When I meet with a new website client for the first time, I like to ask questions that dig deeper to find out about their business and their customers or clients. I learn a lot about what they do, what’s working and what’s not working with their current website. The thing that I often find interesting is that the client doesn’t think about the dollar value that their website is supposed to generate.
What good is a website if it doesn’t empower you to get more leads, engage more fully with your audience, and generate more sales?
Here are a 5 important things that you should be doing on your website to get more leads.
1. Track your visitors
If you’re not using Google Analytics to track your website, you should be – and why not, it’s free! Google Analytics allows you to track the different aspects of your site. Where visitors came from, how long they were on your site, what pages they exit on and so on.
The first thing I like to do is look at the bounce rates on some of my pages. If they’re really high, you can make adjustments to those pages. Maybe one of those pages is a thank you page after they submit a contact form. This is a great opportunity for you to position yourself as an expert in your industry and include links to blog posts, offers, or any other information that might interest them.
You can also use Google Analytics to track which blog posts or pages are doing well — and what content is working to drive leads to your website.
What are people searching for to find these pages? Are they entering competitive keywords? Are they generating sales for you or just traffic? Remember, we aren’t going for a high score in visitors here.
I don’t know about you but I would rather have 5 visitors to my website who are leads than 5,000 who are just random visitors.
If you aren’t already using Google Analytics to track your website, then sign up and get started.
For more on what to look for in Google Analytics please check out my post Learn why your customers are leaving your ecommerce store with Google Analytics.
2. Create quality content on a regular basis
When you search Google for an answer to your question, what are you looking to find? I’m going to guess you were hoping to find an expert opinion or tutorial from someone who has done what you seek.
Most people are like you when it comes to searching online — they want an expert opinion. They want the knowledge to help them make a decision. As a result, you should be creating content that helps people by educating them about what you do and how you can solve their problems. By creating relevant and quality content you attract the right kinds of customers or clients to your website.
Let’s say you own a landscaping business, and you typically make money on landscaping, mowing, snow plowing and hardscaping. Your customers generally aren’t trying to do all of the above; rather they are looking to know when they should plant flowers, what type of soil to use, or how to take care of a patio. These are things that you already know as a landscaping professional. Why not give this information to your customers to help them become more informed?
When you provide your knowledge to help your customers, they will see you as the go-to person in that field. Guess who they are going to call when they need a new patio? That’s right — the patio expert who gave them a blog article on how to take care of a patio! This is also going to help retain customers if you continue to educate them with information for years to come.
3. Distraction-free landing pages
Landing pages let you narrow your focus and remove the clutter from your pages that could distract your visitor from taking the action you want them to take. It allows you greater control to direct them and help them find what they’re looking for much faster — and this, in turn can ripple out to affect your search engine rankings too.
Even if people have landed on your page and know exactly what they’re looking for — they want to take the quickest action possible to get results.
Here are some of the best practices to follow when creating a landing page:
Headlines with direction
Users want to be told where to go, what to do, and how to do it. That’s why the best performing landing pages have a clear, concise headline that immediately speaks to the reader’s wants, fears or needs.
Clear, concise language
The Encyclopedia Britannica was able to boost their conversion rates by an astonishing 103% just by adapting their copy to include everyday language which included bullet points that highlighted the best reasons to buy now.
Apple’s marketing team are masters at “less is more” when it comes to selling some of their most powerful benefits. How would you describe something as complex as Siri in just a few words?
Siri: Use your voice to send messages, set reminders, search for information and more. –Apple
Focus on the customer
People visiting your landing pages want to know that they’re important and valued. Using self-centered language like “I” and “we” gives the impression that you only care about yourself or your business/solutions rather than the customer.
4. Provide clear call-to-actions
The main purpose of a website is to sell. Whether you are selling yourself, a product or a service.
So in order to get people to do what you want on your website you must provide a clear call-to-action (CTAs). Here are some do’s and don’ts when using CTAs.
Avoid using multiple CTAs. For instance, don’t try getting a customer to sign up for your newsletter, download your eBook, like you on Facebook and share your post. Focus on what is most important to the visitor — and what would encourage them to become your customer.
Again, keep it simple. You want the user to do something and you don’t want to confuse them. If you are offering a free eBook, say “Free eBook.” If you are getting them to sign up for an offer, say “Join Today”.
5. Nurture your customers
So how do we go about turning these visitors into customers? You first generate a lead because the person came through on a helpful article that you wrote on your blog. They clicked on your clear call-to-action, which led them to a landing page. You gave them some more information once they hit the thank you page, and now you follow up with them in a timely manner.
So what do you do now? Nurture those visitors to turn them into customers! Continue to give them information based on that initial request. If you’re a landscape company, send them information to make sure they take care of their garden and lawn. Maybe they are researching prices for general lawn care; providing quality content is going to set you apart and might even give you an edge over the competition even if you charge a bit more for your services.
They want to think of you as the landscaping go-to person — the expert of lawn care. Don’t just try to sell to them. You simply want to nurture them along the way while they make their decision.
So here’s a recap:
- Give your audience quality content to read on a regular basis.
- Lead them with compelling calls-to-action.
- Use great landing pages to convert them.
- Follow-up and nurture your customers.
- Continue to use Google Analytics to track and optimize your pages.
If you need help with your website or have any questions, please let us know. We would love to hear from you!