Mack Allen

5 Tips to get more leads to your website

If you want to increase the number of leads coming to your website, you'll need to design a comprehensive content strategy and numerous enticing calls to action.

You may have read the first part of this mini-series on the importance of a reliable website if you are going to invest in content marketing. It doesn't make sense to waste tons of time, money, and resources on a reliable content marketing program if the website you're driving traffic to stinks.
So how do you make sure to get more leads to your website? Here's what I know.

5 tips to get more leads to your website

1) Create a holistic content strategy.

I cannot overemphasize the importance of creating a content marketing strategy, documenting it, and then appointing someone to lead it if you want your content marketing to be successful. As part of this strategy, you must identify the role of your website in facilitating the conversion of potential customers.

2) Consider the user's perspective and how he or she interacts with your website.

Hopefully, when creating a holistic content strategy that includes your website, you first think about how the user will interact with your site and each page. This means organizing your pages in a way that makes sense for the prospect, not internal policy.

Sounds easy, but I have helped many organizations for which it was incredibly difficult. Often, one department (or person) is firmly convinced that something very important to them deserves to be placed on the homepage or main navigation. But if it doesn't matter to the prospect, it's best not to give up. Conducting usability testing of potential customers is a good way to gather data to support your reasoning.

3) Publish original, quality content.

Along the same lines, the best way to convince today's B2B buyers to choose you as a supplier is to engage them with your content. Content marketing is about positioning yourself as an industry expert, after all, the company that knows the most about your product/service.

Rather than marketing your firm on every page, utilize each one to demonstrate your skills. Create materials to assist buyers in better understanding how to address their problems. And make sure everything you post are well written, have value to potential customers, and are completely original. 

4) Strong visible calls to action.

I have already hinted at this, but it requires further explanation. Make sure your website is filled with calls to action or buttons that ask visitors to do something else. After all, how do you expect someone to take any action?

5) Offer important with your calls to action.

Sometimes you need to convince visitors to provide their contact details. The best way to convince them is to give them what they want in return.

We call this valuable content. Examples might include:

• Case studies
• White papers/industry reports
• Webinars
• Tutorials or how-tos
• Demonstrations
• Sneak peeks or previews
• Guides or ebooks
• Podcasts

The systematic process of improving the percentage of website visitors who complete the intended action - whether it's filling out a form, becoming a client, or something else - is known as conversion rate optimization (CRO). CRO helps increase your conversion rate. The CRO process involves understanding how users navigate your site, what actions they are taking, and what is holding them back from achieving your goals.