Optimising Your Website: The Ultimate Guide to Doubling Your Leads
Generating leads through your website is a fundamental part of growing your business. But if you’re like most businesses, your website might be underperforming. The good news? There are straightforward steps you can take today to significantly boost your conversion rate and double the number of leads you generate without increasing your traffic.
Let’s dive into two main approaches:
- Double Your Website Traffic: Challenging, time-consuming, and expensive unless you’re a pro at SEO or have a substantial marketing budget.
- Double Your Conversion Rate: Much easier and achievable with simple tweaks to your existing website.
If your website currently generates leads at a 2% conversion rate, increasing that to 4% effectively doubles your leads. Here’s how you can make it happen.
Why Most Websites Leak Leads
Think of your website as a bucket. A poorly optimised website is like a bucket full of holes — visitors leak out without converting into leads. Even with excellent traffic, those leaks can mean wasted opportunities.
The solution? Plugging those leaks and guiding your visitors toward taking action. Here are seven proven methods to optimise your website for lead generation.
1. Add a Link Above the Fold on Your Homepage
Your homepage’s most valuable real estate is the section visible without scrolling, known as “above the fold.”
Don’t waste this space on rotating carousels or sliders that hurt your conversion rates. Instead, include a clear and enticing call-to-action (CTA) that links to a high-converting landing page. Use compelling copy like “Get Your Free Guide Today!” and make the button impossible to miss.
2. Include an Opt-in at the Bottom of Every Blog Post
When someone reads your blog, it’s clear they’re interested in your content. Capitalise on this engagement by adding an email sign-up form at the bottom of each blog post. Pair it with an offer that aligns with the topic of the blog for maximum conversions.
Example: If your blog post is about social media strategies, offer a free eBook titled “Top 10 Social Media Hacks for 2023.”
3. Don’t Forget Your Footer
Your website’s footer is another prime location for lead capture. Visitors who scroll to the bottom of a page are engaged and looking for more information. Add a simple sign-up form or a CTA that encourages them to subscribe to your newsletter or download a free resource.
4. Optimise Your About Page
Your About page is one of the most visited sections of your site. If you’re not using this space to capture leads, you’re missing a massive opportunity.
Include a CTA or email opt-in form that invites visitors to learn more about your business and stay connected. For example: “Want to stay updated with our latest insights? Join our email list today!”
5. Add Calls-to-Action Within Blog Posts
Identify your most popular blog posts — the ones that drive the most traffic — and add CTAs directly within the content. These can be text-based links, banners, or buttons that direct readers to your lead magnet or landing page.
For example:
- Use phrases like “Click here to download our free guide.”
- Insert visually appealing CTA banners halfway through the post.
6. Utilise Your Blog Sidebar
Your blog’s sidebar is another high-visibility area that visitors often notice. Place a lead generation form or CTA at the very top of your sidebar to capture attention immediately.
Pro tip: Test different offers in your sidebar to see which ones drive the most conversions.
7. Turn Your 404 Error Page into a Lead Magnet
A 404 error page doesn’t have to be a dead end. Customise your error page to include a compelling offer and a lead capture form. Tools like Leadpages make it easy to create error pages that function as landing pages.
For example: “Oops! The page you’re looking for doesn’t exist. While you’re here, grab our free [resource] to boost your [goal].”
Bonus Tips for Lead Optimisation
- A/B Test Your CTAs: Experiment with different headlines, button colors, and placements to see what works best.
- Mobile Optimisation: Ensure all your forms and CTAs work seamlessly on mobile devices.
- Simplify Forms: The fewer fields you require, the higher your conversion rates.
- Leverage Pop-ups Wisely: Use exit-intent pop-ups to capture leads before visitors leave your site.
Common Questions About Website Optimisation
Q: How many CTAs are too many? A: While you can’t overdo CTAs, ensure they don’t overwhelm your visitors. Spread them across key areas like the homepage, blog posts, and the footer for a balanced approach.
Q: What tools can help with lead generation? A: Tools like Leadpages, OptinMonster, and HubSpot make it easy to create, test, and optimise lead capture forms.
Q: How often should I update my lead generation strategy? A: Regularly review your analytics to identify areas of improvement. Update your strategies at least quarterly to keep them aligned with current trends and visitor behavior.
Q: Is SEO important for lead generation? A: Absolutely. SEO drives organic traffic to your site, increasing the pool of potential leads. Pair SEO with strong CTAs for maximum results.
By implementing these simple yet powerful changes, you can transform your website into a lead-generating machine. Start optimising today, and watch your leads grow exponentially!
