Optimize Website For Leads - The Simple Ways to Capture More Leads

Anabeth McConnell Anabeth McConnell
August 1, 2022   |   6 min read time

In a competitive environment, every business must do whatever it takes to capture more leads. What's the best way to attract new customers or clients for your business? A focused effort is required, not only for developing an effective marketing plan but to analyze and optimize your website. 

People seeking products and services turn first to online searches. So inbound lead generation through online calls-to-action is critical, as noted by this Forbes post. Time is limited, so visitors must be able to quickly scan your website, yet garner all the information they need to grasp the entirety of what you have to offer. 

It's important to take a direct and objective look at your site on a regular basis. Consider what your target audience is seeking. Is it easy to see what your business provides from a quick look at your homepage? Will visitors feel enticed by descriptive headings to explore the site further? Are there calls to action that make it easy for interested persons to leave their information, or make contact with a company representative? Is every website page optimized? Or does your website need cleaning and reorganization?

The following guidelines will help you to honestly assess your website and note what actions you need to take to optimize each webpage so you can capture more leads. Today there are tools and specialized services to help you set up and manage your organization's website.

How to Optimize Your Website With Objective Analysis 

Both an honest and thorough review of your website to note the impression it gives to visitors and the utilization of automated apps, tools, and services to assess visitor behavior and search engine optimization (SEO) are important for maintaining a high-performing website. One that gets your business noticed, accurately portrays your services, and garners leads.  

Cut the Clutter - Clean Pages With Concise, Informative Content Capture More Leads

Customers don't appreciate too much information. On a webpage, it can be worse than too little content. What's more, too many graphics can be distracting, drawing visitors' attention away from important information. A clean, clear website setup highlights your content, which should be compact and pertinent to the main points you wish to communicate.

Review your navigation: Is the pathway clear? Can visitors easily find what they're looking for without guessing which heading they should click on or undertaking an extensive search? Clean, modern websites capture and hold visitors' attention in milliseconds.

Separate Content Types for Clarity

Is it easy to scan your headings and find information about different products or services you offer, as well as your blog, contact form, as well as other pages detailing business-related information?

Are the categories clearly identifiable? Do you have the menu items clearly labeled and well-organized so a visitor can understand what's on the page?

Address All Stages of the Buyer's Journey

When you optimize your website, remember that the buyer's journey includes the following three stages, each of which your website content must address. You never know which stage each visitor to your site is currently passing through, within the funnel leading to a purchase:

  • Awareness.
  • Consideration.
  • Decision.

It's also a common mistake to create a website that focuses almost exclusively on a single buyer stage, most often on the consideration stage.

Businesses showcase all their services - but fail to include enough information to meet the needs of those in the awareness stage - people who want to know your story - who you are as a company, and precisely how you can help them with the various problems they are experiencing.

Utilize Automated Analytics to Further Optimize Your Website  

You need to know how your website is performing, and how visitors are interacting with its features. You also need to know things like where people are clicking and where they're dropping off.

Through services like Hotjar, you can view a heatmap to help identify what buttons people are pushing and how far down the page they are scrolling. If they're not scrolling all the way down the page but you have very important info there, consider moving that important content to a spot higher on the page.

You can also review Google Analytics to see:

  • What top pages visitors are viewing?
  • How long are they are staying on each page?
  • How many pages they are viewing?
  • Which pages they are converting on? - The most important element!

Taking advantage of the valuable information provided by analytics is essential when optimizing a website.

SEO Considerations

Search engines have their own secret way of leading those seeking information to the sites they deem most relevant. In fact, knowing the basics of search engine behavior helps you create content in a way that will help lead the right people to your website.

Here are seven key points to help you hone your site's SEO performance.

  1. Analyze all of your website data - Get user reports and traffic statistics. Using Google Console is one way to do so.
  2. Conduct thorough keyword research using a keyword tool.
  3. Produce long and value-rich content - Longer content isn't appropriate for your homepage, which should provide a clean, clear overview, but useful long-form content like blog posts draws more leads if it reaches a significant length.
  4. Avoid keyword stuffing, it turns search engines off - Useful information, containing a reasonable number of related keywords draws them in.
  5. Optimize each page with tools like On-page SEO
  6. Optimize the website for mobile viewing, since more and more searches are completed on smartphones. 
  7. Use technical SEO tools or services to analyze issues like page loading speed.

If you know the tricks to gain search engine attention, you're on your way to continue increasing the number of site visitors.

Web designer setting up a business website - ways to better optimize your website.

The Value of Multiple Calls to Action for Website Optimization 

Do you have a call-to-action link or button on each page? If not, it's time to add some.

CTAs aren't forceful commands. They should enthusiastically encourage people to take that next step. They're actually appreciated by interested website visitors for the convenience they provide. Many sales are made thanks to CTAs.

You'll want to mix up the CTAs. Don't put the same one on each page. But each page should have a CTA - leading site visitors to take action in a manner that makes sense with that page's content. The right CTA depends on the purpose of the page. 

This brings us the opportunity to tell you what we do.

We specialize in web design strategy and technical SEO. Intent on capturing more leads through your website? We're here to help. Contact our Hubspot CMS experts at Inbound Design Partners for assistance on how to optimize your website.

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