Businesses make websites for all sorts of different purposes.
Some exist to serve as a hub for information, while others serve as an online storefront for local businesses. And others still are made for something called lead generation.
So, what is a lead generation website? A lead generation website is a website made to capture the contact information of consumers interested in a product or service.
To learn more about lead generation websites ‒ and how you can build one yourself ‒ read on.
There are two main components to lead generation:
Lead generation provides businesses with a few revenue-boosting benefits.
Making a sale to a cold prospect who just learned about your product is a tall order.
No matter how good your product or exemplary your company, consumers will still need time to warm up to you. Asking them to buy as soon as they visit your website will seldom work. You need to move slowly and lead them toward converting.
The only way to lead someone toward conversion is by building a relationship and establishing trust with them. And you can't do that unless you turn them into a lead by capturing their contact information.
Many lead generation strategies are pretty affordable to implement. If you don't have a large marketing budget to work with, employing lead generation to gain more customers can be quite useful.
You can't generate leads if people don't visit your website. And people won't visit your site if you don't have helpful content for them to consume.
Content helps bring people to your lead generation website in a few ways.
It used to be okay to have a clunky, pixelated website.
That's not the case anymore. Your website is an extension of your business, and it needs to look clean and professional.
If you don't have a website, or you have one that needs a significant visual upgrade, use a framework like WordPress or Squarespace. Their user-friendly interfaces and abundance of premium themes make it easy to create a professional web presence for your business.
If your website doesn't load quickly enough, visitors are going to exit the page before they even see your lead signup form.
This isn't just an assumption ‒ check out these page load speed statistics from Unbounce.
If you're concerned about your site loading slowly, you can test the load speed of each of your pages using the Google PageSpeed Insights tool. The tool will also give you tips on how to speed up your speed, so implement those tips if your site is loading slower than you'd like.
Most people won't give away their contact information freely. They'll only do so if you give them something in return.
In the marketing world, that something is called a lead magnet. The type of lead magnet you offer will depend on your industry and the nature of your business.
Businesses that sell simpler products can make do with a simple discount or coupon, while businesses in a more sophisticated space will benefit from educational content. And if you have a software product, a free trial is an excellent lead generation product.
The most common lead is one that provides information on a topic or product. While this can take any form you like, there are a few that most consumers are familiar with.
A discount or coupon is an excellent offer if you don't feel an educational lead magnet would be appropriate for your business. Don't give too much it a discount, though. Just make it enough to make consumers eager to trade an email address for it.
If you run a SaaS business, offering a free trial of your software can bring in a lot of qualified leads.
Perhaps the best part about offering a free software trial is that consumers get to try your product firsthand. You don't need to convince them to try it through a lead nurturing campaign, as they'll already have access to it.
If you want potential leads to find you when they type keywords into a search engine, you need to optimize your website for SEO. If you don't, other sites who have optimized for SEO will beat you out and take your traffic ‒ and your leads.
To optimize your site for SEO, use these quick and actionable tips.
If you don't have a website optimized for lead generation yet, the following tips can help you build one.