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How To Improve Your Website to Generate Leads

Through my years in digital marketing, I've learned that website improvement can sometimes demand a partial overhaul. Today, I'm excited to unveil a collection of efficient strategies that will supercharge your website leads without needing a massive redesign.

On this journey together, we'll explore a variety of actionable tips, each aimed at transforming your website into a lead-generating powerhouse. Whether it's the enchantment of multi-step forms or the art of tracking conversions, we'll leave no stone unturned.

Are you ready to elevate your website's potential and capture those elusive leads? Join me on this adventure, and let's turn your online presence into a lead-generation triumph!

A Special Gift for You:

But wait, there's more! I have a special gift for you – our downloadable checklist, your personal roadmap to auditing your website. This checklist guides you through each crucial step, ensuring you can seamlessly apply these powerful strategies to your digital domain.

Ready to take the next step? Let's start with how to improve your website to generate leads.

This blog covers important points and strategies to improve your website to generate leads. Check out my YouTube video if you want to delve deeper and understand all the strategies with examples.

How to improve your website to generate leads

1. Use a Multi-Step Form

Multi-step forms are a great way to simplify complex forms, improve user engagement, and reduce abandonment rates. When we replaced the forms on our agency website with multi-step forms, we saw a 7% increase in conversions. The most significant advantage of using multi-step forms is that users feel less overwhelmed, making them more likely to complete the form.

Multi-Step Form

By using clever conditional branching, you can improve the quality of your leads and segment them based on different factors. Our agency uses the LeadGen App for all our contact forms, allowing us to run AB tests. You can test a short form vs a long form or test various steps or fields to optimize your form for better conversion rates. 

2. Track Conversions with Google Analytics G4

Tracking conversions is essential because it's the compass guiding your marketing efforts. It tells you what's working and what's not, allowing you to focus on strategies that actually bring results. It's about understanding user behavior, optimizing your ROI, and constantly improving your website for better performance.

Let's dive into how you can harness the power of Google Analytics for conversion tracking. It's about understanding how users interact with your site and turning those insights into actions.

Step 1: Set Up Google Analytics 4 (G4)

Track Conversions with Google Analytics G4

If you haven't already, create a Google Analytics 4 property for your website and obtain the unique GA4 ID.

Step 2: Set Up Google Tag Manager

1. Create an Account and Container:

  • Go to Google Tag Manager and create an account if you don't have one.
  • Set up a container for your website.

2. Install Google Tag Manager on Your Website:

  • Copy and paste the GTM code into your website's HTML, preferably in the <head> section.

Step 3: Create a Trigger in Google Tag Manager

1. Navigate to Triggers:

  • In your Google Tag Manager container, go to "Triggers" and click on "New."

2. Configure Trigger:

  • Name your trigger (e.g., "Contact Us Form Submission").
  • Choose the trigger type as "Page View."
  • Set the trigger conditions to fire when the page URL contains the path to your "Thank You" page.

Step 4: Create an Event Tag in Google Tag Manager

1. Navigate to Tags:

  • In Google Tag Manager, go to "Tags" and click on "New."

2. Configure Tag:

  • Choose the tag type as "Google Analytics: GA4 Event."
  • Enter your GA4 property ID.
  • Set the Event Name as "mql" or your preferred identifier.
  • Configure the trigger to fire on your "Contact Us Form Submission" trigger.

Step 5: Test and Publish

1. Preview Mode:

  • Use the Preview mode in Google Tag Manager to test your setup.
  • Make sure the trigger fires on the "Thank You" page.

2. Publish:

  • Once you've verified that the setup works correctly, publish the changes in Google Tag Manager.

Step 6: Analyze Data in Google Analytics 4

1. Access Reports:

  • In your Google Analytics 4 property, navigate to the "Events" section under "Reports."

2. View Conversion Data:

  • Look for your "MQL" event to see data related to form submissions on the "Contact Us" page.

Step 7: Analyze Landing Page Data

1. Custom Reports:

  • Create custom reports to analyze landing pages before form submissions.

2. Gain Insights:

  • Understand which pages, like blog posts, contribute significantly to conversions.

By following these steps, you've set up a robust system to track conversions from your "Contact Us" page. Over time, the data collected will provide valuable insights into user behavior and the effectiveness of different pages in driving conversions.

