Your content isn't intended to simply demonstrate that you exist. Here are a few things you can do right now to get more leads from your online content:
It may seem obvious, but if your form entries aren't flowing through your inbox, now is the time to address it. Before you do anything else, double-check that your forms are linked to your CRM and send users to the appropriate email address.
If you want more leads, focus initially on the low-hanging fruit - prospects who are highly likely to want to talk with you. These prospects are probably browsing your "Contact" page, so make sure the information is correct and easy to read across various devices – desktops, tablets, and smartphones. To make it easier to locate, include a link to this page in your main menu.
If your service involves a custom quote, why not include a built-in lead-generating tool on your “Contact” page that also serves as a custom quote tool?
It's difficult to predict which page of your website will convert a warm lead into a hot one, so every page should have a clear call to action. This might be a statement at the end of a blog post, a button on the top of a page, a popup, a sidebar, or some other form of callout box.
If you have brochures, case studies, whitepapers, eBooks, and other high-value content, consider offering them as a download (in exchange for name, email address, and other lead information) rather than giving them away for free. While it makes sense to provide top-funnel leads with unlimited access to material like blog entries without requiring them to fill out a form, your warmer leads are more likely ready to give you their contact information - and a lead magnet is just the thing to get them started. Use a chat tool to fill in the gaps in your content.
Data shows that customers value the ability to interact directly with businesses through chat, chat tools, and chatbots are all the rage. Try it out and see whether it helps you keep leads from slipping through the gaps if you have sales personnel who can respond to live chat inquiries. A chatbot may perform a similar role for you as a small business, answering Frequently Asked Questions (FAQs) about pricing, hours, or how your product or service works.
A perfectly timed popup can work wonders when it comes to gathering lead data, but the keyword is "perfectly timed." A warm lead might not respond well to an intrusive "Subscribe now!" while they're trying to read your blog post - but a hot lead on your pricing page may click a popup that reads "Get a custom quote now."
Leads aren't worth much if they're scattered across email threads or Slack channels at your company. To prevent leads from slipping through the gaps, keep your leads in one central location and connect it to your online forms.
If you've implemented all of these suggestions and your content is still failing to generate leads, it's time for a makeover. Get a broad picture of how individuals digest your content by looking through your site's analytics. High impressions but low CTR indicate that you're ranking for the keywords you want, but your content isn't helpful or engaging enough for people to click. Your content may be too short to be genuinely helpful, it might lack important graphics, or it may suffer from a significant technical issue such as being unable to be viewed on a mobile device.
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