Lead generation is the process of attracting and converting prospective customers into someone who is interested in your company’s product or service. Generating leads can also be an indicator for whether your website is conveying the right message to potential clients. There’s a strategic process to lead generation that typically starts with a call to action (CTA), which leads prospects to a landing page that usually includes a form to collect contact information. If you want a better understanding of how to optimize your website for better lead generation, keep reading for more details. 

Figure Out Your Traffic

A good place to start with lead generation is by tracking your leads to determine where most of your traffic and outreach comes from, and areas where you might need some improvement. Some common places a company might be getting visitors include: 

• Email Marketing: Users who click to your website from one of your emails. 
• Social Media: Users who engage with one of your social media profiles.
• Live Chat: Users who reach out to your customer service through a live chat on your website.
• Blog Posts: Traffic might come from high-performing blog posts on your website. 

Once you determine where your leads are coming from, you’ll want to ensure the pages users are landing on stimulate their interest. Regularly posting new content or blog posts on your most visited website pages allows for customers to stay engaged and better persuaded to submit their contact information. 

Optimizing the Steps of Lead Generation

You want your visitors to be able to access what it is they’re interested in in order to capitalize on that interest. If we write a blog post about “How to Effectively Reach Your Target Audience on Facebook”, our related offer is going to be a free hour marketing strategy session that prospects can schedule. It’s important to analyze visitor’s conversion paths as well, from when they visit your site to when they become a lead. If your page is getting attention but not as much lead generation, you may need to optimize your conversion path. One way to do this is with an A/B split test. Create two versions of a landing page, this could include different CTAs, adding a form to your homepage, or asking different questions on forms, and then determine which one performs better. 

Designing Your CTAs

Your homepage design should catch a person’s attention, and your CTA should keep it. Not all consumers are ready to make a purchase when they first find your website, so offering a “subscribe to updates” CTA will continue to notify them of industry trends or product updates. You should then follow up with those who continue to subscribe and eventually turn them into qualified leads. 

Free trials and demos are another type of CTA that allows you to generate demand and a contact list of interested prospects. Once a consumer clicks on that CTA they can fill out a contact information form which you can then follow up with them on what you’re offering. 

Lead Nurturing

Leads don’t necessarily turn into customers, you have to put in the effort to make that happen. Lead nurturing includes the action you take to follow up with leads, such as emails that include content to help guide them down the marketing funnel. Companies that nurture leads can see an increase in sales, so don’t let them slip away. Optimizing your website for lead generation can help your business and grow and generate more potential clients, so be sure to take advantage of these tips to maximize your leads.