Contributed by Behind The Work Content Team
a group of marketing professionals sitting around a conference table discussing how to generate leads

As much work as you put into gaining traffic to your website, you need to also consider how you will turn those visitors into leads. After bringing visitors to your site, you need to encourage them to take the next step: provide you with their contact information. You can then use this info to continue nurturing leads until they are ready to become customers.

Generating leads may seem like a difficult task, but there are actually several strategies you can easily implement to see immediate results.

1. Develop Buyer Personas

61% of people say that if they don’t find what they’re looking for within about five seconds, they’ll go to another site

So, if you are receiving a large amount of traffic but are not generating leads, the problem could be that you aren’t tailoring your message to your audience. Before you do anything else, create buyer personas to accurately represent every type of customer.

Take into consideration the demographics, interests, and behaviors of your audience. You can find information through social media, through website analytics, and by asking current customers. The result will enable you to fine-tune your content to generate leads from your traffic.

2. Engage with Users

To build trust and show a personal side to your brand, communicate with prospects directly. You can reply to comments on social media, seek out questions on forums (LinkedIn groups are especially effective for B2B companies), and send personalized responses to queries you receive through emails and live chat.

3. Create Premium Content

Premium content gives visitors extra information about a topic they find useful or interesting. Providing useful information your audience really cares about not only engages them but also establishes credibility, fosters trust, and ultimately drives traffic and generates leads. 

Remember, you should always require contact details in exchange for access to premium content.

A few options to entice visitors include:

  • Ebooks: An ebook is an extended blog post. It is best if you include points, tips, or statistics from research that users cannot find anywhere else.
  • White papers: If your sales funnel is shorter, use white papers instead of ebooks. These tend to be aimed at users who are almost ready to buy but need a little more information to make a decision.
  • Infographics and slideshows: These options are perfect for presenting visual information or quick facts.
  • Webinars: Use webinars to learn more about your customers’ concerns, desires, or needs. After recording a webinar, you can rerelease it for future premium content.
  • Interactive tools: These are good options for attracting high-value leads who may want more from you before they are willing to provide their contact information.

4. Start an Email Newsletter

You can also collect contact information by asking your visitors to subscribe to an email newsletter. This generates leads from your website by offering valuable content and incentives to encourage subscribers. 

Once subscribed, you can use the newsletter to nurture leads through personalized content, promotions, and updates, directing them back to the website for further engagement and conversion. 

5. Design Your Website for Conversions

Your entire website design should focus on converting traffic into leads. Provide users with multiple opportunities to download premium content or sign up for your newsletter. This involves placing call-to-actions (CTAs) in strategic places, such as buttons on main pages, popups, and at the end of blog posts.

The most effective CTAs relate to the page content and stand out (whether on a mobile or desktop device) without dominating the screen. Test various versions and placements to find out what your audience responds to best.

6. Provide Easy Access to Contact Information

Add a tab in the navigation to make it obvious how users can contact you. Contact information must include your phone number—this adds credibility to your company and gives your customers a direct way to reach you.

Generate More Leads with Behind the Work’s Content Marketing Services

At Behind The Work, we’re not just another agency – we’re an extension of your marketing team dedicated to helping your business drive success, generate leads, and boost conversion rates.

From landing pages and blogs to resource materials and emails, bring your brand to life with content that attracts, retains, and grows your customers.
Learn more about our content marketing services.