Every business needs to focus on creating a lead generation website.
If your website isn’t generating leads, your company is missing out on opportunities to connect with its target audience to make more sales.
A lead is when an interested shopper performs an action on your websites such as subscribing to your blog or email list.
Once someone has shown interest in your organisation and actively gives some personal details, your sales team can reach out or send promotional offers to incentivise them to purchase.
In this article, we will discuss the ins and outs of capturing website leads and how to build a successful lead generation website for your business.
How website owners can generate more leads on their website:
1. Create an attractive, unmatched user experience
2. Effectively utilise call-to-actions
3. Personalise our CTAs
4. Optimise your blog strategy
5. Make your website easy to navigate and access
6. Accelerate your site’s speed
7. Include a contact number/page
8. Add ‘painless’ contact forms on key pages
9. Add forms to the pages with the most traffic
10. Add photos and testimonials for social proof
11. Use videos to capture attention
12. Use trust seals to establish credibility
13. Use power words when describing your products/services
14. Avoid cookie-cutter site templates
15. Begin with the end-goal first
16. Use whitespace to your advantage
17. Measure and optimise each step of the lead generation process
18. Offer e-books to download on blog posts
1 – Create an attractive, unmatched user experience
When it comes to lead capture websites, an attractive site and a satisfying user experience (UX) will make or break your website’s ultimate success.
The UX needs to promote ease of use and encourage customers to interact with your website so that they become more engaged.
An attractive website with an engaging user experience is one of the most critical aspects of a lead generation website. The longer you can keep prospects on the page, the more likely it is that you’ll capture them as a lead.
2 – Effectively utilise call-to-actions
Call-to-actions (CTAs) are the most effective way to encourage users to act. CTAs are buttons or banners that you incorporate throughout your website with labels such as “Subscribe Now” or “Call Now” to encourage users to perform the desired action.
CTAs should appear throughout your lead generation website to capture the most leads.
Adobe’s home page with call to actions Try for free and Buy now button.
When it comes to creating your CTAs, you want them to grab buyers’ attention. Instead of the typical “buy now” button, use action-driven wordage to increase the likelihood of lead capture such as “Try Before You Buy” or “Reserve Your Seat Now.”
The colour choice for your button needs to stand apart from the rest of your site to grab attention.
For instance, if your website is an all-white, elegant site, your CTA should be a contrasting colour to catch the wandering eye.
3 – Personalise your CTAs
According to a study performed by HubSpot, personalised CTAs were said to perform 202% times better than default versions. One way to visualise personalizing CTAs is by separating them by “Visitor CTA” and “Lead CTA.”
A visitor CTA is meant to be more generalised to appeal to general users who land on your website and are encouraged to “Download a Report” to learn more about your business and what it offers.
A lead CTA is meant to capture customers who want to “Schedule a Consultation,” so you can integrate them into your sales funnel.
Jo Jingles’ booking page with Book a Class call to action.
4 – Optimise your blog strategy
Blogs are one of the most effective methods to attract visitors to your website. When establishing a blog presence, make sure every topic has something to do with your industry to present yourself as a thought leader.
For instance, if you’re a tech startup, your blog posts should focus on topics such as “New innovations you must try” or “top 5 software that will streamline your company flow.”
The more you update your blog, the more search engines such as Google will begin to rank your website higher in search engines.
The higher your website appears on the search result page, the more visitors you will receive on your site, resulting in more opportunities for lead capture on your website.
5 – Make your website easy to navigate and access
The last thing consumers want to deal with is a clunky, cluttered website. Websites that are cohesive, simple, and easy to navigate result in fewer bounce rates and satisfied customers.
One way to make your website easy to navigate is to plan ahead and make sure your navigation flows from one section to the next.
Prioritise the pages you feel will resonate with your audience the most and place them in your primary menu.
If you feel it works with your site, sticky navigation is a great way to push users to other parts of your site because it constantly reminds them there are other pages to explore.
Add a search bar to help users find specific pages or products.
Ultimately, it’s best to build your navigation with the user in mind. Which pages do you feel they’ll want to visit the most? How easy can you make it for them to locate those pages?
Consider these points when you build a lead generation website to ensure optimal success.
6 – Accelerate your site’s speed
Customer expectations for your website’s responsiveness have only increased with time. The first five seconds of page-load time have the highest impact on conversion rates.
Not to mention, website conversion rates drop by an average of 4.42% with each additional second of load time.
