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Websites are one of the most essential tools for small businesses to showcase their brand, communicate their values, and capture leads.
A Digital.com survey shows that approximately 77% of small businesses in the U.S. have a website, while 23% state that they don't need one for various reasons. However, that 23% is missing out on a powerful marketing tool that can help them grow their business.
Lead generation is a top marketing challenge
Regardless of the size of the business, one of the leading challenges for marketing teams is generating new leads. In fact, according to a survey, approximately 47% of businesses mention having difficulties attracting new leads to their website.
There's no question that having a website can be an extremely effective marketing tactic for small businesses. It is one of the best ways to increase brand awareness, capture more leads, engage prospective customers, and increase conversions.
By capturing leads, business owners can better understand the needs of their customer base, which makes their website an invaluable asset.
Capture more leads from your website
Whether you're a small business owner or a marketing team leader, capturing leads for future business and customers is the key to success. These tips will help capture more leads from your website in 2022:
1. Landing page optimization
Landing page optimization is the process of editing your landing page to improve the conversion rate and number of leads generated.
There are several ways to optimize your landing page to attract more potential leads, including:
- Call-to-action button: This is a key element that leads users to your goal conversion after they land on your page.
- SEO: Make it easier for people to find your website by optimizing the landing page for search engines. Create a compelling headline, include keywords in the title and meta tag, link to other pages on the website, and make sure the page is mobile-friendly.
- Video: Using short videos on the landing page can also increase the percentage of visitors who click through to other pages.
2. Microforms
Microforms are a great way to capture more leads with your website. They are easy to implement and can be used in a variety of different ways. For example, use microforms to ask visitors to subscribe to your email list, download an e-book or white paper, enter a contest, download software, and more.
The primary goal of microforms is to collect only the most relevant data from new leads and not scare them off by asking for too much information. In fact, according to Jebbit's consumer trust index, 35% of consumers say that asking for too much information is the top reason to distrust a brand. Therefore, it’s crucial to only ask them the most essential questions.
Most brands use microforms to ask for basic information, including an individual's first name (not last) and email address. From there, you can ask more advanced, targeted questions after you've gotten to know your audience better.
3. Data-driven content marketing
Data-driven content marketing involves creating content for the right audience at the right time. This type of content is engaging, valuable, and relevant to your target audience, making it more likely to drive conversions.
Start by analyzing the current content across each of your distribution channels, including social media, websites, email campaigns, mobile apps, etc. Once you have a good sense of what is doing well and what could be improved, start crafting content that matches your audience's needs and interests. This could include a series of blog posts, a checklist, a series of infographics, etc.
The more relevant the content is to your audience, the more likely you are to capture more leads.
4. Personalized content hubs
Personalized content hubs are a great way to encourage new leads to engage with your brand. As your audience grows, then you can start collecting specific information about them and utilize that information to customize your content and content distribution strategy. This allows you to create content relevant to your audience and true to your brand.
5. ABM campaign pages
ABM stands for account-based marketing. ABM campaigns are a great way to capture leads with your website because they allow you to personalize your messaging to different audience segments.
To do this, segment your audience based on their goals, interests, needs, locations, age, income, etc. The more narrowly you can segment your audience, the more specific the messaging you can provide. ABM campaigns allow you to build stronger, more meaningful relationships with consumers, and when done well, they can be one of the most effective ways to capture leads with your website.
Improve your lead generation strategy with help from the BBB
Your website is one of the most important platforms you have for capturing leads. It's the ideal place to showcase your brand and differentiate yourself from competitors.
Need more help with your small business marketing? Check out the BBB business news feed for more tips and tricks!