How To Generate More Leads Through Your Website

Two Simple Ways To Get New Customer Leads

Today we’re going be talking about something really important and which will help you get more customers. This is a topic close to my heart because I don’t think enough people are doing it effectively, we are talking about how to generate leads using your website.

I’m going to cover two really easy ways to do it as well as giving you some ideas of things you can use to encourage people to go from just being interested into becoming raving fans.

The first type of lead is a direct lead, these are people who have come to the site and they’re ready to buy, they want to talk to you, they want to schedule an appointment or to fill out a form. Later we’ll also go through indirect leads, which are those who need a little nurturing and are not ready to take action just yet as they are still in the discovery stage. I’ll show you how to handle this type of leads in a slightly different way.

Hot Leads Who Want To Buy Now

Let’s start talking about those direct leads – basically, these are people who are ready to go right now so the first thing you need to do is decide on the action that you want people to take on your site, what’s that big call-to-action going to be?

Do you want people to pick up the phone and call you, do you want them to fill out a form giving you their information so you can give them a callback?

I believe in making things as easy as possible while getting the best results, and in this instance, you can do both through the use of a little automation. You can allow people to schedule an appointment or a consultation call with you directly on your website eliminating all that back-and-forth of arranging a convenient time, and best of all, it’s all done on autopilot.

Automate It To Make It Easy Work

For the automation, there are many programs which can help you here, two of the most popular programs are calendly and Book Like A Boss. They are both really easy to set up and allows your customers to pick a pre-specified time that you’ve already chosen. It’s really easy to embed on your site and seamlessly syncs with your online calendars like a Google calendar or Outlook.

What’s even better is that you can even add some pre-qualification questions to let you gauge if those contacting you are qualified prospects for you or not. You can determine if they have the budget, are they the right kind of fit. You can even ask some preparatory questions if there was anything you needed to know before the call to really help you prepare for that call.

Call To Action – Make It Stand Out.

So whatever you decide that main call to action is going be, whether it is to schedule an appointment on your site or just to fill out a form or even to call you, you need a consistent call to action throughout the site. It is therefore important to make it very prominent and style it as a button not as a text link. You want to really make it stand out and one of the ways to do that is to choose a colour for that button that stands out against everything else on your site and only use that colour for that button.

Now since this is going to be the main call to action throughout the site, I definitely recommend placing it in a few key areas, basically on every page and in the main navigation on top, so ideally you’d have your other navigation elements just as text links and then your CTA is going to be styled as that button we talked about.

I’d also recommend putting it toward the bottom of all your important pages. This would be in a single column with a headline on top and the button underneath, positioned in the centre of the column. I also recommend putting it at the end of every blog post as well as on your about page.

What About Those Warm Leads?

So that covers the direct leads on the site, but what about the more long-term prospects who are not exactly ready to convert just yet?

Upto 90% of people coming to your website are only in research mode, so give them what they want Click To Tweet

80 to 90 % of people coming to your site today are only in research mode and only about 18 % of those people are willing to talk to you or a salesperson before they’re actually ready. For those people, you definitely want to make sure you stay top of mind for them throughout their entire decision-making process so that you end up making the shortlist when it’s time for them to actually make that decision. The way you do this is to offer them something valuable in exchange for their email address.

The typical way to do this was to offer a newsletter or ebooks, but these don’t cut it any longer, nobody cares about your newsletter, when’s the last time you signed up for one of those? You know they don’t seem very valuable and neither do books anymore.

There used to be a lot of value associated with an e-book, the problem is people have been abusing that over the past few years and people have caught on to it. People kind of expect now that it’s gonna be a three page PDF that just doesn’t go into enough detail to make it worth it for them.

We want to be different and provide value to our prospects so we’re going have to up the ante a little and come up with something a little more irresistible if you want to get those email addresses, and of course I’ve got some good ideas for you here too.

