Your website is your internet headquarters; it’s where your current and potential customers go to do business with you. For it to make a difference in today’s crowded online market, you have to make sure it’s optimised to drive the most leads your way.
Maybe you are working on your SEO and you are starting to see results. Your website traffic is growing at a noticeable rate every month. Congratulations! But it doesn’t end here. You have to retain these visitors and entice them to engage with you until they become customers.
Part of doing that is publishing awesome content regularly. But there is one crucial element at play as well. If the user experience is lackluster, or not optimised to generate leads, chances are the people you worked hard to bring to your platform will simply bounce back and leave.
In this article, we’ll take a look at tactics you can use to generate more leads from your website in 2019.
A Quick Refresher on UX and Lead Generation
User experience, or UX for short, is about all the various interactions that potential and existing customers have with a business. It encompasses many things from visual layout to ease of navigation, page loading speeds, personalisation, customer service, and more. Just for the record, UI (user interface) is more about the graphical side of things.
Lead generation is the process that warms up prospects (the leads) to your offers through several steps. For example, a website visitor fills a form to receive a free report, after which you send him emails with relevant content that get him more and more interested in your products or services. The sequence can change from one business to another, but the overall goal remains the same: triggering the transition from prospect to customer.
And as you can guess, user experience can be optimised to facilitate lead generation. Let’s see exactly how.
#1 Put Forms in Your Website
Forms help you generate more leads from your website by getting their contact information – usually email addresses – in exchange for some incentive.
You can put them at the end of a website page, a blog post, on a sidebar, or simply have them pop up. As for incentives, they could be anything from a PDF to a free webinar, a free trial or a demo version of some software. Basically, anything your prospect will find valuable.
When it comes to forms, the rule of thumb is to ask only for necessary information, like the name and the email address. The longer a form is, the less likely visitors are to fill it.
You can even go further with your forms and qualify leads by having them answer a couple of questions. That way, you can send them content that’s relevant to them and take them down different funnels.
While you may already have a form in your homepage, chances are you are not using enough them. Provided they are not too invasive or persistent, they will bring you more leads when applied to your most visited pages. Just make sure visitors can turn them down or ignore them.
#2 Gain Trust by Adding a Human Touch
Converting a website visitor into a lead gaining their trust is not a new concept. A good way to do that is to build a human connection by showing the people involved in your business, whether it’s your own team, your customers, or both.
For instance, when you put testimonials on your landing pages, try getting pictures of your customers as well as their names and occupations. This reinforces the impression that your business is the real deal.
Likewise, it’s not a bad idea to show the faces of your staff where it’s appropriate, like in the homepage or the About page. It humanises your company and makes your website more memorable.
Following the same logic, the next step involves putting video content on your website, where you speak directly to your target audience. A well-thought message told by a charming person will go a long way to make a strong impression on potential customers.
Simple changes to your website like these will impact visitors much more than having a bland web page with text and stock images. You getting prospects to warm up to you by showing them that they are not dealing with a corporation, but people like them.
#3 Add a Live Chat Window to Your Website
Live chat is a trend that’s becoming more and more popular, due to how effective it can be for generating new leads. Customers who don’t have their questions answered while shopping may abandon their purchase. Being able to chat on the go helps them relieve their doubts and reservations and feel more confident in their purchase.
Live chat is also a great way to get visitors to start a conversation, especially those who don’t want to make a phone call or think an email from them will go unnoticed. When a live chat window is displayed on a website, visitors expect to have their questions and needs addressed quickly, and if you can deliver that, you will greatly improve your odds of turning them into warm leads and, in fine, customers.
Not only that; live chat also lets you cut down the cost of customer support, in addition to gaining more insight about how your customers think and what they need.
The optimal use of live chat is to have a chatbot answer frequent questions the moment they are asked, and integrate your customer service within your live chat solution, to let your team take over whenever the conversation requires it. In both cases, fast response and friendly communication are necessary for great user experience.
#4 Have Some Whitespace Around
Also called negative space, whitespace denotes the areas on your website that are empty, usually of a white colour. Whitespace is found typically between sections or on the sides of a web page.
Web copy is great, pictures are fun too, but whitespace can be as important as them. It lets the eyes rest for a bit before it tackles the next section. In fact, website pages that are too busy and cluttered will only drive visitors away.
Whitespace also directs the visitor where you want them to look, and can even convey the sense of luxury of a brand. How your website looks and feels plays a large role in whether visitors want to stick around to learn about your offers.
All of that makes for pleasant user experience, and more time spent on your website, which increases the odds of converting the visitor into a lead. So make sure to leave some whitespace around to generate more leads from your website.
#5 Create Compelling Calls to Action
Your homepage, blog posts, freebies, emails, all of these should have a clear call to action.
The truth is that once a visitor reaches the end of a page, and you don’t make it clear what the next step is, she will probably just close the tab and move on to other things, possibly forgetting about your website. You don’t want that to happen!
An addition as simple as a call to action can make a big difference in how many potential clients you can reach. So choose the wording of your CTA carefully. Use powerful words that like compel action like get, join, free, now, and so on. When inserting a button, pick a colour that contrasts with the background to make sure the visitor won’t miss it.
By the same token, sprinkling more power words across your website will help convert more visitors into leads.
Test, Measure, and Optimise
You never know how good your UX strategy is until you put it in action and observe the results. You may get good conversion rates, but can you tweak your UX to increase them even more?
To maximise the number of leads generated, be sure to do plenty of A/B tests with different words, layouts, etc., in order to see what resonates the most, and capitalise on it. If you don’t have clear metrics, you will find yourself scratching your head over what to change and what to keep. It also helps to focus your efforts on the pages that bring the most traffic.
To generate more leads from your website, you have to take in consideration how compelling your user experience is.
It should also be mentioned that the first thing to do when formulating an action plan for lead generation, is to define your leads. Do you have a clear buyer persona laid out? How do you qualify leads and what is the action you want them to take?
Once you have figured that out, the right process will become clear. Make the necessary changes to your website and track the performance. Your lead generation process will go through multiple iterations before you nail it.
Lastly, keep in mind that your job doesn’t end after generating leads! You have to keep in touch with them by sending emails and sharing content regularly.
If you are looking for a plan to generate more leads with your website, get in touch with our team at Digita Comms today.