To understand how to optimize our website, we'll have to first gain a basic understanding of the lead generation process. Now that we've gone over the basics of lead generation, we can get down to the dirty details. It's important to benchmark your current state of lead generation before you begin so you can track your success and determine the areas where you most need improvement.
A great way to test out where you are is to try a tool like Marketing Grader, which evaluates your lead generation sources (like landing pages and CTAs), and then provides feedback on ways to improve your existing content.
You can also compare landing pages that are doing well with landing pages that aren't doing as well. For inspiration, here are 15 examples of well-designed landing pages you can learn from. Along with saying thank you, be sure to include a link for your new lead to actually download the offer on your thank-you page. Once a visitor converts into a lead and their information enters your database, you have the opportunity to send them a kickback email, i.e.
Better yet, personalized calls-to-action convert 42% more visitors than basic calls-to-action. Place leads into a workflow once they fill out a form on your landing page so they don't forget about you, and deliver them valuable content that matches their interest. This email offers the recipient some great content, guides them down the funnel, and gets to the point. Optimizing your website properly is crucial to improving your site’s rank in search engines, as well as driving more potential customers to it.
A title that is highly relevant to the page it refers to will provide better usability and optimization for your search engine ranking.
A search engine’s job is to refer users to websites and contents that are relevant to what they are looking for.
Start to optimize your web presence for mobile by looking at the top priorities you have for your business, says Odell. If you have a very dynamic site with a lot of moving parts, it may be hard to navigate the entire site on a tablet, let alone a mobile phone.
One big obstacle to adapting your business’ web presence for mobile devices is that creating a dedicated mobile site can be expensive and complex. Responsive design means that your website will be reconfigured and resized so it looks good on any screen, without having to design a website for each mobile device or browser.
WordPress, the most popular website publishing tool and CMS, has pre-built themes that incorporate responsive design elements, making this choice a no-brainer for smaller marketing organizations already using WordPress to power their site or blog. What if you want the best mobile experience for your audience and have the resources to do it?

It’s tempting to add columns, sidebars and widgets on your mobile site, but very hard to click on the right thing when trying to scroll in and out on a mobile device.
Whichever route you take—responsive design or dedicated mobile—here are a few steps you’ll need to follow up and make sure your customers have a great experience. Send email newsletters, special offers, and invitations to keep your customers coming back again and again. The number of ways in which you can optimize your website conversion rate are literally endless. Really, a tremendous jump in conversions is possible by simply showing the right button on your website. You conversion rate will rise if you test a lot of different button versions on your website. Online Metrics helps online businesses capture valuable insights from simple and reliable data. Evaluate landing page visits, CTA clicks, and thank-you page shares to determine which offers are performing the best, and then create more like them. Make sure your offers are related to the page they're on so you can capitalize on visitors' interest in a particular subject.
Keep it simple -- and try a tool like Canva to create images easily, quickly, and for free. But the thank-you page, where the visitor is led to once they submit a form on the landing page and convert into a lead, shouldn't be overlooked.
People who land on your site will see images, buttons, and product options that are specifically tailored to their interests, the pages they've viewed, or items they've purchased before. If you run a chocolate chip cookie business and you want your website on the first page of Google, then you need to write blogs that are related to this topic. As Google’s algorithm become increasingly complex and intelligent, it is no longer sufficient to create content, stuff it with keywords and publish them to your site. For some marketers, mobile traffic is already outpacing desktop visitors, but adapting your web presence to the tablet era can be a challenge.
Then, take those priorities and make sure those features are easy to find, and use, on mobile devices. If you don’t have the resources to create an app or mobile site, responsive design may be just the solution. The mobile world comes in all shapes and sizes, with a variety of operating platforms including iOS, Android and Windows.
Google Analytics and other Web traffic tools make it a cinch to compare the percentage of traffic coming from mobile, so find out if your efforts are paying off. In general you can’t say this color is good or bad, but red is often associated with something negative.

It can make the difference between a click back to the search results or one more product sold. Let's say you have another landing page, Landing Page B, that gets 50 visitors to convert into leads for every 1,000 visits. If you want to your content to rank in search engines, you need to provide visitors with relevant and well-written content. Something as simple as testing the layout of your landing page, the wording of your call-to-action or the images you’re using can do wonders for your click-through rates.
For example, a brick-and-mortar business may primarily be concerned with making sure their location and hours remain highly visible. WordPress’s own popular Twenty Twelve and Twenty Thirteen themes are responsive, and there is a huge selection of both premium and free themes that look great, no matter what the size of the screen.
An experienced WordPress developer can help with the process so that the transition is smooth, without broken features on your site.
This is a more expensive option than developing a responsive website, but can make sense for some businesses—for example, if you’d like people to be able to easily purchase from their mobile phone and your online catalog is extensive, a mobile site may yield a good return on your investment.
A font that may look perfect on a desktop computer might be hard to read on a phone, for example. Other numbers to track if you choose to optimize for mobile traffic: time that mobile visitors spend on your site, and how many visitors are clicking on your calls-to-action or other conversion mechanisms. In the end, they ended up changing a link to a button, adding a form to their homepage, and asking different questions on their forms.
Odell also points out that it’s a good idea to test out phone numbers, to make sure that clicking on them on your mobile device allows you to actually make a phone call.
Get a sense for how your competitors, suppliers or vendors do mobile design by looking at a single site on multiple screen sizes and multiple devices. Excerpts and links may be used, provided that full and clear credit is given to VerticalResponse with appropriate and specific direction to the original content. Your next steps could be to see how Landing Page A differs from Landing Page B, and optimize Landing Page A accordingly. Other businesses may value having their multimedia content be highly accessible in a mobile environment.

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