Maximizing the effectiveness of websites and content marketing can be facilitated with efficient website optimisation to ensure lead generation. However, successful optimisation can often be a daunting, complicated, and time-consuming process.
As with any effective strategy, successfully optimising websites for lead generation relies on a variety of different methods that ensure all aspects of a website and content are performing as desired. Below are various techniques for optimizing websites for lead generation:
Detailed and regular keyword research is a necessary and effective starting point for website and search engine optimization (SEO). Implementing keyword research can be insightful by indicating the search intent of prospective clients and identifying key target market segments to appeal to with website content.
The process of keyword research focuses on three core aspects of keywords to ensure that content is optimized correctly:
Keyword research is an ongoing process and is instrumental in guiding content creation, for both websites and content marketing strategies as well as for optimising new and existing resources. The more time invested in keyword research, the better a website can be optimised for yielding the desired results.
Content marketing is a powerful tool for lead generation that encourages repeat website visitors, as it creates value by informing and educating prospects at every stage of the funnel. However, for content marketing strategies and publishing websites to be successful, content must first be optimised.
Once research has indicated keywords that are relevant to lead search intent, they can be integrated into content to improve rankings. Content marketing strategies can also be guided and built around keywords that will increase website visibility.
Appeal to leads:
Another form of content optimisation is the creation of content that not only matches search intent but also focuses on appealing to the interests of leads. Content should be optimized in terms of subject, length, and format to maximise its influence in attracting and keeping visitors on a site for longer.
Market research and segmentation can be leveraged to identify the interests of different segments and therefore guide content marketing strategies by prioritising topics that are popular and engaging.
Implementing content across a variety of channels can prove beneficial for website optimisation. Posting on different channels with backlinks to a proprietary site allows marketers to identify which content formats are most effective at driving traffic and can inform future website content creation. Increased traffic results in more visitors consuming content, which can feed lead generation and then demand generation by nurturing leads with a variety of resources.
Brand awareness and authority:
Content optimisation not only encourages brand awareness but also brand authority as a library of content also benefits companies by establishing them as an expert in their space. By boosting brand awareness with optimised content that informs and captivates the attention of leads, marketers can compound the lead generation capabilities of content.
SEO strategies should constantly be evaluated and adapted to meet the changing search intent, trends, and needs of a target audience. Location is an important factor to consider when creating and adjusting SEO strategies as depending on the location of a company, the most effective tactics may differ.
For example, a local business should employ local SEO strategies that focus on claiming listings in online directories and optimising content for local searches. However, an international company hoping to attract leads based in multiple locations should implement different SEO strategies that work on a global scale.
As such, SEO strategies can benefit and be informed by detailed geographic segmentation data. Optimising based on location is an effective way to avoid wasting SEO budgets by targeting where leads and companies are based.
Landing pages are a crucial aspect of website optimisation as they are often influential in creating the first impression that inbound leads and visitors have of a company. As such, landing pages need to be optimised to be able to captialise on visitors arriving on a page by drawing them in and encouraging them to stay.
With this in mind, landing pages should be optimized by offering potential clients relevant information about the company and the services and products it provides. It is important to encourage lead nurturing by guiding leads towards product details and payment information effectively without simply presenting this information as soon as they arrive.
Landing pages should instead be focused on educational and informative content on different subjects to motivate leads to continue through the buyer’s journey without overwhelming them.
Credibility is essential for ensuring that any promises made are supported with evidence that is attractive to prospective clients and easily recognisable as a reliable source.
Featuring prestigious awards that are indicative of a high level of service on the hub of a main website is an effective way of showcasing a company’s achievements and encouraging lead generation. However, the placement of awards on a website is also important, as they should not steal attention away from the main content of a site but rather support it.
Reviews and testimonials:
Reviews are often credited by many as the best salespeople a company can have, as real accounts from current or previous clients can serve as powerful tools in influencing lead generation and credibility.
Featuring reviews and testimonials across multiple channels including websites and social media posts can be leveraged to drive lead generation by demonstrating what potential clients stand to benefit from.
