Every modern business has a website. Not having your own website places you at an almost insurmountable disadvantage. A business website serves two important purposes: it's there to increase brand awareness and generate sales. You won't be able to do either of these things if your website isn't generating any leads.
Here are four practical ways to generate more leads for your website:
Create a good lead magnet
A lead magnet is something you give away in exchange for an email or a follow on social media. Lead magnets come in many forms like coupons, e-books, or web seminars. The core principal behind a lead magnet is that it always has to be free and it has value.
A good lead magnet is something that solves a fundamental issue that your target audience struggles with. For example, a website that focuses on pet care can give away a cheat-sheet on pet care dos and don'ts. Lead magnets should be specific in their focus and easily consumable. A 300-page ebook takes too long to digest and can be easily forgotten by the person who just downloaded it.
You also don't have to stick to one lead magnet for your entire website. Feel free to cycle through or use as many lead magnets as you can come up with. The more you can personalize the magnet to the customer the more effective your campaigns will be. This will require you to set performance benchmarks and adjust campaigns accordingly.
Use content upgrades
A content upgrade is similar to a lead magnet. Both give away something for free in exchange for an email address. The difference is that content upgrades offer content specific to each post. They tend to be even more specific than lead magnets. Content upgrades are usually PDF versions of the blog post, checklists, or resources directly related to the post.
Use unobtrusive pop-ups
Pop-ups work. They can be annoying when done wrong, but the fact is that they are highly effective in generating leads. Most websites have sign-up pages and some even include signups on their sidebars. But these can be easy to miss. Why not use a big, bright pop-up to get people's attention? Include in these pop-ups a lead magnet to maximize its effect.
Be careful not to overdo it, though. Hitting visitors with too many pop-ups can be a detriment to your site. Remember to time your pop-ups appropriately. You don't always have to launch them the second a visitor lands on your site. Forty-five to 60 seconds is a good number if you choose to delay a pop-ups launch. Pop-ups should also be brief and straight to the point. Use a catchy headline to catch people's attention and summarize the benefits of signing up.
Improve navigation and page design
Your website has to both look good and function well. Navigation is extremely important for any website, more so for blogs. Visitors should have no trouble finding what they need. Confusion can cause a potential customer to turn away and look elsewhere. The less time people spend on your site, the fewer leads you're likely to get.
Make sure that you're always holding your visitor's hand. Avoid making pages too cluttered, and use a sitemap and breadcrumbs to improve navigation. A sitemap is a list of pages on your site and breadcrumbs are links that usually appear at the top of a page that details where a visitor is on your site. You can also try reducing the number of pages you have. Don't forget to include a custom 404 page to help direct visitors back into your site in case they arrive on a page that doesn't exist.
There are so many things you can do to generate leads, but the items featured above are a great place to start. These four practical methods are essential for every website. Remember that above all, a website exists to generate leads and sales for your brand or business. Every aspect of your site should cater to that cause.