5 SMART WEBSITE LEAD GENERATION STRATEGIES

By Daniel Beldowicz – Director of Digital Marketing, ICMA

Are you looking to get your business in front of qualified prospects? Grab their attention? Catch their interest in your products or services? If you answered yes to one, most or all of these questions, the solution is to create and execute smart website lead generation strategies.

Why? The lifeblood of any business is its ability to turn qualified leads into customers. A lead generating website is a marketing tool that will promote your business all day, every day. It never takes a break or vacation. It also works on holidays and doesn’t call out sick.

Pinpoint Market Research and Anderson Jones PR stated that 93% of the B2B buying processes start with an online search. Despite the importance of a lead generating website, 65% of businesses say that generating traffic and leads is their biggest marketing challenge, according to VentureHarbour, which cited the Hubspot statistic.

Smart website lead generation strategies start with the end-user—the customer—in mind. One of the many advantages of developing website lead generation strategies, is that it will force you to look at your business from a different perspective. Many businesses know their business and industry inside and out. They also know all of the jargon. Yet, many often don’t take the time to look at their website through the eyes of their customers—who typically aren’t searching for branded solutions. Instead, they’re searching to solve their problems. Your website should speak specifically to those problems and how your business can solve them.

5 smart website lead generation strategies

Include a contact phone number. Be sure to include a contact phone number that’s easy to locate on your website. Depending on your sales process, leveraging your phone number as a call to action could be the perfect option. Add simple contact forms. Add simple contact forms that users can easily complete in little time and include them on more than just the website contact page. Landing pages for your specific products and services are also good locations for contact forms.

Provide clear calls-to-action. Provide clear calls-to-action on your most important website pages. If you don’t know what those pages are, start by reviewing your website analytics to see what pages people are visiting. It’s likely that most visitors are only visiting two or three pages on your website. You should have lead capture forms on those website pages.

Provide valuable information. Produce and post whitepapers, case studies, blogs, product or service information and webinars, which are valuable to businesses. They are excellent lead generation magnets. Your website should also answer frequently asked questions and entice visitors to want to know more. This can be facilitated by offering expanded information and education for download through a lead capture form.

Test and measure. If you’re not testing and measuring, you’re going to severely diminish your chances of increasing traffic and conversions. Test everything including your website design, landing pages, headlines, calls-to-action and subject lines. There are many online tools that can assist you in understanding your metrics on a deeper level including HotJar, Google Optimize and Google Analytics.

One of the most imperative areas to test and measure is your lead capture form. Critical components of lead capture forms include their positioning on the landing page, which should be above the fold, and the questions they ask. By just changing a single word or shifting the form’s location, you can increase conversion rates up to 300%, according to adpushup.

The days of just having an informational website are gone. You must have a website that’s a lead generation machine, along with a strong marketing strategy, to turn leads into qualified prospects. You can’t look at website lead generation as a one-time project. It’s an ongoing effort that requires testing, measuring and continuously optimizing content, design and traffic generation strategies to fill the sales funnel.

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