How to Generate More Website Leads Immediately
Our websites play such a critical role in our overall marketing efforts (I view a website as the central hub of any solid marketing plan), and it’s almost unfair what we expect of them.
The way I see it, our websites must do the following six things to be effective:
- Help our businesses get found
- Build trust with current clients and potential clients
- Educate our audience about how things work
- Inform our audience about what’s going on
- Nurture potential clients until they are ready to buy, and
- Convert visitors into clients (aka generate leads)
I’m going to focus on the lead generation aspect for this article, because I haven’t come across a single business that doesn’t want to generate more leads.
Let’s dig in.
5 Must-Have Website Elements to Generate More Leads
1. Gear your messaging toward your ideal clients.
The number one reason businesses aren’t generating more leads from their websites is that their messaging is all about their business. Your messaging needs to be about your customers.
I hate to break it to you, but your customers don’t care about you. All they care about is “what’s in it for them.”
In order to convert a website visitor into a lead, the messaging on your website must “speak” to them. Viewers must be able to understand three things very quickly:
- What you offer
- How you can help them
- How can they purchase
Ideally, you have this information front and center when a visitor comes to your website.
Here’s an example from a landscape company. This is the main message you see when visiting their website, and it addresses each of the three items above.
Here’s another example from the popular note-taking software, Evernote. They are clearly identifying what they do, how you can benefit, and how to easily get started.
2. Use calls-to-action to get viewers to take the next step.
Viewers will rarely convert into leads and customers unless you tell them what to do. You must call people to action, and make it very clear what you want them to do.
There are two types of calls-to-action you should have on your website:
- Direct calls-to-action
- Transitional calls-to-action
PC: Active Campaign
In the image above, you see a direct call-to-action - “Start your free trial.” A direct call-to-action is a command to work with you, and is geared toward visitors who are ready to buy. Examples of direct calls to action include:
- Buy now
- Get a free consultation
- Purchase today
- Get a quote
PC: Jeremy Kisner
A transitional call-to-action (as in the example above) is a command to take advantage of a free offer, and is geared towards visitors who are interested in your company or product, but are not quite ready to buy. It’s a great way to generate more website leads that you can nurture over time and convert in sales.
These people are typically in the beginning stages of the buying process, gathering information before making a decision. For these types of folks, you need to offer something they find valuable to capture their interest and information.
Great examples of transitional calls-to-action are:
Here’s another example. If you were an accountant, you might consider offering one of the following transitional calls-to-action:
- View: 10 Questions You Must Ask Before Hiring an Accountant
- Read: 5 Common Mistakes You Might Be Making With Your Tax Returns
- Download: The Ultimate Tax Return Checklist
Offers like these provide free information that people in the early stages of searching for an accountant find helpful and interesting. They grab viewers’ attention while helping you stand out from competitors.
You can string a few of these together over time to turn a semi-interested viewer into a hot lead, and then into a paying client.
You need both direct and transitional calls-to-action on your website to capture the most leads. Each viewer you get will likely be in a different stage of the buying journey, and displaying both prominently across your website helps you provide value to all of them.
3. Make it super easy to contact and engage you.
Have you ever visited a website and discovered that trying to contact the company is like finding a needle in a haystack? Isn’t it frustrating?
If you want to get more leads from your website, you’ve got to make it easy for visitors to engage your company. Your calls-to-action will help, but you need to take engagement even further.
Having multiple ways for people to easily contact your company is key. This helps you accommodate more preferences. The more ways you offer the better.
The most important thing to remember is that response time matters! Responding faster = more leads.
There’s no better way to kill a lead than poor response time. In fact, up to 50% of sales simply go to the first vendor to respond to a lead.
Here are some great ways to engage visitors and make it easy for them to contact you.
Display your phone number, email, and address prominently.
For most businesses, you should have your phone number, an email address, and your physical address displayed in the footer of your website (at the very least). You might also want your phone number displayed prominently in your website header, too.
Adding both of these ensures your pertinent contact information is readily available on every page of your site. I also recommend that you have a separate contact page on your site that is easy to find and that has all of your company’s contact information in one place. You might even include a contact form.
Use contact forms.
This isn’t cutting edge, but some people prefer to complete contact forms. Anyway, it’s an easy and straightforward way for people to reach you.
The other benefit to contact forms is you can cater them based on the type of inquiry, which enables you to gather any essential information you need in order to respond to the request. Based on the type of request, you can also have it forwarded to the appropriate department or person.
Offer live chat.
Live chat enables you to respond very quickly to customer inquiries, and to engage prospects while the iron is hot.
