Your leads are only as good as the website that produces them. Fortunately, designing a website that’s built for leads doesn’t have to be overwhelming or time-consuming. By looking at examples of some of the best converting lead generation websites, you can learn precisely what works — and most importantly, why it works. The following steps are proven lead generation boosters that can not only increase conversions, but can also increase your rankings in Google and overall site authority.
1. Include a Contact Number
Adding a contact number to your website may seem counter-intuitive, especially if you sell a digital product. Doing so however, increases consumer trust and lends credibility to your offer. Even if your customers don’t actually call, the presence of a phone number does bring them some comfort.
One lead generation site for an Arizona based Pest Extermination company incorporated their phone number for the 3 major areas that they service. This helps to promote the fact that they can service Phoenix but also the other large AZ markets.
2. Include Contact Forms on Every Page
Having easy access to the actual lead generation form is paramount to increasing the number of viable leads through your website. The less information they ask for, particularly on the first step, the more likely people will be to part with their valuable personal details.
Notice how the example below uses a contact form that is actually a part of the slider. Customers filling out this form are also more likely to do so because they did not have to give out too much personal information on the first step.
3. Add Testimonials For Greater Credibility
Testimonials can be a powerful marketing tool, but adding photos or even rich media such as video or audio can take them a step further. While the rich media versions may be too bandwidth-heavy for lead generation websites, solid testimonials can have a powerful impact and lend support to your offer.
4. Use Trust Seals – But Make Sure They’re More Than Just Eye Candy
All of the major trust seal providers claim that incorporating a trust seal on your website can increase conversion rates, but the actual statistics are hard to come by. Rather than installing a seal for pure visual security benefits, choose one that is backed up by a rating system or guarantee to the consumer. Some of the best seals that can be used come from sources such as The Better Business Bureau, Chamber of Commerce or industry specific organizations.
Notice in the example below, we were able to incorporate several trust seals on the slider of the home page for our client. These seals immediately help to create a sense of professionalism which will gain trust of visitors and help increase conversion rates.
5. Avoid “Cookie-Cutter” Site Templates
It should go without saying, but when it comes to quality lead generation, you should avoid any cookie cutter “all-the-work-is-done-for-you” website templates. Instead, invest in the best possible website you can afford, and make sure you make the page’s purpose clear up front so that the designer can tailor it to generating leads rather than looking nice or having all the bells and whistles. Having a well-designed site also increases trust and customer confidence levels when shopping online.
6. The Bottom Line for Best Lead Generation: Test, Test, Test
None of these tips will do you a bit of good unless you test them for yourself and determine what works for your unique situation. Number and quality of leads is a conversion factor just like any other – one which you’ll want to see increase and improve over time.
A lead generation page is also a great way to test crucial design changes before applying them sitewide. By split testing changes from one landing page to the next, you’ll be able to see whether or not your lead gen efforts pay off. Of course, having the right testing and analytics software in place will help you determine exactly what’s working – with real-time data, historic timelines, trends and conversion funnels that let you segment down to the smallest details.