Websites are supposed to do something, not just look pretty. Leads should be generated by your website. If it isn’t, one of the following four reasons could be to blame.
1. Your website provides no value to prospects
How do you generate leads if you have nothing of value to offer your prospects?
Your website should be chock-full of helpful (rather than salesy) content, resources, and offers that visitors can’t wait to get their hands on. Consider e-books, white papers, guides, slide decks, demos, consultations, and other materials.
You want to have a wide range of content that will appeal to visitors at various stages of the sales process. A “Getting Started” guide, for example, is appropriate for someone who is still exploring all of their options, whereas a free demo or consultation is appropriate for someone who is ready to make a purchasing decision soon.
2. Your website does not make use of conversion pages (aka Landing Pages)
A conversion page (also known as a landing page) is a page on your website that allows you to collect information from visitors via a form.
“My website has a form!” you exclaim. “Just take a look at my ‘Contact Us’ page!”
Okay, you get half credit, but you can do better. You’re missing out if your only method of generating leads from your website is your “Contact Us” page. The Contact page is simply too general. It’s a catch-all for job inquiries, price quotes, website malfunctions, and vendor solicitations.
Remember those offers we mentioned in #1? Your visitors should be required to go through a conversion page where they enter their contact information in order to access each of those offers. When they do this, they are automatically directed to the offer they were looking for.
3. Your website lacks calls to action
How will your website visitors know how to get to your fantastic offers? This is where calls to action come in.
A call to action on your website is text, a button, or a banner that asks visitors to do something. Download a guide, request a quote, watch a demo, whatever you want. It motivates them to take action. Do you get it? Yes, I thought so.
Too often, website visitors scan a page quickly and then leave your site. Strategically placing calls to action throughout your website encourages visitors to take the next desired step, resulting in a lead for your business.
Your website lacks a blog
You can’t generate leads with your website if there isn’t any traffic to it.
A blog is the single most effective way to drive traffic — and potential leads — to your website, and every business should have one.
Blogs are excellent at ranking in search engines for long-tail keywords, which means you’re more likely to be found by searchers who are looking for exactly what you have to offer.
Blogs that are frequently updated also provide you with new content to promote through other channels, such as email and social media, which can drive even more traffic to your site. Let’s see your stale, never-changing website do THAT!
Finally, your blog can serve as a central location for your offers and calls to action, resulting in a lead-generation machine. It’s something like this…
Now we’re all together.
You create a blog post about a hot topic in your industry. It concludes with a call to action, instructing readers to download your free guide [the offer] to learn more. They simply fill out a form on your conversion page to obtain that guide. You get a lead, and they get useful information. Everyone is content.
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