Suggested Read: Basic B2B Website Metrics to Track for Higher Conversions

3. Set up Crazy Egg to Learn About User Behaviour

Understanding your website visitors is crucial for improving your website to generate leads, and tools like Crazy Egg or HotJar give us the X-ray vision we need.

You might be wondering, "Why focus on user behavior? It's simple. By understanding how visitors interact with your site, you can create a user-centric experience, identify pain points, and make data-backed decisions for optimization.

Step-by-Step Guide to Crazy Egg:

  • First, set up your account and integrate it with your website. 
  • Next, explore Crazy Egg's heat maps. These visual tools show you where users click, move, and scroll, helping you optimize your site's layout and content.
  • Scrollmaps are another fantastic feature. They reveal how far users scroll, indicating if vital content is being missed. And don't forget about Confetti Reports – these breakdown clicks by sources and devices offer granular insights into user behavior.

Suggested Reads:

4. Cut Down on Extra or Hyperbole Copy

Many business websites fall into the trap of using overhyped language. They focus more on grand claims rather than real benefits. But here's the key: your customers are looking for solutions, not just promises. They want to know how you can help solve their problems."

The Principles of Effective Service Page Content:

  • Effective service page content should be clear and direct.
  • Avoid jargon or exaggerated claims. Instead, focus on explaining how your services address specific customer needs.
  • Highlight the benefits, then back them up with features and your expertise.

Understand it with examples:

Transform a sentence from 'We offer world-class solutions' to 'Our services help you increase efficiency by 30%.' It's more specific, problem-solving, and authoritative."

Here is another:

From: We provide unmatched customer service.

This can be rewritten as: Our dedicated customer support team resolves 95% of issues within 24 hours, ensuring your operations run smoothly.

5. Write high-quality and authoritative content

In the quest to transform your website into a lead-generation powerhouse, one key element stands out – high-quality, authoritative content that informs and inspires action. Let's explore the strategy that sets your content apart and drives meaningful engagement.

(i) Research for Relevance:

Begin your content journey with research using tools like Google Analytics and Ahrefs to determine your audience's needs. What are their goals, problems, or situations they want to improve? Tailor your content to provide smart ideas and actionable guidance."

(ii) Depth and Uniqueness:

Depth in content is crucial, but so is uniqueness. When selecting topics, aim for comprehensive coverage with a distinctive twist. Offer answers and solutions that not only inform but also provide actionable insights. Your content should resonate with your audience, offering practical ideas they can implement immediately.

(iii) Consistency and Expertise:

Consistency in publishing is essential, but what truly sets you apart is how you present your expertise. Don't just blend in; share unique insights and experiences that highlight your unique perspective in the field. If you're targeting designers, discuss practical design principles and trends they can apply. Your goal is to provide them with something they can use.

(iv) Purposeful and Stand Out:

In a digital world full of noise, you have to be more purposeful than ever. Create content that doesn't just inform but also inspires and stands out. This is how you make a real impact and grow your online platform.

To complement these content creation strategies, delve into the principles outlined in the E-A-T framework – Experience, Expertise, Authority, and Trust outlined by Google. By combining these methodologies, you'll produce high-quality content and establish your website as a trusted source, elevating your lead-generation efforts.

E-A-T framework

Experience is showcased through tangible examples such as case studies, portfolios, and certifications. Linking to other research, case studies, white papers, and authoritative guides becomes crucial when aiming for expertise. Establishing authority involves self-assertion and external validation, like third-party links directing to your content.

Important suggestion: Explore my website's 'Authority Edge' section to dive deeper into crafting effective content. Packed with practical tips, this resource is your guide to boosting your content strategy and establishing a strong online presence.

6. Write for keywords for which you can actually rank

In the dynamic realm of digital presence, an effective Keyword Strategy is your compass, guiding both search engines and your audience straight to your virtual doorstep. Let's dive into the intricacies of this crucial aspect.

a. Keyword Research

The initial step in crafting a robust keyword strategy is diligent research. Use tools like Google's Keyword Planner or Ahrefs to find keywords relevant to your niche, specifically focusing on those that can improve your website to generate leads. Look for keywords with a decent search volume but not too much competition.

b. Strategic Focus on Long-Tail Keywords

Once you have your list of keywords, it's time to get strategic. Focus on long-tail keywords. Your target audience is searching for longer, more specific phrases. They might have lower search volumes but be more competitive and targeted.

c. Integration into Content

Your next step is to integrate these keywords naturally into your content. This includes your website's blog posts, articles, and even your meta descriptions. But remember, it's not just about stuffing keywords; it's about making them a seamless part of valuable content.

d. Monitoring and Adaptation

Lastly, keep track of your rankings. Use tools like SEMrush or Moz to monitor the performance of your chosen keywords and adjust your strategy as needed. It's a game of patience and persistence, but it pays off.

