Websites are the go-to solutions for every business when it comes to lead generation. However, creating a website is not enough; you need to optimize it for lead generation.
With 53% of marketers spending more than half of their budget on lead generation, having an optimized website makes more sense.
Here, you can leverage a lead generation website designed for one sole purpose- convert traffic into leads! Furthermore, engagement on such Websites enhances the conversions by infusing a sense of curiosity among website visitors.
The optimization of the Lead Generation Website allows marketers to generate more leads through increased engagement and investment for future growth. When total spending on digital ads for lead generation is expected to reach a resounding $3.2 billion by 2023, an optimized website seems to be far more practical.
So, here we are with one of the best ways to build a lead generation website for higher conversions. But, first, let’s understand how it works.
How Lead Generation Website Works?
Optimizing a website allows you to generate leads by increasing engagement with your prospect audience and giving them a reason for further interaction. Marketers often rely on advertisements to drive sales and create brand awareness among potential customers with today’s digital landscape.
However, the true goal of any marketing campaign is to target the audience through engaging content and build an association with their businesses or organizations. These companies offer solutions to pique buyers’ interests and indirectly persuade them to buy products at premium rates.
Now that we know how a lead generation website works let’s discuss some of the best ways to build one for your business.
#1. Identify the target funnel
The lead generation website is an entry point for the business to engage with its prospects and customers. Through a superior website design, marketers can create awareness among those who may not have been aware of your brand or organization beforehand but look at such opportunities as vital parts of their growth.
However, it is important to have a targeted approach for enhanced conversions. This is where identifying the position of the customer in the marketing funnel. There are three parts of a customer’s journey through the marketing funnel,
- Top of the funnel- It is a phase where customers are strangers to the type of solutions or products you deliver as a solution to their problem. Sometimes even the problem is not clear in their mind, which is why the problem must be well defined for the Tofu audience.
- Middle of the funnel- This section of the audience is aware of the problem and has an idea of your solution but needs to compare with other products or services. So, you can engage them through comparison blogs, white papers, or even ebooks.
- Bottom of the funnel- Here, the audience knows all about the options in the market is ready to make a buying decision. So, you need to engage them with the uniqueness of your product.
Identifying the funnel will allow you to design your lead generation website in a specific manner and target the audience accordingly. However, many factors contribute towards future success, including concentrated investment in lead generation efforts fueled by Search Engine Optimizations(SEO).
#2. SEO-driven growth
Every business involves multiple lead generation efforts, including creating a website, online campaigning, enhanced branding, and optimized SEO. Visibility is an important factor for any lead generation website, and SEO helps achieve that through higher rankings in the Search Engine Result Pages(SERP).
Here are some of the SEO best practices to follow for your lead generation website,
- Use keywords that are based on the user’s search intent
- The content needs to meet user’s search expectations
- Leverage meta tags and titles for optimal search engine rankings
- Build a link structure that can help improve traffic across the website
- Ensure there is no content duplication
There is no denying that SEO can help you drive more traffic, but without CTAs, you will not be able to direct your audience to the desired content/service.
#3. Call to Action
CTAs help drive your audience to the targeted product or service page. It persuades users to take a specific action like buying a product, subscribing to a newsletter, or others. With specifically designed CTAs, you can improve conversions and enhance engagement.
As you can see in the above landing page of Shopify where there is a clear CTA that directs the audience to the free trial service. Similarly, you can design your CTA for the lead generation websites with specific routing messages like,
- A free trial
- Subscription
- Download
- Buy now
- Click here
A lead generation website needs audience identification in the funnel, SEO, powerful CTA, and enhanced security.
#4. Secure website
Securing your website is essential for lead generation because, without trust, customers will not interact with your service or product. According to a study, about 84% of customers will abandon an unsecured website for their purchases. So, there is no denying that if you are looking for higher lead generation, you need to have a secure website.
One of the best ways to secure your website is to install an SSL certificate. It allows your website to secure the communication between the user’s device and browser. So, the data exchanged remains anonymous, and users can trust your website.
However, a single SSL certificate will not do if your website has several sub-domains. This is where you need to install a wildcard SSL certificate to secure several subdomains. The best thing about such a security solution is that you can always buy wildcard SSL certificate from leading certificate authorities (CAs).
Apart from the SSL certificates, you can also use security solutions like,
- Multi-factor authentication
- Penetration testing
- Vulnerability scanning
Signing Off
At this point, several businesses out there have started using lead generation websites to generate more leads and convert them into sales. To get the most out of your website, you must make sure it is designed in such a way that it attracts as many people as possible.
A well-designed website will help generate more leads and ensure that they are more likely to buy from you. So, start your journey towards higher traffic conversions with an excellent lead generation website.