  1. The first one is pretty easy to pull off and that is just the idea of a cheat sheet or a QuickStart guide – now this works great as it’s what we call a content upgrade. So let’s say you have a blog post about a certain topic, this cheat sheet or QuickStart guide is an accompanying download that basically allows people to just download it without having to take notes so that they can act on all those tips. You can have just one of these site-wide or you can have different ones that accompany different blog posts it’s totally up to you
  2. Next up we have a workbook which is definitely an upgrade from an e-book because it offers really clear steps and it promises some kind of an outcome once the actions are taken within the book and all the steps have been carried out. This can be a downloadable printout or you can get a little more interactive with it using a google form where the user can fill it out online. There’s an added benefit to doing it this way because you can set it so the answers the user gives are also shared with you which may give you some valuable insights into exactly who your customers are and what kind of problems they’re facing.
  3. My next suggestion is a little harder to pull off and that’s a video or audio training, now this can be a pre-recorded video or a live webinar. It’s a great way to get a little more personal and connect on a deeper level with your prospects that you couldn’t really do with any kind of written material. Now if the idea of video scares you audio can actually be pretty effective as well, Marie Forleo who’s pretty well-known marketer has her main lead magnet as audio training, people just download it and they can listen to her when driving to work, walking the dog or at the gym.As we’re talking about video or audio you can take this a step further and do a video series. Now what I really like about a video series is it establishes a bit more of a relationship over time and it also promises an outcome once you get to the end of it. This type of lead magnet is really powerful and some of the best marketers use this approach.
  4. Next up, we have quizzes, people definitely love quizzes because they’re interactive and it plays on people’s curiosity, you know they want to see the results at the end. A few great ideas would be to determine if a prospect is right for your product or service or which product or service would be best for your client based on their particular situation.
  5. Next we have a multi-day challenge – this is basically challenging your audience to get the desired outcome or learn a specific skill within a set amount of days, you send them one email a day with a different short assignment. People love this because it’s interactive and it definitely promises a result at the end of it.

The main thing to think about with any of these lead magnets is you want people to be saying at the end of it, wow that free content was so good I can’t wait to see what the paid stuff looks like.

Things To Note For Lead Magnet Ideas.

You want to be sure that it’s that your email that delivers the content as opposed to them having to input their email which results in them just been taken to a landing page where they download it. It’s really important to make sure they know it’s going be sent to their email as that’s how you cut down of people giving you fake email addresses.

To avoid collecting fake email addresses, make sure you stipulate that your lead magnet will be delivered only via email and not download via a landing page Click To Tweet

Make this opt-in really prominent around your site, think of it as a second call to action right behind your more direct call to action. You want to make sure it has its own landing page that you can link to from social media or Facebook ads if you want to go that direction with it.

As well as giving it its own little mini section on all of your important pages and I’d even go a step further and add an exit intent pop up on all your important pages just so there’s kind of a Hail Mary for anyone who was going leave your site, you’re giving them one last opportunity to sign up.

So, in the end, you should have a call to action for those people that are ready to do business today and one for the people who need to be nurtured a little more long-term.

now I want to hear from you and I want to know in the comments below which of these lead magnet ideas are you thinking about using for your own business.

How to 10x your phone enquiries through your website by using UX design principles

Mobile phone uk principles for more leads

More Phone Calls Through Your Website

As a business owner, if you are investing in your a new website, one of the basic functions you are probably looking for it to do is to generate more potential customers through phone calls or email enquiries, right?

Unfortunately, the truth for most websites is that they don’t perform well in that department, which shouldn’t be the case.

In this article we’re going to tackle this issue head on a even provide a little tip which could 10X your phone call enquiries through your website, based on our experience in applying it on client websites. You just need to apply some basic user experience design principles.

But first we have to throw in a small caveat.

Essential For Any Online Success

For a website to be successful it needs two ingredients …Traffic and Conversions.

You can’t get sales without both these things happening on your website. So as we are talking about getting more engagement on your site, we are naturally talking about the  conversion part of the equation not the traffic generation.

For a website to be successful it needs two ingredients ...Traffic and Conversions. Click To Tweet

For a lot of businesses who have a website,  one of the biggest stresses is getting traffic to it in the first place, real people going to your website. This is one, if not the biggest problem with websites in general and one which is very common.

Surprisingly however, it’s often ignored to the point that the website itself is forgotten about and scratched off as a required business expense that didn’t work, or the owner is completely oblivious to the fact that is getting no traffic, given that most don’t even track their analytics … I digress.

However, the traffic part of the equation mentioned above is a separate issue which we won’t be covering in this article.

How To Get Click Through Rate

So… lets just say for arguments sake that you have been able to grow traffic to your website to a pretty steady number, you know this as you use analytics to at least track what traffic you are getting.

However, you might still be stressing, because despite having a steady stream of people looking at your site, you may not be getting many, or very few new enquiries.

This can be really frustrating for a business owner, especially if they have invested in any kind of traffic generation, such as SEO campaigns or regularly adding content to the site through blog posts etc.

But here’s the thing, there could be multiple reasons for that traffic not converting into enquiries, including the message used and the keywords chosen on your site which may well be attracting the wrong type of audience.

But lets just suppose that the message is right and you were giving great value and provided solutions for your visitor, yet you’re still disappointed with the amount of leads you would like or expect…

what to do then?

