How to Optimize Your Site for Better Lead Conversion

The ultimate goal of your company’s website is to generate more leads so you can convert them into paying customers. But accomplishing this takes much more than simply adding a “click here” button to your home page. Today’s marketers must be savvy and strategic in how they optimize their websites for improved lead generation.

But where do you get started, and how do you know the most important areas to tackle first? It requires paying attention to people’s actions when they visit your site and knowing your audience like the back of your hand.

If you could use some help in this area, look no further. Here are a few tips to get you pointed in the right direction and headed towards more lead conversions.

1. Focus on Pages With the Most Traffic

The quickest and easiest way to increase your lead generation is to add CTAs on the pages where your website visitors are most likely to spend their time. Start by conducting an audit to determine which of your site’s pages are getting the most attention and what sources bring in those leads.

For instance, email marketing, social media, and guest-contributed content all play a role in driving traffic to your site. Once you’re able to track that traffic, make sure the landing pages your leads are coming to are fully optimized for the best possible results.

2. Evaluate Results and Make Adjustments

Just because a web page gets a lot of traffic doesn’t mean it’s successful. For example, you could have one landing page bringing in 1,000 new visitors a day but only converting a handful of leads as a result. Meanwhile, another landing page may only be attracting 50 new visitors, but most or all of those leads successfully convert.

You can track which CTAs are working best from your marketing automation software. Then, once you’ve identified the clear winners, make appropriate adjustments to align the best features and produce more consistent results across the board.

3. Be Logical About Your Lead Generation Process

A great way to improve the chances of a lead conversion is to keep visitors on your site for as long as possible. To do this, you’ll want to offer a few additional resources, such as related blog posts, downloadable guides or eBooks, links to special offers on your products or services, etc.

If you do this, however, make sure that you are logical in your approach. For instance, don’t include links to snow removal in a blog post about summertime lawn care (obviously). Be methodical about the links and offers you include in the lead generation process. This will keep your audience engaged and improve your odds of successful conversion.

4. Personalize Your CTAs

In an increasingly digital world, personalization has become the key differentiator. Dynamic content enables you to cater the website experience to each individual visitor. When prospects who land on your site are presented with content, images, buttons, and product options that are tailored to their needs, preferences, and interests, they’re much more likely to take the bait.

And personalized CTAs are among the top tools for increasing web conversions. In fact, personalized calls to action convert 42 percent more leads than basic CTAs, so it’s definitely worth considering.

5. Test, Test, Test

Last, but certainly not least, never underestimate the value of A/B testing. A landing page or CTA that seems perfect, in your opinion, may not perform well with your target audience for whatever reason. The only true way to know how to improve your results is to go straight to the source.

Sometimes something as simple as changing the color scheme or wording of your CTA, the images you’ve included, or the layout of your landing page can do wonders for increasing click-through rates. Don’t be afraid to try different things and take chances. You may be pleasantly surprised.

You rely on leads to produce more revenue and grow your business. By applying the tips above, you can optimize your efforts to truly get the most out of your website, improving your results, and boosting your profits over time.