Lead generation is by no means easy and one of the most challenging aspects of marketing businesses face online. Getting followers or views on social media might not be a huge challenge, but driving traffic to your website and converting visitors into prospects is a completely different game. How do you optimize your website to not only meet the immediate needs of a viewer but also to collect their information? It takes more than persuasiveness to turn a visitor into a lead.
Strong lead generation requires a dynamic SEO strategy that is tailored to your current needs and that will help you attract enough customers to grow your business. Sustainability and growth must be handled in parallel. If you try to prioritize them together, you always suffer. With SEO, you can satisfy returning customers and gradually acquire new customers as well. In addition, search engine optimization for lead generation helps you build brand awareness.
What is lead generation?
Prospects are leads that you follow and want to convert into paying customers. Those who land on your website are not automatically guaranteed as customers. The process of converting another viewer into a customer is known as the buyer’s journey and is done through a personalized sales funnel that you develop.
The sales funnel deals with the various questions that arise when people are approaching a purchase and can occur at any time. You need to understand exactly how each one differs in order to deliver the most relevant and effective content. When you have a good sales funnel, you’ll know what your leads are thinking at every stage. Are you just looking for general information or are you already comparing your product with your competitors? Lead generation deals with the three main phases of a buyer journey:
- Top Funnel: Awareness through marketing efforts
- Middle Funnel: Interest, Education, and Application
- Lower funnel: decision making through price comparison and valuation
How to improve your leads through SEO
The more visible your brand is, the more potential leads land on your website. Google doesn’t just reward you for being online. You need to create engaging, recurring content that answers questions, adds value, and ultimately serves more than just your business. One of the biggest mistakes businesses make online is designing just for themselves. Your entire website is a great advertisement and offers no real value to visitors. There are many reasons for leaving a website. Good search engine optimization can prevent this from happening with targeted content and effective web design.
Get an audit
A site audit analyzes the on- and off-page elements to fix any potential problems. A professional SEO audit examines keywords, website structure, content formatting, and more to identify areas that could be improved. You can now get your instant SEO audit online for free. The whole process only takes a few seconds and you will receive personal feedback on why your website is not ranked higher in top search engines.
Once you know where your SEO is falling short, you can develop a strategy to make incremental improvements. Rome wasn’t built in a day, and neither was a good website. In fact, search engine optimization requires ongoing commitment to be successful. Trends will keep moving, and even in industries with a fairly standardized consumer base, there are still certain topics that are more likely to generate traffic at some point.
Make your pages mobile-friendly
In addition to having a fast server and responsive design, you need to structure the layout of your pages so that it is skimmed and mobile-friendly. People don’t want to read blocks of text or navigate through bulky images to get what they want. Keyword-rich headings, natural language, and alt descriptions on useful images will help you rank higher. It is also more likely that users will be engrossed in more pages on your website if they are easy to read.
Compare your content with your competitors
Make a list of your top three or five competitors and search their service pages and content posts to see how yours are holding up. If you google some of your target keywords, which websites are being viewed and which are different from your website? You don’t have to be superior to everyone, and your goal shouldn’t be to copy what you see on the top rated sites. After all, it doesn’t make sense for Google to rank you higher than a competitor if both websites contain the exact same information. Instead, use these websites as inspiration to improve your content and evolve your website. Leads aren’t just looking for a one-off answer. They want to know that your company is able to meet their needs and offer ongoing solutions. If their experience with you is unforgettable, they will likely come back.
Keep track of your potential customers
Have landing pages and freebies that encourage people to leave their emails and receive exclusive information or offers. Once you’ve received your email address, you can set it as your destination again later. Make sure you also use dedicated customer relationship management (CRM) software to track leads. With the help of a CRM, you can keep profiles of all your customers and leads in one place. You can also document your interactions with them and make sure you can meet them no matter where they are on the buyer’s journey. When it comes to leads, CRM is the best way to keep track of data. Potential customers can be rated based on factors that influence their likelihood of conversion. Criteria such as budget and interest can then be sorted and easily reoriented through marketing efforts.
With new insights, you can refine your SEO to convert more traffic into leads. This also makes it easier for you to see which aspects of your current content strategy are not engaging your audience. If people are very responsive on one website but leave another in less than five seconds, what is the reason? When you put all of these elements together, you can create a search engine optimization strategy for your brand that does more than just rank. It will help you grow, develop, and better understand your top customers.
Drew is a finance enthusiast, veteran blogger, music, and sports fanatic. He enjoys spending time outdoors with his wife and daughter fishing and boating. He is dedicated to a career spanning more than 15 years in the banking, mortgage and personal finance industries.