A website is a critical business tool. Businesses all over the world use their website to achieve many of their objectives. One of the most common objectives is to generate leads. In most cases, the goal is to gather data from potential clients or customers for targeted marketing campaigns. The right collection of data allows the marketing team to effectively design and craft the right campaign for the target audience, improving the chances of success and expected results.
Although businesses today are aware of the importance of a website, many still don’t know the necessary components that a website should have in order to effectively collect the data from the leads. This article focus of the components a business website should have in order for you to be able to apply the lead generation process. The main goal of this article is for you to assess if your website is capable of generating leads or not.
Every business should first clearly define their target audience and have a clear understanding of their business landscape and plans. Failing to do so will greatly affect the way these elements are applied on the website, hindering the results of the lead generation process.
Defining the target audience, business landscape and plans are activities normally assign to the people with knowledge about marketing or sales. It is very important to understand that this activity should be done not only because of subject being presented in this article, but also as an overall good business planning and strategy practice. With a defined target audience and business landscape and plans, a lead generated website can be developed.
Five Components of a Lead Generating Website:
UPDATABILITY AND FRESH CONTENT.
One of the most important and basic components that every website should have is the ability to post and update content on a regular basis. Sites with fresh and updated content generate more visits and leads than sites with static and outdated content.
The ability for non-technical users to be able to easily update the content on their sites has become a key feature when building a website. Updates are usually done through a blog or through the creation of a landing page. Content Management System like WordPress, Drupal and Joomla or E-Commerce System like Business Catalyst, Shopify and Big Commerce allow for this. These systems offer an easy way for non-technical and non-web savvy people to keep their sites updated and relevant. In addition, WordPress, Drupal and Joomla also facilitates optimizing the content for search engine results through metadata and structure data. Check with your web designer or developer if you are unsure if your site has been build using one of these systems.
SHAREABILITY ON EMAIL AND SOCIAL MEDIA.
Another way business generate quality visits on their site is by making content sharable through email and popular social media sites. Having this component on your latest post or fresh published landing page has become very powerful with the growth of social media. Figure 1. shows an example of sharable content on social media sites.
CALLS TO ACTION (CTAS).
Remember that our main objective here is to be able to generate leads. We will increase the number of leads if we include clear calls to actions. A call to action can be something as simple as to include your phone number or as elaborated as to have a pop-up window for visitors to interact with the content of a page. The pop-up window can invite the visitor to engage with the website, even invite them to provide their contact information, generating leads.
Calls to action can be linked to some type of web form in which you will collect relevant information about your visitor. Most simple and small websites have the calls to action link to the web form included on their contact page. It is better to be more specific and create more elaborated web forms for each landing page or post being published. It allows you to collect better data from visitors and helps you monitor and measure the performance of landing page or post.
The final essential piece of this puzzle is to be able to measure and evaluate the performance of these tools. The most popular tools used to measure the performance of the lead generation process is Google Analytics. This tools allows you to see the number of visits you are getting to your site, as well as provide data related to the number of visits that were converted into a lead.
Measuring and evaluating the performance of your efforts will allow you to take action and improve your online marketing efforts in order to generate more quality leads. The indicators that will provide the most useful information can be found in the Behavior Section of your Google Analytics’ dashboard.
Finally, businesses should consider the website’s ability to respond and adapt to the different screen sizes your target audience is using. With the increased use of mobile devices like smart phones, tablets and wearables, it has become extremely important for websites to respond and adapt to the screen of these devices.
If you are interested in learning more about lead generation, please visit our service page or upcoming event pages in order to learn more about inbound marketing. You can also schedule a meeting with our Inbound Marketing Expert to learn more how we can help you generated more leads and grow your business.