More and more businesses are being forced to use digital platforms. More than 85,000 businesses have launched online e-commerce websites since the global pandemic lockdown. This means that most companies will have created their own website by now.

Even if you have all your digital marketing channels set-up correctly. You’re promoting your business online and you can see traffic coming through to your site. Are you sure you’re generating the maximum amount of leads from your website? So whether you’ve had your website for a long time, or have recently refreshed / built a new website from scratch, we’re going to tell you how you can use this platform to generate more leads. 

First of all…

Instead of focusing on generating traffic into conversions, try and look at the full user journey. You can direct as many people to your website as you like. But if your website is the problem, you’re not going to see an increase in leads. The website traffic needs to focus on quality and not quantity. 

Here are five things you can do to try and generate more leads.

#1 Rank on Google

Your Google ranking is a key indicator on the success of your website and how well it is performing online. Google’s search engine tends to rank its websites on relevancy to the user’s search terms. However, it also takes other factors into consideration, including the speed of the site, inbound links and how recently it was updated. Check out why blogging is so important for your website’s success here. Another consideration includes how well your website performs on a mobile phone. If the mobile version of your website performs well, it can have a positive impact on usability. 

Be sure to check your bounce rates, as well as running a site speed test. This will tell you if and where you can speed your pages up. Take a look at the content on your website. Do you have the correct keywords? And are they in the right places? Here at onefoursix, we offer a free website health check to help you discover where your site is lacking.

#2 Landing Pages

Are you launching Pay Per Click ads? If you are, do you have a specific landing page for them? Sending your PPC traffic to your homepage may be where you’re going wrong.

If a user has searched for a specific product or service you offer, they want to be redirected to a page just for that. By leading them to your homepage, you’re relying on them to navigate through your website to find exactly what they’re looking for. This is what will cause a huge bounce rate, and is also a huge waste of money for your business.

Be sure to send your user to a relevant landing page that features exactly what the PPC ad promoted. This will increase the likelihood that the user will follow through and potentially buy your product or service. Ensure your enquiry forms are optimised for conversions. Make sure they are short and simply to follow. Remember to always ask for their contact details so you can follow-up on it. But avoid making the process over-complicated, else the user will give up.

We recommend providing 4-5 fields in a form, and only asking for the most relevant information. Ensuring your enquiry forms are gathering the right information will improve the efficiency of the post-conversion sales process.

#3 Build Trust

Building a trusting relationship with your website visitors is crucial. You want to do this before you’ve even generated a lead through them. Reviews and case studies of any previous work is a great way this can be done. Displaying these on your website will encourage a user to convert through your site. People want to know exactly what they’re going to get and/or who they will be working with. The key to this is providing each user with great customer service.

Another great way to build trust is through the content you have on your website. Show every visitor that you’re an expert in your field. Educate users as they navigate through your site. By doing this, you are subconsciously selling yourself at the same time.  Building this trust with each user also creates brand authority. This will establish your business as an industry leader, also helping to give you the edge over your competitors.

#4 Nurturing Colder Leads

Many people will do their research before buying a product or service. They could include looking at prices, the best examples of your work or the fastest delivery time. You don’t want to forget about these users once they have left your website. The best way to target them it through re-marketing campaigns. This will consistently remind them of your services/products. 

You always want to aim to bring these type of users back to your website. You could do this by running social media ads, display ads or a PPC campaign. As they have already showed an interest in you, all you need to do is present to them a further reason to buy, possibly with an irresistible offer.

#5 User Experience

The user experience of your website refers to its usability. Is it built for easy interaction? By installing a user experience software, you can generate heat maps to understand the experience and journey of each user on your website. It will show you what information is being missed, where users tend to click and what information they find most interesting. This will allow you to eliminate any frustrations. For example, you will easily discover if a button doesn’t lead to anywhere.

You can also do this through Google Analytics. Google Analytics will measure the bounce rate, exit rate and top performing pages of your website.

Are you ready to generate more leads?

Implement these five things and you will start to see more leads being generated through your website.

If you have any questions about your marketing, get in touch and we will help get your business noticed.