If you feel like your website is starting to receive a steady flow of website traffic, you are probably ready to focus on converting more of those visitors into leads. Because the ultimate goal of all that traffic coming to your website is to attract quality leads, setting yourself up to effectively convert visitors to leads is an essential piece of your website strategy. Follow the tips below to improve website conversions on your website.
1. Limit the Amount of Form Fields
One of the quickest way to turn a visitor (a potential lead) away from filling out a form on your site is by including too many form fields on your landing pages. Even if they aren’t all required fields, many visitors will see a long form of questions that they don’t necessarily want to answer right away, and skip out on the form all together. A traditional form should only include basic form fields—name, email address, and phone number (if the nature of your business requires a phone number). While that information may seem rather bare, keep in mind that a visitor filling out a form on your site doesn’t mean they’re ready to buy immediately. They’re simply interested in the product or service you offer. Once you have their email address, put them into an email nurture campaign where they can learn more about what you have to offer them, and when they do choose to give you more of their information, they’ll be much more of a qualified lead.
2. Include CTAs on All Marketing Content
You’re putting a lot of time and effort into developing the content on your website—good job! However, don’t let your efforts go to waste by not giving visitors an option to opt into filling out a form. Every blog post should lead to a landing page, and your homepage should have direct links to landing pages where a visitor can easily access a form. Another great option is to make use of a pop-up whenever a new visitor lands on your homepage. Be sure the offer on the pop-up is clear—whether that be for a helpful guide, or a discount on a future purchase.
3. Set up Pay-Per-Click Ads to Lead to Landing Pages
If you are attracting visitors from your paid advertisements, you can be confident that they are already further along in the buying process than a visitor who would be arriving at your site via an organic search. Because visitors from paid ads won’t need as much nurturing, be sure to send those visitors directly to a landing page and form. While you probably have awesome content on your site to show visitors, if the ultimate goal is to get leads, then cut to the chase with your paid ads.
4. Use Compelling Copy
When a visitor arrives on your landing page, make the offer for them irresistible. Use clear, concise, and compelling copy that will solve an immediate problem on their hands. Cut out fancy business jargon, and simply lay out how the content offer you’ve made available to them will be beneficial. If the offer on your landing page isn’t clear and compelling, the visitor most likely won’t become a lead.
5. Remove Top Navigation
If a visitor arrives on one of your site’s landing pages, you have almost converted them—hurray! To increase the chance that they fill out the form on your landing page, remove top navigation that’s traditionally on the rest of your site. With the top navigation removed, it’s less likely that a visitor will be distracted from other parts of your site (and leave the page without filling out the form). The same goes for pop-ups—don’t include pop-ups on your landing pages.
6. Include Incentives to Act Quickly
Depending on your industry, this could be a challenging aspect to add to your landing pages. But if you’re planning to host a webinar and will only be able to field questions from X amount of viewers, you will likely have a cap how many people can sign up for your webinar. If this is the case, urging website viewers to sign up immediately due to limited space is a great way to convert website visitors quickly. Think about any ways you can stress urgency to your visitors to get them to convert quickly.
7. Create Personas in Your Marketing Campaigns
When you are planning your next marketing campaign, be sure it focuses on a specific buyer persona. What are the challenges and goals of that persona? Cater your content offer and copy to suit their needs. Keep this persona in mind when creating your landing page. If the offer on your landing page is fit to a specific persona, you’re likely to receive a higher amount of leads compared to creating a landing page fit for a broad audience, but doesn’t particularly help a specific group of people.
Converting visitors on your website to leads is exciting business! It’s one of the key components to you growing your business. Let us know in the comments if you have found any other helpful techniques to improve website conversions.