6 Steps to Better Leads

Redesign your website to turn prospects into customers


You see it time and time again – people come to your website consume information, like and share it, but don’t leave any direct contact information for your sales team to follow up on. By taking a closer look at what is already on your website, you can identify and use available content to generate leads and win over customers for your business.

The process is centered around inbound marketing – that is, people come to you to get the marketing materials, as opposed to receiving direct mail or similar outbound materials.

Step 1: Pick your best content

Where do visitors go on your website, and how much time do they spend there? Things which are perceived as very valuable have the most potential of reaching your customers and peaking their interest and may include the following:

  • eBooks
  • Guides and templates
  • Presentations
  • Videos
  • Special offers and coupons
  • Free trials
  • White papers and other research

Step 2: Create an effective landing page

Take the content you just cherry picked and isolate it. But keep in mind who will consume this content (it will come in handy for the next step). Here’s a checklist for creating a fool-proof landing page:

  • Less is more! Get right of everything that doesn’t relate to the offer, even the navigation, if possible. You don’t want unnecessary elements distracting your prospects.
  • Write a concise headline that relates directly to the offer. Do not introduce any new language at this point.
  • Support the offer with a short description. Keep it under 200 words and on point. Consult these tips on writing from David Oglivy.
  • Include one compelling piece of media – an image of the book cover, screenshot of a video, an actual video or a small infographic, etc. The key, again, is to not distract your audience.
  • Don’t forget the form! This is a must, in order to get the contact information from the prospect.
  • Don’t give away your valuable content just yet (see Step 4).

Step 3: Make a form

The fields of the form should cater to the current visitor and reflect the content provided on the landing page. A form for a first-time visitor should be quick to fill out and contain contact essentials. A form for a long time user, however, has potential to reveal important insights about your audience – they are willing to give you more time so use it wisely. Alternatively, think of the customer’s buying process as a journey. Are they at an early stage of this process or have they been en route for a while?

Step 4: Thank your customers

“Thank you’s” are the cornerstone of great customer service. A Thank You page is more than just good manners, though. Create this page and include your content offer in addition to a headline expressing your gratitude. That’s right! Do not give your content away on the landing page. Wait for a prospect to provide you with some contact information and then offer a link to a video, ebook or coupon.

Step 5: Create a Call-to-Action

CTA’s for short, these buttons, links, or banners guide users to your immaculately crafted landing pages. By placing calls-to-action on a website strategically you significantly increase the chances for conversion. Refer to the following principles when creating CTA’s:

  • Place CTA’s above the fold, that is visible without having to scroll down the page
  • The text should describe an action, such as “Watch Video”, “Sign Up” or “Download eBook”
  • Design-wise, it would be good for the CTA to stand out either with color, size or shape
  • Try a variety of formats to allow multiple ways of reaching the same content from different pages – small buttons, large buttons, banners or plain text links

Step 6: Go Multi-channel

Your website, like your business, doesn’t exist in a vacuum. To generate the best leads invest some time and resources in blogging, social media, newsletter campaigns and SEO. A few reasons why a multi-channel approach will bring people to your website:

  • Leads result from traffic and blogging is one of the best ways to bring poeple to your site
  • Email marketing is very much alive, so take some of the valuable content you identified in Step 1 and send it out to your current contacts and clients
  • Embrace social media as nowadays more than 50% of Facebook and Twitter users are more likely to purchase from companies they like and follow online

As you can see, the website you’ve been struggling to get people to visit is ripe with opportunities to start generating many high quality leads. In some cases it may require a complete redesign – an overhaul of structure, content, functionality and even target audience – in order to capitalize on those opportunities efficiently. The fact remains the same – offer something valuable to your current and future visitors and they will be more likely to turn into loyal customers.

Sources for further reading: Hubspot, Admin E Solutions, Keller Research Center report (PDF)