The digital age, increasing internet speeds, the development of mobile technology, and special circumstances such as the Covid-19 pandemic, have brought about a significant shift of the public towards the internet. In this context, businesses have found themselves forced to explore the internet to capture the attention of the buying public.
This transition led to a flood of new websites and online stores, but many of them failed to reach potential customers due to a lack of a targeted digital marketing strategy. B2B businesses, in particular, faced challenges during the pandemic, losing the ability to participate in exhibitions and events. At the same time, their sales networks found it difficult to make visits to existing and potential customers.
The need for these businesses to increase interest from potential customers has led to the development of digital marketing strategies to increase lead generation. Their proper implementation, tailored to the goals of each business, is expected to boost website visibility, generate potential customers and drive higher conversions to active customers.
“Do you, does your website generate new leads of potential customers? If not, here are 10 ways to improve your website’s potential customer leads.”
10 ways to increase potential customer leads through your website.
- Create the ideal customer profile (Digital Marketing Buyers Personas)
- Gather email addresses before your new website goes live
- Add forms to every high interest page on your website
- Use Exit Popup techniques
- Add live chat to the website
- Refresh your business content marketing plan
- Place prompt buttons (CTA) with strategic placement for more conversions
- Apply A/B testing techniques to your website to decide what works most efficiently
- Publish testimonials and customer reviews to “prove” the high level of the services – products you offer.
- Create a seamless UX to optimize user experience on your website
And if the above doesn’t make much sense, let’s take a closer look at exactly what each mode involves.
1. Create the ideal customer profile (Digital Marketing Buyers Personas)
In order to create the right content that will capture the interest of users and increase traffic and interaction at your business touchpoints, you must first determine who your target audience is.
Knowing better the audience you want to target means you gain an insight into what it is that your business needs and how you can provide it. The purpose of any website is to provide value to the target audience through the content it displays, but this can’t be achieved if you don’t know what it is they want.
Create buyer profiles for your potential customers and include all the important details about them, such as age, location, interests, hobbies, buying behaviours and more. Take advantage of existing customers by analyzing your website data to determine what you can give them next.
This information will help you understand your audience so it’s easier to tailor your content, products and services and choose a strategy to develop potential customers.
2. Gather email addresses before your new website goes live
Your website may be under construction or redevelopment, but that doesn’t mean you can’t create lists of potential customers at the same time. Just because your website pages aren’t ready for the public doesn’t mean you can’t gather email addresses, develop your lists and launch your email marketing plan.
Many people visit your website to see if it is live and this is a unique opportunity, by placing a contact form, to get the first emails from potential customers online!
Enable visitors to stay tuned to your site before it goes live by creating a beautifully designed under construction page.
Encourage users to subscribe to your newsletter list to stay up to date with your business news.
3. Add forms to every high interest page on your website
Forms on a website are a powerful tool for collecting information from visitors and increasing leads. Instead of waiting for visitors to express their interest directly, forms allow you to actively reach out to users and collect important information about them. Below are some tactics for your website forms to increase leads:
I. Subscription to a newsletter:
Example: Adding a form on the homepage to subscribe to a newsletter. Users can enter their email address to receive updates, offers and content from you.
II. Communication forms:
Example: Adding a contact form to a contact page. Visitors can use the form to ask questions or request more information.
III. Expression of Interest Form for Service/Product:
Example: Form placed on each service/product presentation page. Users can fill in the form to request more information or a quote for a service/product.
IV. Participation Form for Events and Webinars:
Example: On the website of an educational institution, a registration form for participation in online lectures or seminars.
V. Coupons or Discount for First Purchase:
Example: Form for a discount or coupon for the first purchase. Users can exchange their details for a special offer.
VI. Create an Account:
Example: A user registration form that encourages visitors to create an account for a personalized experience.
Forms are a valuable tool for collecting information and generating leads, providing an effective way to communicate with your website visitors. Adding forms to high-traffic pages on your website can bring overall multiple benefits to your business.
4. Use Exit Popup techniques
Did you know that 55% of users spend less than 15 seconds on a website?
That’s not enough time to get their attention, keep them, and then convince them to take action on your site. To reach your inbound goal (leads), you need to think about how you can reach that goal even when users intend to leave.
The Exit Popup is a window that appears automatically when the visitor tries to leave your page. There are several reasons why it can be useful to add an Exit Popup to your website and see how it can help you in the lead generation process:
I. Data capture (Lead Capture):
The Exit Popup can be used to collect information from visitors who are ready to leave. You can add a sign-up form for newsletters or special offers, inviting visitors to leave their email before they leave.
II. Offers and Discount:
An Exit Popup may contain special offers or discount for visitors who are ready to leave. This can convince them to stay and complete a purchase.
III. Return to Page:
It may offer a link or a button that will take the user back to the page. In this way, you can give them a second chance to explore your content.
IV. Strengthening Needs Understanding:
By using questions in an Exit Popup, you can better understand why a visitor is about to leave. This can help plan strategies to improve your content or offer.
Overall, the Exit Popup is a powerful tool for improving your website’s performance and increasing lead generation opportunities. Make sure its use is unobtrusive and provides value to your visitors, otherwise you risk annoying them.
