If the goal of your website is to turn your visitors into new business leads, it has to be strategically designed for that purpose. It needs to do a great job of engaging the visitor, enticing them to give you their email and encouraging them to connect with you.
1. Give customers the information they seek.
A clearly articulated value proposition
When a potential new customer arrives on your website for the first time you only have a few seconds to convince them to stay. A clearly articulated value-proposition on your home page captures a site visitor’s attention and reassures them they are in the right place. A good value proposition states what you do, who you do it for and how you provide them value.
For example, if you have a specialty or niche area, make it clear:
Efficient Accounting, Tax and Bookkeeping Services for Small Retail Businesses
Developing a strong, succinct value-proposition can take time, but it is essential to developing a clear marketing message.
Relevant, up-to-date information
Visitors to your site must be able to quickly navigate and find relevant, up-to-date information. In order to do that, a your website has to designed solely with the viewer in mind. The aim is to nurture potential customers along pathway to engaging your firm, not to simply promote the firm and your amazing team.
Think about the most frequently asked questions you receive from new clients. Are the answers to those questions featured on your website? If not, they should be. They are often the starting point for viewers as they seek answers to questions or challenges they are having.
Take time to review and update the content on your site for out-of-date information. If a visitor comes across references to obsolete tax law they are not likely to be impressed or entrust their tax preparation to your firm. Client references, case studies and testimonials on the site must all be from your best, and if possible, most current clients.
Mobile Responsive Design
Mobile compatibility is critical — to your viewers and to search engines. New clients will do research as much on a cell phone as a desktop computer. Does the site look good? Are the buttons and links large enough to read and click on a cell phone? Is there too much text on one page that scrolls forever? Invest in making your website mobile-friendly to support your lead generation efforts.
2. Wow them with your expertise – start blogging.
Adding a blog to your website is a great way to highlight your company’s knowledge and expertise.
Well-written, articles that educate and inform the customer will help you build your authority and customer trust. It will help prospective customers to perceive your firm as being better than your competitors. Expert content, focused on specific keywords or search terms also means your website is more likely to be featured above that of your competitors in search results.
Each new blog keeps your website dynamic and gives visitors a reason to return. And, the comment section of a blog enables a two-way conversation to begin.
3. Make them an offer they can’t refuse.
Interspersed throughout most lead generation websites today are lead magnets. A lead magnet is an irresistible offer to a prospective customer that entices them to download a resource of immediate value or request an offer (consultation) in exchange for their contact information. E-books, short video tutorials, consultations, checklists and guides are all perfect examples.
What lead magnets could you could offer on your site? “A Guide to Accounting Best Practices for Small Businesses” or “A Quick and Easy Tax Preparation Checklist?”
Lead magnets need to be cleverly crafted. They must make a customer feel as though there’s nothing to lose and everything to gain from providing you with their contact information. Your offer needs to be not just relevant but captivating. There needs to be a clear, compelling call to action (CTA) button or easy to complete form with quick access to the promised resource. The resource needs to provide immediate value so that the prospective customer feels the exchange was a fair one. That way they will remain interested in doing business with you.
4. Invite them to stay connected then stay in touch.
Invite visitors to the site to stay connected. Encourage them to sign-up to receive notifications when new blogs or resources are published. Ask if they would like to be notified about updates in tax legislation affecting their business by joining an email list.
Make sure the language on any forms on your site is friendly and inviting. Does the form reflect how you would speak to a prospective client if you met them offline? Are you asking too many questions? Could the form be made shorter, simpler, more streamlined?
Most important, put in place a plan for email marketing or a regular newsletter. Send them the promised updates and news. Stay connected and nurture the relationship with potential customers.
5. Invite them to contact you or start an instant conversation.
Your website’s contact us form can be a great lead generation tool, but think about smaller forms throughout your site that are accessible when a viewer is ready to contact you. You might want to encourage the site visitor to reach out and ask you a question, to schedule a call or consultation or request a quote. The number of forms completed and submitted each month is a key performance indicator of how well your site meeting the goal of generating new business leads. If no or few forms are being submitted, again, review the forms for wording, placement, call to action and simplicity of use.
Have you noticed that people are increasingly preferring texting and messaging over email nowadays? Perhaps you do too. The chat-box pop-ups increasingly being deployed on lead generation websites reflect this growing preference for instant messaging and responses.
Consider adding this new functionality to your website. It could prove another powerful, lead generation tool.
Your website needs to have a significant impact on increasing the visibility of your company, helping to establish your specific areas of expertise, and generating new business leads.
How well your website is optimized to convert visitors into leads has a direct impact on your business bank account.An investment in your website can deliver great ROI.
Ready to get started? Email us to discuss how we can help you improve your site and grow your business.