This is a very good question, and it is almost asking ‘how long is a piece of string’, not quite but almost. Why, because there are so many ways in which you can gain leads online and different ways in which people define a lead. Let’s start with the definition of a lead is an ‘interested visitor’, so a visitor to your site that is in some way pre-qualified.

It must be stated at this point that the following information are suggestions and are by no means a guarantee to get sales; these are tried and tested methods that have worked in the past as a part of an online strategy.

We’re going to keep this at a high level and suggest that this is by no means a complete list, rather some good ideas to try to increase exposure and therefore visitors and hopefully increase leads in the form of a contact from your website.

1. Content / Blog

This is our bread and butter, our area of expertise and I simple could not create a list of suggestions and not include this important marketing tool. If you don’t already have a blog / news section add one! Unlike the main pages of the site, a blog / news section is expected to be less formal and contain more specific information. If you understand your business, you understand your customer and you understand where your product / service fits in to their buying process, a blog can give you the edge. You can create informative and creative information answering your potential customers issues, questions, fears, needs and wants and getting your content in front of the eyes of potential ‘ready to buy’ customers is essential. Simply put regular, targeted content can create business and generate leads.

2. Understand Your Content / Site

The main pages of your site are your shop window, there are where all visitors go to understand what you do and how you do it. The way you set you site up is important from two main areas:

  1. Search engines: if you don’t set your content out in an ‘easy to understand’ and focused way, search engines will find it extremely difficult to interpret what you are saying on your pages. If you have six services, for example and you decide to put all six services on one page, Google must sort through this information and try to ‘understand’ what it is and how it puts it in its search engines index. If, however you take the time to set out each service on one page, then it becomes very focused and easy to understand by the search engines. This is how you set out your content before an optimisation process.

  2. Human visitors: if think of your site like a land-based shop there is no doubt that you would think very carefully about that customers journey through your shop, right? For example, you wouldn’t put the changing rooms at the front, some men’s clothes and some women’s clothes together with no real sections or order, would you? The same applies to websites, think about your customers journey; do they need to be signposted from the homepage into distinctly different customer types – trade and retail as an example – do they need call to actions on each page they visit? Is the succession of pages they view logical? Does the journey make sense and lead them to a logical conclusion?

How your website is set out is so important, take the time to map out what you want to say and what you want your customer to do.

3. Search Engine Optimisation

So, you have your website mapped out, you have a blog with regular content going through it, how else can you generate leads / visitors to your site? Well of course, here comes that annoying word ‘SEO’, that word that’s been bugging you for years and you don’t really understand the in and outs of it. Well, I am not surprised, I have been working in the field for 15 years and there is still plenty for me to learn but let’s deal with the fundamentals. Search engine optimisation, in its basic form, simply means to focus pages of a website using important keywords and placing those keywords in specific areas of a webpage code.

Since the onset of SEO, not much has changed in terms of on page SEO, or rather should I say, some of the techniques that were utilised back then are still used now. Fundamentally, all your online marketing efforts should be focused on keyword research and customer profiling. If we focus in on keyword research as a vital part of SEO, you can take advantage of plenty of tools online that can help with keyword research. We use SEMRUSH as one of our research tools). Ultimately you want to complete some research around important key term searches relevant to your products and services.

Once you have this list and I am talking at a high level here, you need to see how they might fit throughout your site. It might be prudent to create a spreadsheet that lists your URL’s then map keywords, no more than two) to each page.

I am in danger of creating a ‘how to optimise your site’ blog here so that is a topic for another article. Suffice to say SEO is very important factor in helping get your website and its pages ranking well for important keywords; the higher you rank, the greater likelihood of attracting visitors and converting them.

4. Social Media

There are a variety of social media platforms that can give you a wider reach than just the search engines, there are enough to choose from to enable you to think about which platforms would work for you. Platform choice is an important consideration, in other words fish where your customers hang out. Using all platforms for the sake of using them can give you a lot of work for little gain. By engaging your customers through social media, you can share vital information and signpost them to your website. We often post a blog and then share an update across a few platforms and, if done right, engagement is normally pretty good. This is a topic for a separate more in-depth post as there are many considerations when using social media, for example, increasing your following is vital to how well your posts work.

Ultimately there are many more ways in which you can generate leads; email marketing, paid advertising, webinars, review platforms, the list goes on. It is safe to say however that if your website is well optimised, your customer journey is intelligent and makes sense to your prospective buyers, your site is focused through SEO, add intelligent well research content and you share beyond your site, you will attract the right customers to your website.

If you would like to talk to us about how we might help you with the above solutions, or our amazing

Online Visibility Formula ©

please come and have a chat, we would love to hear from you.

Published On: April 18th, 2022 / Categories: Digital Marketing, Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.