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What does a good lead generation website look like?

Lead generation is simply capturing personal information about potential customers; such as name, email, phone number, company, job function, etc.. However, actually acquiring this information from site visitors can be more difficult than it seems. In this article we will take a look at the ins and outs of creating a lead generation site, and we will analyse what makes the best ones successful.

  1. Customer Journey

Step 1 is absolutely vital when it comes to organising your website. Don’t think of your site as a collection of individual pages, when it is infact a pathway that your customers will follow. A great lead generation website will focus on the visitor’s journey through the site, with clear connection points as well as an endpoint. Each page must be easy to navigate, so as not to push customers away. Get each customer interested with engaging content, rather than excessively pushing your products and services.

The goal is that if you nurture the customer on each page of their journey, they will be closer to inputting their details which may lead to a purchase.

  1. Consider the sales funnel

Comparing your website to a standard sales funnel will help you plan out each step. Steps should be minimal in order to lose as few customers as possible. If there’s more than 3 steps in your customer journey, you might need to reconsider a few of those. With the help of analytics, you can find out which stages are exceeding expectations and which fall short. Locating and eradicating the weak points in your funnel is vital when it comes to creating a pleasant customer journey. 

Optimise each individual stage to see improvements in your lead gen website.

  1. Analytics are key

Lead gen websites are becoming more data driven when it comes to acquiring leads. Relying on intuition alone is a thing of the past, and forward thinking business owners need to change this mindset. With access to tools such as Google Analytics, Google Search Console and SEMRush, it’s easier than ever to track and measure success when it comes to lead generation. 

From this, a business owner should be able to determine goals and strategies that drive people to input their information, and eventually purchase. It’s important to remember that your customer journey isn’t entirely within your website, you will need to be monitoring your social media, email marketing and even paid advertisements to determine what works the best.

  1. Keep content fresh

A stale, outdated website isn’t going to convince anyone to hand over their details. Your content needs to be up to date and captivating, so as to interest your audience. Your business sector is dynamic, and your website should be too. SEO today about fresh, compelling and original content that nurtures your audience. You need to ‘lie in wait’ for people as they arrive on your website.

An achievable goal of at least 5% of visitors becoming qualified leads (MQLs) should be put in place in order to keep you on track. Seek to reduce bounce rates with conversion rate optimisation and build high levels of repeat customers with compelling content.

written by:
Edina Iacob