Today, websites are expected to do much more than just provide an online brochure. Modern businesses should use their websites to accomplish a variety of objectives, all contributing to one main goal — grow your business.
If you use your business website to generate leads, there are a variety of ways to increase those leads without completely redesigning your site. Below are several simple steps you can take today to increase your inbound marketing leads from your website.
Gate Your Premium Content
Gated content is content that is only available to readers who agree to provide some information in exchange for the content. This could be an email address, cell phone number or any other relevant information.
The theory behind gated content is once you know a website visitor’s contact information, you can begin to market to them specifically.
This premium content can take on a variety of forms, including:
- White Papers
In order for gated content to be an effective lead generation tactic, it’s extremely important that it provides some form of value to the reader. This benefit could be helping a business solve a problem or teaching the reader a new skill.
Use Calls-to-Action Throughout the Site
Incorporating calls-to-action throughout your website is another effective way to increase the inbound marketing leads from your website. A call-to-action (CTA) encourages your website visitors to take an action — whether it is to download a featured offer or just learn more about your company.
If someone is clicking on your CTA they are showing interest in your company. CTAs are the first step of gaining a new lead — they redirect users to a landing page with a form. From here, all your visitor has to do is fill out that form with their information to receive your valuable offer.
Here’s a few tips to ensure that you are getting the most out of your CTAs:
- Keep it simple.
- Tell the visitor exactly what they are getting by clicking on the CTA.
- Use a CTA on every page.
- Align your CTAs with the on-page content.
Keep Forms Simple
Forms are one of the most essential lead generation tools a business can use on its website. These forms should be inviting rather than intimidating. If your form is too long or complicated, it will dissuade visitors from taking the time to fill it out. Your visitors’ time is very valuable and people are inherently lazy when it comes to filling out online forms.
Keep these factors in mind when designing your forms. Determine what information is absolutely necessary and remove any extra fields.
These tips should help you begin using your website as a lead generation tool. To learn more about how you can get more inbound marketing leads from your website, contact UNION today.