How To Generate Leads From Organic Traffic?

Traffic and sales are essential for any commercial website, and these are the two leading indicators by which we judge if there is any growth. Yet, many sites still struggle to influence traffic growth and hit their targets. In this case, the return on investment can take a very long time unless you try to control another metric: conversion rate.

Competent work on generating organic leads from websites allows you to increase the impact of the site even with low traffic. It is very important for niches with a small amount of traffic in general (regions, mostly B2B). As well as for relatively young sites on which promotion work has just begun. 

Maximum Speed & Mobility

Here’s the thing: the cost of backlinks has increased, so you will need to pay even closer attention to every part of your site performance, including how fast it loads. The share of mobile traffic for any website now accounts for about half of total traffic, and often more. Surprisingly, some website owners still don’t pay enough attention to these statistics in organic lead generation strategies. 

So, the first thing you need to take care of is speed optimization. The faster the pages load, the better. Most smartphone users use the mobile Internet, and if a site takes a long time to load, they simply go back to searching. This is also true for desktop users. According to Jarvee, it also boosts the effectiveness of backlinks.

Simplify Everything On Your Path To Conversion

If you need to buy something in a store near your home, no one forces you to go through a maze or overcome an obstacle course to do it. And in the case of websites, this happens often. Your task is to eliminate anything distracting or interfering with the user’s path to an application or purchase. The more steps a person has to take, the less likely they are to ultimately make a purchase.

Here are a couple of tips on the topic:

• Forms should have a minimum number of fields; ask only for essential information.
• Remove registration on the site; just use your name, phone number, and email when sending an application. If authorization is still needed, do it through your login on social networks.
• Make navigation simple and clear, add internal search to the site, and organize competent internal linking.
• Minimize the number of steps needed to complete a conversion and make sure that everything in this chain of actions is as straightforward as possible.

Ask Customers To Leave Reviews

Potential clients trust the opinions and experiences of other people much more than the text on the website or your manager’s words. People almost always look for reviews before purchasing a product or using a company’s services. Reviews are the best social proof.

True, clients usually rarely leave them, especially if they are satisfied with everything. Therefore, it would not be a bad idea to ask them about this:

• Send a letter with a request by mail or call back if the business is in the service sector.
• Set up an automatic chain of letters asking you to leave a review in the online store.
• Offer a gift, bonus, or a small discount in exchange for a review.
• Set up a remarketing campaign for an audience of buyers who purchased a product but did not leave a review.

In the B2B segment, you can also record reviews in video format, which looks especially impressive. And then, the same video can be published on the website, YouTube, and various social networks. Also, read more about effective B2B lead generation.

Examples Of Work Are Very Important

You can describe your product or service on the website as much as you want, but anyone can write the same thing. Who to believe, then? Therefore, providing evidence of your expertise would be a good idea. It helps generate organic leads and increase online sales.

So, In addition to the reviews mentioned in the previous paragraph, another form of proof is a portfolio of completed projects and cases describing how you solved customer problems. For instance:

• A company specializing in apartment renovation can show photos in the “Before and After” style.
• A clothing designer can publish photos of the processes of working on a project.
• An online marketing agency can demonstrate how traffic/conversion rates have changed since its specialists started working.

Segment Your Offer

Almost any offer can be divided into several categories aimed at different target audience segments. You can segment:

• by socio-demographic characteristics (gender, age, marital status);
• by geography (location of potential customers);
• according to the interests and lifestyles of clients;
• by average bill, type of demand (wholesale, retail), and others.

In this case, the business does not lose anything but gets the opportunity to create several landing pages at once instead of one, making them more narrowly focused. Thus, you can achieve higher conversions and get more clicks from searches due to the higher relevance of the page to the interests of different segments of the target audience.

Determine The Focus: On The Benefits Or Characteristics Of The Product

A potential client looking for a specific product or service often wants to solve a problem with its help. And he simply doesn’t care what characteristics a given product has or what makes your company unique if it doesn’t help to solve a given problem.

In this case, a more practical approach can be taken instead of technical specifications: communicate to the potential client what benefits they receive. It could be saving money, saving time, guaranteeing quality, etc. However, the choice between characteristics and benefits must be made based on tests, analysis, and studying your customers’ behavior.

Remove Unnecessary Things

Have you seen the old joke that goes: If you suddenly need to read something on a page of an old site, you will get it after about 6-7 clicks? Before this, you must close the pop-up window with the subscription offer, remove the online chat that jumps out at you, refuse push notifications, etc. 

There is, of course, a harsh truth in such a joke. So, analyze the key pages of your resource and determine what is unnecessary there. Eliminate factors that can distract the attention of potential customers: banners, unnecessary blocks of content, excessive amounts of information, pop-ups, and other similar things.

There are several ways to understand what exactly you can get rid of:

• Put yourself in the user’s shoes, and based on this, decide whether this information/element is vital on the site. (This does not work if you are not part of the product’s target audience; the manner in which you consume information may differ).
• Analyze similar landing pages on competitors’ websites.
• Implement changes to the site gradually, measuring changes in conversion.

Conclusion

Organic traffic can bring you valuable leads if you optimize your website wisely. If users find what they need on your pages in a convenient form, then your purchase is guaranteed. Therefore, do not neglect such important sources of potential clients as organic traffic.