Are you looking for new leads in the right places? In the vast digital landscape of the internet, it can be difficult to decode how to target your intended audience and convert clicks into customers. Stay tuned, we’ve got the online marketing hacks you need to generate and convert more leads!
Location, Location, Location
If you’re a local business, your target audience consists of the members of your community. There are multiple ways you can make your website more visible to these potential clients. We’ll go over two main approaches: organic methods and paid advertising.
- Organic methods that will allow leads to find your website more easily.
- How paid advertising can zero in on your intended audience and bump your website to the top of Google’s search engine results page.
Organic Lead Generation
When you search for a local business, such as “optometrist in Boise”, you may notice that you will often receive a list on Google maps. If you simply input “optometrist” into the search bar, you will get a list of results in your current location. Updating your Google listing with accurate contact information will allow your business to populate on this list which will then increase your chances of attracting local leads to bring you more lead conversion.
Another way to obtain leads organically is by making sure your business is featured on popular review sites. The first page of search engine results for a local business search will often include a curated list of relevant businesses on Google, Yelp, Trip Advisor, and the like. Nearly 92% of consumers read online reviews before making a purchasing decision, meaning you have an opportunity to make a positive impression with potential clients before they even walk in the door.
Paid Lead Generation
If you’re ready to invest in your online marketing, PPC, or pay-per-click advertising, will guarantee your website is featured at the top of Google searches. An incredible 75% of web users don’t search past the first page of search engine results and 60% of those clicks go to the first three sites.
With Google Adwords, your website can be one of those three at the top of the page for relevant searches. Adwords includes a geo-targeting feature that enables your site to populate for particular searches in your area. So, if a potential lead simply types “veterinarian” into the search query in your city, your business will be one of the first things they see.
When done correctly, PPC is renowned for its return-on-investment. Pro Tip: take advantage of Google’s variety of free tutorials on Adwords that will enable you to familiarize yourself with the platform.
Create Custom Landing Pages for Lead Conversion
If you’ve decided to try pay-per-click advertising, it’s essential that you create custom landing pages for each of your paid ads. The advertisement may draw the leads in, but the landing page converts those leads into customers.
This landing page should be based on the advertisement it’s associated with. If you’re a chiropractor whose ad specifically targets athletes, then your landing page should incorporate imagery, text, and information that speaks to the lead’s distinct needs.
Your landing page gives you an opportunity to create a sense of familiarity and trust with your web visitor. If you have any degrees, accomplishments, or accolades that may instill confidence in your future client, mention them in a brief description of your business, products, or services. Another great way to build trust with your leads is to feature client reviews that support your competence.
Most importantly, include a call-to-action that inspires your lead to respond to the landing page. This can be as simple as an encouragement to call your office or email your staff for assistance. If you are a business that schedules services, try integrating an appointment scheduling software, like Full Slate, with your website so that leads can readily book time with you right then and there!
Embrace the Mobile Movement
Over half of web pages are accessed via mobile phone. To accommodate this change, Google began enforcing mobile-first indexing. Mobile-first indexing means that mobile-responsive websites are prioritized on search engine rankings when the search is made using a mobile device, such as a smartphone or tablet.
This feature is good for local businesses because searches made using a mobile device are considered to have “local intent”.
Be sure to include accurate, up-to-date contact information on Google so that your future clients can contact you directly from their search results page!
A user-friendly interface is also a major draw to mobile-responsive websites. Your website’s bounce rate, or the frequency with which users click on your webpage but then quickly click out, will decrease if your site is easy to navigate on a mobile device. This will ultimately help you convert more leads because the user is able to efficiently gather all the information he or she needs to connect with you.
Google’s algorithm is built to provide the best information available to the user. Since usability is a factor in this algorithm, an accessible, mobile-responsive website will also boost your site’s position on Google’s search engine results page.
Remember, the formatting on traditional web pages doesn’t clearly translate onto a mobile device, often making the text difficult to read. Don’t lose leads to an outdated website!
That’s Not All Folks!
Want more lead conversion tips? Check out our video, How to Generate and Convert More Leads hosted by long-time marketing manager Mike Garcia. Mike discusses tried and true lead conversion practices and guides viewers through an in-depth analysis of a variety of SEO and PPC techniques that will help you see better results from your online marketing.
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