Every business should have a multi-pronged approach toward generating leads, including a website that has the sole purpose of converting website visitors to leads. Learning how to build a lead generation website properly can provide you with automated leads and free up your resources for other company duties that don’t involve sales. These best practices for building your lead generation website can help get you started.
Make It Interactive
A lead generation website is significantly different from a traditional website, which generally serves as a digital brochure for your company. In contrast, a lead generation website offers visitors an interactive experience with your company and invites them to learn more through various mechanisms such as white paper downloads, how-to videos, case studies, and more. Your main goal with a lead generation website is to move visitors through the buyer journey and result in a hot lead that you can convert into a sale.
Website visitors won’t buy from you if they don’t trust you, so a major objective of your website is to build that trust between your company and virtual strangers. The two best ways to accomplish this goal is through testimonials and having a top-notch “about” page. These days, people really trust their peers and other consumers to advise them on who they should buy from, so testimonials that represent your target demographics will go a long way in creating that bond.
Don’t be afraid to boast a little bit on your “about” page. You should let visitors know exactly what you’ve accomplished and how you’re solving specific challenges. Always display any awards you’ve won or certifications you’ve earned, both of which lend additional credibility to your business.
Provide Multiple Contact Methods
The whole point of your lead generation website is for your visitors to contact you so you can make a sale. If you don’t make it easy for them to contact you, then you’ve failed in that endeavor. There should be a button on every single page that brings your visitors to your contact page or that triggers a pop up form that they can fill out. You should also provide your visitors with multiple ways to contact you, including a contact form, a telephone number, and an email address. You might even add in live chat if you have the capacity to do so.
Offer Valuable Content
This is probably the most critical component of a lead generation website. You want to provide your visitors with content that they need at every step of the buyer’s journey. Carefully consider your target audience’s pain points so you can craft valuable content that meets their needs. Provide content in various formats, including articles, videos, infographics, and more to address all learning styles.
Your content should be optimized to target specific keywords that your audience is searching. This will make it easier for your target audience to find you and know what solutions you provide. Don’t just stuff your articles with keywords though. Be intentional and make sure your content really offers your visitors something they need so they will be more likely to seek you out for information in the future.
A lead generation website can really make the process of finding qualified leads a lot easier. Taking the time to build a strong lead generation website will definitely pay off in the form of increased sales and rising profits.