Your website is key for customers, it's the first impression they may get of your product and services. Dayna walks you through tips to optimize your website for lead generation.
- [Instructor] Your website is the first impression that your prospect sees when learning about your company. So it's incredibly important to optimize your website for lead generation. When it comes to converting leads into customers, your website will make or break your programs. Remember it is the ultimate first impression. Many of the lead generation programs that you will run, will actually drive traffic back to your website. Pay attention to the following attributes when it comes to your website. Usability and design.
Usability as in how somebody navigates through your site and design as in the look and feel. Website forms, so how are you asking for information from your prospects? Website calls to action. So what are the different things throughout the website that you're asking visitors to do? Multiple paths to conversion. You want to make sure you have more than one thing that you're asking a lead to do. So not only are you asking for a demo, but you might also ask for a lead to download an ebook, or to contact you.
And then optimization. You want to make sure that you're consistently optimizing your website over time. Website usability and design. There are a lot of things that you need to take into consideration. So here's a simple checklist that you can begin with. Your website should reflect your brand, what your product and company does, and who you are as a business. Your website should be visually appealing. So make sure that it's not completely monochrome. Have engaging colors and imagery and iconography.
Your website needs to be mobile responsive. Remember that many of your buyers will be visiting your website on a mobile device. If your website is not mobile responsive, they won't be able to see your site and you might look not as technologically advanced as they would like. Being mobile responsive these days is essentially table stakes. So it's incredibly important to make sure that you think through mobile design as you're designing your website. Make sure your website is not too text heavy. You should use a lot of bullet points, quick concise sentences to explain who you are and what you do.
You don't want your website to appear to be incredibly text heavy. 'Cause that's difficult to read. Your website should be easy to navigate. Make sure that the navigation that your choose is easy for a visitor to follow. And you should have clear conversion paths. This means that a person visiting your website should know the different places that they can convert, as in filling out a form. That might be a contact you, that might be filling out a form for an ebook, whatever it is, make sure these conversion paths are incredibly clear.
So here's an example of a website that has very strong usability. The navigation here is fairly simple. Products, so this explains what their products do. Solutions, so these are the different solutions that the products solve. Why Marketo, resources for educational content, and information about the company. You can also see here that on the home page of their website you see a pretty clear and concise tag line. So that says exactly what this company does.
And then in blue you can also see a very simple call to action that's above the fold on the home page, to see products. You can't convert a website visitor to a lead without a website form. A website form asks for information like name, email, company and phone number. Use website forms throughout your site for things like a sales demo. So if you are a technology company and have a software platform that you want people to see, you can ask people to fill out a form for a demo.
Have a question for you about your company. Make sure there's a way for people to contact you. A content download. So if you have various ebooks or reports on your website, you want to make sure that you have forms so that a person can come and download that valuable content. Or an event signup. Maybe your company is hosting an event in a couple of months and there's a sign up form for that. These are all of the different ways where you can use forms on your website for that key conversion that you need to gather information from visitors.
So the best practice here is that short forms always perform better. People don't tend to want to fill out forms that have many many fields. So Marketo actaully did a study about this on the conversion of short forms versus long forms, and as you can clearly see, short forms convert at a much higher rate than some of these longer forms. Marketo has found that short forms convert at 13.4%, while long forms over nine fields convert at just a 10%.
While this seems like not a huge difference, these few conversion points do make a huge difference overall. One thing you can do to avoid having visitors fill out forms is if you have a marketing automation site, you can actually serve known visitors a different type of experience than unknown visitors. So if an unknown visitor comes to your website, you will show them your typical form. However if you have a marketing automation tool and that person is cookied from your website, when they do come back to your website, they won't see that form.
They'll merely see the CTA of download the guide. So you can see the form here on the left, and then on the right hand side you can see what the experience looks like if that person is cookied by your marketing automation platform. This is a great way to avoid having your visitors constantly filling out forms. To drive people to your forms on your website, you need very well placed calls to action that convert. A call to action or a CTA is an image or line of text that prompts your visitors to take an action.
A CTA is quite literally a call to action and this is the definition according to HubSpot. Essentially a CTA is what specifically you're asking your website visitors to do. So here's a few examples of some CTAs here on the Everstring website. So here on the homepage we have a few different versions of a call to action. We have this one on the left which says learn more about our product. We also have a CTA on the bottom that's asking people to register for a party at the Marketo Summit, you can see register now.
And then on the upper right hand side we have another orange request a demo button. So these are examples of CTAs you can very clearly see. You can see that they pop out with a pop of color. It's obvious that these are buttons that this company wants people to press in order to fill out a form. So what are the different types of CTAs that you can do? Of course the contact us like I mentioned before. As well as the demo request, a content download, a chat, a subscription request, a free benchmark survey or a grader, a product trial or a contest.
So in addition to website CTAs and optimization, you also want to create a website experience that is highly personalized for your visitors. And if you do so you have a higher likelihood of driving conversions. Web personalization is also powerful for moving known prospects through your sales funnel. Website personalization refers to creating a dynamically personalized highly relevant experience for your prospects and customers based on behavior, location, company, industry and more.
So different types of web personalization for a B to B company might look something like this. You might do target account personalization. So you can actually set things up on your website if you have a personalization platform, where if a target account comes to your site, they see a completely customized version. Geolocation, so you can personalize your webstie based on the location of your visitors. Behavioral, so if people are coming to your website and have downloaded things in the past, you can serve them up different types of content based on what you know about their behavior and their history or about their interests.
Buyer stage, so where is a website visitor in the buyer journey. Are they just learning now about your company? Or do you know that they actually are closer to purchasing a sale and you want to serve them completely different types of content. Title and persona, are you segmenting based on title, or role or persona? You can personalize based on that. Or industry, if you see somebody coming to your website from say healthcare, you can serve them up different customer testimonials or different copy related to how your company serves healthcare clients.
And so what are the different things that you can personalize? You can personalize website copy. So any type of content on your site that's written can be personalized for your visitors. Content downloads, you can serve up different types of content on your homepage. Videos, if you are creating different targeted videos for different personas, you can personalize those. Imagery, you can actually serve up completely different looking websites based on the persona that comes to your site.
Quotes and customer testimonials. So you can personalize these based on industry or accounts. Or your calls to action. So there might be different CTAs that you want to serve to different types of people.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness