Your website is your most powerful tool for generating leads.
You can drive all the traffic in the world to your site. But if you don't capture leads, what's the point?
Awareness doesn't pay the bills.
That's why it's absolutely crucial that lead generation is the top priority of your website.
So how do you do it?
It's a question I hear all the time. Luckily, I came across a great article on HubSpot that puts the question to rest.
Whether you're a new business just getting started, or even if you've been around the block a few times, here are four crucial components of a lead-generating website:
1) A blog with lead-generating calls-to-action
If you don't have a business blog or aren't using it consistently, then you're missing out on a huge traffic- and lead-driving engine.
There are many business benefits to blogging, which not only include helping drive traffic to your website, but also converting traffic into leads for your business. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. And thanks to the compounding value of blog posts over time, every post you write will drive value for you in the form of traffic and leads not just when you first publish it, but for years to come.
Once you create lead-generating offers, promote them by blogging about subject matters related to them, and then put CTAs that lead to the asset's landing page on every one of those blog posts.
2) Primary and secondary calls-to-action on every page
When people go to a website, they're usually trying to take some action. Sometimes, they know what that action is — like when you're looking for a coffee grinder to buy for your spouse's birthday and you plan to make a purchase as soon as you find one that's good enough. Other times, visitors simply don't know what they want to do on a website and they're just there to browse or research.
It's your job to guide these people forward in their research and/or buying process through calls-to-action (CTAs). Remember, your website exists to compel visitors to dig deeper into your business and offerings and move them further down the funnel. CTAs tell them what to do next so they don't feel lost or overwhelmed. In this way, CTAs turn your homepage into a lead-generating machine.
3) Gated offers on landing pages
Landing pages are the hub of your lead generation efforts — which is why every marketing campaign you run and every offer you create should be tied to a custom landing page.
The more landing pages you have, the more opportunities you have to convert site visitors into leads. There's also a huge SEO benefit to having more landing pages, which can have an impact even before visitors land on your site.
4) Pop-up forms
I know, I know. “Pop-ups” can sound like a dirty word nowadays. Inbound marketers everywhere are asking themselves whether they should be using pop-up forms — and the short answer is yes, as long as you use them in an inbound-y way.
To do that, you'll want to make sure you're:
- Offering something valuable and relevant so they add to your website visitors' experience, rather than interrupting it;
- Timing their appearance so they're triggered by certain actions or time spent on a page in a way that feels natural and not interruptive;
- Using language that's actionable and human;
- Not ruining the mobile experience.
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