Your website is your homebase and it’s one digital asset you own, and therefore, control outright. While there are a ton of effective lead generation tools and strategies out there, this post will focus strictly on using your website for lead generation. 

Get the inside scoop on how to boost your website’s lead gen performance with the tactics below.

1. Clearly Communicate Your Value Proposition

Why should people buy from you and not a competitor? The way you communicate that is called your value proposition. It’s a succinct explanation for why your offerings are beneficial to your target customer and better than the competition’s

This formula is the simplest way to pin down your value proposition:

We help X do Y by doing Z. 

Think about the promise you deliver to your customer, and state it clearly on your website. Consider the biggest pain points your website visitors are struggling with, and how your solution will eliminate them. Here are some examples of short, memorable, and effective value propositions.

If your value proposition isn’t clearly communicated front, right, and center on your homepage, you’re missing out on gaining new customers. Be sure to reinforce your value proposition throughout your website to give your conversion rates a boost. 

2. Make Site Navigation Straightforward and Easy

Keep your visitor’s experience at the forefront of your website design and navigation decisions. It’ll have a positive impact on website lead generation

Visitors come to your site with intention and a problem to solve. What happens if your website requires a hardhat to navigate? Visitors will leave. Quickly. Pleasing website layouts, easy site search, and clear copy will make your visitors happy and keep them on the page. 

One particularly common example of an unfriendly website is the dreaded homepage pop-up. While many a marketer sings its praises, the research indicates visitors hate these things. 

Your website should be user-friendly and the navigation intuitive. Site navigation with the end-user in mind will increase your site’s usability and improve conversion rates. Brands that invest in friendly website navigation give their KPIs up to 83% in conversion lift. 

3. Optimize Critical Page Layouts

If you’ve got a page that’s conversion rates just aren’t budging, the issue is probably the layout.

Alter the design. Go on, give it a try. Where to start? Use insights from visitor data and common layout best practices to nudge those conversion rates in the right direction. 

Our biggest tip? Remove distractions. Too many visual inputs and options confuse, annoy, and paralyze people. Get rid of things like unnecessary links or product options to improve conversion rates. 

4. Give Your CTAs Some Wheaties

A call to action, or CTA, is a major influence on conversion rates. Generic CTAs? We’ve seen ‘em all, and so have your visitors. Things like sign up or start trial may be clear and to-the-point, but they won’t do much for your conversion rates. 

If you’ve got a landing page that’s doing okay but could use a boost, look at your CTA. Is it generic? Let’s give it some facelift and with it, your conversions the best chances of success. 

Take your generic CTA, and add the word yes to it. Yes is effective because it gives the offer a positive spin. Also, switch things up and make your CTA first person, like so: Yes, I want my discount!

Sprinkle your facelifted CTAs throughout your website and landing page. But stick to one specific CTA to each page, just incorporate it several times throughout the page. 

For example, if the offer is a discount like in the image above, your CTAs should only be selling that specific offer. Don’t add another CTA asking people to download an eBook to the same page. 

5. Increase Social Proof with Reviews and Testimonials

Customers are risk-averse and they don’t want to be the first to try a product. How can you put their minds at ease and increase their trust in your brand? With reviews and testimonials

Add any of these to your website pages for lead generation:

  • Social media reviews
  • Third-party reviews
  • Testimonials
  • Case studies and success stories
  • Test and study results

72% of customers won’t make a decision to buy until they read reviews. Adding reviews or testimonials to your site can nudge them toward a decision and reduce friction in the buying process. 

6. Put Lead Magnets on High-traffic Pages 

Do you know where most of your internet traffic lands? Once you identify those pages via an audit, you’ll want to optimize those pages for lead nurture

Put your lead magnets on pages that get the most traffic. Use long-form content like guides, or white papers that people can access when they give you their contact information. You can further market to these leads through email. 

7. Eliminate Unnecessary Form Fields

Too many form fields decrease conversion rates because it adds unnecessary friction to the process. Get rid of all unnecessary form fields and only leave those that are mission critical. Visitors are more likely to trust and fill out succinct, short form fields. 

8. Make Your Videos Speak to the User

There’s a gap between online and offline commerce. And videos are one way to bridge it. Informative, relevant, and engaging videos will increase your conversion rates regardless of industry. 

But the effect is particularly pronounced for eCommerce sites. People who view a product video are more likely to convert than people who simply viewed a static ad.

9.  Put Live Chat on Your Site

Many visitors want to buy your service but that fence they’re sitting on is too comfortable. If only there was something that could quickly answer their questions, get them off the fence, and improve your conversion rates . . . 

Good news, there is. Live chat tools are perfect for helping the folks who are interested. They are easy to add on any site and will offer an immediate boost to conversions. Live chat capabilities can contribute up to 30% in conversion rates.

10. Improve Page Load Time

Visitors will leave pages that take too long to load. How long? More than three seconds. Quick site abandonments can hit your conversion rates hard. 

Did you know that 40% of people abandon sites that take more than 3 seconds to load? On mobile specifically, a one-second delay in page response can result in a 7% reduction in conversions.

To improve your page speed, images need to be smaller and compressed. Additionally, your site should be responsive and optimized for mobile, which brings us to our next point. 

11. Optimize for Mobile

Google switched to mobile-first indexing a couple of years ago. Today, mobile optimization is supremely important for site health and your conversion rates. If you don’t optimize for mobile, Google will drop your site on the search results page. Visibility, and therefore, conversions, are negatively impacted. 

Before you start tinkering, keep in mind that mobile and desktop experiences are different.

Use Google’s mobile testing tool to see if your site is mobile-friendly. The tool will recommend ways to improve your site’s mobile performance.

Website Lead Generation: Key Takeaway

Improving your website for greater lead generation capabilities and conversions takes some time. But it’s worth the effort. Your website is the cornerstone of everything you do online and gives you the best chances of turning visitors into leads and customers. 

Are you ready to turn your website into a lead generation powerhouse? Let’s get you started with a customized plan today. Reach out to InThink online and our team is ready to level you up.