— March 21, 2018
Mobile is something we could no longer take for granted. Several surveys have revealed how mobile usage has finally outgrown desktop usage.
In the digital marketing industry, the shift of consumers from desktop to mobile has been very apparent. A report from Interactive Advertising Bureau (IAB) revealed that in the internet advertising, mobile makes up the 50.52% of the total advertising revenue.
This is a strong indication of how powerful mobile is for lead generation these days. A mobile website, for example, can help a business generate leads from mobile site visitors.
However, only a few marketers understand how vital having a mobile website is for their business. Aside from making it your business representation online, a mobile website could open doors to a lot of lead generation opportunities.
But how? Keep on reading and check out some tips on how to make your website a lead generation machine.
Putting Your Website on Mobile SERPs
We are no longer living in a world where you rarely see a person use a smartphone for searching. We are now in the world where you will rarely see an individual with no smartphone.
These days, people turn to their smartphone to search almost all the time. The latest report by Smart Insights revealed that most people spend more digital time on mobile (51%) than on desktop (42%).
With this number, we could arguably say that putting your website on SERP is a must… that is if you have interest in growing your traffic and increasing your leads.
If you are, here are the things you need to consider for your mobile website.
Google Favors Responsive Websites
Google has been very vocal about how they are planning to update the algorithm to Mobile-first index. While this has yet to be fully rolled out, it is something that marketers should be prepared for.
The Mobile-first index didn’t come as a surprise. In fact, the search engine giant has rolled out several experiments gradually and on a small scale since they announced it in 2016. This gives businesses ample time to prepare their mobile website.
For starters, making your website responsive starts by testing your site’s mobile-friendliness. Through Google’s Mobile-friendly Test you will know initially if a website is mobile-friendly or not. You can also view additional details on mobile issues you need to fix.
Making your mobile website friendly and responsive is more than shrinking your desktop site to fit the mobile screen. It is all about how you optimize your mobile site’s usability.
More than just rearranging contents and navigation tabs, your usability is very critical. Through your search console, you will be able to get detailed reports on usability issues on a page-by-page level.
Also, never forget about your schema markup. This will help Google get a better understanding of your website.
Likewise, you may also want to get rid of pop-ups or intrusive interstitials to avoid Google penalty. These are pages, which block contents unless the user dismisses it.
Your Page Speed Matters
Page speed is critical whether you are on a desktop or on mobile. But is especially more vital on mobile since most mobile users seek for quick answers.
Here’s what a report looks like in testmysite.
However, there are also some issues that could be beyond your skills. Hosting speed is a very common issue, thus you have to be very careful in choosing your hosting partner.
Other things you may consider are: setting up of AMP pages, plugins and themes (for WordPress), hotlinking and leeching issues and a lot more.
Think Mobile in Optimizing Content
Content is also a crucial factor in driving traffic to websites and generating leads. However, you have to understand that consumers may behave differently when using a different medium.
When creating a great content, think of your mobile readers. Since mobile devices have very limited screen spaces, you also need to adjust your content structure in a way that users will not be stressed out when consuming your content.
As much as possible, make your sentences or paragraphs shorter so it won’t look crowded on mobile. Take a look at one of Leadfuze’s blog posts and this random website which does not practice shorter sentences/paragraphs on their blog.
Apparently, shorter sentences or paragraphs are easier to read compared to longer paragraph structure. So if you want to drive more readers to your website, try to restructure your content. As much as possible, limit your paragraphs to 2-3 sentences so even with a 3000-word article, your readers will not feel bored or exhausted.
Organic traffic can be extremely helpful in driving leads to your business if you know how to optimize your website. It’s pretty basic… the more traffic you get from your website the higher your chances of generating leads are.
So, try to work on these mobile optimization tips to make it easier for mobile users to find and navigate your website and ultimately easier for you to convert them to leads.
Nail Your Site Presentation
Now let’s assume that your mobile website is now present in the top mobile SERP. How can you leverage your mobile website so you can drive consumers down the lead generation funnel?
It all lies on how well you present your content to your users. Having top rankings in mobile SERP is only an initial step in your journey down the conversion lane.
After you have gained enough traffic, your next step is to nurture this traffic with contents that are useful and relevant to visitors. Otherwise, this traffic will only result in bounce rates.
Let’s take a look at what you can do to nurture your website visitors.
Present a Clear-Cut USP on Your Website
It is empirical for every business to have a unique selling proposition to attract and encourage visitors. It is a fundamental step which supports a business in their marketing needs.
I will not go through the details on creating a unique selling proposition since I suppose you already have one. But let me ask you? Does your website reflect your USP?
That’s what you need to know to make your USP a potent material for a mobile lead generation.
- It’s Not About You.
When a user clicks on a link from SERP, he already knows what he is looking for, so stop talking about yourself.
In your content make your intention a customer’s priority. Your content should be about them, their problems, and how you are the best person to solve the problems.
Make sure your visitors clearly understand your USP by delivering it to them clearly and upfront through great content.
Lastly, make sure this type of content is visible and noticeable to them in a limited screen space.
- Walk the Talk
Your target consumers will want some proof before they deal with your business. A simple portfolio, case studies or any proof of your finished project or successful services will provide a boost to your lead generation efforts.
Also, client testimonial and reviews can help you generate leads from website visitors.
Make Your CTA Clear
Your mobile lead generation campaign will not be successful unless your prospect consumers click on your call-to-action.
It is basically what you want your visitors to do when they visit your content. So, along with great content, you should make sure that your CTA is readily available as soon as they have decided to deal with your business.
So how do you encourage people to click on your CTA? First thing first. DO NOT SELL.
Your call-to-action should be something more useful to your visitors than to your business. This is the very reason why, instead of selling, most businesses would offer something free to customers. CTAs like “Get a Free Trial”, “Contact Us For Free Evaluation”, “Learn More” or “Schedule A Demo” are more common than CTAs that directly lead to selling.
In placing CTA on your website, make sure it stands out. Have a dedicated design specific for your CTA only. Avoid flashy or distracting elements to focus your message on the action you want your visitors to do.
You can only maximize your reach and boost lead generation from your mobile website if you can successfully deliver your message to your users through compelling and useful content.
That is why you should always prioritize content on your website. Along with visually appealing design, your website should also speak and engage with your visitors.
Getting Ready for the Demands of the Future
These days, it is all about who can provide the demands of the consumers. As mobile use continues to grow, you have to expect that consumers may demand more for businesses. You have to be ready when this time happens.
By working through these tips, you go beyond the mainstream and prepare for a massive shift. If you want to maximize your conversion, you need to carefully consider the growing trends and work on strategies that work best.
It won’t take long before mobile dominates the digital market. I do not encourage you to ditch desktop, I encourage you to focus on mobile. As digital marketers, we have to focus on the future. A future where mobile marketing will be a great part of.