Not seeing the lead generation stats you’d like? It’s time to go back to the drawing board. Here are a few ways to improve your website lead generation.
You’ve created a professional website. You’ve optimized your images and SEO. You’ve written blogs and networked on social media.
But despite your best efforts, you’re just not seeing the website lead generation you were hoping for.
If this sounds like you, you’re not alone. These days, 55% of visitors spend 15 seconds (or less) on any given website.
With so many other sites competing for leads, how can you rise above the crowd and make your content stand out?
Read on to learn four proven ways to drive traffic and increase website lead generation.
How to Improve Website Lead Generation
In a recent survey, 63% of marketers listed lead generation as their biggest challenge.
If you’re struggling to generate quality leads, try adding some (or all) of these features to your website.
1. Research Reports
The type of content that leads to the highest website lead generation is research reports or “white paper.”
These authoritative guides or reports serve three purposes:
- Inform readers about a complex issue in a concise manner
- Present the issuing body’s viewpoint on the topic
- Help readers understand the issue and make an informed decision
Research reports can range from government-issued documents to marketing presentations. Their purpose is to persuade readers to buy a product or adopt a viewpoint.
How is a research report presented? Usually, the reports feature long-form content that builds a case through select facts and logical arguments.
Research reports are a powerful way to establish expertise and boost website lead generation. Here are a few ways you could implement research reports for your website.
Are you launching a new product or promoting a service? Give your audience the information they need by outlining the personal or business benefits.
Do you want to draw attention to a new product or viewpoint? Offer customers a detailed list of questions, tips, or advice about a certain issue.
Problem & Solution
Would you like to generate leads at the top of your sales funnel? Present your readers with a new-and-improved solution to a long-term problem.
2. Video or Motion Graphics
A second powerful way to increase website lead generation is by adding videos or motion graphics to your site.
By the year 2021, an estimated 82% of all internet traffic will come from IP videos. While videos can be a powerful marketing tool, how can you make yours stand out?
Here are our expert tips for creating quality, lead-generating videos for your website:
Keep It Short
It’s a challenge to get visitors to your site and it’s even more of a challenge to get them to finish your videos.
Make it easier by keeping your informative videos short and to-the-point. Aim for 60 seconds or less.
If you have a lot of information to present, consider a series of short videos rather than several longer ones.
Tell Your Audience “Why”
Before you ramble on about features and other details, you must tell your viewers why they need your product or service.
Create an emotional connection with viewers by telling them how your product will benefit them personally.
Rather than listing off boring facts and figures, create a mental image of how your product will change their lives for the better.
Get to the Point
You can’t cram 20 slides’ worth of information into a 60-second video.
Rather than bombard your audience with dozens of facts they’ll soon forget, limit the takeaways to one or two memorable ideas.
If in doubt, stick to this formula:
- Immediately state the problem your viewer is facing
- Reveal the solution and explain why it matters to them
- Explain the benefits and best features of your product or service
Most viewers will never reach the end of your video, no matter how brilliant it is. Be sure to state the most important and engaging information first.
3. Social Media Content
Now that you’ve created killer content through reports and videos, it’s time to get them out into the world.
One of the best ways to do this is through social media marketing on sites like Facebook, Twitter, and Pinterest.
How can you harness the power of social media? Start by following these suggestions:
Identify Your Target Audience
If you haven’t already, you need to narrow in on who to target with your advertising.
Who does your product or service most appeal to? What are their interests, dislikes, habits, and problems?
What’s the best way to reach them?
The more specific you are in targeting your audience, the more website lead generation you’ll receive.
Research Your Competitors
Make a list of your top competitors and see which social media channels they’re using.
Analyze their number of followers, frequency of posts, and when they’re posting.
What type of content are they posting (informative, humorous)? How much do their followers engage with the content?
By studying what works and what doesn’t, you can formulate your own content strategy.
Choose Your Channels
Now that you’ve defined your audience and done your research, it’s time to choose which social media channels are best for your business.
If your product is for retirees, you may want to bypass channels like Snapchat and Twitter.
Pinterest is a great place to target female users, but it may not be the best choice if your product is for men.
4. Webinars and Webcasts
Ten years ago, a blog and an eBook were enough to create a customer base.
Not anymore. To really hook and reel in prospective clients, consider adding a webinar or webcasts to your site.
This is an ideal way to showcase your expertise and give your company a human voice. Choose content that exciting, valuable, and relevant to your audience.
Here are a few tips for webinar success:
Provide your audience with quality, actionable advice
Partner with another brand that complements your own
Choose a platform that’s easy for participants to join and use
Give yourself plenty of lead time to prepare and advertise
Provide incentives like free eBooks, downloadable transcripts, or other special offers
Boosting website lead generation is challenging, but it’s not impossible.
By following the suggestions outlined above, you’ll soon be on your way to managing a more profitable website.
Would you like more professional advice on SEO, web design, and content marketing? We invite you to learn more about our services and how we can take your business to the next level.
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