A website creates those first few precious impressions on potential customers. It’s at the heart of any digital marketing activity and a key touch-point for a business to start a conversation with its audience. Many marketers struggle to get leads from this essential online marketing channel.

In a dynamic business environment, it’s critical to work on implementing the latest lead generation tools and strategies on your business website.

Wondering how it all works? Here are some unique and productive ways to turn your website into a lead generation powerhouse.

1. Integrate a Personalized Chatbot

An automated live-chat system, a Chatbot interacts with site visitors and answers their queries. The AI-based system comes with several features to convert visitors into leads:

• It’s available to interact with users 24/7
• Creates audience segments based on user data
• Provides personalized experiences to visitors by tracking their preferences
• Offers quick solutions to queries and does away with waiting time
• Replaces lead forms and engages site-visitors in real-time

For example, RapidMiner got 10,000 new leads by replacing website lead forms with a Chatbot.

2. Setup a Callback System

According to New Voice Media, 75% of consumers say a phone call is the quickest way to get a response.

A call-back system provides users with an opportunity to get into a call with the company’s sales representative. Marketers can implement a tool like Limecall, to integrate a call-back system. The tool shows a call widget to those visitors who’re most likely to convert. It’s a unique way to add a personal touch to your site’s user experience and generate more leads.

Another useful strategy is to add a click-to-call button on your site. The button allows users a quick and easy way to call up and speak to your company’s representative. Here’s a useful guide on how to create links to telephone numbers and put in place a click-to-call button.

Read More: Marketing’s Role in Digital Transformation: Why Sales Owns the Last Mile

3. Implement an Automated Lead Generation System

An automated lead generation system tracks a site visitor’s company and contact details. Businesses can implement a system like Albacross to keep tabs on first-time and repeat visitors. The tool integrates with your CRM-system and keeps populating it with new contacts. An intelligent next step is to do a bulk outreach to understand more about site visitors and add them to your qualified lead pipeline. Here are some useful tips:

1. Send out a survey to understand a prospect’s current challenges and preferences.
2. Offer a newsletter subscription with a clear option to unsubscribe.
3. 5^th, 7^th, and 12^th of the month are the top days to schedule your campaign; the best days are Tuesdays and Thursdays.
4. Keep your subject lines simple – a good approach is to be consultative and not hard-sell your products/services.

4. Recover Abandoned Carts Through Text Messages

The lead generation technique works well for eCommerce stores. You can implement a simple text messaging system like SlickText to recover abandoned carts on your eCommerce website. The innovative strategy helped several of SlickText’s clients to benefit from text message campaigns reminding site visitors to come back and complete their purchase:

1. A client recovered $156,915 in 30 days
2. Another client achieved 792 extra sales in 30 days. Almost two-thirds of visitors who left the site came back and made the purchase.

Here are useful tips to run SMS campaigns to retrieve abandoned carts:

1. Send a quick follow-up message after the cart has been abandoned.
2. Use a powerful and relevant call-to-action that encourages users to sign up.
3. Add a link to help them complete the purchase.
4. Send a series of reminder messages at regular intervals.

5. Run Interactive Content Campaigns

70 Percent of Marketers Say That Interactive Content Is Effective at Converting Site Visitors. – Demandgen Report

Marketers can explore a variety of content formats including quizzes, games, contests, polls, interactive tools, and assessments. For example, Fit Father Project, a healthcare company, targeting middle-aged men, created a quiz called “Are you a Fit Father?”

The quiz helped the audience understand their current fitness levels and health. It then suggested a personalized solution based on a users’ answers and encouraged them to sign-up to a compelling offer. The healthcare company was able to generate 15000 new leads from the campaign.

6. Optimize Landing Pages

To improve website signups, you can use various optimization techniques. For instance, in this example, Highrise was able to achieve a 102 percent increase in lead-collection by showing a human image while displaying lesser information about the company on its landing-page.

Besides making a landing page visually appealing and human, marketers can make little changes to make it easy for visitors to sign-up for a service or a newsletter subscription. Airbnb, for instance, makes use of social media signups to simplify user experience and expedite the registration process.

They have kept the landing page layout clean – a user sees the full contact form only after she chooses to sign-up with email.

Marketers need to keep testing and optimizing their landing pages. A good way to understand visitor-activity and preferences is to implement a heat-map tool. The software enables marketers to get a visual representation of clicks, scrolls, and mouse movements on a page or a unique section on it. These insights give a clear direction about how to improve a web page. For example, Bannersnack, an online design tool, used heatmap analysis for its website. The team at Bannersnack was able to improve website sign-ups by 25% with a small tweak – a bigger call-to-action with more contrast.

Read More: Doing the Work from the Inside Out: Rewriting the Rules for Digital Advertising

7. Publish Audience-Centric Content

SecureWorks, a cybersecurity company, consistently produced educational content to get a 50% higher conversion rate. According to a study by Databox, content marketing is the most reliable channel for B2B lead generation. Publishing audience-centric content is a powerful lead generation strategy but you must not forget that you need to be persistent with your efforts.

8. Create an Introductory Video

 An introductory video is a great way to tell your brand story and get the users hooked. The best place to add such a video is the home page of your website. Most intro videos tell the audience about the larger purpose of a business.

Take a look at this example of a brand video from Casper. The video brings out the mattress company’s purpose of providing quality sleep to its customers. It also talks about the story of Casper’s product – its key features and advantages. Add a distinct call-to-action at the end of your video and start collecting leads!

Final Thoughts

Today, online users have the power to do ample research before making a purchase They have become far more active at finding and getting the right products and services. Businesses are, therefore, switching from traditional lead-generation methods such as advertising, cold calling.

A website is an essential channel to offer your prospects some great experiences and information. Use some creativity and innovation to woo your visitors, and you’re on the right track.

Read More: How AI-Powered Content Generation Software Solves Five Common Business Pains