At the core of optimising websites for lead generation is the design of the site. Without a well-developed design, companies are open to potentially missing out on opportunities as visitors leave their sites early.
As mobile use continues to rise, it is essential for companies to create and adapt their content to suit the mobile format. Non-adaptive websites can result in lost visitors due to pages being difficult to navigate or read, or assets loading incorrectly. This can be costly, as visitors may avoid revisiting a website that is not optimised for mobile.
An important aspect of website optimisation is its design. For a website to effectively guide visitors to content and encourage them to stay on the site, its design must be clean and attractive. The use of negative space and keeping websites uncluttered is essential for drawing the eye and ensuring that key content stands out to visitors easily.
Implementing a live chat or chatbot into a website is an effective way to streamline communication with visitors and qualify leads by providing them answers to basic questions. This also helps to guide visitors to what they are searching for and drive traffic to resources. Data from these interactions can also indicate what visitors are looking for when they decide to visit a website.
If a website is slow to load and navigate, this may contribute to lower visitor rates with visitors spending less time on a site and, therefore, less time-consuming content. Improving and ensuring the speed of websites is another way to avoid visitors leaving a site early.
In the same way that it is essential to maintain consistent messaging across content marketing and multiple channels, it is also important for website copy.
Calls to action (CTAs):
Part of ensuring the effect of messaging is avoiding bombarding website visitors as this may overwhelm and sour leads. One way of achieving this is by limiting the amount of CTAs to one per concept. For example, longer pieces of content can feature multiple CTAs to services and other content. However, a landing page should only contain one clearly indicated CTA. This encourages lead generation without saturating leads with demands that may result in them leaving the page.
One of the challenges of creating successful messaging is to avoid relying on self-proclaimed success. Instead, leveraging positive reviews left by satisfied clients is a credible way of jump-starting effective messaging for a company and its services.
Messaging as a whole should be consistent. Be sure to align sales and marketing teams to build strategies that can be implemented across websites that are consistent with campaign language. A unified voice will help in creating a positive impression of a brand through consistency and a vision that is clear and easily understood by leads.
Lead magnets are tools or content pieces that are only accessible via a company’s proprietary website and provide prospective clients with useful information. Lead magnets are appealing as they often facilitate or streamline common processes that leads encounter that are typically time-consuming.
Therefore, these lead magnets are instrumental to website optimisation and can be customised to attract specific target segments to a website. Investing in a useful tool can promote repeat visitors and increased traffic from potential clients who benefited from the tool and then shared it with others. As a result, this also helps to establish brand awareness and authority.
To drive the best results from a website and its supporting content, it is essential to have a solid understanding of potential clients to be better able to tailor content that appeals to their needs and desired solutions.
As such, creating a detailed profile and buyer persona for target segments is instrumental in optimising websites for lead generation. The development of client profiles can be facilitated by market segmentation data that indicates their interests, goals, potential problems, and which channels they prefer to be reached. This data can then be used to develop personas and optimise website structure and content.
To ensure the continued success of a website in connecting with leads, frequent testing should be implemented.
Web analytics can be particularly insightful for measuring the performance and conversion rates of landing pages. This data can later inform changes and optimise strategies for making improvements.
A/B testing is a useful tool for determining which potential changes to a website are likely to yield the best results. Testing in this way allows marketers to adjust pages’ strategies to meet their expected results.
Scoring leads has multiple benefits, including website optimisation. By scoring leads, companies can identify which are deemed most valuable and can prioritise outreach efforts accordingly. This also helps determine which funnels are most successful in converting leads and as such can be used to guide website optimisation by prioritising the most successful pages of a website.
Optimizing websites for lead generation is a complicated process that can be guided and facilitated by focusing on improving the various aspects listed above. For a website to successfully generate leads, it should be adjusted regularly to match the changing intent of leads and potential clients. Investing in website optimisation can ensure that incoming visitors gain a positive impression of a company that encourages them to become leads and potential clients.