign up,” “start your trial,” and “download now” are all examples of CTAs.
Here are a few tips for creating strong CTAs for your website:
- Use a strong verb
- Use contrasting colors
- Tap into a customer’s emotions
- Create a sense of FOMO
- Make sure that your CTAs stand out
Let’s take a look at some examples of companies that have created effective calls-to-action for inspiration.
Florin Roebig, a trial attorney firm based out of Florida, has an effective CTA on their motorcycle accident attorney page.
Scrolling down, you can see the “speak to a specialist” CTA. This is placed just after the basic informational aspects of the motorcycle accident attorney page, which is a great place for a CTA, as people who are learning about motorcycle accidents will know they can contact Florin Roebig for help.
On your website, place your CTAs in a location that will grab your visitors’ attention.
As a digital marketing agency, Loganix has a great CTA strategy, as well. On their page for manual local citation building, they have a series of CTAs that help different customers depending on what they need. People looking for more information, reviews, or contact information can all find the proper CTA for their needs. On your website, be sure to create CTAs that target different people in order to attract the most customers.
Make it very easy for people to take the next step
When people land on your website, you want to make it as easy as possible for them to take the next step with your business — this will increase your chances of getting a sale!
You can make it easier for people to find more information or move forward in the buying process by:
- Offering clear CTAs
- Providing a sophisticated search feature
- Making it easy for them to get in touch
- Offering an intuitive navigation system
Let’s take a look at a few examples of businesses that have done this well.
American International University, a higher education institution, makes it easy for potential students to take the next step on their homepage. As you can see above, there are three blue buttons that guide the user to the appropriate page: “find a program”, “apply”, and “request info”.
This is a great way to help a variety of students take the next step, no matter where they’re at in their prospective student journey. On your website, be sure that you guide different types of customers to the place they’re looking for.
Bay Property Management Group, a real estate management company based out of the east coast, also makes it very easy for customers to get in touch when they reach their Northern Virginia property management page.
At the bottom of the page, there’s a contact form where they can get in touch for more information, whether they’re a prospective tenant, a current client, or an existing tenant. It’s a convenient way to get in touch with Bay Property Management Group and will encourage more conversions. On your website, consider using a similar contact form to help your website visitors easily get in touch.
Getting more leads is just the beginning — if you want to make more money, you need to optimize your website to ensure it’s designed to make sales! In this article, we outlined how you can capture more leads on your website, including through your content, CTAs, web design, and the like.
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Author bio & headshot:
Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.