This is actually a common issue and something which a lot of site owners struggle with, no matter how much they tweak and how they change the wording or call to actions, they still struggle with getting those all important new customer enquires, despite them visiting the site.

Most people are not aware of a certain discipline in website design called UX or user experience. It’s really important for you as a business as it deals with the way in which a user interacts with your site.

Four of the most common problems a website suffers from which can be identified as UX design issues are:

  • Value proposition on the site, so the user doesn’t know what to do and what the benefits of using the site are.
  • What action do they need to take as often its not that clear.
  • Building enough trust with the user through reviews, testimonials and social proof
  • Mechanisms by which you can warm up prospects and position yourself as a trusted business to buy from and how  a user can be nurtured through the use of funnels.

As web developers who understand UX design, we feel that it is important to think outside the box when trying to study a website and understand how a user might interact with it.

User Experience Best Practise.

One of the biggest issues we see with a lot of sites can be explained through a couple of factors, out-dated web design legacy practices still being used and the inexperience of some website designers, who may not understand the mechanisms of a commercial website, and how it should be looked upon as a contributor to revenue and profit.

Just by simply considering the potential traffic source of a site one can change the perspective towards a design and immediately improve how it works. An example of this would be the consideration for designing your site for mobile devices.

Given mobile traffic accounts for around 60% of the internet, it’s still bizarre that a lot of website designers broadly design sites for desktop, but crucially don’t change the overall design functionalities to account for that traffic source.

Just by simply considering the potential traffic source of a site one can change the perspective towards a design and immediately improve how it works Click To Tweet

Google Mobile Friendly Tool Is A Robot.

While these sites are responsive in design as confirmed with tools such as google mobile friendly tool and get the green check of approval, nevertheless, you have to remember one thing. Google’s mobile friendly test is automated, and while it is a pretty complex, it basically looks for media queries in the code of the site for different screen sizes which are the unique identifiers to show that the site is built with the prerequisite responsiveness in mind.

What it can’t take account of however, is the way humans might interact with the site in the wild.

This is a huge deal, as given the limited real estate on mobile screens, together with how ergonomics works on mobile, this remains a huge blind spot, even though most designers have taken the time to make sure the site functions, as far as they can, on all sizes of device.

But as we know, looking good and being effective are two separate disciplines. A classic example of form over function instead of form following function.

(users are the) ones with a metaphorical credit card in hand, ready to spend money, with the only barrier being your website and their experience using it. Click To Tweet

In essence this is a user experience issue and the type of thing Google is looking for as part of it’s overall quality score, but so too are your website visitors and ultimately the ones with a metaphorical credit card in hand, ready to spend money, with the only barrier being your website and their experience using it.

Ergonomics And Laziness.

One thing we have found which works well for our website clients is to look at the mobile version in a different light, and to view it as an app from a functional point of view. We also draw inspiration from other apps or websites which work well on mobile and then try to incorporate some of that functionality into a clients design, but crucially, hiding it from larger screen versions of the website where it would have no value whatsoever.

We know that as a whole, humans are lazy, and from a user experience point of view, if something is harder to do, even by just a little, its not going to happen in most cases, Click To Tweet

Most web designers, for example, will keep the same call to actions on the mobile version as the desktop or tablet version of the design. This often means that a “call us” link, which is a pretty common element of any business website, is in the header of the site. But if you actually think about how you use your phone, this is actually counter intuitive, as you normally use one hand to cradle the phone, then use your thumb of that same hand to tap the screen.

Following this design principle will result in the call to action in the header being out of reach to most users who haven’t got longer than average thumb or unusually small phone screen.

We know that as a whole, humans are lazy, and from a user experience point of view, if something is harder to do, even by just a little, such as having to reach further with your thumb, its not going to happen in most cases, that goes for a call to action on your mobile too.

always consider how users are going engage with your website, and modify accordingly. Click To Tweet

So our recommendation is simple, always consider how users are going engage with your website, and modify accordingly. In this instance our solution is to add a call button at the foot of a sites mobile screen, it’s that simple.

So If your site is getting any traffic at all and you want people to call you, do this and you should expect to see an immediate uplift in calls.

How To Be Found At The Top Of Google For Your Most Profitable Keywords Without Knowing Anything About SEO In Six Months Or Less.

people using google to view the top results and to figure out the most profitable keywords to use

SEO has evolved, and it’s no longer about having a few keywords dotted around your site to get Google to notice you…

Today your website is about defining your online identity and how you as a business can differentiate yourself and more importantly WIN more business in an ever-increasingly competitive environment.

