Lead generation - converting sales leads

Lead generation continues to be one of the main concerns for B2B (Business 2 Business) websites. According to statistics, users spend just 8 seconds scanning a web site landing page before leaving or deciding to explore further.

As a result, organisations find themselves focused on improving their organic search engine results by using SEO rich copy, under the impression that by prompting a steady stream of visitors, sales leads will follow.

Wrong!

In order to draw more sales leads and boost landing page conversion rates, you need to persuade users to act immediately. To ensure solid sales leads, organisations must use a combination of scan-able and relevant copy - which caters exclusively to your target demographics purchasing needs.

So, how do organisations create ideal lead generation landing pages?

 

Top 7 Tips to optimise your lead generation landing pages.

 

1. Indentify what your customers really want

 

Winning sales leads begins with the very first click. Customers use search engines to seek and research answers to their problems – and to avoid human interaction. Search engines display results and assorted listed information which determines whether you can solve that  problem. They come to you filled with curiosity and an expectation that you understand what they need.

This essentially is what convinces them to click.

Identify what your business goals are and then your potential customers needs - combine them and comprise an effective strategy that persuades users to act - whether it’s to submit a contact form, download a demo or application, sign up for an e-newsletter or submit your content to social media.

Use research, conduct focus groups, create blogs and supply online feedback forms in order to obtain a snapshot into your target demographics’ world.

 

It’s not all about you!!

 

In e-commerce it’s never about you – it’s all about the customer. Show them that you understand their needs and what matters to them. Make them the focus. Work Web 2.0 features into the web site to demonstrate that you value them and appreciate their opinions. They ultimately control your business.

Be kind to them – they determine the future of your business!!

First Impressions last

 

The most important part of any web site is the landing page - it’s the first thing users see. It must reflect their unsaid questions and convey the value of doing business with you. Therefore this page must immediately appear to solve their problem or they’ll hit ‘back’ on their browser. Ensure your landing page is relevant to common search terms or keywords.

Shut up and drive – that webpage!

There could be a million great features on your web site, but if users don't know how to access them, they will leave and never return. Good navigation design is an important component to any successful web site.

Take out all your complex site navigation - design simple, easy to use functions to allow users optimal browsing that lead to your key pages.

 

Commanding content

 

Let’s face it – Users do not want to read condescending, hard to read business jargon that leaves them more puzzled than they were before. They scan content to see if it’s worth reading. Construct copy on your landing page that is scan-able featuring keywords that jump out and identify best with your business product or services.

Look at all those pretty pictures!

 

Graphics are certainly eye-catching but may distract users from carefully crafted content. In some instances a flood of images may also reduce your ranking as web crawlers do not recognise graphics. 

Find the right one - it can work wonders.

Make it on a need to know basis

Quite simply – the more information you ask, the less likely users will hand it over. When it comes to submitting information, demand as little as possible. Your conversion rate could double by simply reducing the amount of content you request. Make it simple. Integrate a custom application that allows users to easily identify what potential customers want to know more about.

Lead generation is a conversation of value. Users expect to gain something of worth in exchange for their information. At the end of the day they want to be looked after – do you want my e-mail address for your cooking e-newsletter? Then send me a free apron with the newsletter.

Give users that extra push to ensure you’re get the information your after.

Lead generation online is essentially about devising an online experience that incorporates your business brand with the customer demands. It is efficient and successful way to build brands and offer disguised advertising.