Tressa Sloane

Bringing in visitors to your company’s site is one of the most vital aspects of your job as a digital marketer. You know how to attract prospects to your business’s online platform, and you spend vast amounts of time measuring that website traffic.

But when you sit down to analyze the number of visitors coming in to your site, maybe you find that while you’re seeing a huge influx in traffic, the number of leads being generated isn’t matching up. Surely, if more people are clicking and browsing around the website, then you should be seeing more leads roll in, right?

Well, not quite. Your company’s website may look great and have all of the right components, but if your lead generation techniques aren’t up to par, that traffic will just get jammed up. But not to worry – there are several strategies you can follow to ensure you are effectively generating leads from your site traffic. Check out some of our suggestions below on how to boost your leads and your overall marketing goals.

1. Revise your landing pages

Your landing pages are often the first thing that visitors see when they arrive on your site. Doesn’t it make sense that they should be continually revised to fit consumers’ ever-changing needs?

A Marketo study found that 68 percent of companies focus on optimizing landing pages in order to generate more leads. Because this type of content plays such an important role in your marketing efforts, think of your landing pages as a part of your business – mainly as an extension of your sales team. If your sales department is constantly updating its strategies to appeal to prospects, shouldn’t you be enhancing your landing pages as well?

Coordinate with your salespeople to learn more about any changes in consumers’ behaviors and preferences. Use this information to revisit and review your buyer personas. And refresh any pages that are out of date now that you’re armed with the new data. Looking at all of these factors that inspire your potential customers to contact you can give you a great jumping off point to optimizing your landing pages for maximum effectiveness.

“Treat your landing pages as an extension of your sales team.”

2. Rethink your CTAs

Even if your landing pages, emails and social posts are engaging and creative, if your calls to action are lacking, chances are visitors won’t click on them to go on to the next step.

Examine your CTAs. Do they speak directly to the visitor? Using second-person and direct language that instructs the viewer can entice them to follow through to the next step.

What about the colors and graphics? If your CTAs don’t mirror the color scheme of your site, they’ll stand out like a sore thumb, and not in a good way. Sure, you want to use bolder colors and fonts, but don’t choose elements that are out of line with your overall branding.

Also, where are the CTAs placed on each page? If they are in an awkward spot that doesn’t necessarily indicate to a visitor that clicking there will lead them to what they are searching for, or they don’t look like buttons that will take someone to the next step, prospects are likely to leave your site before becoming a lead.

CTAs may be a small in comparison to everything on your site, but they are a crucial element of lead generation and should certainly be treated with careful attention to detail.

3. Beef up your downloadable assets

One of the best lead generation techniques is to offer a downloadable asset such as a whitepaper, eBook, case study or report. But if these materials aren’t giving readers what they want, you can bet they won’t be accessing your content – and you won’t get their information.

This is where revisiting your buyer personas again comes in handy. Have there been any significant changes in your industry that would warrant your prospects wanting different forms of downloadable or new educational content? If so, jump right on it to provide them with the valuable information they are seeking.

Or maybe your site doesn’t have a lot of assets to offer. If that’s the case, find out what your target audience wants to know and create the whitepapers, eBooks and studies to provide that knowledge. Giving them these materials not only brings in leads for you, but it establishes your brand as a thought leader in the industry.

Take a look at your existing assets to see where improvements can be made for lead generation.

Revisit your existing assets to see where improvements can be made for lead generation.

4. Jumpstart – or makeover – your video strategy 

Generating leads doesn’t always start with written content. Be sure to give your video strategy some love as well!

A study by Demand Metric and sponsored by VidYard found that 70 percent of businesses have incorporated videos into their marketing strategies, and of those organizations, 82 percent have seen success from their video marketing efforts.

Visitors want to see videos on your site, so if you haven’t started on the path yet, jump right in! Give your prospects what they want.

If you already have video as a part of your marketing operations, revisit the ones you’ve created and see what you can update. Any new products or services on offer? Any new information you can share? How about new customer testimonials or newly hired employees? All of these topics are great for featuring in a video to share with your prospects.

Getting tons of website traffic is fantastic for your company, but without bringing in leads from those visitors, your marketing efforts might be in vain. However, by focusing on the most effective lead practices, you can ensure that your traffic doesn’t get stuck in a jam with your lead generation techniques.