19 May Seven tips to generate more leads from your website
When we’re meeting with new clients, one of the questions we get asked most often is, ‘how can we generate more leads from our website?’ Your website should be your most powerful sales tool, but many businesses find that theirs generate very few leads – so what’s going wrong? In this blog we reveal our top tips for improving your website performance and getting more enquiries.
1. Make sure your website looks great
In today’s digital world, your website is your company’s shop front. Research shows it takes less than two-tenths of a second for a visitor to form an idea of your brand from your website1, so making a good first impression is vital. Your site should convey your company values and demonstrate that you can deliver the service you’re offering to a high standard. The content is an important part of this, but first you need to hook visitors with an appealing design. If your website doesn’t look great, people will think your service/products aren’t great either.
2. Your website should be easy to navigate
There’s nothing more frustrating than going on a website and not being able to find the information you need. The truth is, if people come to your site and can’t find what they want quickly enough, they’ll give up and go elsewhere – that’s a potential lost sale. It’s important when devising the structure of your site to put yourself in the shoes of a visitor and think about where you would look for things.
3. Include the information your customers are looking for
As well as thinking about where visitors will look for things on your site, you also want to think about what they’re looking for. Have you provided enough information about your services/products? Have you included case studies and testimonials from customers? Research shows 98% of UK consumers view reviews an essential resource when making purchase decisions2, so this could be the difference between someone choosing your product/service over another company’s.
4. Use clear and relevant call-to-action buttons
You’d be amazed how many websites do not make the best use of calls-to-action. Using relevant CTAs on your website can make a huge difference to retaining traffic and improving your SEO performance. For example, at the end of a blog, you should provide internal links for what you want the reader to do next. This could be visiting a relevant service page, reading your other blogs, following you on social media, or getting in touch. Whatever it is, you want to keep people on your website and consuming your content for as long as possible, as this is more likely to lead to them contacting you.
5. Make your contact details easy to find
This one might seem obvious, but on some websites it can be incredibly difficult to find a phone number or email address. If you make it difficult for people, they won’t take the time to hunt for it, so make sure it is really clear. Including a phone number in the header or footer of your site is always a good bet, as this ensures it appears on every page. We also recommend having a dedicated ‘Contact’ page in your navigation, which includes your location (if you’re offering a service where it’s relevant), phone number and a contact form or email address, so people can choose their preferred method.
6. Generate regular SEO-friendly content
A major hurdle in getting leads via your website is ensuring you are being found on Google. One of the best ways to do this organically (without paying for advertising) is by having a blog where you publish regular new content based on, and optimised for, the keywords your audience is likely to be searching for. By doing this, not only are you demonstrating your expertise and knowledge in your industry, you’re creating more potential landing pages, thereby producing more opportunities for your audience to find you via search engines.
7. Offer content in return for information
Do you have a particularly useful piece of content or guide your audience would be interested in? You could offer this as a free download on your website in exchange for some basic information – such as a name, location and e-mail address. Note, many people will be hesitant to give out too much detail or certain types of information (like a phone number), but many won’t think twice about providing an email address. This is a great way to collect leads and can help you build a database of potential customers you can use for other marketing purposes, for example, when sending out e-newsletters.
Find out how we can help you improve your website here.