If your website isn’t driving more business to your company, it might be time to consider ways to make it more effective. Here are ways to tighten up your website to make sure it's giving you your maximum ROI and bringing business your way.

RECOGNIZE The Importance of Lead Capture

One of the best ways to drive more business from your website is to focus on lead capture. Lead capture is the process of gathering contact information about potential customers who visit your website. By capturing their contact information, you can then reach out to them with targeted marketing messages.

Create a Smooth User Experience

In order to capture leads from your website, you need to have a well-designed form, pop-up, or lead capture page on your website. A well-structured website with clean spaces and good imagery will be visually appealing and easy to use, so that visitors can submit their information quickly and easily. Additionally, you should offer something of value in exchange for the visitor’s contact information. This could be a free report, eBook, or possibly a special promotion. Once you have their contact information, you are now in a place to continue the conversation directly .

Make Your Calls to Action Obvious and Relevant

Your website might be beautiful and filled with useful information, but if visitors can’t find your calls to action (CTAs) they won’t convert into customers. If you want to drive more business from your website, you need to make sure that your CTAs are crystal clear and easy to find.

The first step is to make sure that the CTA stands out from the rest of the page. Use colors, special typeface and other design elements to create a contrast between your CTA and the rest of the page. This will make it easier for visitors to identify and click on where you want them to go.

Customers typically follow visual cues to identify important content. To aid in navigation, it is beneficial to label your CTAs with an action statement that is prescriptive so users know what you’re asking and can quickly access the desired information.

Using time-sensitive language ("Sign Up Now") or action-oriented language ("Join Us") can induce a sense of urgency and encourage your user to move forward in the process.

Optimize Website Content

Another way to increase leads is to optimize your website for search engines. This means making sure that your content is keyword-rich and relevant to what potential customers might be searching for. This is not to be confused with keyword stuffing just to move up in ranking. You should also put extra emphasis on writing irresistible and click-worthy headlines that will make your content rise to the top of search results. Additionally, you should ensure your website is mobile-friendly so that visitors can access your content from any device. According to Techjury.net, 55% of webpage views in 2022 came from mobile phones. The final tip for this round is to rename your images to something that describes what is in the image and relate it to your brand. This is important for Google’s process of scanning sites as well as for the visually impaired when visiting your site so they don’t hear a read out like “untitled-image-eHZjZEx7u8”.

Focus on One Thing at a Time

We want to keep the customer journey as seamless as possible.To minimize the chances of information being lost, keep users focused on one task (or point) at a time. As you’ve heard me state before, “if your customer gets lost, you’ve lost your customer!”

If there are too many distractions, such as new info being constantly introduced, the chances of a user forgetting the initial information increase. 

Remarketing further segments your leads so that you show relevant messaging – such as content and offers directly tied to their needs, interests and previous behavior.

Run an Ad Campaign 

Finally, consider running an advertising campaign on social media or other channels to drive more traffic to your website. By creating targeted ads that link back to your website, you can reach a larger audience and increase the number of potential leads. The key to these campaigns is to identify the targeted traits of your audience so that you’re not just spending money sending visitors to your site that have no real interest in your offering. 

HAVE YOUR ROAD MAP READY

So you've successfully persuaded a potential customer to give you their information…now what?

Establishing a clear plan for your customer journey is key. Once you capture your leads, have a clear idea in mind of how you'll follow up with them: Email drip campaigns, tailored blog series, nurture campaigns, and other content specifically to customer personas to effectively increase customer interest and loyalty.

They've signaled their interest by trusting you with their information, now it's time to show them what value you can give them.

As you seek to make your website more effective, remember that above all, do everything with your user journey in mind.We seek our customers’ business, but we are also here to help them find what they need as seamlessly as possible. By creating clear CTAs, optimizing for search engines, and running an effective advertising campaign, you can help ensure that your website is primed for lead capture and driving more business to your company.