Tips for Lead Generation Sites: Optimized your Conversion Rate.

If you are looking to increase business leads, then each and every conversion is. Here are some tips that can help.

Improve the results of a search engine optimization campaign by increase the effectiveness of the traffic being driven by your efforts.

The more leads you get from the traffic coming in, the more profitable your search engine marketing efforts will be.

Conversion Rate Optimization

Many companies spend hundreds of thousands of dollars tweaking their pages to increase conversions by a couple of percentage points.

And this effort is worth the price.

Increasing a site’s conversion rate even a couple of percentage points can be worth a lot of money, both in the short and long term.

But not every company can afford to shell out thousands of dollars to run the months-long tests necessary for a full conversion rate optimization program.

Over the years, I’ve worked with hundreds of companies looking for leads from their digital marketing programs.

For businesses looking to increase leads, every conversion is precious as every conversion could be a paying customer.

For some, especially those in the B2B space, one lead can be worth millions of dollars.

It’s important not to miss any leads.

But it’s not always practical to spend thousands of dollars on a formal conversion rate optimization program.

Here are five things that work well when it comes to increasing conversion rates on lead generation-based sites.

1. Where Is Your Phone Number?

Not every prospective lead will want to convert on the site itself.

Many, especially those considering a significant purchase, want to speak to someone on the phone before filling out a form.

But they can’t do that if it’s hard to find your company’s phone number.

It’s still surprising to me when a company comes to our shop and complains that their phone isn’t ringing, but it’s almost impossible to find their phone number on their site.

2. People Want to Chat With You

In our agency, we have seen an average 37% increase in conversion rate on sites that have implemented a chat function.

The most common objection to a chat function is that companies are afraid they won’t have the resources to man the chat inquiries.

However, a chat function doesn’t mean that someone in your company needs to be chained to a chair in front of your computer waiting to answer chat requests.

In fact, on our own site, most of the time we use our chat function like an additional form – or, as I like to think – an answering machine.

3. Put Your Best Foot Forward – as in, Above the Fold

Designers love pictures.

And I get it, a picture is worth a thousand words.

But sometimes, a picture is just a picture – and it doesn’t mean much.

This is especially true when using stock photos.

Many businesses opt for form over function when it comes to design.

I will tell you that in many cases, an ugly website will convert better than a pretty one.

4. Avoid the Slider

There are countless usability studies that state that too much movement on a webpage will decrease conversions. This is especially true in lead generation.

Movement distracts researchers from completing their task, which is hopefully to contact a company and become a lead.

Business owners love sliders because they want to communicate as much about their business as possible. But in reality, the more you communicate, the less your prospect will take in.

5. A Form for Every Page

The biggest fights I’ve had with designers over the years have been over my insistence that every page on a lead generation site has some sort of lead form.

I get it, forms can hinder a designer’s vision.

Forms aren’t sexy design.

But in my 21 years of working with websites, I’ve never seen an instance where adding forms to a page decreased conversions.

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