Your company’s website is one of your best tools for attracting and converting leads. But is your website currently optimized to help you generate leads—or is it actually hurting your efforts?
Don’t let your website fail you. Focusing on these four areas of your website will boost your website optimization for maximum lead conversion.
Attract the right audience with SEO
This optimization tip is baked right into the name: search engine optimization (SEO). Before you can focus on lead conversion, you first need to make sure that your audience ends up on your website.
When you think about the buyer’s journey your customer is on, how are they finding you? When they head to the search bar, what are they typing? Think of the industry terms, pain points or solutions your audience is searching for, and make sure your website reflects that language. For example:
- [Industry] marketing company
- B2B SaaS marketing company
- Marketing companies near me
Additionally, you can also boost your website’s SEO and move up in the rankings by answering common questions related to your field. Think about questions your audience is asking before they even know about your solution, such as:
- What is inbound marketing?
- How is B2B marketing different from B2C marketing?
- How do I generate leads on LinkedIn?
By using this strategy to optimize your website copy for search engines, you ensure that your audience finds you and that you’re attracting visitors who are more likely to be strong leads.
Provide clear messaging
It seems obvious, but it needs to be said: make sure that your website clearly states what you do. If a visitor arrives on your website thinking you provide a specific solution, but it’s not clear from your website what you actually do, then they’ll quickly leave (and head to a competitor’s site).
For example, the first thing you’ll see on Accelity’s homepage is “B2B SaaS marketing solutions.” We let you know right away what we do.
Other websites aren’t always so clear. While the people who wrote the website copy know what the company does, that’s not always clear to the buyer. Getting outside input on your website is a critical step in building an effective website that converts. Whenever possible, ask for input from others (ideally from people who fit your buyer personas) to ensure your website clearly, plainly describes what you do.
Offer consistent design
While the words you use on your website are powerful for converting leads, your website design is just as important.
As with messaging, you want to make it clear to the visitor that they’re on the correct website. Inconsistent design and branding could leave them feeling like they accidentally clicked on the wrong link because the logo doesn’t look the same (for example). Having consistent design across your website (and your entire web presence, i.e. social media) helps users know they’re in the right place.
Additionally, you want to ensure your web design is optimized for mobile traffic. If your analytics show that you’re getting a lot of traffic from mobile visitors, you especially want a good mobile site that makes it easier for users to convert while on their phones. If your forms cut off or your buttons aren’t working, that’s potentially another lead lost.
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Make conversion easy
Once the visitor gets to your website, you want to make it as easy as possible for those visitors to convert to leads. Clearly show them what their next step should be after they’re finished reading a page.
Calls-to-action (CTAs) are clear areas on your website that make it easy for a visitor to say, “Yes, I want your product or service,” or, “I want to learn more about you.” These could take a variety of forms, including:
- Buttons in the header or footer menu or in the header banner
- Pop-ups
- Chatbots
- Forms
We recommend including a form at least once on every page of your site. It doesn’t need to be the same form on every page; it could be a static form embedded within the page, a form in the footer or sidebar or a pop-in form.
Remember that a visitor can’t convert until they take action. Give them every opportunity to raise their hand and say, “Yes, I’m interested!”
Having a strong website isn’t just about highlighting your company; it’s about convincing your audience that they want to know more about—or do business with—you. With strategic website optimization, you can ensure your website is converting visitors from passive readers to active leads.
Are you eager to learn more ways to optimize your website for lead conversion? We’d love to take a look at your website and brainstorm more ideas together!
