Small businesses tend to focus on leads metrics more than others. But how do you get leads? Every business has a need to capture leads. And preferably lead that convert faster and leads that gives a higher value.
This post focuses on how to use your business website as your lead generation tool.
Your business website is the hub of everything for your small businesses. Your social media efforts, your email marketing strategies, etc. are designed to bring people to your website for you to have an opportunity to convert them.
After all, where are your landing pages and your forms? On your website.
Optimize your forms
Most people don’t like filling out forms. For someone to fill out a form, there has to be something in it for them. Studies have shown that the longer the form, the less willing we are to fill them out.
Make your forms easier for people by:
- Keeping them short
- Making them mobile friendly
Optimize your landing pages
Landing pages concentrate your visitors’ attention. Even if a visitor is already on your website, you need a landing page to turn a visitor into a lead. The landing page is where the visitor has access to the form.
Always remember to test your landing pages (A/B testing) as learning what works better helps you build better landing pages.
Track your website activity
Set up a tracking measure on your website to know which pages are generating the most leads and which pages are not performing well enough.
This can be Google Analytics, HubSpot Marketing Free, and/or a marketing automation system (but don’t get carried away) so you know what content is most popular.
A Google Analytics account is free and provides much more than basic tracking that you use to track your lead generation pages.
The tracking system(s) will show you which of your marketing efforts are working best.