A lead is a potential customer for your product or service. It is different from a prospect in that a lead has expressed some level of intent to buy, and interest in buying from you. A lead can be a business card given over dinner, or an email address given in exchange for a downloadable resource on your web site.
We have all been sitting at a conference hearing a speaker talk about the amazing amount of traffic their site gets. If a little voice in your head questioned this, wondering how that traffic actually translates into cash, you are on the right track. All of the traffic in the world is worth nothing if it is not converting to leads.
While traditional approaches like advertising and industry events still work, your website is one of the best ways to get more leads. It’s your salesperson who is working for you 24 hours a day! Does this salesperson have the tools they need to do their job? Do you have the right conversion opportunities set up on your site to increase leads? The most aesthetically gorgeous website ever created is worthless if it’s not ringing up sales for you. Here are three ways that you can analyze the performance of your current site.
- The first thing to look at is the conversion rate for your industry. Not that you can’t aim for beating these averages, but they are still a good place to start. Are you way under, or already way over?
- Second, look at what are visitors are doing on your site. What is your bounce rate like? What does your heat map look like? Heat maps show the sections of your site where visitors spend the most time. A heat map creation and analysis tool like crazyegg will show you what your visitors are doing, and where they are coming from.
- Third, check your analytics data, whether it is from Google or within a CMS like Hubspot. You might get a lot of traffic from social, but does it convert? This data will help you put your money where your mouth is, showing you where to invest more, and where to cut back.
Now that you have the above data, it’s time to think about your website redesign process, if needed. Devote more resources and real estate to what generates the most and best leads, and dump what doesn’t. Making decisions based on data and not just your best guess (or your CEO’s preferences) will get you the results you are looking for.
5 Creative Ways To Get More Leads On Your Website
There is a lot of great information out there on how to get leads from your website, but here are a handful of our favorite next-level ideas:
- Make sure your thank-you page has additional information: Don’t abandon your leads after they have committed to you! Offer links to additional relevant reading or your latest news.
- Register on HARO or answer questions on Quora - This is an easy way to position yourself as a subject matter expert.
- You can easily use Google+ Hangouts or Skype to create and host educational online events. Don’t forget to record them, so that you can share them as...
- ...Podcasts or pre-recorded webinars. Not ready to get your full Perd Hapley on? Reach out to others in related industries and offer to be a guest on their podcasts or webinars.
- Publish on LinkedIn: If you have already taken the time to write valuable content, it will only take a few extra minutes to publish it on LinkedIn, giving you exposure to many new leads outside of your existing network.