7 proven ways to supercharge lead generation from your website
The team at 22PointSix have, between us, decades of experience in building and maintaining websites which both drive traffic and generate leads for clients. To be able to continue to deliver for customers, we have continuously got to keep right on top of changes in both the behaviour of website visitors and the search indexing preferences of Google.
Both are moving targets. Much of what was right in 2016 is no longer right today in 2019. For an example, two developments in 2019 which are fundamentally different from 2016 are:
Google evaluates your website and its relevance by the number of sites which provide a link to it. That’s been true since the site launched back in 1998. However, in 2019, Google changed its equation and it now ranks mention of your company without a backlink in your favour. Get the balance wrong between the number of linked and unlinked references to your company name and Google might think you’re “link spamming” and penalise you for it.
Back in 2016, Google were already rewarding sites for providing a mobile-responsive framework. What mobile-responsiveness means is that your website is programmed in such a way that it would look great on desktop, mobile, tablet, and smartphone. In 2019, that’s still true but now you’re penalised if Google thinks that your page layout or navigation buttons & menus prevent your visitor from getting the information you need straight away.
22PointSix is engaged in an ongoing arms race on our clients’ behalves to make sure that their website has the very best content, that Google likes their website, and that visitors respond when they find their website. Every year, Google’s aim is to simplify its users’ experiences so that they find the information they need as fast as possible. However, with every attempt at simplification for the users comes additional rules and guidelines that websites must follow to continue to be favoured in search engine listings.
Welcome to 22PointSix’s 2019 manifesto – the top 7 proven ways we supercharge lead generation from our clients’ websites. If you’d like our team to turn your underperforming website into a successful and dependable lead generation platform, talk to us – our details are at the bottom of the page.
Elimination of crawling errors
Websites are far more complex than they were 10 years ago. That’s partly because of changes in how we use websites and partly because we rely on the internet more than ever to get the information we need. The more information we’re trying to impart to our audience, the more complex it gets to build a website to meet those needs.
And with more complexity comes the likelihood of increased errors – links that lead nowhere, pages that were started but were not finished, websites calling information from the wrong place. 22PointSix thoroughly tests every page and every component to make sure there are no “crawling errors”. When Google makes a copy of your site, it uses sitemaps and page maps to get the information it needs. Every time there is a crawling error, the likelihood of Google not knowing exactly what’s on your website increases. In addition, crawling errors make Google rank your page lower because it views your site as an incomplete product or a product to which the right degree of professionalism has not been deployed.
An understanding of your audience
We’ve made sure that Google understands what’s on your website but are the right people finding you? Are they the people who YOU want to get in touch with you and spend money with your company?
Thanks to our team’s understanding of your business and its objectives and a broader understanding of the wider internet, we’ll be able to tell you if your website is generating the level of responses you should reasonably be expecting. If not, we’ll make the necessary changes to content and structure so that you’re much more likely to get the right visitors who want to open contact with you.
Desktop, laptop, tablet, or smartphone – your website is coded from the ground up to make sure that, however a visitor is accessing your website, it looks great, it’s easy to use, and getting in touch with you can be done instantly. As part of 22PointSix’s thorough testing of your website, our goal is to remove any and all obstacles that get in the way of building a connection with a customer which generates the high quality leads you and your sales team needs.
Every page on your website should be easily reachable within as few clicks as possible. It should be easy for your visitors to drill down into your site to get the information they need and to navigate between sections and sub-sections.
Modern smartphones and tablets are sent to customers without an instruction manual – it’s all about being intuitively easy. Your website visitor should not need a manual to know how to use your site – they should just know how to use it.
Understand the power of landing pages
A landing page, in the strictest definition of the phrase, is a web page specifically designed to capture customer information that can be used in sales follow-ups. They’re great and the landing pages we have built for clients have produced not only the quantity of leads that our clients need but the quality of leads to.
On your website, we’ll use landing pages to give your company a competitive edge when visitors find you online. What’s more, we’ll use much of the knowledge we know about getting visitors to leave their details from landing pages on other important pages on your website too. EVERY visitor is an opportunity – no-one is more aware of that than us.
