Struggling with the number of incoming leads? Disappointing, isn’t it? Many business owners immediately think of new ways to boost website leads; what else can they do that they haven’t tried already? It’s understandable to think that way.
But STOP; let’s look at what you can do when enquiries are low before you start inventing new ideas! Doing these things first may well save you valuable time, effort and money and generate new leads quicker, with a greater return on investment (ROI).
Generating leads consistently can feel like an ongoing battle, we experienced this ourselves in the early Red Box days, but now we help B2B organisations (especially industrial machinery and equipment companies) to generate the leads they deserve.
Here are our recommendations on where to start.
Use Google Analytics GA4 & Search Console
Your starting point, without a doubt, has to be to use Google tools such as Google Analytics and Google Search Console to gain insights into user behaviour, engagement, and conversion rates.
You need to establish if there are any potential problems with your current site that can be quickly and easily rectified. Even the smallest of amendments to your website can dramatically affect your website’s performance and lead generation.
For example, Google’s search console can highlight if you have pages that aren’t indexed (found) by Google; this could be for various reasons. If they aren’t indexed, they will not show in search results, so being aware of which pages need indexing is useful; you may then be able to request for them to be indexed.
Google Analytics GA4
Reports in Analytics may help you establish if there is a problem with your content on a page. If you have a low-engaged sessions figure, then your visitors aren’t sticking around to read more. This could indicate that your messaging isn’t resonating with your audience.
Consider re-wording your content to focus on your audience’s pain points. Likewise, if your content is low on that page, there may not be sufficient information there to answer the questions and concerns of your website visitors, and so they will leave to find an alternative company that can answer their queries.
Analytics will also enable you to see the most popular pages on your site, review these and introduce any trends you find into other less visited pages.
Optimise SEO
Review your website’s search engine optimisation (SEO) strategy. Conduct keyword research to identify relevant keywords and phrases that potential customers might use to find businesses like yours. Incorporate these keywords strategically into your website’s content, meta tags, headings, and URLs. Ensure your website is properly optimised for search engines to improve its visibility and organic search rankings.
Improve User Experience (UX)
Evaluate the user experience on your website. Is it easy to navigate? Are the pages loading quickly? Is the design visually appealing? A positive user experience can encourage visitors to stay longer on your site, explore more pages, and ultimately make an enquiry. Focus on responsive design, intuitive navigation, and clear calls to action.
If customers can’t quickly and easily access the information they need, they will swiftly move on to a competitor.
Enhance Landing Pages
Landing pages are exactly what they are called, the first page a visitor lands on when visiting your website. While your home page may be obvious, you may have others too. Assess your landing pages, especially those used for specific marketing campaigns. Ensure they are highly relevant to the campaign’s messaging and offer a clear value proposition. Optimise the layout, content, and design to capture visitors’ attention and guide them towards taking action. Use compelling headlines, persuasive copy, and persuasive imagery.
Implement Lead Capture Forms
Ensure you have strategically placed lead capture forms on your website. These forms should be simple, concise, and easy to fill out. Consider offering incentives such as exclusive content, free trials, or discounts in exchange for visitors providing their contact information. Experiment with different form placements and designs to maximise conversions. Adding testimonials, benefit statements, and any guarantee information to your lead capture forms can be helpful. These act as last-minute chances to overcome objections and convince the person to complete the form.
Another tip with lead capture forms is to ask for the bare minimum that you need. Complex forms or where people are expected to add information that doesn’t appear pertinent to the enquiry will reduce the number of form completions you will receive.
Leverage Content Marketing
Create high-quality, valuable content addressing your target audience’s pain points, questions, and challenges. Develop a content marketing strategy that includes blog posts, articles, case studies, and videos. Share this content on your website, social media platforms, and industry-related forums or communities to position yourself as an authority and attract potential leads.
Use Social Proof
Incorporate social proof on your website to build trust and credibility. Display satisfied customers’ testimonials, reviews, case studies, and success stories. Highlight any awards, certifications, or partnerships that showcase your expertise and reliability. Social proof can help alleviate concerns and convince visitors to make an enquiry.
As humans, many of us follow the crowd, if we can see that others are doing something, we are more likely to take the same action. Your social proof, like reviews and testimonials, helps build trust and encourages visitors to join the masses and use your products or services. Just think about the last time you purchased an item on Amazon as an example. Did you check out the reviews first and then choose the product with the most number of good reviews? We do that too, and so will your clients!
Implement Retargeting Campaigns
Set up retargeting campaigns using platforms like Facebook Ads. When visitors leave your website without making an enquiry, retargeting allows you to display targeted ads to them as they browse other websites or social media platforms. This keeps your brand in front of potential leads and increases the chances of them returning to your website to make an enquiry.
Offer Live Chat Support
Provide live chat functionality on your website to engage visitors in real-time and address their queries or concerns. Prompt responses and personalised assistance can enhance the user experience and increase the likelihood of converting visitors into leads.
Analyse Competitor Strategies
Research and analyse your competitors’ websites and marketing strategies. Identify areas where they excel and consider implementing similar tactics in your approach. Look for gaps or opportunities they might be missing, and find ways to differentiate yourself and offer a unique value proposition to potential customers.
Utilise Social Media
Social media can be a powerful tool to drive website traffic and generate more enquiries. Here are some ways you can leverage social media to increase lead generation:
Create Engaging Content
Develop compelling and shareable content specifically tailored for social media platforms. This can include informative blog posts, eye-catching visuals, engaging videos, or interactive infographics. Ensure your content aligns with your target audience’s interests and pain points, and always include a clear call-to-action directing them to your website for more information or to enquire.
Utilise Multiple Platforms
Identify the social media platforms where your target audience is most active and establish a presence there. Facebook, Instagram, LinkedIn, Twitter, and YouTube are popular options but choose the platforms that best align with your business and target audience. Optimise your profiles and regularly share relevant content, engaging with your audience and driving them to your website.
Run Contests or Giveaways
Organise social media contests or giveaways to create buzz and attract attention to your brand. Encourage users to participate by sharing, liking, or commenting on your posts, and require them to visit your website or fill out a form to enter. This increases engagement, drives traffic to your website, and allows you to capture leads.
Social Media Groups and Communities
Join relevant social media groups and communities where your target audience actively participates. Engage in discussions, provide valuable insights, and share your expertise. Avoid being overly promotional, but include a link to your website in your profile or when relevant. Building relationships and establishing yourself as a trusted resource can lead to inquiries and referrals.
Utilise Social Media Advertising Features
Take advantage of social media advertising features like lead generation forms or “swipe up” options on platforms like Instagram and Snapchat. These features allow users to express interest or make an enquiry directly within the social media platform, streamlining the lead capture process and increasing conversion rates.
Remember to consistently monitor your social media performance, analyse metrics, and adjust your strategies accordingly. Social media can be a valuable channel for driving website traffic and generating enquiries, but it requires consistent effort, engaging content, and strategic targeting to achieve optimal results.
Boost Website Leads
Increasing your leads isn’t always about working harder but often more about working smarter and making your existing channels work more efficiently for you. By streamlining or repositioning your message, you can instantly connect with your audience and generate more enquiries. It doesn’t have to be difficult, and it doesn’t have to take months to see a difference.
We make generating leads easy by following these tips for our clients. Feeling disappointed with your enquiries and want a helping hand to grow your business to where you deserve to be? Book a free strategy meeting today, and we can help you with a simple plan.