Increase your website lead generation with these 7 tips
If you’re not generating enough new leads from your website, it’s clearly a problem. We’re increasingly seeing a trend highlighting that more innovative financial services firms benefit from website lead generation and high conversion levels to business.
Your website should work for you, not just sitting there looking pretty, unless your main focus is client retention. The reality is that your website should be generating leads for your firm. Moreover, don’t forget that clients do move away and unfortunately die, so you must replenish and acquire replacements.
That’s why in an ever more competitive financial services sector, your website must perform in search results and provide the best user experience possible. That will ultimately drive more lead generation.
Here are our 7 tips to enhance your website lead generation!
1. Your not using SEO to drive website lead generation
Having worked as a full-service marketing agency within the financial services sector for over two decades, we’re amazed that search engine optimisation (SEO) is still one of the most underused digital marketing strategies to drive leads. However, it’s an online marketing strategy that can greatly impact your lead generation.
You may have a great story to tell, but is it visible to your prospective clients? Organic search should be an important part of any firm’s website performance and a critical component of the prospective client funnel, ultimately getting your website visitors to complete a conversion or engagement. Increasingly, SEO will become even more important to your firm to ensure your online and digital presence builds greater visibility in search results.
How should you use SEO to increase your website lead generation?
To start improving your website’s lead generation rates, these are the main areas you should address:
Audit your website, and analyse all of the factors that determine your site’s visibility in search engines
Research your market online and browse social media to discover what your main competitors are doing successfully
Compile a list of relevant keywords for your website to target prospective clients
Optimise your content and multimedia according to SEO best practices
Publish your optimised content to your website
Check your content’s performance every month
In most cases, your business should start to see content perform within six months. As your website improves its visibility in search results, your site should experience an increase in its traffic from qualified visitors.
Are you looking to boost your website’s SEO and generate more leads? Then check out our latest article! Our article is jam-packed with actionable tips and strategies that you can implement today to improve your website’s visibility in search engines and attract more high-quality leads.
2. Your website doesn’t offer anything to prospective clients
How can you generate website leads if you don’t have anything of value to offer your prospects? Your website should be full of useful compliant content and resources that they can read online or download or even refer to a family member or friend.
You should have a wide variety of relevant and informative content that will appeal to your prospective clients depending on where they are in the advice process. For example, the ‘Getting Started’ guide works for someone still exploring all of their options, so they are at the awareness stage. While a complimentary consultation is best for someone who’s ready to pay for advice and make a decision soon, they are at the consideration stage.
3. Your website doesn’t have a blog to attract visitors
You can’t generate leads with your website if you don’t have any traffic coming to your website. A blog is the best way to get traffic and potential leads to your website; every firm should have one.
To add, blogs are excellent at ranking in search engines for long-tail keywords, which means you’re more likely to get found by searchers looking for what you have to offer.
Moreover, frequently updated blogs also give you fresh content to promote through other channels, like email and social media, which will drive even more traffic to your site if the content is relevant and targeted.
Your blog should act as a hub for your services. It should aim to develop and strengthen relationships with existing and prospective clients by connecting them to your brand and creating further opportunities for sharing that can generate further new lead generation opportunities.
At Goldmine Media, we understand the power of content marketing and have put together a comprehensive guide full of tips and strategies to help you improve. Our guide covers topics such as finding your target audience, creating valuable content, promoting your blog, and measuring success. Check it out!
4. Your website page speed is too slow
Speed is another reason for your website to under-deliver when it comes to lead generation. Slow-loading pages can also impact your SEO, which can result in lower rankings, less traffic and fewer leads. That’s why you want to assess not only your site’s SEO but also your website’s speed.
From a user perspective, it’s easy to understand why a slow site can decrease your number of leads. Nobody wants to wait for your website to load, no matter how great or beneficial your services are.
Today, users expect sites to load in two seconds or less. However, quite often, we see a number of financial adviser firm websites fail to meet this expectation. That’s why improving your page speed is a quick win. Just a single one-second improvement in page speed can boost conversions considerably.
Not only will the page load speed time frustrate your visitors, but page speed also affects your SEO. When search engines like Google rank sites in search results, they look at the bounce rate of relevant pages. The bounce rate describes the percentage of users that arrived on your page and left (or ‘bounced’) without interacting.
From a search engine’s perspective, this response means users didn’t find what they were looking for on your website. In response, your site’s ranking decreases, which impacts your traffic numbers and digital lead generation efforts.
Don’t let slow load speed hold you back. Your web design might need a refresh to generate more leads. Read our article to find out!
5. You need to optimise your contact forms
A valuable prospective client may arrive on your website, view your proposition and services, and decide they want to contact you – until they see your contact form. Whether you’re asking for too much information or providing a broken form, your contact form can make or break lead generation.
How can you optimise your contact forms to maximise lead generation on your website?
- Test your form to make sure it works and submits the information to the relevant person or team
- Audit your form fields and determine which ones you need and which ones you don’t
- Add a compelling call-to-action (CTA)
- Carry out A/B tests to experiment with different form fields, copy and designs
- Move your contact form above the fold on appropriate pages, like a service or product page
Even after completing this contact form audit, you should continue to improve their performance and features.
6. Your website doesn’t use calls-to-action (CTAs)
If you’re not generating website leads, you should look at several areas of your website; one area often overlooked is CTAs. While a CTA may seem minor, it can positively impact a visitor’s actions on your website.
With a CTA, you are providing visitors with a recommendation to take action. A service page, for example, may advise them to contact you, download a brochure or arrange a meeting. If your website doesn’t feature a CTA, you leave users with too many options. Even if you use CTAs across your site, an uncompelling offer can cause potential leads to ignoring your instructions.
Boost the influence of your CTAs on users:
- Make your CTAs short and to the point
- Focus your CTAs on what the user wants or needs
- A/B test your CTAs (experiment with two or more variants)
- Keep your CTAs simple and free of jargon
Even after you have discovered a formula that works for your CTAs and improves your lead generation efforts, it’s essential to continue developing and testing CTAs. With every update, you can uncover new ways to motivate your visitors and maximise your lead generation numbers.
Struggling with your call to actions? Well, we have you covered. Our team has put together a simple guide to website design that has the answer to all your questions! Give it a read.
7. You are not targeting website leads at every stage of the advice funnel
It goes without saying that your firm will want to attract prospects that are ready to engage your services, not the ones researching and comparing your competitors. In other words, these will be at the bottom end of the advice funnel. However, this narrow focus can limit your website’s potential when it comes to lead generation.
We don’t believe you should exclude or ignore the top-of-the-funnel and middle-of-the-funnel users. Yet, while many prospective clients now take a non-linear approach to advice, it’s still easy for marketing and advertising strategies to miss them.