670 words|2.7 min read|

A commercial website is only as valuable as the leads it generates and the revenue that results from those leads. If you’re having trouble retaining your site’s visitors and compelling them to walk the entire path toward the sale, then you may need to find and fix little flaws that stand in the way. Here are four things you can do to increase your site’s online lead generation.

1. Split Testing Your Content and Design Elements

Split testing, also commonly referred to as A/B testing, can help you figure out which content and design adjustments produce the best results for your online lead generation. The key to this process if to approach it as scientifically as possible. If you simply put up two completely different pages, you may see a dramatic difference in conversions between them but you’ll have no clue which of your changes did the trick.

You can split test either your content or your design elements. Content changes can be as subtle as switching out individual words or punctuation marks, while design adjustments might involve changing the font size/color or moving an image from one side of the page to the other. But limit your A/B tests to one change at a time so you can evaluate the result of each change.

2. Analyzing Your Buyer Personas

If you don’t have a firm grasp of your buyer personas, you’ll never know whether your content targets the right audience. Who are these people, and what makes them tick?

Try to delve beyond simple demographic data to find out how they choose one solutions provider over another, what concerns and objections cause them to cancel or delay buying, what excites them into taking positive action, and which authorities and resources they trust when formulating their buying decisions. Once you really understand your prospective customers, you can custom-tool your content to appeal to their personas.

Online lead generation

Find out what makes your buyers hearts beat faster, and why.

3. Redesigning Your Landing Pages

Your landing pages play a critical role in the online lead generation process, so make sure they’re designed to turn those warm leads into red-hot properties. A typical landing page receives visitors who have already gotten intrigued enough by your site’s offering to drill down to a specific product or service. So this is your chance to make your big sales pitch – meaning, of course, that content is king here, and clarity is everything.

Since landing pages live or die by their text, you want to position that text front and center with as few graphic distractions as possible. But don’t lay it out as a wall of words – use plenty of white space, and break sections up with bold headings and sub-headings. Want to add some color? Do it by sprinkling trust badges (logos of client companies, accrediting associations, et cetera) and response buttons in logical spots throughout the page.

4. Synergizing Content and Navigation

Content and navigation should work together on your website like peanut butter and jelly, with the combination of these two potent ingredients creating a powerful synergy for swaying your target audience. Many websites fail to convert visitors into buyers because they try to spread the same catch-all message across every single page, diluting the content until it doesn’t say much of anything to anybody.

If your site navigation sends segments of your audience to specific products and services that interest them, the content on those pages can then focus like a laser beam on influencing those individuals, not the whole world. By interlacing content and navigation strategies in this way, each page can deliver just the right nudge to move your leads further along the sales funnel.

Of course it can be tricky to spot the places where your content, or even your entire content strategy, is letting you down. That’s why LeapGo offers a “content audit” – a professional evaluation that detects those weaknesses and provides expert advice for revising or augmenting your content as needed. Contact us to learn more!

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About the Author: Jason Corgiat

I started building websites in 1999. Through the years I've worked with hundreds of businesses in various verticals and have built, implemented and managed digital strategies for companies of all sizes. My education is not formal and neither are my methods. Chances are, I can add value to your organization from day 1 but I'll let you be the judge. I'm a proud father of 4, luckiest husband in the world, and enjoy the occasional gym session. How was that for a bio?

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