More businesses think their lead generation strategy is not successful (21%) than very successful (13%), according to the Lead Generation Strategy research summary report by Ascend2. If you're struggling with quality of leads, number of leads, cost of leads, or any other factors, here are four lead generation mistakes you could be making.
Contact Information Is Hard to Find
You spend hours writing a great piece of content, you share it on social, and you drive thousands of views to your website. Then what? If a consumer enjoys your content and wants to contact you but can't find a phone number or email address, they get frustrated and leave.
Some type of contact information should be displayed prominently on every single page of your website. Data reported by Time magazine shows most users spend a mere 15 seconds or less on every website, and two-thirds will scroll down and ignore what's on top of pages. Consider placing contact information on left- or right-hand sides, or on a static bar on top that remains on the page even when scrolling occurs.
Calls to Action Are Weak
Turning website visitors into leads requires nurturing, yet a surprising amount of businesses lack a call to action on their website. Of small business B2B websites, Small Biz Trends report 68% have no email address on their home page, while 70% have no call to action.
While imploring visitors to purchase your product after their first visit to your site might spur a customer or two, the best calls to action are relevant to the visitor and are personal. Social media expert Neil Patel reports84 percent of visitors will bounce off a site if they are asked to purchase after a first encounter with a brand. Research by inbound marketing software HubSpot shows personalised calls to action elicit a 42 percent higher conversion rate than those that are untargeted. Landing pages that are specially designed can help boost conversions, but even simply tweaking the copy of the call to action can make it more relevant to the visitor.
Content Is Not Optimised for Search
Organic search results drive more than half of traffic to websites, according to Search Engine Land. The leads who are most likely to convert into customers are the ones who have the exact problem your product or service can solve. If they can't find you when they type into Google, your brand is missing out on substantial opportunities.
Increase your search engine optimisation by:
- Using keyword research to drive content strategy
- Optimising your website for mobile and all devices
- Decreasing load time and increasing speed of your website
- Garnering credible backlinks to your website through guest blogging
- Sharing links on social media channels, and making content easy to share with social sharing buttons
Power up your content strategy by creating blogs, videos or podcasts that are designed to solve your ideal customers' problems. Then, make sure your website is optimised for search by ensuring it works well on any device.
No Elements Are Tested
In order to see what’s working and what's not, like any marketing initiative your brand executes, testing is vital to improve your efforts. From copy and call to action placement, to landing page design and keyword strategy, A/B testing helps your brand refine its lead generation efforts and optimise website content.
Web analytics software Kissmetrics has a useful checklist of website conversion elements to consider. As we detailed in our blog on customer journey mapping, there are many touchpoints that can be tweaked and tested to improve the experience for your visitors and their likeliness to convert. Delve into your website analytics to identify points of drop-off, then see where there are opportunities to capture more leads.
To find out more about generating and converting more leads, download our free eBook for the complete guide.