6 Qualities of a Lead Generating Website

6 Qualities of a Lead Generating Website

Your website isn’t just a group of dominant pages that contain a bunch of content, it is a valuable business tool that converts. It converts visitors into clients or customers i.e. if the right system is put in place.

There are a lot of ways to drive traffic/visitors to your website, but is it a lead-generating website? It is one thing to have a lot of traffic, and it is another to see if they are really converting to customers or clients. Of course, you will have to make up for the money you put into paid promotions and campaigns. 

Take a look at your site as it is right now. Is there a compelling call to action for visitors? Is it successfully collecting data from potential clients? Does it convey the image of a reliable and respectable company? You could be missing out on an array of conversion-boosting changes on your website.

In this article, we are going to be looking at 6 qualities of a lead-generating website to get you right on track. 

What Do You Know About Lead Generation?

Before we dive into those qualities, let us clear the air about what lead generation really is. Let’s break down the terminology. 

Someone who has shown some kind of interest in what your company has to offer is considered a lead. Everyone who has provided you with their contact details—for a webinar, a free guide, your newsletter, etc.—can be considered a lead. They have entered your sales funnel as a result of their engagement with your company’s website. With that, they have given you their consent to be contacted either by email or phone, whichever one is provided.

Now, what exactly is lead generation? Often called lead gen, lead generation is in a basic sense the process of acquiring people who are interested in your business. Any plan that persuades an individual to let you get in touch with them or to sell to them again is a lead generation approach.

For example, let’s assume that you are a digital marketer working in a company that focuses on aluminum blocks. A good strategy for lead capture could be, offering a free downloadable PDF that focuses on construction materials and the usefulness of aluminum. Because those interested in the guide have to submit their contact information, this content serves as a lead magnet. In other words, it is a way to help people, and at the same time, gather more people into your sales funnel.

Having said that, now let’s talk about the six lead generation qualities you can apply to fill your funnel with prospective customers.

1. User-Friendly, Action-Oriented Design

The majority of websites have some intended call to action that the site developers want the visitor to take. The more you ensure your site is friendly to visitors, well-spaced, and easy to navigate the higher the probability of attracting leads. The texts must be readable, the colors must meet certain criteria, the call to action must be made properly, and even spaces matter.

The concept of layout comprises one of the main elements of web design. You would like to guarantee that visitor attention is attracted to the parts of your pages that produce leads. A survey by Nielsen Group conducted in 2006 discovered that users preferred scanning the web content in an F-shaped pattern Many designers have identified that positioning the calls to action within an F-shaped pattern will increase the conversion rate.

2. Make landing pages clear and easy to take action on

Landing page is a single web page whose primary, and, as often as not, sole function is to convert visitors to leads. Although there are numerous landing pages out there, they all share the same aim: to generate more leads.

Such pages usually contain lead forms where visitors are required to provide their contact information in exchange for a small gift, commonly called an offer.

Yet, creating a landing page does not have to be complicated, and one can easily set one up. Many strategists fail at the beginning by not being clear about their “why,” “who,” and “what” before plunging into design.

  • What is the purpose of developing this landing page?  
  • Who do you wish to target on your landing page?  
  • What calls to action would you like your visitors to take in order to assist you in realizing your goal?  

The answers to these questions will guide the type of content you will deliver as part of your lead magnet and what important features should be incorporated into your page.

When using your website to gather email addresses, you’d ideally like visitors to fill out your form the moment they arrive at the page. In such a case, you may be likely to ask him or her to subscribe to your newsletter, attend a webinar, or avail of a free trial of the product or service.

3. Have an Investment in Search Engine Optimization

Lead generation is not strictly fixed to outbound sales techniques. 

It is also important to know that there are accurate inbound approaches that can be used in generating leads too. 

Such an approach includes Search Engine Optimization commonly known by the abbreviation SEO, this is an inbound and long-term marketing strategy that aims to facilitate the enhancement of your website’s ranking over particular search engines. 

In efforts to optimize your lead generation process, you should use your target market of interest and then review the content that you have and guarantee it is indexed for search engines.

4. Create Pop-ups

While there is a lot of debate and disagreement over the use of pop-ups, the technique can be quite useful if done right. However, for them to be effective, they must offer as much value as possible and do so at the right time. It is also important to use nontechnical, motivating, and conscious language to the audience.

Be certain to offer a strong motivation, use clear action triggers, limit the number of form fields, and use the right time to show the form on the website. For example, you could create a ‘Subscribe to our newsletter and receive a free ebook on [topic]’ box, a ‘Hurry up; the discount is ending soon’ pop-up when a user is leaving the site, or a ‘Subscribe to our newsletter for more unique offers’ notice, which appears after several seconds of inactivity.

Also, the specific type of pop-up that you use—a banner, modal overlay, or welcome mat—and the positioning of the pop-up on the page can substantially impact the lead generation. And so the deciding factor is that one has to be inventive in effectively implementing a pop-up in such a manner as would be advantageous to the user.

5. Competitive Research Work

Competitive analysis is one of the most important steps when creating a lead-generation site. This entails analyzing the strategies of competing websites to determine their features and, more importantly, how leads are captured.

By participating in competitive research, you can create more interesting materials for the reader than your rivals, achieve higher positions on the mailers, and increase conversion rates.

However, when carrying out this kind of research, it’s important to consider on-page and off-page factors such as content, page titles, meta tags, keyword usage, mobile friendly, links, social media, advertising and others.

When evaluating these factors, you will get to know your competitors’ online performance and what you can do to achieve desirable results in lead generation.

Competitive research should also look into how the competitors’ customers experience the different sites. This may include such things as which elements are most interesting or helpful to visitors and the look and feel of the site.

It is also advisable to track the performance of your competitors also on a regular basis because this way you will be able to detect easily any changes, your competitors make in their strategies.

6. A Working Business Blog that has Compelling CTAs

Do you have a blog section on your website? Is it consistently updated? In case the answer is no, the company could be leaving cash on the table. A business blog provides the company with the unique opportunity to attract a high volume of targeted traffic and leads. Every blog post marketing opportunity is an opportunity to grow your business. Because the traffic refers to specific pages, the chance of changing visitors into customers is quite high.

Blogging may actually be highly beneficial when it comes to your business. However, for your content marketing to really pay off, your content has to offer actual value and every content has to contain a powerful CTA, at least one CTA that leads to an enticing landing page and an offer.

Conclusion

Understanding the 6 qualities of lead generation will enable you to identify what is vital to address as you design your plan. Strategy formation is critical to the success of any business and gives your business a structure within which it can function.

Reach out to us now for any marketing-related assistance.

Picture of Olaoluwa Malachi

Olaoluwa Malachi

Picture of Olaoluwa Malachi

Olaoluwa Malachi

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