A good website serves many different roles for a company. That includes acting as the brand’s digital face, building credibility in the market, informing audiences about the company’s valuable offerings, and being a platform to interact with existing clients. Yet another vital purpose that a good website should serve is to be a good lead generation instrument. That’s why it’s important that you oversee and test its lead generation capacity regularly.
However, before you determine whether your website needs improvements or not, you need to have a realistically set goal for the volume of leads that your site should be generating. Depending on the type of business and the kind of products they sell, a good average of lead volume could be anywhere from 5 to 50 leads per day, week or month. If your website is not able to generate the leads that you require and generates dead leads instead, take the following actions to prevent it from gathering profitless duds!
In order to promote better lead generation, the CTA or Call-to-Action is the first thing to ensure your website has. If your website doesn’t have enough CTAs, it means that you are missing opportunities to lead potential customers to the place where it really matters to you. It may also be that you have CTAs around, but they are not clearly visible. A CTA should be at the top of your website, and it’s in your best interest to place them regularly throughout all the web pages. If your call-to-action is present only on the contact page of your B2B site, then you definitely need more CTAs.
The CTA Must Be Convincing
The message in a CTA is as important as its visibility. When you are evaluating your CTAs, ask yourself: “Are they compelling enough to make a user complete the desired action? Are they offering your client something that they want?”
A CTA should be action-based, so instead of telling the client something like “Please talk to us” or “Learn how we can help you,” say “Get your custom quote today” or “Download our free guide.”
Shorten Those Lengthy Website Forms
Review your forms and examine what kind of information they currently collect, and what type of information it’s truly necessary to collect. In most cases, name, email and sometimes phone numbers are the most essential data to be collected. Remove all fields from the forms that do not qualify the lead – or that can be collected later in the sales cycle.
Additionally, if you are getting leads that do not qualify for your sales, then you should include a qualifying field that asks the right questions from your potential clients – for example, the minimum size of the company. Just remember to stay away from forms that are too lengthy or that require info that your customers may not have right at hand unless it’s absolutely essential.
Implement Anti-Spam Tools on the Website
Your website may be getting spam submissions. If you have witnessed a spike in such entries you can employ anti-spam tools on the form page. These can block computer-generated spam and only allow real qualified leads. CAPTCHA is one of the best tools for achieving that. The Completely Automated Public Turing Test to Tell Computers and Humans Apart, better known as CAPTCHA, will do exactly what its name suggests. While CAPTCHA may not be perfect, it’s still a pretty useful tool.
Tactics to Divert Non-Viable Leads
Non-sale leads sometimes need to be diverted. This means that lots of non-potential clients need to be prevented from filling out the forms. For example, forms which were designed to collect potential clients for sales might be getting filled out by potential job applicants! For cases like these, it would be wise to create a separate CTA and form for additional non-sales leads that get mixed up in your collection. This way you will be able to smoothly filter out job applications – or any other non-sales content.
Just as you would be employing methods to prevent bogus data collection in your real-world shop by teaching evaluation tactics to your employees who fill out the form for walk-ins, the same procedure is valid in your online store. Whether you are a brick and mortar or click and order business, or if you are both, knowing how to reduce the generation of dud leads and streamlining your lead to sales with the above tips is a great step towards optimizing your website as an efficient lead generation tool.
Is your website generating enough sales?