Is Your Website Helping or Hurting Your Lead Generation Efforts?

Written by: Jeff Muller

A lot of companies I work with are trying to figure out how to generate more leads from their website.

There’s a myriad of ways to generate more leads—the problem is that companies may waste a lot of money generating more traffic without generating enough good leads for their sales team.

So they often conclude that these tactics simply don’t work. The thinking goes: “We spent money on LinkedIn, Google, and Facebook ads and didn’t get the results we were looking for.” When in fact, these tactics do work well, but the weak link is usually the company’s website.

If you are looking to increase website leads, I came up with an acrostic to help improve web page lead generation—B-A-S-I-C– five letters that represent key components that your webpages need in order to increase engagement, traffic, and leads. Visit Devio homepage, as they are conversion focused and hyper-optimized and have experience in turning cold traffic to customers.

B = Benefits
You need to include benefits on your webpages. Yet, more often than not, companies tend to show features when they should be promoting how the prospect will benefit from the product or service.

A = Advantage
What is your competitive advantage? What can you offer that your competitors can’t? Why should a prospect choose your product/service rather than a competitor? After answering these questions, select the most compelling one and use it in your headline. The answers to these questions also form the foundation of your brand positioning.

S = Social Proof
Social proof is using others to promote the validity of your product/service. For example, before you try a new restaurant, you may look at the ratings on Yelp or Google Reviews. Other examples include testimonials and case studies, all of which can lower the risk in the mind of your prospect and validate the product/service.

I = Imagery
The quality of your images can make or break your website design, so make sure you’re using high quality, professional photos, illustrations, CAD images, and video that showcase the features and benefits your prospects care about.

At the same time, too many high resolution images can reduce your site’s performance and load time. Best-in-class webpages should load within three seconds. Any slower, and visitors may abandon your site, reducing your chances of converting them into leads.

If you want to test your site’s performance, email me your website link and I’ll send you a performance report along with some suggestions on how to improve performance.

C = Call-To-Actions
What action do you want website visitors to take when they are on your webpage? Most companies want the prospect to contact them, but unless they have a pressing need or an emergency, they probably won’t. You need call-to-actions that educate or help your prospects solve a problem. Here are a few examples of successful call-to-actions that have generated leads:

  • Maintenance Guide
  • How-To Guides (eBooks)
  • Checklists
  • Webinars
  • Request for Demo
  • Request for a Free Evaluation

If your call-to-action is compelling enough you can ask for the prospects name and email in exchange for your valuable offer. Make sure you include a call-to-action on every page of your website.

Once you have the BASICs in place, you can start implementing marketing tactics to drive more traffic to your site. The end result is that visitors will be more engaged, and will find your call-to-actions compelling which will result in more leads.

On average, using our lead generation process, our clients have seen their leads increase ten-fold within the first year. 

If you have questions about the BASIC process, or any other design and marketing challenge, feel free to contact me.

Below, I’ve listed a few ways you can learn more about how to improve your own lead generation process.

Download our Lead Generation Checklist.

View our on-demand webinar: How to Generate More Leads from Your Website.

Schedule a one-on-one call to review your current website and lead generation strategy. There’s no selling on this call, just an opportunity to learn more about your current marketing needs. At the end of the call, you’ll have some recommendations that you can immediately implement to improve your marketing efforts.