Digital marketing, Website Design, Conversion Rate Optimisation, Digital Strategy

How to generate and convert more leads through your website

How to generate and convert more leads through your website

Virtually every business that has a website would like to generate more enquires, leads and sales online. If that’s not you then stop reading now because in this article, I will be focusing on how you can turn your website into a lead generation monster!

Step 1 - Start tracking your numbers

The first step is to ensure you have set up Google Analytics and that you have a way of clearly tracking leads, enquires, and sales that are as a result of your website. Setting up Analytics is fairly basic but if you need some help click here. When it comes to tracking enquiries through your website, I would recommend setting up event tracking inside Google Analytics. You should also have a running document inside Google Sheets which tracks enquiries alongside their status.

Essentially, you need to achieve two basic things in this first step;

  1. Understand more about what is happening on your website and how users are interacting with it.
  2. Track the amount of enquires coming through directly as a result of your website.

Once you can do both of the above you need to have at least 3 – 6 months worth of data before moving on to step 2.

Step 2- Create your goals but make sure it’s done properly

All too often businesses create goals that are not specific enough. They will see that on average they generate 4 leads per month online and their new goal is to generate 8 per month. What they fail to do is identify what the quality of those leads were. Of the 4 leads how many converted into sales? What was the total value of the sales?

Hypothetically speaking, let’s say that as a result of 4 leads you generated 2 additional customers totalling a value of £10,000. What you were actually saying when you wanted to ‘generate 8 leads per month’ is that you want to double your online revenue. You feel that by getting twice as many leads you will get twice as many sales and so twice as much revenue.

You therefore need to clearly define this. Your goal is not to double your leads from 4 to 8 per month but rather to double your online revenue from £10,000 to £20,000 a month.

Step 3- Create even more goals and understand the benchmarks

Yes, we are telling you to create more goals but stick with us here! You have identified that you want to generate £20,000 a month in online revenue – but you need to dig deeper!

  • How many sales (on average) do you need to close in order to hit that £20,000 target?
  • How many leads do you need to generate in order to get enough sales to hit £20,000?
  • How many enquires do you need to receive, in order to have enough good leads for your sales team to then turn into this £20,000?
  • Then finally how many website visitors do you need to generate enough enquires?

It is this process of working backwards which is the secret to success. You now need your data from step 1 to populate your actual funnel with real data. It could look something like the below.

Website lead generation funnel- 1

Then you need to assign a current conversion rate to each point in the funnel.

Website lead generation funnel- 2

Some benchmarking figures;

The average visitor to enquiry rate across the internet is around about 2% whilst the average enquiry to lead conversion rate is about 50%. By enquiry to lead we mean how many of the enquiries which you received actually turned out to be enquires of high enough quality that you had a chance of converting.

When it comes to your lead to sale conversion rates you should look at your historic numbers to determine a benchmark and the same goes with the average sale value. With the average sale value, I recommend looking at last year’s revenue and dividing it by the number of customers you had.

Step 4- Analyse your goals and spot weakness

Once you can see the industry averages you can compare this to your own data and identify areas for improvement. Using the example above it would be the conversion rate of the website visitors to enquires that needs work. By getting this to 2% you would double your leads, double your sales and double your revenue. However, it may be quicker and more cost effective to work on your SEO which would not only increase the quantity of visitors to the site, but also the quality, resulting in a higher conversion rate as well.

By tracking these numbers and understanding what you need to do inside your website in order to resolve the issues, you can get very specific and focus your resources in the most effective way.

What tactics should you deploy to resolve each of the issues? 
My website needs more visitors
  • SEO will increase your Google rankings across the board and drive more visitors to your site organically.  Invanity can help with your SEO.
  • PPC is a great way to immediately get your product or service in front of people on Google. You can expect to pay anywhere between 50p and £3 per visitor to your website and is a short term solution while you wait for SEO to catch up.
  • Social Media (both paid and non-paid) is a great way of increasing brand awareness and driving more people into your website. Click here to read our top tips for social media marketing.
My visitor to enquiry conversion rate is too low
  • Conversion rate optimisation is the art of turning more of your website visitors into enquires. This is done through things such as the length and position of contact forms, the user experience and the user journey. 
  • Content creation will also help. By using the inbound theory to create content that shows you are an industry expert you build trust in your visitors and it makes you an obvious choice for helping them solve their problems.
My enquiry to lead rate is too low
  • This could be because the quality of your enquires is not good enough. You need to focus on the messaging within your website to make it as clear as possible who you are, what you do, why you do it and how much you do it for.
  • It would also be worth focussing on your SEO and Google rankings to ensure that the visitors themselves are of a high enough quality.
I’m not converting enough of my leads into sales
  • We would suggest looking at your sales process and how you are nurturing your leads through the sales funnel. A great tip is to ask people why they decided not to buy from you so that you can address their issues and objections for future prospects.

Step 5- Keep tracking, testing and optimising your strategy

This is just as important, If not more important, than any other step in the process. You need to keep a document of your changes and start analysing and testing. Don’t be afraid to try something, just ensure you have sound logic behind why you are making a change. You need to be continually looking for the weakest part of your websites funnel and then working on a tactic or strategy to improve it. Once you begin working on a more granular basis you will turn your website into a lead generation monster that has no ceiling!

Final Thoughts

We get it, optimising a website can be both time consuming and complicated, but the rewards are unbelievable. On average Invanity will charge about £500 – £900 a month to work on a website and we are yet to come across a client whose ROI has not been incredible. So, if you would like a free consultation to discuss some future options contact us and let’s get started!  

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Jack Kennedy
Jack Kennedy
Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.