You want your website to generate more leads, right?

Websites that are lead gen machines for their owners don’t happen by accident. You don’t just wake up one day, open your email to find a hundred new leads in your inbox.

Leads are the result of building a well-oiled lead gen machine, a well-oiled lead gen website, to be more accurate. This post will show you how to improve your site’s lead generation performance.

Google Analytics is a great tool to help you get there, but only if you use it the right way.

Do you currently use GA (Google Analytics) to see if your lead gen efforts is effective? Are you looking at Sessions, Users, Pageviews, Bounce Rates, etc? Using analytics data the right way eliminates the guess work from lead generation.

How to Generate More Leads With Your Website

1. Get a baseline

Before you can start improving your website lead gen efforts, you have to draw a baseline. It is important to understand what’s going on today. If things are bad, you want to know, so you can make improvements. If things are good, you can always try to improve.

Include the following in your baseline numbers:

  • Sessions – Basically, this is the total number of people who visit your website.
  • Users – This is the unique visits to your website. Users don’t include returning visitors.
  • Pageviews – The total number of web pages viewed.
  • Bounce Rate – Bounce rate shows the percentage of single page visits of your site.
  • Queries – What keywords are used to find your web pages?
  • Landing Pages – Through what pages are visitors entering your website.
  • Lead Conversions – What percentage of Sessions and Users are converted into a lead.
  • Traffic Sources – Are they direct, search, or referral visitors? Direct visitors are those who get to your site by typing in your domain name. Search visitors land on your site as a result of a search query. Referral visitors land on your site from a referring website.

Knowing the above numbers gives you a good baseline. It will help you understand what’s going on with your site now. Based on the numbers you can make the necessary adjustments to improve your lead gen efforts.

2. Review your data

Look at the top five and bottom 10 performing blog articles. You can do this by looking at “Landing Pages” under “Acquisition”. What was similar about the most popular posts? How about the least popular posts? How can you replicate this? Be sure to write these answers down.

Here are a few things to compare:

  • Similar topics
  • The number of words – Longer blog posts tend to outperform shorter ones.
  • Similar formats
  • Similar title conventions
  • Embedded media
  • Landing page links & link locations

3. Have a strong call to action

This is how you tell people what to do once they land on your site. Do you want people to call you? Tell them to call now. Do you want them to complete a lead form? Show them where the form is. Whatever you want them to do, you have to tell them.

You also have to make it easy. If you want them to call you, show your phone number. If you want them to complete a lead form, make the form as short as possible. A short form will give you higher lead conversion rates.

4. Enhance your content

Everybody thinks that they have great content, but only a small percentage of websites do. The most important thing about content is to create better content than what is already out there.

You don’t just want to write an article on website lead generation. You want to create the best website lead gen article. See the difference? Most sites and blogs don’t get traffic because they have so-so content.

We’re only as good as our weakest link, or so I’ve heard. So let’s start with the losers of the bunch. Embedding some images or videos might help. Perhaps changing the title or keywords slightly. Increasing the word count with much more details around the topic should help. Don’t be afraid to make changes. Then look at what happens. Continue to improve and measure the results. Keep tweaking until you’re perfectly optimized.

Once you’ve done that, try to spot some ideas for future posts. You know what’s working and what’s not. Use that knowledge to mold your future content!

Don’t stop there – Keep going!

5. Promote your content

Creating content is so much easier than promoting content. Unfortunately, lack of promotion is the reason most sites fail to generate leads.

There are many ways to promote your content, here are a few:

  • Improve your headlines.
  • Create step-by-step how to guides.
  • Design and share infographics.
  • Reach out to podcasters to be interviewed.
  • Join Triberr.
  • Email your subscribers once a week.
  • Guest post.
  • Submit your content to content communities such as Bizsugar.
  • Reach out to an influencer in your niche and ask for a quote.
  • Mention experts while you share your content on social networks.
  • Connect with people who shared content similar to yours.
  • Ask experts for advice and include them in your content. Then, reach out to them when you publish. Some of them might share it with their followers.
  • Direct message your LinkedIn connections.
  • Join relevant LinkedIn groups and become part of the discussion. Share your content when it is relevant to a discussion.
  • Respond to Quora questions. Link to your relevant content from within your Quora response.
  • Email people who have linked to similar content and ask them to link to your content too.
  • Re-purpose your most popular content. If you have a blog post that is popular, also create a video on the same topic. If you have a popular podcast, also publish it as an extended article.
  • Create slides of your most popular blog posts, then post them on Slideshare.
  • Create content upgrades. Create PDFs of your most popular blog posts and use them as an incentive to subscribe to your email list or complete your lead form.
  • Interlink your content with the appropriate anchor text.

6. Rinse and repeat

Continue to run the report every month and check your results. Tweak things and take note of what works, and what doesn’t. Eventually, you’ll start to see massive results. And you’ll start outperforming your competition.

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George Meszaros is the editor and co-founder of Success Harbor where entrepreneurs learn about building successful companies. Success Harbor is dedicated to document the entrepreneurial journey through interviews, original research, and unique content. George Meszaros is also co-founder of Webene, a web design and digital marketing agency.

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