Your website’s loading speed is detrimental to capturing leads. If your site’s load time is too slow, your customers are more likely to leave and be dissatisfied.
Improving your site’s load speed to be as fast as possible is an effective way to keep prospects on the page for lead capture on a landing page.
7 – Include a contact number/page
Imagine going to a website and you need to get in contact with a representative but there’s no phone number. You are very likely to get frustrated and feel as if the company was of no help to you.
To avoid situations like this, placing a contact number throughout your website and creating a separate contact page is essential for lead capture on a landing page.
Rubber Cheese’s contact page with contact number, email address, directions and enquiry form.
If you want to build a lead generation website, you need to place contact information throughout the site so that interested prospects can reach out with the touch of their fingertips.
The easier you can make getting in contact with you and your company, the more likely it is you will capture website leads.
8 – Add ‘painless’ contact forms on key pages
By adding a contact form to every page, you’re increasing the chances of a lead filling out a form.
As consumers get more used to auto-fill forms and fast responses, you want to make sure your form is easy and quick to fill out.
Don’t ask too many questions because there’s a higher chance the customer will become disinterested.
Many software options offer cohesive, simple forms that make filling out a contact form painless and fast.
Some companies that have impressive online contact forms include Toptal, Kickstarter, and Leadformly.
Toptal and Kickstarter’s online contact form page.
On Toptal’s page, you can get connected to freelance experts and the form asks a series of questions (but not too many!) to ensure it provides users with the correct information designed to exceed expectations.
When it comes to website leads, you want to make sure the user experience is as painless and fast as possible.
Leadformly’s home page.
9 – Add forms to the pages with the most traffic
If you decide not to add a form to every page on your website, you can at least analyse your website analytics to view which pages are performing the best.
Then you can add a form to the pages receiving the most traffic for lead capture on a specific page.
If you’re getting a lot of traffic from email marketing campaigns, social posts, blog posts, live chat, and PPC (pay per click) marketing, you should create specific sales pages that are specifically designed for capturing leads through a contact form.
Rubber Cheese email subscription box.
10 – Add photos and testimonials for social proof
Social proof is a primary driver for lead capture websites. Many consumers are typically sceptical when it comes to purchasing a product or service for the first time. 93% of online consumers look at a product review before making a purchase.
The best way your business can put consumers at ease is to place customer reviews, photos, and testimonials to help prove that your product offering is trustworthy and provides results.
There are several types of social proof your business can use to its advantage.
Best people to use for social proof:
- Customers
- Industry experts
- Celebrities
- Crowds
- Friends
- Certifications
Some other ways to add social proof to your site is to add real-time stats that make customers trust your brand more.
There are online marketing tools such as TrustPulse that display live product purchasing notifications when someone has purchased or subscribed in order to add social proof to the website.
This effect can influence others to want to purchase or at least feel as if they can trust the brand.
You can also use case studies on your website to showcase how your product or service positively impacted the lives of your clients.
Social proof is a guaranteed way to establish trust and credibility in order to capture website leads.
Rubber Cheese work page with a testimonial from Royal Salute.
11 – Use videos to capture attention
Video is the newest and best lead generation tool to capture consumer attention, prove authenticity, and showcase product quality to deliver assurance.
Use videos as a way to showcase testimonials so that interested customers can watch and listen to other customers discuss their positive experiences with your brand.
Video testimonials are a powerful way to prove that real people use your products and services and love them, which will influence others to partake in the same products and services.
For lead capture on a landing page, you can include a video that discusses the benefits of your service and a contact form underneath to get interested buyers to act.
12 – Use trust seals to establish credibility
If your business can get access to a trust seal, you have another opportunity to help build social proof. Trust seals are small badges given to your business by credible entities that prove your company’s credibility.
Examples of trust seals include SSL badges (shows customers their information is safe and secure when checking out), free shipping and returns badges (makes customers feel at ease knowing their decision isn’t final), accepted payment trust badges (accepting credit/debit, PayPal, and flexible payment options help make customers feel more secure), and third-party endorsements (BBB Accredited Business, Amazon Best Seller, etc.).
When you build a lead generation website, make sure to integrate as many trust badges as reasonably possible to establish trust and capture leads on pages.
13 – Use power words when describing your products/services
Using power words or emotionally charged words when describing your products is how you can psychologically align with your target audiences.
Doing so makes them feel positive about your brand and its offerings. The main thing to do when crafting copy is to know who you’re targeting.