7. Consider using landing pages

Let's explore why having a landing page is a GameChanger, even if you already have a fantastic website.

Imagine your website is a busy marketplace, offering everything from A to Z. It's informative but can sometimes overwhelm your visitors. Here's where a landing page comes in. Think of it as your personal shop, focusing on one special item - your main objective, which could be centered around improving your website to generate leads.

Landing pages are designed with a single goal: whether it’s to download a guide, sign up for a webinar, or purchase a product. This focused approach boosts your conversion rates as it eliminates distractions.

Consider the impact of tailored landing pages for different audiences or specific ad campaigns. Imagine running a targeted Facebook ad for a new ebook. By directing users to a dedicated landing page crafted exclusively for that ebook rather than the homepage, you significantly increase the likelihood of capturing their interest and driving desired actions.

The versatility of landing pages extends to their adaptability for A/B testing. You can easily track and measure the success of your landing pages, helping you refine your approach for optimal results.

Suggested Read: Landing Page Vs Website Page: What’s The Difference?

8. Consider various CTAs

CTA is a prompt on your website that encourages your visitors to take a specific action, like 'Contact Us', 'Download a Guide', or 'Learn More'. It's a key part of guiding your visitors through their journey on your site, leading them towards becoming leads or customers.

Now, let's explore how to use CTAs effectively. Each page should have a purposeful CTA, guiding your visitors on what to do next. Whether it's a blog post leading to a case study or a service page prompting a call schedule, your CTAs should align with the visitor's interests and needs at that moment."

And don't forget your main navigation - your 'Contact Us' button should stand out. It’s your direct line to potential leads, so ensure it's visible and inviting on every page. A well-designed 'Contact Us' button breaks down barriers, making it easy for leads to get in touch.

contact us CTA

By strategically placing and designing your CTAs, including a standout 'Contact Us' button, you'll effectively guide visitors toward engagement and conversion. Start implementing these tips and see the difference in your lead-generation efforts!

9. Decode anonymous traffic to leads

Now, let's harness another powerful tool: identifying companies visiting your site and engaging them directly. With tools like Leadfeeder or Happier leads, you can turn anonymous traffic into real company names and track their behavior on your site. 

Q1: What are the latest trends and innovations in website lead generation for 2024?

A1: Stay ahead of the curve by exploring the latest trends and innovations in website lead generation. Discover emerging technologies, strategies, and industry insights that can give your website a competitive edge in capturing and converting leads in the evolving digital landscape.

Q2: How does Crazy Egg help in understanding user behavior on my website?

A2: Crazy Egg is a powerful tool for gaining insights into user behavior. Through features like heat maps, scroll maps, and confetti reports, it provides a visual representation of where users click, move, and scroll on your site.

Understanding these interactions helps you optimize your site's layout and content, creating a user-centric experience and making informed decisions for further optimization.

Q3: How can strategic keyword usage contribute to lead generation on my website?

A3: Strategic keyword usage involves thorough research, focusing on relevant keywords with decent search volume and manageable competition. By integrating long-tail keywords naturally into your content, you improve your website's visibility to a more targeted audience.

Monitoring and adapting your keyword strategy over time ensures a steady improvement in search engine rankings, ultimately contributing to lead generation.

Q4: How do various CTAs contribute to effective lead generation on my website?

A4: Calls-to-Action (CTAs) prompt visitors to take specific actions, guiding them through their journey on your site. Each page should feature purposeful CTAs aligned with the visitor's interests.

A well-designed 'Contact Us' button in the main navigation enhances visibility and encourages leads to get in touch. By strategically placing and designing CTAs, you can effectively guide visitors toward engagement and conversion.

Unlock the Secrets to Website Lead Generation:

By implementing these strategies on how to improve your website to generate leads, you can transform your online presence into a lead-generation triumph. Stay tuned for more insights on enhancing your online presence and transforming your website into a lead-generation powerhouse. Let's take your digital journey to new heights!

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Reach out to us today and initiate a content marketing revolution.
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