Turn Your Website into a Lead Gen MachineMar 29, 2022
If you're getting a good amount of traffic to your website every month but aren't generating leads from those website visitors, then it's important to make some key changes so you can convert 5-10% of your website traffic into new email subscribers.
In this episode, I talk about the three key things you can do to optimize your website for lead generation so you can attract the right leads and grow your email list at the same time:
- How to optimize your website's homepage for lead generation
- How to turn blog readers into email subscribers with in-line opt-ins
- How to get email opt-ins from website visitors who are leaving your website
In today's episode, we are going to be talking about how to turn your website into a lead-generating machine. In other words, we are going to be talking about how to optimize your website and some changes you can make to generate more leads from that website. This is going to be really helpful for you if you're already getting a fairly decent and consistent amount of traffic to your website but less than 5% of that traffic is actually turning into leads. If that's the case for you, then today we are going to be talking about three concrete, really specific things you can do to start turning your existing web traffic into leads.
The goal is to really turn about 5-10% of that traffic into leads. If you get 100 visits to your website each month, you want to aim for 5-10 new email opt-ins each month. And likewise, if you have 1000 visitors to your website each month, you want to shoot to have about 50-100 new email opt-ins each month. Before we dive into the specific tactics, I want to clarify some language here: we are treating, in this context, a lead as synonymous with an opt-in, which is when a prospect gives you their email address, so when they opt in in exchange for a free resource. This is a lead magnet, and it's important to note that even though a lead magnet is free and doesn't require them to pay you any money, you're still kind of selling it because they're not paying with the dollar, they're paying with their email address and handing it over to you.
This is really important because when you're advertising an opt-in, when you are displaying it to them, you still have to “sell” this lead magnet to them for them to buy it with their email address. It still has to be really appealing, appealing enough that they would spend real money on it. And all that's to say that if your lead magnet is not getting enough opt-ins, it might not actually be about the lead magnet itself; it might be more about how you're framing it, or maybe that you're not highlighting its value enough.
With that said, let's go ahead and look at the three specific things that you can do to your website to start generating more leads from your existing traffic. First, let's look at your homepage, which is where the vast majority of your website visitors are going to begin their journey. This is the most popular or the most highly visited page on your entire website, and so it's really important that this page takes advantage of that traffic and generates as many leads as possible from it. On most home pages, what you'll notice is that towards the bottom, there's some sort of sign up for our monthly or weekly newsletter—get on our email list. It's kind of hidden towards the bottom, and it's not really a specific offer. Getting on just a generic email list is not a lead magnet; that's not a compelling offer that's going to get a large number of people to hand over their email addresses.
What I recommend instead, or in addition to having that generic newsletter opt-in towards the bottom is dedicating the top part of your homepage to an email opt-in and having this entirely above the fold. The fold is newspaper speak for the top of the newspaper before it is folded in half, so the visible part of your website before a user has to scroll down. In that space of your website, have a very clear offer for a lead magnet and the email opt-ins—that form—right there so that it can take advantage and have that prime real estate on your website.
The second place I recommend looking is over at your blog. If you have a blog on your website, and you have a lot of articles, or you are pretty regularly publishing articles, the beautiful thing is that each of your blog articles is on a different topic, and that creates the opportunity to create what we call an inline opt-in for each of these blog articles. Say you have a blog article about the health benefits of fresh-squeezed orange juice, and it gets a good amount of traffic every month, but there's no opt-in on that page. What you can do is go into that blog article and actually in the text of the article between paragraphs, put an opt-in. Actually put the form—first name and email address—with a headline to offer a relevant lead magnet, a lead magnet that is directly related to the topic of that blog article. So if this were a blog article on the health benefits of fresh-squeezed orange juice, it could be “Download this guide on how to make fresh-squeezed orange juice.”
That's just a quick example of what an opt-in could look like that's directly related to a blog post. Now, of course, you might have five blog articles on your website or you might have 5000. You don't need to create a unique opt-in or a unique lead magnet for every single one of them. What I would do in this case is actually look at your top, say, five or 10 blog articles on your website——the blog posts that are most frequently visited—and add in unique, targeted, and really focused opt-in offers on those blog articles. Because if they're the ones that are getting the most traffic, those are the ones that you want to really create these inline opt-ins for. It doesn't make sense to create a really focused inline opt-in offer for an article that maybe gets five views a month.
The third and final tactic that we're going to look at today is called an exit offer. This applies to pretty much all of the pages on your website, except for the homepage. This is a pop-up, but we're going to make it not annoying. So it's not going to be a pop-up that appears when you scroll, say, 50% down the page. It's not going to be a pop-up that displays on a timer after getting to 10 seconds on the webpage. Instead, it's going to be a pop-up that only displays when a user moves their cursor to exit the web page. That's why we call it an exit offer; this is a pop-up that will display at that point.
What it should do is present an offer, so another opt-in or lead magnet, where the user can give you their email address and get an exchange. This is pretty simple and straightforward; you probably want to make this a different offer than your homepage offer. And in order to make it “not annoying” or at least less annoying, it's important to make sure that you set it so that it doesn't appear every time a user goes to exit your website. Because if they're visiting your website more than once, and they're continually getting this same offer popping up, it's going to be really annoying. So you can set it to only display every, say, 14 days, so that if they see the pop-up and they exit out of it without signing up, they won't see it again for another 14 days. In a similar vein, it's important to set it to not display to people who have already seen the offer and have opted into the offer, so we don't want to be showing this pop-up to people who have already said, “Yes, I want this free resource.”
In conclusion, if you are already getting a good amount of web traffic and it's fairly consistent, but you're not generating enough leads from that traffic, then there are three things that you can and probably should do on your website so that you can start turning 5-10% of that web traffic into leads or email opt-ins. Those things are to do a homepage offer like we talked about, putting inline offers in your most popular blog posts, and implementing an exit offer across the rest of your website pages.