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How to optimize your website pages to generate more leads

Jul / 2018 by
2 0
How to optimize your website pages to generate more leads

In addition to the homepage, the basic pages a lead generating website should have are:

  1. A blog page
  2. A service page
  3. An about page
  4. A contact page
  5. And a landing page.

Each of these pages plays an important role in the lead conversion funnel and therefore, needs to be optimized to drive visitors to take action.

1. Optimizing your blog

A blog is the first step in the lead generation process. Incorporating a blog with relevant articles does not only help you to draw visitors to your website, but it also allows you to position yourself as a trusted information source about your field. For instance, Novorésumé–a resume building software–has a blog that publishes content related to job applications and career development.

The checklist:

2. Optimizing your service page

In order to spark your website visitors’ interest, your company website should clearly explain what your company does–and in understandable terms for visitors who may not be familiar with your brand or industry. Most businesses do this through a “Services” or “What We Do” page; however, it is recommendable to include a brief explanation of your services on multiple pages and places throughout your website.

Your service page should have enough information regarding the features and prices of your services in order for your visitors to make a purchase decision. If your website lacks certain information, your visitors will most likely move on to competitors–something you want to avoid at all costs.

An additional way to prove to your visitors that your product or service is worth spending money on, is by including social proof. Examples of social proof are:

  • A portfolio
  • An overview of your clients
  • Testimonials and reviews
  • Case studies
  • Certifications and awards
  • Statistics
  • And press mentions.

The checklist:

3. Optimizing your about page

Besides mentioning what your company does, it is also essential that your website communicates a compelling story and purpose through your history, vision and values. British fitness apparel brand Gymshark, for example, mentions on its “About Us” page that the brand was founded by a teenager in a garage and has quickly grown into one of the most recognizable brands in fitness. Telling a story or communicating a purpose helps to add personality to your brand and to build trust among your website visitors.

The checklist:

4. Optimizing your contact page

To transform your website visitors into leads, your website should include a simple contact page with your contact information, your physical location, operating hours, and links to any social media channels you may have. If possible, integrate a Google Maps plugin to make it easier for prospects to find you. Especially for smaller or lesser-known businesses, adding such content will comfort your website visitors that your company is real and legitimate.

The checklist:

5. Optimizing your landing page

For those visitors that are not yet making a purchase decision, it is important to have lead magnets. Examples of lead magnets are newsletters, ebooks or other types of valuable and relevant content extras that you offer in exchange for the visitor’s contact information. Each type of lead magnet should have a minimalistic landing page.

For instance, to gain access to one of its lead magnet ebooks, VITAL redirects visitors to a minimalistic landing page with no menu or sidebars. The purpose of using such landing pages is to drive visitors to leave their contact information by having as little distractions as possible. Quick links and other content should only be placed in the footer of the landing page.

The checklist:

The bottom line

When it comes to lead generation, having a nice-looking website is not enough. Since most social media and online marketing activities direct prospects to your website, it is crucial that your website drives visitors to take action. Content may only be one part of the equation, but it is a part that should not be overlooked. Transform your website visitors into customers today by writing and organizing your website content from the customer’s perspective!

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