It’s a common situation in the world of inbound marketing: you’ve got a fantastic product, a strong brand, and a talented team behind you. But how do you use your website to capture leads? Using your website to capture leads is easy, effective, and low-cost. By putting together a strong strategy using landing pages, forms, and social media, you’ll excel with lead generation in no time.
Use your landing page to achieve lead capture lift-off
The landing page is often the first place clients will find you online, so it needs to contain well-written, informative content. The structure of this content is also essential. It should begin by introducing the product and your brand, leading the reader towards making a decision.
If you choose to include a contact form or purchase button, all of the written content on the page should point visitors towards this. A clear call to action helps to reinforce the message.
Maximise lead capture with a well-designed form
A well-designed contact form is essential, but don’t overload it with fields. Please keep it simple and relevant to the product that you are selling. It’s a good idea to include page elements that request visitors’ information to help lay the foundations for an ongoing customer relationship.
It’s essential to consider the target audience. If you sell a niche product to specialists, they might value the chance to answer (or ask) more detailed questions about what is on offer. Some people feel that contact forms can add clutter to landing pages. If you have a large form or want to keep a stripped-down approach, direct users to a ‘contact us’ page to achieve the same results.
Link your page to social media for added efficiency.
Social media is a crucial online marketing tool. Many B2B firms actively maintain a presence on Twitter, Facebook and Instagram. Ensure a clear pathway from your Twitter feed to your landing page, and link any blog content you produce on the website to your social media accounts. Maintain a regular rhythm of posts on all of your social media platforms. The key is to integrate everything as much as possible.
Successful eCommerce is all about capturing leads and turning them into revenue. Attracting customers and persuading them to purchase should be the core aim of any marketing website. Still, there are several best practices that anyone trying to maximise their lead capture should consider.
Make forms highly visible and build your site around them.
Forms are one of the most popular ways to capture leads online, and this can be a highly effective way of drawing in customers, but it can also have its pitfalls. You can generate no leads unless visitors enter their information, so you must quickly direct customers to the form. Website owners need to ensure that the whole page focuses attention on the form. Don’t tuck it away so that visitors will need to scroll down. Have the form fully viewed, and make it as easy to complete as possible.
Strike a balance between information and ease of use
The size of the form is also crucial. Put yourself in the place of a potential lead. When you visit a site, do you want to be asked to input large amounts of text? Probably not, but if the product engages you and you are a serious buyer, you might be willing to spend some time filling out answers to well-written questions.
Remember that short answers will provide lower-quality information. From a lead capture perspective, more information means higher quality customer engagement, but this needs to be offset by keeping the form easy to use. Oh, and include certain key elements such as e-mail address and name. It’s surprising how easy it can be to leave out crucial but essential information like that.
Give something back to customers.
Establishing a relationship between your company and every customer likely to purchase is vital, so consider putting in place “rewards” to show that you are actively considering their needs. What you give them in thanks for signing up is up to you. It could be a weekly expert newsletter, helpful video content for subscribers, or sample products. Delivering something relevant to their needs is critical and isn’t seen as a token gift to entice a purchase.
It can be tiered depending on the quality of the lead. For example, when a customer shows interest via an enquiry or an initial purchase, you might give them a free eBook or discounts on future purchases. The aim is to turn them from mere leads into repeat customers, so anything that maintains their brand loyalty is necessary.
At Flowbird, we specialise in providing SMEs with the tools to capture their fair share of leads. We can advise you on how to nurture those leads into long-term customers and always generate fresh leads. With our help, you can manage and retain a thriving customer base, raising profits and perfecting your brand.
Entice users to make a connection.
There are other ways to capture leads besides forms. For example, displaying a button offering a deal or offer is an excellent way to attract attention. But don’t allow these buttons, banners, or links to dominate. Keep the content’s message at the core of your lead capture strategy.
When capturing a lead’s details, it is vital to offer something in return. Visitors don’t want to feel tricked into entering their details; they want to receive valuable products or information. So make the benefits clear to all potential customers and bombard them with buttons and bold claims. Please keep it simple, honest, and informative; lead capture will become more manageable.
At Flowbird, we have a wealth of experience creating effective strategies to use your website to capture leads. We can provide expert advice to help you excel with lead generation by combining landing pages with forms, offers, and social media.