Rubber Cheese visitor attractions page with a free ebook for visitor attractions and professionals.
If you’re trying to sell tech products, you’ll want to use powerful words such as “innovative,” “evolutionary,” and “brand-new.” These words evoke emotions in your target audiences and make them feel connected to the product.
When it comes to your lead generation website, get creative with your copy and choose the best words to capture your target audience’s attention.
14 – Avoid cookie-cutter site templates
The last thing you want to do is create a site that looks like everyone else’s. If your end goal is to stand apart from your competitors, your site needs to be innovative and showcase your brand’s personality.
A cookie-cutter site template is a basic template that looks like everyone else’s. When a new customer lands on your page, you want them to be impressed with your site as if it’s a brand-new website they’ve never experienced before.
Piquing your customer’s interest in this way is what will attract them to your brand and hopefully result in lead capture on the page.
15 – Begin with the end-goal first
When you build a lead generation website, you need to focus on the end goal first.
Ask yourself what you’re wanting the website to do:
- Do you want to capture email signups so you can nurture prospects in an email marketing campaign?
- Is it to purchase your products?
- Is it to inform your customers about who your company is and get them to reach out to schedule an appointment?
Once you are aware of what the end goal is, you will have a better idea of how to capture leads.
For instance, if your end goal is to have someone schedule a consultation, you’ll want to include scheduler forms on every page and use the website as an educational tool to show customers who you are, your capabilities, and the benefits of doing business with your organisation.
Lead capture websites that begin with the end in mind are the most successful.
16 – Use whitespace to your advantage
When it comes to your website, making good use of whitespace, also known as negative space, is imperative to impeccable design. It’s important to space out your content so it’s refreshing, decluttered, and breathable.
There’s no need to fill up all the space with content as this can be distracting and overwhelming to the viewer. Use the negative space as a means to space out content so your customers can easily read, skim, and immerse themselves in the experience.
17 – Measure and optimise each step of the lead generation process
If you aren’t sure if your lead generators are working, you need to analyse their performance by looking at metrics and overall performance. If you notice conversion rates are low, then try out different strategies to see if it generates more leads.
For instance, if no one is engaging with your email campaign, then take a look at the copy and see if there’s a better way to get consumers to engage with your emails and drive them to your websites.
No strategy is going to be perfect straight away. It takes testing and measuring over time to implement the best solutions that will generate leads.
To optimise your lead generation process, you can try testing such as A/B split testing to measure performance and effectiveness. A split test is two-page elements against one another to see which resonates with target audiences more.
For instance, if you’re wanting to test an email subject line’s success, you’ll send out two emails and see which subject line generates the most email clicks.
A/B testing is perfect for any design or content element you want to test and measure in order to better align with your customers.
By testing your audiences’ responses and implementing the options that performed the best, you will have a higher chance of converting leads into customers.
18 – Offer e-books to download on blog posts
Offering an e-book or a lead magnet (downloadable material that captures leads either through email sign-ups or other CTAs) is a great way to capture leads on a landing page.
Typically, when someone opts to download a lead magnet, they will provide their contact information in exchange.
Rubber Cheese download a free ebook page.
You can implement software such as Infusionsoft or HubSpot. To make sure when someone downloads your contact, they are placed immediately into your email marketing campaign.
Now you can nurture your leads, send them promotional codes, educate them on your business, and engage with them to get them to do business with you.
The bottom line for best lead generation is to test, test, test
At Rubber Cheese, we’re a creative digital agency that has been building and designing brands since 2003.
We believe that in order to have the best lead generation website, it’s critical to test and measure like there’s no tomorrow.
Doing so ensures your strategies are up-to-date and continue to perform well against the test of time.
Want to learn about lead generation and how to perfect it amongst other marketing-related topics?
Visit our blog today to learn more.
Author:
Paul Wright Creative Director
Wag is the Co-Founder and Creative Director of Rubber Cheese. He has over 18 years of experience working in digital, and he merges his knowledge and hands-on approach to manage projects for global brands such as Pernod Ricard and Chivas Brothers.
He began his career as a brand and web designer, and his passion for all things design still thrives today. He describes himself as a champion of intuitive, user-friendly design, and his keen eye for detail is as strong as ever!
As a business owner and digital expert, he has a unique ability for finding and understanding the challenges that businesses face. He loves nothing more than using his creativity, knowledge and experience to develop BIG solutions.
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