A Four Step Strategy To Optimize Your Website And Boost Your Lead Generation Efforts

Lead generation is the sole purpose of all online marketing initiatives. With digitalization at its helm, lead generation through Internet channels has become the prime source of revenue for millions of business enterprises across the world. The sales team relies heavily on the lead generation teams to get quality leads that can be converted into money-spinning deals. Websites that are well optimized connect well with the prospects and significantly contribute to getting your prospects into the sales funnel.

Here are few steps that you can take in order to optimize your sites in order to generate significant leads to ensure the profitability, survival, and growth of your organization and increasing traffic to your website by leaps and bounds.

1. Analyze The Current State of Your Website

Before marketers start to optimize their websites and the landing pages, they must analyze the current situation of their website and look for possible hindrances to your lead generation efforts. Do a complete SWOT analysis in terms of your website and look for elements that can be enhanced. There are various grading tools that you can find through Google. These tools will analyze your website pages, call to action buttons, and other elements and rank the same based on its efficiency with respect to lead generation.

Things to Look Out For:

  • The content is in sync with the line of products and services that you offer.
  • The pictures perfectly complement your content.
  • Use of Keywords, Tags, and Descriptions.
  • The overall layout of the website is harmonized.
  • The text, images, and call to action buttons are rightly placed.
  • The colors used on the website and the landing pages are eye pleasing and convey your brand’s overall personality
  • Sufficient contact information
  • Unnecessary popups and distractions
  • Loading time of the website and its landing pages
  • Resolution across various devices
  • Erroneous redirections
  • Coding errors and technical problems

2. Figure Out the Right Strategy

Once you have a fair idea of the issues and challenges with your website, you can brainstorm and think of alternative strategies to optimize your website and improve its overall features. For instance, if you see certain issues with the placement of call to action buttons and believe that they are having a negative impact on your lead generation process, you may think of alternative positions for the same. Similarly, you can think of strategies to improve the other elements that directly or indirectly influence your lead generation efforts.

Also, you must identify the path that your prospects have to go through before they reach the conversion stage. Efforts should be made to minimize the length of this path or at least optimize the various stages that come across in the whole customer engagement cycle.

3. The Testing Stage

There are no shortcuts. Once you are ready with possible alternatives that can be applied to optimize your website. It’s better to look beyond your personal instincts and test each of the strategies to see which one works the best. For instance, you may place call to action button at a certain position for few days and observe how it affects the overall click-through rates, bounce rate, and conversions. Then you may try placing it at a different position and compare the results thus obtained.

The A/B testing method helps you understand which alternative gives you the best results by drawing comparisons between two or more different strategies. Also, testing is a never ending process as you may find a better strategy that may do wonders to your lead generation efforts.

4. Implement Chosen Strategies

After the testing stage, all you have to do is implement the strategies that give you best results in terms of your lead generation objectives and makes the overall customer engagement more meaningful. It is also very imperative to optimize your website for better readability and visibility on different devices as a lot of people these days use smartphones and handheld devices to access pages on the Internet.

A Word of Advice

Website optimization is not a one-time process and marketers must constantly find out new ways to improve their websites. Through constant observation and analysis, they should work on innovative ideas to improve the overall experience of the website also making it more user-friendly.

Author: Robert Duke
Robert Duke is a Marketing Manager at Blue Mail Media. With over 10 years of experience across B2B Marketing, Lead Generation, and brand marketing, Duke has helped several SMBs and large-scale organizations to elevate their marketing strategies.
Samuel Joseph, Sales Head