Lead generation usually starts when a customer clicks on a call to action on one of your site pages or blog posts. The call to action leads to a landing page where they can fill out a form with contact information in exchange for something that you offer in return, such as a discount, a newsletter, etc.

Before you can build your lead generation website, you need to come up with a goal for it. Don’t just make your goal “Generate Leads”, be more specific. Once you pick your specific goal, you’ll have better direction for what your page should look like, what call to actions should be included, and what information you want to collect from forms.

A landing page is a standalone page where a visitor “lands” after clicking an ad, link, or a button from a different page or campaign.

Landing pages offer a chance to make a positive first impression on visitors and to eventually lead to conversions. It is important that your landing pages are both visually appealing and functional to be the most effective.

Some key elements of a good landing page include:
• Captivating Headline - Write a strong headline and easily upload an appealing banner in the iFOLIO editor.
• Engaging Copy - Include key benefits of your offer, easily add and edit text content with iFOLIO's simple text editor.
• Images of Product, Service, or Team - iFOLIO Media Library makes it easy to build, store, and share media content between users.
• A Strong Call To Action Button - Use the button editor to easily make custom buttons that grab visitors attention and encourage them to click.

Learn More about Building an Effective Landing Page

Now that your lead generation site is built, you should take some simple steps to optimize it to generate as many leads as possible.

You should check on your existing pages to identify where your leads are coming from. Once you find out where your visitors are coming from and where they are landing, you can optimize the landing page to convert those visitors into quality leads. Visitors come from many different places, often including Email Marketing Campaigns, Social Media, and high-performing Blog Posts. If you identify that visitors are clicking on your social media campaign links, you can adjust the landing page to cater towards that audience and encourage them to continue the customer journey towards making a purchase.

Once you have published a few lead generation pages, you can use analytics to test how each individual lead generator is contributing to business performance. Compare your most successful landing pages to less successful ones, then determine how they differ and why conversion results might be different. Use better performing landing pages as a guide to adjust other pages and improve performance. With iFOLIO, you have access to the most robust analytics that allow you to better understand and adjust your website to be as effective as possible. View summary stats such as page views, number of sessions, session time, geography, clicks-through-links, and more to gain insight into how your pages are performing. Also use advanced analytics such as scroll maps to gain a better understanding of what content on the page is interesting visitors and where prospects are in the customer journey.

Each step of the lead generation process should work cohesively towards a conversion. Your campaign, landing page, and your offer should all be relevant to each-other as well as the target customer. For example, if your blog page is about top summer vacation spots, you don’t want to link that blog post to an offer about winter coats, or none of your leads will continue in the purchasing journey because the offer isn’t relevant.

Consider including a basic call to action on your home page. Your homepage will typically have the most traffic, so you can take advantage by offering visitors a free trial, demo, or subscription. Some examples of CTAs you might use include:

Get a Demo
Subscribe for Updates
Try For Free
Download E-book

Personalized content is one of the best ways to capture a customer’s attention and encourage their purchase journey. iFOLIO supports personalization in email, text, and in personalized URLs (PURLs) that deliver a unique digital experience to every lead. Personalizing your landing pages can lead to a significant increase in clicks on links and lead generation by making your content resonate more with the viewer. Take advantage of dynamic content to optimize page performance.

Getting a lead isn’t the end of the journey for you or your potential customer. Once you convert a visitor into a lead, the work is not done, you still have the opportunity to turn those leads into conversions. With iFOLIO, you can view a variety of in-depth, patented analytics that assist with nurturing your leads and getting conversions. Track who is opening your campaign messages and clicking your links, view summary stats like page views and session time, and see what content visitors are spending the most time viewing with patented heat maps. Using this data can give you a better understanding of your customers’ purchase journey, allowing you to follow up with leads with the right content at the right time. Capitalize on this information by enabling your sales team with iFOLIO Sales Enablement solutions. Connect easily with prospects using Digital Business cards with contact embeds, and quickly create and send relevant sales presentations, proposals, and reports using templates and time-saving automations.

By taking these simple steps and using the intuitive iFOLIO platform, you can easily create and optimize websites to generate leads effectively and enable your business to grow bigger and better!