If you are, like many business owners out there, a bit overwhelmed with all the acronyms that are thrown at you then worry no more! We are here to break them down for you and provide you with the essentials to make your website generate leads for your business.
You have probably heard the term Search Engine Optimization or SEO before and are now wondering why the *plant* we are talking about Search Engine Lead Generation. That’s fine, really. Because SELG is nothing else than generating leads through Search Engine Optimization. In other words, how you can optimize your website to not only rank high in a Search Engine’s Results Page (SERP) but to also generate business for you. Yes – that’s your website doing the work for you! All you have to do is continue reading below for our best practices to a lead generating website.
Optimizing your website to drive organic traffic to it is one of the most important factors of success for your business. In fact, it is so important that we wrote a blog just about it which you should check out here, after you finish this one of course. To summarize it, SEO comprises the user experience at your website which is analyzed by so-called crawlers which then decide where they will rank your website in the results page of a search engine like Google, Bing or Yahoo!. To get the highest position your website should have the following 5 characteristics:
Now that you know about SEO, what about Lead Generation? Leads are contacts of potential customers for your business and therefore extremely important. Lead generation is the process of attracting these people and eventually turning them into paying customers. The more traffic you get to your website the more potential lead conversions you get. You can generate leads through many channels. Your social media presence, surveys, and even blog posts like this one can be lead generators. Essentially, leads are the step in between all the traffic to your website and the sale.
For this post we will focus on SELG and organic traffic to your website which can be converted to qualified leads for your business. So below we give you 4 simple steps on how to leverage Search Engine Optimization for Lead Generation. Let’s get started!
First things first. Without the right pot and soil your plant won’t blossom. In other words, without an optimized website the leads won’t start generating themselves. As mentioned above you need to make your website as user friendly as possible to build up traffic. Start off by checking where your website ranks for relevant keywords. You can do that with a free Rank Tracking Software like SEMrush. Because how will you know whether you’re doing it right if you don’t measure?
The second step is to implement all the wonderful SEO techniques that exist. Okay, maybe not all of them, you would never be able to finish. But maybe that’s the beauty of optimizing your website, it’s an ongoing process and you’ll never be completely done. We won’t go into much detail here because you already know what to read about Search Engine Optimization. Just make sure you are familiar with the terms on-page and off-page SEO, technical SEO and Long-Tail Keywords. The important thing is to keep checking your SERP rank after you’ve implemented changes to see if it works.
Now let’s assume you optimized your website and get loads of traffic, HURRAY! Unfortunately, your work isn’t done just yet. The next step is to collect information on the person who just showed interest in your product or service and ended up on your landing page. How, you’re asking? Let’s say you are selling a product and give out coupons on your website so people can get the product at a discounted rate. If you make them enter their email address to which you will then send the coupon instead of just displaying the coupon on your website, then – congratulations! You have a Lead Generation Form.
The fact that they give you the email address doesn’t mean they will necessarily buy the product – they are simply showing interest. There are an endless number of things you can offer instead of the coupon. Depending on your business proposition it could be an industry report, a newsletter, a webinar or even a free trial. The important lesson to learn from this paragraph is to offer what the person wants to see. Know who the people coming to your website are and what they need from you at this point. Identify where they are on the customer journey and what you need to provide for them in order to get their contact.
We mentioned above that the best tool for lead generation is to have a form on your website where the potential customer enters their contact information. These forms can, of course, be adjusted as well. Whatever information you get through this form must be enough for you to be able to evaluate the worth of the lead. You’ll need different information on the lead if you are offering a handmade product in a physical store than someone offering a service online. Although, it is probably always useful to collect email addresses, you want to contact them, don’t you. Additionally, you can ask for their Name (personalization is always a plus), the company they work for or own (especially if you’re in the B2B sector), their specific location or region and much more. Be sure to ask only for what’s relevant, any added friction might be one too many.
Do you remember the email address you got in our example with the coupon earlier? If we take it a step further, the potential customer has now received the coupon and it is lingering around somewhere in their inbox waiting to be used. As you might guess, you won’t sell your product if you wait for things to happen. So be proactive, use and nurture that lead you just got and show them why they need your product. Create a relationship with them and get to know them even more. We’re not saying you should know about their favorite type of flowers but about their motivations, their frustrations, at which stage in the buyer journey they are. Nurturing your leads can help you decrease the number of dormant leads, strengthen your customer relationships and ultimately sell more.
So, how can you nurture your leads? First of all, know which channel to use to get to your potential customer, that might be Email, Social Media, or a phone call. Secondly, contact them with the right content. Make sure what you are about to tell or offer them is actually relevant for them. Thirdly, be personal and timely, adding their name or some of the info they gave you when submitting the lead can make them feel special. And don’t let them wait. I think you can see that we’re generally not fans of waiting – for anything. Lastly, but very important to maintain your reputation: Be consistent. Throughout all the channels you use.
Now that you’ve read that far we want to reward you with a quick summary of the most important steps to create a lead generating website and leverage those leads:
You certainly know a little bit more about Search Engine Lead Generation than 5 minutes ago, however, if you need more help or just don’t want to bother doing all of that on your own – we got you covered!