5 Ways to Optimize Your Professional Services Website for Lead Generation


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Find out what we have been up to and learn some great marketing tips in the process


Is your sales pipeline flowing as freely as you'd like? Learn How your website could be working a little harder to generate leads.

Building a website is only the first step in the digital marketing sales funneloptimizing it so it converts visitors into as many leads as possible is a different matter entirely.

Here are five key things you can do to ensure that your website is working to generate leads for your professional services business:

1) Use Effective Calls-to-Action

The call-to-action (CTA) is one of the most important elements of any page. In fact, this important feature is usually what turns a visitor into a lead in the first place. The elements of a call-to-action that converts include:

  • Striking visuals: A call-to-action should stand out from the rest of the page, and be something that naturally draws the eye. Typically, this means using a color that contrasts with the rest of the page without being too jarring.
  • Brief: Your CTA should be no more than one sentence (and a short sentence, at that). The goal is to clearly communicate what you want the visitor to do in the shortest amount of time - and what will happen when they do it.
  • Focused on action: It's known as a call-to-action because you want the visitor to do something. Whether it's registering for an account, purchasing a product, signing up for a newsletter, or donating funds to a project, there should be a specific goal.
  • Large, but not too large: Every CTA should stick out from the rest of the page, but not be so large that it distracts from the content before the user reaches it. In most cases, the optimal place for a call-to-action is in the center third of the page, below your main content and above any 'footer' material.

Almost every page on your professional services website should have a CTA, including your home page. Don't clutter things up too much - instead, focus on driving visitors to the actions you want them to take. Ultimately, visitors should leave your website feeling like they've accomplished something positive.


Does your website sing? Learn about our Website Design Services


2) SEO is mission-critical

You can't convert people into leads unless they're actually visiting your website, and that's why SEO is so important. Good SEO and good content will drive traffic to your site, giving you the highest number of opportunities to generate leads.

This is especially important for websites who don't have very many visitors yet, since even a low conversion rate can become all the business you can handle if you simply get enough visitors.

We advise against the use of SEO "tricks" to increase your number of visitors, though. These things only tend to be good for a short period of time, and in the long run, it will be much better for your business if you stick with the basics and focus on creating the best content you can.


Free eBook! 10 SEO Mistakes To Avoid


3) Offer a unique value proposition

A value proposition is something that sets you apart from your competitors and encourages people to choose you instead of someone else. Put simply, what is it that makes your company unique, and what do you have to offer your customers?

Remember: Your value proposition needs to be customer-focused, emphasizing either how you can help them or how you can support something they care about.

Personality, quality, and value are the three major aspects to consider. Visitors don't care about matters that only affect you, and they'll ignore any value propositions that aren't focused on them.


Learn more about optimizing your website: How UX (User Experience) And SEO Go Hand In Hand


4) Effective messaging and branding

BHM_optimize_professional_services_website.pngYour website should be focused on a specific target audience, not the population as a whole. By focusing on clear and consistent messages, you can speak to the visitors that actually matter - and ultimately, your site should have a design that matches your branding and preferred aesthetic.


More best practices for website design: The Dos & Don'ts Of A Great Homepage


5) Responsive design

There is literally no reason to have a website that isn't responsive. People access the internet from a variety of devices, and smartphones are increasingly the method of choice in advanced economies. Ensuring your website is responsive - and that it actually looks good on each device - is the trick to ensuring that you don't lose potential leads because they don't like the way your site looks on their phone.

Make sure you're following all of the best practices for responsive design. Ultimately, the more time and effort you put into your website, the better it will be at generating leads for your company.

Fortunately, you shouldn't need to change the website itself that often - once the basic framework is up, improving your site is just a matter of adding more content based on the template you've created, and that's when your website will really start to take off as a lead-generating machine.

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