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lead generation best practicesWhat is the goal of your website? Do you want it to just look good or do you want to convert leads? Or both?

When it comes to lead generation best practices, you have to keep your users in mind. You want to give your audience a user-friendly experience, but you also want them to be able to find your website in search engines like Google, Yahoo, or Bing. You really need to be a master at creating a “good looking” website and an effective, SEO friendly website to keep your site visitors delighted and engaged.

Is there a clear recipe for lead generating website success? The short answer is no. But, don’t lose hope! There are many levers you can pull to get your site generating leads, but sometimes there isn’t just one simple answer. That is why we compiled this list of 4 steps you can take to improve your website and start generating more leads. 

The Steps to Lead Generation Success

Not only is every website different, but every potential lead that visits your website has a different user experience. Although it’s impossible to please every person who visits your website, there are best practices to follow for improving your lead generation.

By following these four steps, your website can begin to attract more visitors, convert them into leads, and turn leads into customers by closing more deals. Here’s how you can improve your website’s lead generation.

Step 1: Get Found Online

If your potential customers are unable to find your business online, your chances of converting them into leads are slim. Fortunately, there are things you can do to help your customers find you.

Start by thinking like your ideal customer. What search terms will they be searching for in Google? Are they more likely to use a desktop or mobile phone to search? Using this information, you can begin optimizing your website.Getting found online starts with optimizing on-page search engine optimization and building inbound links. You can learn more about how to get found online including specific actions you can take right now to improve lead generation by downloading a copy of our eBook: 25 Website Must Haves.

Step 2: Have a User Friendly Design

Once people are able to find you online, you’ll want to keep them on your website as long as possible. The design and usability of your website will help you do this.

Can your customers easily find the information that they’re looking for? According to a recent survey from HubSpot, 76% of website users said the most important element of a website is the ease of finding information.

How to Improve website usability:

  • Include a navigation bar in your top menu bar and in your footer. 
  • Keep the look and feel of your website consistent throughout. Your homepage should not look drastically different from your contact page. This consistency builds trust with your customers and helps establish your brand identity.
  • Add relevant internal links to help your users to find what they are looking for quickly.
  • Make sure that the background color and text color aren’t clashing. You don’t want your users to exit your site because they can’t read what’s on the page.
  • Be responsive. Make sure that your website is optimized for desktop, tablet, and mobile. Don’t let sections in text or images be placed in the wrong place because you forgot to make your site responsive!

Step 3: Create Quality Content

Your customers are looking for content. They have questions about your product or service, and content provides them with answers.

Quality content is unique, educational, and written for your target audience in a language they can understand. Blogging is a fantastic way to add lots of quality content to your website. Make sure your blogs contain keywords that your customers would be searching for. Not only will this help your content be found by your customers more easily, but it helps Google and other search engines rank your website in their search results.

Do you have writer’s block? Are you having difficulty finding out what pieces of content that your ideal customers would actually want to read? Here is a pro tip. If you Google a basic question to one of your key service offerings, Google will give you more suggestions. You can use these suggestions for to craft pieces of future content. From the example below, we could create content titled "marketing tips for small business" or "marketing tips for social media."

marketing tips

Step 4: Convert Visitors into Leads

Your web pages should have a clear call-to-action (CTA). A CTA drives your visitors to take a desired action on your website. Here is an example of a CTA:

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A CTA can be in the form of hyperlinked text, a button, or an image. Whichever option you choose, it should be obvious that your CTAs are clickable. The CTA should match the content of your web page. For example, if one page on your website is devoted to talking about a software product your business offers, a good image CTA could say something like “Are you ready to transform your business? Schedule a Demo with ______”.

By adding relevant CTAs to your website, you will be able to collect valuable information about that person in exchange for a content offer, product demo, consultation, etc. This will keep your website audience moving to down the marketing funnel towards your end goal: a sale.

You Have a Better Understanding of Lead Generation Best Practices, but Now What?

It’s not enough just to learn about lead generation best practices, you have to commit to taking action! In our eBook, we go much more in depth on lead generation best practices. 

By downloading our eBook, you will find out:

  • How you can get found online with SEO
  • Essential design and usability tips to keep your users staying on your site
  • Tips for creating content that attracts

Get the : 25 Website Must Haves: How to Drive Traffic, Leads, & Sales eBook to get started generating more leads on your site!

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*This blog was originally published on May 16, 2018, and updated on September 30, 2020 for accuracy.