Calls-to-action – getting your visitor to respond in the way you want
Every page on your website, even the pages more geared to information and customer support than to selling, should direct your visitors on how they can get in touch with you by using effective online calls-to-action. Imagine one of your telesales team calling up potential prospects but not asking them at the end of the call whether they want to buy from you or to meet your sales rep. It’s a wasted call and so is not asking your visitors to commit to a course of action when they’re on your website.
22PointSix’s team will maximise the chance of engagement with visitors on every page of your website by providing them with the information they need in a way that they understand and appreciate. We then use, depending on your audience and on the content of your pages, a wide range of different types of calls-to-action to stimulate responses.
Does your website provide the visitor with what they want?
On that very subject, 22PintSix’s team of experienced copy writers work on every client’s website and it’s their words that create a connection between your visitors and your company. How?
The right content on your selling pages
When someone finds your website, the likelihood is that they have an immediate or near-future need for the products and services you’re offering. They will likely be researching their options. They may be in the market for what you sell for the very first time or they may be dissatisfied with the quality of service they’re getting from their existing provider.
They want reassurance that you know what you are doing, that you are knowledgeable in the area where they lack knowledge, and that, if they spend their money with you, that they will be treated in a way where they feel that they and their custom is respected.
The art of the copywriter is to inform using engaging prose with a narrative arc that takes the reader effortlessly from start to finish. So much so that, at the end, they are ready to get in touch with you.
Informative, engaging blogs
Content marketing is the way that modern, web-focused companies find an audience for their products and services. While your selling pages are vital, the way that many visitors will find their way to your site is by searching for answers on Google and other search engines.
What our copywriters do is to research the questions that people are asking for, the quality of the answers they’re already getting on your competitors’ websites and they take it one step further. Their job is to provide what the very best answer to a very specific question your visitors want to know.
People buy people first. Your content marketing is the human voice of your organisation offering advice and guidance to visitors when they need it. Give the answer enough credibility and relevance and then you can push them to either the relevant selling page on your site or to contact you directly.
Enough reason to subscribe
With both your selling pages and your content marketing, our team use a proven range of techniques to persuade the customer to leave their contact details so that you can stay in touch with them via email – all GDPR compliant.
Then, work with our copywriters to send your visitors and customers updates every week, fortnight, or month. Never underestimate the power of an email newsletter constantly building your brand and appearing at the time of the client’s buying cycle when they’re ready to search for a supplier and commit their spending to that supplier.
Your website and the need for speed
Brevity is clarity – economy of expression
In order to make sure your page loads as quickly and cleanly as possible on all different platforms, 22.6 will optimise your images, your HTML, and your scripts (including CSS) using brevity of coding and efficient compression technology.
Speed of loading is not only important for Google rankings but ask yourself this – how long would you wait for a webpage to load?
UX and bounce rates
UX is the “user experience” – first impressions count. Yours might be the first website someone is visiting or the fifth in their quest for information. Whichever it is, we need to provide them with an experience that’s good enough to make this the last page they visit and makes yours the company they contact.
Quality is always more important than quantity in the eyes of a user. You must be ready to answer a visitor’s questions there and then – chatbots are an increasingly important part of the web experience because they mirror how people use apps like WhatsApp and Messenger.
The use of colour is also important on a site – colours should refer to specific functionalities on a page, specifically actions. Whenever a visitor sees that colour on one of your webpages, they know it is a cue to get in touch or a portal to more information.
Great UX is a balance between the original and the familiar. Mix that together with great content, beautiful imagery, and correctly-placed calls to action, your bounce rate (the number of people who leave your site after viewing only one page) will drop dramatically.
Keywords and Search Engine Optimisation
In 2019, Google is taking a very different view on keyword optimisation that back in 2016. Back in 2016, keyword density (the number of times a word or phrase appears in a body of text expressed as a percentage) was really important. Google got wise over time and it now looks for a broad variation of keywords on a given topic in order to help it rank relevancy of a page.
In the last few years, the way that Google views title tags, meta descriptions (the text that appears under a link on a search engine results page), URLs, site structures, and links has changed. 22PointSix continues to stay on top of the latest developments making sure that all clients’ sites comply with modern standards.
22PointSix will turn your website into a leads and sales magnet
What we’ve covered in this article really does only scratch the surface. Over the years, 22PointSix’s system for website and content development has grown to meet the sales, marketing, and branding needs of today’s businesses.
Call us on 0330 332 3022 or click here to email our marketing team.