In this article, I will the 3 simple tweaks you can make TODAY to get more leads from your website. I’ll also reveal the number 1 mistake most business owners make with their websites. If you sort this out, you’ll not only be be way ahead of your competition, you’ll see an increase in the leads you get from your website – just by making a few simple tweaks! Sound good? Let’s dive in.
What is a Lead Generation Website?
A lead generation website is….drum roll…a website that is focused on generating leads. In other words, a website built with the goal of getting more leads into your business. This could be in the form of growing your email list
, booking strategy calls, or selling digital products directly from the website.
Why Your Pretty Website Isn’t Helping Your Business
A lead generation website isn’t concerned with looking ‘pretty’ or ‘feminine’ or ‘modern’. Yes, design aesthetics are important – but a pretty website won’t bring in leads. Not unless it’s also conversion-focused. On the other hand, a website built for lead generation first, will support your business better – even if it’s not the most beautiful looking website on the internet. Obviously, the goal is to have both – good design AND good conversions. Unfortunately, most business owners brief their web designers to only worry about the design.
Website Conversions: What You Need to Know
Let’s talk about conversions. Conversions are the actions that website visitors take when they land on your website. For example, a conversion can be getting someone to join your email list. Or booking a strategy session with you. Or buying something directly from your online store. And if you can INCREASE the number of people taking those actions (ie increase your conversions) – then you’re going to see an increase in revenue in your business. Makes sense, right? The most obvious one is getting a purchase directly from your website. It’s easy to see that if you get more of the people who land on your website, buying from your website, that’s more money in your pocket. For service-based businesses, it can be a little more tricky to see the financial benefits. But they are there. For example, if you increase the number of people who join your email list by just 5%, that means that for every 100 people who land on your site, you have an opportunity to build a relationship with 5 MORE people than previously. (and if you then focus on increasing your traffic, that 5% starts to become really significant). Or, let’s say that you increase your conversions by just 1% – to get people booking calls with you. Again, let’s say you have 100 people visit your site every day, then that’s 1 extra call a day. How many new clients a month could that mean for your business? So, making sure that these conversions are happening is REALLY important.
Website Conversions: Getting Clear On Your Goals
So, we’ve gotten clear on what conversions ARE. They’re the actions that you want your visitors to take. Right at the beginning I talked about the number 1 mistake most business owners make with their websites. And this mistake is not being clear on what conversions they are looking for. I see websites with HEAP of options for visitors to take. Sidebars bursting with opt-ins, and blog post links, and offers. Home pages littered and cluttered with all sorts of buttons. It’s confusing. It’s confusing for the visitors, and what it shows is that the business isn’t clear on what they’re trying to achieve. The website doesn’t have a goal. And look, different pages of your website can have different goals – you likely have a number of ways of interacting with your clients, and selling your services (email list, calls etc). But, what you need to do is make each section clear and uncluttered. For example, your home page can be focused on getting people to join your list. And so that needs to be the main CTA at the top of the page. As people scroll down, there might be different mini-conversions (eg move through your website to find out more information), but if building your list is your main priority, it needs to be an option on every page. Either in the header, or in a sidebar, or in a navigation bar button. So, get crystal clear on what you want your website visitors to do on every page of your website. Match up your content with that goal, and create CTAs that then support that goal – gently pushing your visitors to take the action that YOU want them to take – not give them a smorgasboard to choose between.
Calls To Action: Getting Your Visitors To Take The Right Action
A Call to Action is kind of a fancy word for asking someone to do something. Usually on a website, these are buttons. The copy or words that you put on these buttons, is really important. For example, looking at growing your email list – on your form button, normally they default to something like ‘Subscribe’. Blah! No-one wants to subscribe to anything these days. If you’re being savvy about this, you’re offering something more valuable than just a newsletter. You’ll have a lead magnet – workbook, cheatsheet, video training – something that your ideal client REALLY wants to get their hands on. And so the copy on your Call to Action button, needs to tap into their psychology. (This is called ‘micro-copy’ by copywriters – and it’s super-valuable and often overlooked). So, instead of your button saying ‘subscribe’ – use terms like ‘Grab Your Checklist’, or ‘I Want To Learn XYZ’. This language is telling them what the benefit and value is that they’re getting from signing up – and it makes it more compelling to do so. Resulting in…you guessed it….increased conversions! Now, my background is design, and that’s what I focus on for my clients. But your website content and copy is super-important – and increasingly that’s what I help my clients to focus on.
3 Simple Tweaks To Implement TODAY To Start Getting More Leads From Your Website
Step 1: Get Clear On Your Website Goals
Spend some time writing down what you want your visitors to do when they land on your website. And then visit your own website as objectively as you can, and be really honest. Are your goals clear? Is there a path for visitors to follow? Extra points if you can rope someone in to spend 5 minutes on your website to give you feedback.
Step 2: Fix your Calls To Action – text
Look at the copy on your buttons and links. Are you using compelling micro-copy to get your visitors to really take action? Here’s a great website that can give you some ideas about using micro copy
Step 3: Fix your colours
Are your website buttons a different colour to the rest of your website palette? If not, you should change them. They need to stand out. Use this tool
to find a colour on the opposite side of the colour spectrum to the rest of the colours on your page. Then use that colour to make sure your buttons are standing out.