If you decide to implement live chat, make sure you can respond immediately. Have you ever started a live chat on a website and seen a message similar to this:
“Thank you for your inquiry. We typically respond to live chat within 1 hour.”
Please don’t do this! You will lose that lead. Live chat has the potential to be an amazing tool for your business, but you must be able to respond promptly for it to be effective. People expect instant responses, and do not want to wait around on your website for a representative to help them.
There are a lot of options for live chat software. Compare providers and find the one that meets most of your needs. You’ll also find most providers have other features for live chat outside of just your website.
Add Click-to-Text buttons.
Mobile usage continues to increase, so it’s important to have an engagement tool catered to mobile website visitors. Click-to-Text can do just that.
Click-to-Text is a button on your website that starts a text message to your business whenever clicked. These can fit anywhere on your website, and can also be added elsewhere, like to your Google My Business listing, social media profiles, and Google ads.
Many mobile users are searching because they want to take action, and adding Click-to-Text makes it easy for them to reach out to your business through their preferred channel.
4. Include trust and credibility elements.
People buy from businesses they know, like, and trust. They want to make sure they’re going to have a good experience before paying for anything.
Because of this, it’s crucial you have content on your homepage (and elsewhere on your site) that builds trust and credibility. It’s best if you use a combination of the following five types of content.
Did you know that 86% of consumers read reviews for local businesses?
If you aren’t focusing on getting more online reviews, then you are missing out on leads! I like to call online reviews “word of mouth 2.0”.
Not only are consumers reading reviews, but reviews are influencing their buying decisions, too! That’s why it’s important to display your online reviews on your website. It shows viewers they can trust you, because other customers have had good experiences.
Client testimonials are similar to online reviews, but you can take testimonials a few steps further if you’re deliberate about it. The most influential testimonials focus on the problem the client had and how they benefited by working with your business.
If you want to really knock it out of the park, then take the time to get video testimonials from clients. Video is incredibly engaging and brings a face to the testimonial that you can’t get otherwise.
Video testimonials, in particular, are a great way to make you stand out from the competition. Prospects will watch these videos and think customers must have had a really good experience working with you to go through the effort of getting on film.
If your company works with larger or more well-known clients, this is a great way to build credibility. By featuring reputable companies that work with you, you get to share a little of their reputation, which strengthens your credibility in the eyes of prospects.
Certifications & Accreditations
Do you have special certifications or accreditations? Sometimes potential clients will have no idea what exactly these are, but they still build trust by showing you are invested in being as knowledgeable in your field as possible.
Once they see your qualifications, don’t you think they’ll be looking for the same on your competitors' sites? Who are they more likely to choose, your company with certifications or your competitor without any? That’s right - you!
Every industry and market has several associations. Highlighting the associations you belong to shows your dedication and commitment to your field, and can differentiate you from your competitors.
Including association logos on your website will also make prospects in that same industry (or industries) feel right at home working with you. Clearly you have a lot of experience with other companies just like them.
5. Use short videos instead of large blocks of text.
Did you know marketers who use video grow revenues 49% faster than non-video users? In other words, video gives you an incredible edge in generating more website leads.
Video is incredibly engaging,� and is a fantastic tool that a lot of businesses are still not incorporating into their websites. But how can you use it?
I think the best way to get started with video is by including one on your homepage. Create a short (1-3 minutes), professional video that addresses these topics:
- The problems you solve for customers
- How their lives will be better by working with you
- Common questions or objections you hear during the sales process
Having the owner or face of the company in this video will also help bring a personal touch to the business that can help you build additional rapport with potential clients.
Don’t forget about step #2 above (calls-to-action). Including calls-to-action in your videos to encourage people to take the next step with your business is always a good idea.
Are you hesitant to start creating videos? You’re not alone, but please don’t be afraid. This video gives you some great tips for how to get started.
How to Start Generating Leads Right Now
I hope you found these must-have website elements helpful. I know you will start seeing better results from your website once you implement these, but you’ve got to take action!
Here’s what I recommend you do:
Step1: Create your above-the-fold website messaging to clearly answer what you offer, how you can help, and how visitors can purchase or take the next step.
PC: AB Tasty
Step 2: Make sure your website has a direct call-to-action prominently placed across your website.
Step 3: Ensure your phone number, email address, and physical address are in the footer of your website.
Step 4: Feature at least three customer testimonials on your website’s homepage.
Once you’ve completed these steps, you can work in the other recommendations in this article to incrementally improve your website (video, transitional calls-to-action, additional contact/engagement options, and more trust/credibility elements).