Your business needs a solid online strategy to help you be found across the internet for the goods and services you sell. But how do you do that without being an SEO ninja?

With a typical website only retaining 97% of your visitors long enough than a few seconds, getting more traffic to your site is not the only consideration, you also need to do something more to keep them there.

a typical website only retaining 97% of your visitors long enough than a few seconds Click To Tweet

Your strategy needs to both attract more visitors as well as make it “stickier” for when those visitors land. They need to be immediately engaged and encouraged to stick around long enough to learn more about what your business can do for them.

Once they have a modicum of trust with your brand, you then want them to engage with your business through picking up the phone and calling your number and/or visiting your store, if you’re a retail outlet.

So, I bet you’re thinking this is going to be really complicated and hard to understand?

Well, that’s where you’re wrong.

From all of the techniques I have studied over the past 20 years, I have found one of the easiest ways to achieve results, and one which most of your competitors probably don’t have and can’t compete with is a blog.

Yep, the humble blog is a gold mine if you are a business who wants to get more customers, position yourself as an expert and become the trusted leader in your field.

Welcome To Our Blog…?

I am sure you have seen them before, a business website that actually features a blog, it’s by no means a rare site, however, more often than not, it’s completely lacking in content…

In fact the internet is littered with business sites that have abandoned blogs which mostly feature one solitary blog post, normally entitled something like, “welcome to our blog” or even worse, the default “hello world” post.

If there is any content, typically, the post will consist of a couple of lines explaining that they’ll be posting updates regularly to keep you up to date with what’s happening… despite it being posted some years back, with no additions or updates.

Whenever you see that, you know that they’ve probably had their site redesigned at some point in the past and they thought it was a good idea to incorporate a blog. Like most businesses, however, once they have posted that initially content, they find the novelty soon wears off and there is no appetite from any staff member to blog regularly, so it follows all the other neglected sites to the business blogging graveyard never to be resurrected.

How Can My Blog Be Different?

If developed correctly your companies business blog will be the thing that can be the differentiating factor and easily help your business stand out from the competition.

What’s more, is that pound for pound it also represents the best return on investment there is when compared to most other client acquisition techniques.

pound for pound a blog represents the best return on investment there is when compared to most other client acquisition techniques Click To Tweet

The fact is that despite how unique we all think our businesses are, all industries broadly share the same type of pages, content and ideas across their website.

When you browse the internet and look at websites of small to medium-sized businesses in your industry, you’ll see the same pages over and over again. Typically, you’ll see the “home page”, naturally, then there is the “about us” page, “contact us” and possibly even a “services” page too.

Sure, the content is unique, mostly… The designs are different, but you’ll find the ideas, subjects and pages are broadly the same.

So, if you think about the search engines and how they work, it’s going to be a hard job for them to separate those sites and rank them according to who provides the most valuable content, It’s virtually impossible, even for a Google algorithm. …So, how hard do you think it might be for a potential customer looking for the best supplier to her company or who will give her the best service?

The answer my friend is a blog, and It’s a way to add valuable content to your company’s website beyond the static pages typically found in your navigation bar.

How Can You Get More Customers Through Having A Blog?

Once you make the commitment to your company’s blog, something magical happens…

With a few well-written posts, It instantly catapults you ahead of your competitors.

Once you start consistently publishing content you will start developing a greater reach than your site has ever had on the internet. As well as attracting more engagement with people who will become fans of what you do, it will draw in those people who will want to know more and want to engage with your company.

And because Google is changing from a search engine to an “answer” engine, it also allows you to provide content which can add value for your readers. But crucially you’re able to provide the answers people are looking for when searching for your products or services.

If you can provide the right type of information and do it consistently, it will pay off through your site appearing in top positions for more and more search terms.

The great thing is, as you’re an expert in your industry, producing content no longer becomes about cramming the keywords you think are the best for you website to get the traffic you crave, but instead morphs into content which can answer your customer’s questions and fulfil their needs, and therefore, providing value. All you need to do is think about the questions people already ask you?

producing content no longer becomes about cramming the keywords you think are the best for you website, but instead morphs into content which can answer your customer's questions and fulfil their needs, and therefore, providing value. Click To Tweet

It also allows your brand to develop its voice and for people to get to know you as an expert who is also trustworthy and authoritative… Which coincidentally are all the things Google are looking for from a website to determine which they should rank higher. And we all know that if you give Google what it wants, they will reward you in the best way they know how… with more traffic.

If you would like more help with your website, SEO or content strategy for your blog, then give me a call on
03333 448049 and I’ll be happy to have a chat.

How Does your brand perform Online & what to improve.