Generating conversions is the backbone of any online business, and many sectors depend on lead generation to thrive. One of the most powerful and commonly-used platforms for lead generation businesses is WordPress. In fact, 43% of all websites on the internet use WordPress.
Whether you’re a small business, a freelancer, or a global enterprise, having a well-optimised lead generation website can help you convert visitors into customers.
In this guide, we’ll walk you through the key steps to optimise a WordPress website for lead generation, and share which areas of your site you need to pay extra attention to.
Key areas you need to focus on:
1. Site architecture and taxonomy
When designing any website, one of the first tasks at hand should be to design its architecture and taxonomy. What we’re referring to is the way your website’s content is structured. Site architecture can greatly impact user experience, organic rankings and conversion rates. Your content should be ordered logically, making it easier for users to find what they’re looking for, and for search engines to effectively crawl and index it.
2. Search engine optimisation
To gain leads, people first need to find your website. And by implementing the right SEO strategy, you can get your brand in front of the people searching for your specific services and expertise. Your SEO strategy should cover both technical SEO and content. Running regular technical audits will mean any issues are quickly flagged and fixed, contributing to better site health and a stable foundation for your website. Content will aid in both organic visibility and conversion rate optimisation. Potential customers won’t be interested in your services if they don’t know what they are or what exactly it is that your business does – your website’s content is your chance to showcase your capabilities.
3. On-site content
So how do you write content that converts? If you want to climb to the top of Google’s search engine results pages, your content should demonstrate your experience and expertise. You need to position yourself as an authority on the topics your content covers in order to build trust and turn visitors into leads.
Every piece of content should be written with your brand’s key audiences in mind. Address your target customers’ needs, provide solutions to common problems and answer frequently asked questions. Performing keyword research before writing anything will offer valuable insights into what your target audience is searching for, and the topics most important to them.
It’s not all about services pages, either. Every piece of copy on your website matters and should guide the user seamlessly through each step of the sales funnel. For example, users in the research phase will appreciate informative, in-depth blog posts relevant to their search.
4. User experience
If a website offers a poor user experience, chances are most of its users will never be converted into leads. When designing your WordPress site, the visuals are of course important but looks should never come at the expense of the user journey. Remove any barriers to conversions, whether it be slow loading speeds, faulty contact forms, page errors or inaccessibility.
5. Landing pages for lead capture
Your landing pages should be designed to capture leads. Create a clear, compelling headline and subheaders that support the main message of the page. Remove any unnecessary links or buttons and instead focus on a simple call-to-action that makes it crystal-clear what the next step should be.
Lead capture forms are absolutely crucial for conversions. We’d recommend keeping fields minimal, asking only for the necessary information to keep the process short and painless for users and use inline validation to reduce errors. Enabling autofill is also a good idea as it makes the process more convenient for the user, which increases the likelihood that they’ll complete the form.
6. Integrations
WordPress offers an ecosystem of third-party integrations (called plugins) that can help with conversion rate optimisation. These plugins can help you to create website pop-ups, contact forms, and custom layouts for your landing pages. They can also be used to integrate various marketing tools with your website, such as CRM or email marketing platforms. While plugins can be helpful, be wary of using too many – they can seriously slow your site down which will cost you leads. If you’re able to develop your forms and landing page templates from scratch with a developer or agency, this is highly recommended and can prevent problems further down the line.
Need help pinpointing why your website isn’t bringing in leads? From CRO to WordPress development, our team will work with you to understand your audience and identify barriers to conversion. Send us a message to get started.
