Business websites are a tool to draw attention to your company. They’re a method of starting relationships, they’re the face of your business, and perhaps most importantly they’re your best way to attract leads.
More people search for products and services online than anywhere else, so it’s up to your business to try to improve the way your website attracts and processes leads in a way that will help your company in the short and long term. The following are a few simple methods of improving lead generation using nothing but your website.
How to Attract Leads
- Content Marketing
It starts with content marketing. Content marketing is the only effective method of improving your search engine rank and presence. Content marketing is the act of adding many pages of writing to your website that are of interest to the reader in a way that improves your website’s depth. Search engines value websites that are filled with information, so adding these pages (known as adding content, which is why it’s called content marketing) should be your first step, as the higher you are in search engines, the more people will find your site.
- Start a Blog
Blogs that are regularly updated are not only a part of content marketing – they’re also a valuable way to generate leads. Blogs are your way of reaching out to customers and showing them you’re an expert in your field. By starting and running an informative blog, you’ll be attracting people back to your company so that when they’re finally ready to contact someone for their needs, your business is one of the first they consider.
- Email Lists
A strategy that more companies need to consider is email list building. Email lists are at the core of most lead generation strategies, yet very few companies have added any email captures to their website. All you need is a well written white paper or some type of valuable content, require an email address for signup, and suddenly you’re collecting a list of potential customers that can be directly marketed to at your leisure.
- Location Pages
While this may not be relevant for all companies, location pages are a type of content that has considerable value that most companies forget. Location pages are essentially home pages/service pages written for very specific locations in your neighborhood, city, or state. Location pages allow you to attract far more targeted customers – customers that are looking for those that are literally right near by – which ensures they are far warmer leads than, say, a visitor on the other side of the country that may not be able to use your services.
- Conversion Improvements/Calls to Action
Attracting leads isn’t just about getting visitors. It’s also about getting those visitors to turn into qualified leads. So it’s not just about adding content that attracts leads – it’s also about making sure that your content is performing correctly. You can try split testing (testing similar pages with minor differences and see which ones convert better), better calls to action, more internal linking, and more. Improving conversions is a great way to attract more leads.
Other Website Methods
This is only the tip of the iceberg. You can try ad retargeting technology that starts showing ads to other people only after they’ve visited your page. You can try creating viral content on your website that spreads for you, or add social media buttons so that people share your content liberally or follow your social accounts.
Many different tools can be used to generate business leads, and they all start by focusing on your website and looking at new ways to add information that attracts relevant visitors.
If you’re interested in learning more about content marketing for lead generation, contact us today.