Having a well-designed website for your business is not enough to help you generate quality B2B leads that convert. You need to attract traffic to your site and convert them to customers. But how do you convert traffic that comes to your site into qualifying leads, move them to prospects and customers? You need effective lead capture strategies on your website to capture leads.
Sure, you could use social media sites like Facebook, Twitter, and LinkedIn to capture leads, but the best way is through your business website. Because you own the website, and you can capture leads in different ways.
But what are leads?
Leads are those people that visit your website or contact you to learn more about your products/services. Some will hit the purchase button immediately, while others will consider buying in the future. Often, the latter will shop around to see what your competitor has to offer before making a solid decision.
The best way to nurture leads into customers is to capture their information like emails and walk them through their buyer persona.
In this post, you are going to learn the best and most effective ways to capture leads on your website and make more sales.
Importance of capturing leads on your company website.
1. Capturing leads allows you to market to them in the future.
If a site visitor doesn’t make a purchase immediately but are interested in your products, he/she will opt-in using any of your lead capture tools on the site. This will give you a second chance to promote your products to them through their emails. Additionally, you will be able to understand their needs better and use your products/services as a solution.
2. You connect with your customers.
Capturing leads is also another best way to connect with your audience and ideal customers. When a site visitor subscribes to your email list, they are hoping to learn more about your business. Also, people prefer buying from people they know and trust. Keeping in touch with your ideal customer allows you to connect with your leads virtually. It goes a long way in growing your business and solving your customers’ problems.
3. Capturing leads also helps you understand your customer's needs.
Instead of sending a random sales pitch out to random people in the hope of making a sale, a lead list helps you understand your customer’s needs. You can assess your leads and understand their buyer persona stages and sell them accordingly.
4. Leads are your ideal customers.
When website visitors give you their details, it means they are interested in buying your products/services. This means that they are more likely to purchase if you educate them well on your products/services and the value it brings to them.
5. You build trust with your customers.
When you build trust with your leads, you are making active referrals. The customer who trusts your product/service is likely to recommend it to his/her friends. Keeping in touch with your leads is the best way to build and strengthen trust with your customers. It is essential to know that if you aren’t capturing leads on your company website, you are leaving money on the table and the opportunity to grow your client base.
Best ways to capture leads on your website.
1. Place Opt-in form on the header of the company website.
Placing an opt-in form on the header of your website is one of the best ways to capture leads. The header should have a clear call to action for the site visitor to see and take action. The reason why this lead capture works best is because of its position on a website-at the top of the home page.
It is visible and less obstructive to the users hence converts more. Remember that your form copy should speak to your ideal audience, touch their pain points and offer a solution. You can compel site visitors to take a free trial, download a guide, or sign up for the newsletter. The copy should be short and to the point.
2. Use a sidebar opt-in form.
The sidebar is also another excellent place to capture leads on your website. A signup form on the sidebar is also less obstructive, allowing your site visitors to continue reading or watching on your website. The site visitors can easily subscribe to your offers if they are interested without having to search for a signup form on the website.
3. Pop up an opt-in form.
According to convert kit, pop up opt-in forms converts at 3.09%, which is the standard conversion rate that you can’t afford to ignore. Pop up opt-in forms are those subscription forms that pop up after spending some time on a website. Some are designed to pop up after a few seconds while others pop up when you hover your cursor or when you are about to leave the page. Given that these forms block the site visitor from accessing your website, content makes them annoying and may hurt the time spent on site turning away leads. It is always crucial to design your pop up forms in a less intrusive way.
4. A subscription form on the blog page.
Blog posts page is also another place to capture leads on your website. If you don’t have a blog on your company site, it is high time to incorporate one because, according to Hubspot, businesses that add blogging to their marketing game generate 67% more leads. Placing an opt-in form within your blog posts helps you capture those leads that came to your site to precisely read the blog posts. You can set the forms within the blog post, at the end of the blog post or both.
5. Homepage opt-in form.
The homepage is one of the most important and the most visited pages on your website. You can leverage this page and capture as many leads as possible. Place a feature box on your homepage that focuses on your audience’s attention and has a clear call to action. What makes an opt-in form on the homepage convert more is that it is at the “door” to your website and unlike pop-ups, doesn’t block users.
6. Slide-in subscription form.
Another best way to capture leads on your website is to use slide-in sign up forms. These are forms that slide in from the sides of your website. Slide-in sign up forms can be set to appear as the user scrolls down the page. This makes it less intrusive and captures the reader’s attention. Your copy in this type of lead capture should offer more value hence increase the chances of hooking more leads.
Get more business leads using your website.
If you are not implementing the above techniques to capture leads, then it is high time you hop on the bandwagon and start capturing leads. Up your marketing game by nurturing those leads into customers and make more sales.