Generating Leads Through Your Website
Generating leads through your own website can be broken down into two basic steps: getting people to your website and converting them into a lead once they are on the website.
Step 1: There are many ways to attract people to your website: search engine optimization (SEO), pay-per-click (PPC) advertising, cost-per-lead (CPL) advertising, banner ads, link ads, affiliate programs, link baits, etc. If you’re a smaller company I would only recommend using SEO, PPC and CPL.
Step 2: Convert your website visitors into leads. Depending on your sales cycle you can consider a lead to be someone who is interested in your product or service right now, someone who signs up for an e-newsletter or a webinar. In any case you want your website visitor to take a certain action on your website to become a lead. The percentage of visitors that become leads is called a conversion rate. To double your conversion rate on a certain page of your site you just need to make a 25% improvement to four things on that page like your introductory text, your guarantee, your “call to action”, and your page layout. You will need to test which one of these combinations works best. To do that you can use a free tool like Google Website Optimizer www.google.com/websiteoptimizer.