In order to generate more leads, you don’t always need to create a new marketing campaign, perform a website redesign, or rethink your SEO strategy to rank higher on search engines. Sometimes the trick to getting more leads is simply creating more opportunities for your existing web visitors to convert. It doesn’t even have to be a new content offer or a new email. Just presenting visitors to your site or viewers of your content with the option to convert when it wasn’t there before is often enough to significantly increase conversions. Here are four easy ways to get more leads that don’t require you to create anything new or perform a drastic overhaul of the materials you have already created.
1. Place a Call-to-Action on Every Single Page of Your Site
Every single page on your site should have at least one call-to-action, including your About page, your company mission page, your Contact page , and your blog’s sidebar. If a customer reaches the end of one of your pages and they are thinking to themselves “what now?” you need to guide them about what to do next. Any page that doesn’t have a call-to-action is wasted real estate because you never really know which page of your website a web visitor will come across first. You don’t want a first-time visitor ending up on a page that doesn’t have a call-to-action, and miss out on capturing them as a lead because they don’t know where to go next. The call to action doesn’t always have to be convert immediately, however. You could make the call to action to visit another page for more information if that’s more appropriate, and then make the call to action on the next page what converts them to a lead.
2. Conduct A/B Testing on Your Calls-to-Action
A/B testing is when you run an experiment to see which version of your content does better, A or B. For example, if you’re testing a call-to-action button, you can test the color of the CTA by running an experiment with a blue version of that CTA and a red version. At the end of the experiment, the results will tell you whether the blue one or the red one performed better. Conducting these experiments will give you more leads because the data doesn’t lie. The blue CTA may have looked better on your website, but if more people clicked on the red one and more of those people converted into leads, then you certainly want to keep the red one on your site so you can capture more leads. You’re no longer guessing about which one will perform better, but running small experiments so you can know for sure.
It’s critical that when you conduct A/B testing that you only test one variable at a time. Testing more than one makes it harder to determine which variable really mattered in bringing in more leads. Besides button color, here are a few other variables you can also test with your calls-to-action:
- Text Color
- Page Placement
3. Generate Leads from Your Email Signature
Your email signature is valuable real estate that receives many impressions each day. Make use of it by including a call-to-action and encourage your employees to do the same. The CTA can be as simple as a link to subscribe to the company blog, email newsletter, or to follow one of your social media profiles. Since you’re already communicating with the person you’re emailing, you most likely have some type of relationship established already so it doesn’t hurt to put in the subtle ask, but it can help you build your following and grow your brand’s presence with that customer or prospect.
4. Don’t Forget Calls-to-Action on Your Marketing Collateral
At the end of every presentation or webinar, include a call to action. At the end of every marketing video, include a call to action. At the end of every blog post, eBook, and white paper, include a call to action. Generating more leads and increasing your conversion rates can be as simple as creating more opportunities in your existing content for people to become leads. If you don’t present the option for someone to become a lead at the moment when they are most compelled to do so, like immediately after they’ve finished consuming an excellent piece of content you created, there is little chance they will track down a way to put themselves into your pipeline on their own and you will lose that prospect.
You don’t have to create new content or marketing materials in order to generate more leads. Often there are underutilized opportunities with the content and materials you already have that, if you take advantage of them more strategically, can help you dramatically increase the size of your pipeline. With the tips in this post, you now have a strong foundation and starting point to help your business make the most out of the resources it already has to generate more leads for your business.
What small changes have you made to your company’s existing materials to improve its lead generation? Let us know in the comments!