In digital marketing, a website is an effective tool for generating leads . On the other hand, if it is poorly exploited, your probabilities of generating prospects or concluding sales are thin or in the worst cases, this can even harm the reputation of your brand. But how do you do it? All of all the teams that manage your site (marketing team and developers) must adopt a more strategic and more efficient approach of which we will give you the main lines in this article.
Establish an inventory
You cannot change your strategy if you do not know where the defaulting points of your current process are. You must then make a current state of the premises to better understand and better understand things. To be able to measure the impact and success of your current strategy, use the tools that are used to assess the different sources you use in order to generate leads. Examine the numbers of clicks, downloads, visits ... on your site .
Another simple way to do things is to compare the pages of your website , but not just any. Rather target 2 distinct categories from your destination pages. One must be a page with a significant level of visitor to Lead. The other will be a page with a low conversion rate. For example, your page A has received 500 visits and 5 of them have completed your form and therefore become leads. This page then has a conversion rate of 1 %. Your page B, on the other hand, also has 500 visits and 25 of them have subscribed to the form, which gives a conversion rate of 5 %, better than that of page A. Now that you have statistics in hand , Analyze the differences between the two pages. Then change and improve page A based on this.
Work all the stages of your conversion tunnel well
A simple visitor is not yet considered a lead acquired. This visitor must go through a few steps before becoming your lead. Generally, the visitor's conversion to lead on your website consists of three steps.
Calls to actions (CTA)
At a website level, CTAs or call for action buttons, play a major role in the lead generation process, but also to convert lead to customers. To optimize your CTAs in the conversion process, you have to surprise the visitor positively. Using contrast effects is often effective, such as opting for a color contrasting with that used on your site. You can also use attractive images to capture the visitor's attention so that they want to continue their visit.
Give each prospect a unique experience by offering them personalized, dynamic and interesting content. Your CTAs must stand out from standard CTAs to attract attention more and get a better conversion rate. A study revealed that personalized, the CTAs generate a high conversion rate of 42 % compared to standard CTAs.
The destination page
Once the visitor has been seduced by your call-to-action, he now landed on your destination page. This is where you will get more information concerning him. The latter becomes a lead by filling out your form. It is advisable to have several destination pages. A company that has 30 pages of destination converts more visitors (up to 7 times more) than that which has only 5.
The thank you page
When the form is completed, your visitor who has become lead must again land on another page which is that of thanks. It is important not to neglect this page, because you will include an equally important suite of the process. In addition, thanks, you can now add a link containing your real offer or content sharing buttons on social media.
Follow -up emails
Among the information you have collected from your form is the prospect email address. Send him a follow-up email to now encourage him to engage more with your brand.
Nourish your leads
Now that the visitor has become your lead, it can do without time before they become a customer. Develop an effective lead strategy to speed up the maturation process.
Improve the referencing of your website
All previous actions will only be in vain if your potential visitors do not even find the publications of your site in the search results . Visibility is essential . To do this, SEO SEO is one of the main means to achieve this.
Adopt the appropriate keywords
The choice of keywords is essential for your SEO. Use the words your prospects tap on the search engine. You have to put yourself in their place.
Try to integrate your keywords into your tags
Your content has many strategic points in which your keywords must appear. You must insert them in the URL of the page as well as in all the tags (title, meta description, h n ) of your content to optimize your visibility.
Adapt your website to mobile media
Your potential customers browse the web with different supports. To improve your visibility and access to your website, you must optimize your site so that it can be compatible with mobile devices without visiting visitors.
The lead visitor conversion process is just a step in your sales cycle. Be strategic! Your website must evolve continuously to acquire new leads. With the right techniques, make it your biggest lead generator.
Your website is your commercial asset because it is the best leader generator. However, a good strategic approach must be adopted so that the process is done in the best conditions in order to ensure a better conversion rate.