5. Add live chat to the site (chat)
The average response time from the companies’ customer service is 12 hours.
For many, this is too long to receive a response. As technology rapidly evolves and makes it easier for businesses and consumers to connect, it’s no surprise that users expect faster response times.
Live chat can solve this problem for your visitors and help you generate more potential customers by being readily available to serve them. If they have questions, they can get an immediate answer instead of waiting for a representative to contact them. It saves time and users “see” the company in a more positive light.
Phone call service is also an excellent alternative to live chat. This could be implemented with a simple request through a callback form or a contact information form.
6. Refresh your business content marketing plan
You can’t increase the number of messages from higher quality potential customers by sharing outdated content that doesn’t give users value or insight.
To attract more potential customers, you need to start with high-quality content that users can’t get enough of. Quality content will also perform better with Search Engine Optimization (SEO), so it will rank you higher in Google’s search engine results pages (SERPs) and as an end result, you will receive increased organic traffic from that search engine.
If your website ranks higher in Google results, it will be easier to be discovered, which means more “quality” potential customers for your products or services!
Record what your customers’ characteristics are and create content based on your findings. What problems do they need help solving and how can your content provide them with just that?
Discover keywords that will enhance your content marketing plan. Use Google Keyword Planner or Buzzsumo to research the keywords your audience searches for frequently so you can create quality content around it.
7. Place prompt buttons (CTA) with strategic placement for more conversions
CTA refers to the phrase “Call to Action” and is an important element in the field of digital marketing and web design. A CTA is an encouraging phrase or image that invites the user to take a specific action, such as clicking a button, filling out a form, or performing another action.
Use calls to action (CTAs) to tell your visitors what to do next.
The bottom line is that users don’t want to think too much. Give them the information they need by insisting they take some kind of action on your site.
Do you want to make it as easy as possible for them to get from point A to point B? Tell your visitors what to do by inserting CTAs in strategic locations throughout your site. Don’t leave them guessing what action they need to take next.
It’s simpler to tell them what to do to get the desired experience with the right design. If you want more potential customers, encourage your visitors to take that action. Always optimize your CTAs to stand out and use the right language and colors to increase clicks on them.
8. Apply A/B testing techniques to your website
Your website will never reach high performance levels if you don’t evaluate its progress and optimize it for conversions.
There are psychological reasons why visitors may click on a Call To Action (CTA) button that is green, but ignore the same button if it is red. With A/B testing, that is, by testing different elements like this, you will be able to optimize your entire website to turn it into a potential customer generating machine.
It is important to test only one item at a time. Otherwise, it will be impossible to tell exactly what caused higher or lower conversions. Key elements of a website to test are the following:
- Texts for the prompt button
- Colours on the prompt button
- Texts in targeted areas of the site
- Headlines
- Placements on the website where content or advertisements are displayed
- Images
9. Post Reviews & Reviews for Social Proof
You need to present your site as a reliable source of information that people visiting it can rely on, and a great way to do this is with social proof.
Social Proof can be anything from customer testimonials, customer reviews to the logo marks of companies that are your customers and appear on the homepage of your website. The purpose of Social Proof is to gain the trust of your visitors, therefore the chances of converting potential customers are higher.
An effective way to leverage Social Proof Marketing and integrate your visitors into the experience is to adopt user-generated content on your site.
This can include anything created by your audience that represents your brand, whether it’s sharing thoughts or content that comes from relationships you’ve cultivated. When this is positive, it can boost your credibility and help you attract new potential customers.
10. Create a seamless UX to optimize your website
Think about how users navigate your website. Are they experiencing problems while they’re there? Does the design help them easily explore your site or does it hinder their experience?
To attract potential customers, you need to create a seamless user experience (UX) for your visitors. UX, or User Experience, refers to the overall experience a user has when interacting with a website or app. Good UX design aims to make the user experience easy, efficient and satisfying.
In the context of a website, the elements that make up the user experience and need to be optimized to “engage” the user are:
- Navigation: the structure of the website and the way it is navigated affect how easy it is for the user to find what they are looking for.
- Interface Design: the appearance, visual design and layout of elements affect the usability and impression created for the user.
- Speed and Performance: page load time and overall performance affect user satisfaction.
- Content: the quality and comprehensibility of content affects the user experience.
- User Responsiveness: interaction with website elements, such as forms or buttons, should be seamless and provide immediate feedback.
- Mobile Responsiveness: the website must provide a good experience on mobile devices.
- Personalization: the website’s functionality should be adapted to the individual needs and preferences of the user.
Overall, good UX design seeks to make the website accessible, functional and enjoyable for users, helping them achieve their goals with minimal effort and understanding.
Summarizing
The process of increasing messaging for any business, as we mentioned, is a big challenge of today since the stimuli that users receive are many. As a result, differentiation in terms of your online presence is a one-way street to success. In the ocean of potential partners that your potential customers can find, your presence ought to stand out. And yes, there are specific ways in which this can be done.
We hope that the above tips for this very process will help your business grow. By following at least some of these tips, you increase your chances of getting more potential customers. And if you’re still not sure how to get started, AstroLabs is here to help you create the right digital marketing strategy tailored to the needs of your business.
You have come this far on your own.
Let’s rise together.
