How to create a lead-generating website

How to create a lead-generating website 

A website isn't just there to look pretty. It’s there to make your business look good, yes, but it has a far more important job – lead generation. But not all websites are capable of doing this. Lead generation websites are created. 

What is a lead generation website?

Traditional websites are very good at functioning as digital brochures for your company, but a lead generation site offers many ways for visitors to learn about your products and services. When those visitors travel through their individual buyer journeys, the website works hard to convert them into qualified leads. 

But before you can achieve this functionality, you need to have a solid website in the first place. 

Unfortunately, no one will convert on your site if it looks outdated or isn't functional. 

How to ensure your website generates leads

Add forms to pages that get high traffic: It’s important to ensure you are sending people to pages that have high traffic. The only way to know this is by looking at your analytics. 

Some common places are:

• Visitors who are coming to your website from emails.
• Visitors who are sent to your website through one of your social media profiles.
• Visitors who reach out to your customer service team through a live chat window.
• Visitors who are coming from your highest-performing blog posts.

Measure the performance of each lead generator: The minute you know where you’re potential leads are coming from, you need to make sure each lead generator is doing a good job of nurturing people. If you know that a lot of traffic is coming from Facebook, it would be a good idea to update that page. You can use Website Grader to test how each of your existing lead generators is contributing to your business. 

Get a digital agency to run internal reports and evaluate each landing page, call to action (CTA) and other important pages to determine which ones are performing well and create more like them. 

Optimise each step of the lead generation process: Optimal lead generation starts with a visitor landing on your website, learning about your brand and hopefully ends with them filling in a form and becoming a lead. But sometimes, it doesn’t end that way. Why? 

One possible explanation is that a visitor searched for lawn care tips and found one of your blogs titled: A full-proof way to care for your lawn, but the offer you give at the end is completely irrelevant such as How to plant Persian lilacs. This will result in them leaving the blog and not filling in the form.  

According to a survey done by HubSpot, companies with at least more than 30 landing pages on their website generated 7 times more leads than companies with only 1 to 5 landing pages. It makes sense. Give people more roads, and they’ll use them. But quantity isn’t as important as quality. Create your landing pages, but also ensure they are doing their job.