How to generate more leads: the 10 golden rules
If you are into marketing you know it well: attracting new visitors to your business website is not easy. An even more difficult business is to convince them to provide you, through forms or surveys, with their data so that you can contact them again. It is, therefore, necessary to propose interesting, diversified, and always updated content to stimulate the attention of your potential customer.
At this point, the question arises: how to generate leads? The answer is not unique but we can certainly give you what, in our opinion, is the most convincing: following the theory of inbound marketing, which puts the approach of the user at the center of this process to convert it into a lead, the first step to take is precisely to offer content that can entice him to give up his information.
However, although essential here, content with a high level of in-depth analysis is not enough. Since, as they say, even the eye wants its part, the writings you are going to publish will only be really attractive if they are packaged in an attractive form and within a usable site.
How do you do it? Easy! Below you can find the ten tips we have collected to improve the shape of your content, your business site, and, consequently, learn how to generate leads: let’s get started right away!
1. Improve Call-To-Action positioning
A Call-To-Action gives its best if it is placed at the top of the page, in that area, that is, that the visitor of your site can see immediately without the need to unglue down.
It is no coincidence that everything that can be viewed after scrolling is read-only by 50% of site visitors: doubling the visibility of the Call-To-Action, therefore, can significantly increase the number of leads!
2. Clarify what you are offering
The offer presented in the Call-To-Action must be crystal clear. If this is a free guide, for example, it would be appropriate to say “Download our free guide on X”. A clear and explanatory message will be more successful than an anonymous “Download Now” or “Free Article”.
3. Use images and not just text
As we said above, images stand out much more than simple text on a web page. Furthermore, the inclusion of a photo will allow the information to be displayed in a language other than purely textual.
4. Choose colors that contrast with the tones of the site
A web designer will be able to oppose it, but a Camouflaged Call-To-Action or even the same color as the page that hosts it is not able to jump to the eye of those who will have to use it. On the contrary, the use of higher contrast colors will allow the CTA to catch the eye (and, therefore, to be clicked more easily).
5. Diversify Call-To-Actions
The world is beautiful because it is varied! Therefore, what we recommend that you do is create separate offers for each of the products or services that you offer on your company website or blog. For this reason, each Call-To-Action you create must be placed on the relevant page.
6. Add a Call-To-Action to each blog post
To make a post truly profitable, add an offer linked to the subject matter and a Call-To-Action that refers to that offer to the new ones. The best way at your disposal to awaken the curiosity of readers is to choose wisely those themes that are very interesting for the target you want to involve.
7. Keep the form as simple as possible
Let’s dispel a false myth: simple doesn’t mean short. The information you request in the form of your landing page, therefore, should match what the sales team needs to activate all its sales processes.
In the case of first contact, the name and email address are sufficient for this purpose. But if there are more frequent users on the other side of the monitor, then it will be helpful if you ask them for some qualifications such as profession, nationality, and maybe even phone number. But be careful: the important thing is not to ask for more than you need!
8. Make concise text
No frills or preambles – your readers want to know right away if what they’re leaving their information for is worth it. For this it is good that you go straight to the point: the necessary information is included in the offer itself!
In addition to the headline, therefore, it is advisable that you insert a short paragraph explaining the extent of the offer and that this is followed by a bulleted list of the included benefits. These will need to be emphasized to convey the actual value of the offer: for example, “Find out how X can increase your productivity by 50%” is more effective than “Include technical details about X”.
9. Remove other links to stay focused
When a visitor reaches the landing page he is just a few steps away from a key moment: the one in which, finally, he gives you his contact information. For this reason, it is better not to distract him with links that could take him away from the set goal.
10. Create a thank you page
Imagine that you have given a lift to a friend: how would you feel if, upon arriving at your destination, the person in question got out of your vehicle without even thanking you? Well, the same goes for leads who have just downloaded your material.
For this, it is good to create a thank you page which, in addition to thanking your contact for giving you credit, keeps new leads on the site by providing them with additional links for navigation. This can then include a Call-To-Action to make them proceed inside the funnel (figure with which the sales process funnel is usually depicted), send them back to the blog, encourage them to become followers on your company social networks, invite them to subscribe to the newsletter service and much more.
And here we are at the end of our decalogue! But before saying goodbye, we would like to underline one thing: your work does not end with the click of your new lead on the subscription button but continues with the lead nurturing process through the constant sending of personalized messages. Only in this way can you entice the lead to view the new content on the pages of the site and social media!