Innovative Web Techniques to Generate Leads


A well thought through and well-designed website is critical in the lead generation process for professional services firms. There are, however, a number of innovative website and online techniques to assist you in generating quality leads. By using some or all of these techniques, you can create multiple platforms to connect and engage with potential clients.

• Offer unique value adding content
By creating, writing and compiling really useful information, you immediately create an incentive for existing and potential clients to engage with your brand.

Identify issues that clients and prospects are struggling with, and provide guidelines to understand and solve these problems. Aim to educate your reader, but just enough to make them want more advice and information.

• Integrated content
By integrating your value adding content across multiple digital platforms, you expose potential clients to your firm, brand and expertise. Integrating content means that you make the same information available on your website (even multiple pages on your site, i.e. home page, services pages and blog page), electronic newsletters, email branding and social media platforms. The easier you make it for prospects to access unique information, the better the chance for them to request more information.

• Free content or giveaways
As one of the most common online lead generating techniques, white papers can establish credibility and generate qualified leads. You can offer the white paper on your website, either available free or behind a registration screen. A variation on the white paper is the e-book. Typically, longer than a whitepaper, it serves a similar function. If your e-book goes into great depth on a subject, it can generate a great deal of buzz and establish your reputation as an expert. By giving away free content in exchange for a prospects’ contact details, you create more opportunities to generate quality leads.

• Pop-up forms
Pop-up forms are a great way to generate leads directly from your website. Pop-up forms are widgets coded into your web¬site that pop up on certain pages at specific times, with the aim to get the prospect to give their personal information in order to make contact with your firm. Pop-up forms can be used to get new newsletter subscribers, promote ser¬vices, give away free content and respond to general enquiries. The pop-up form can provide real time lead generation, thereby improving your response time. It is also a great way to build a database of contacts for other digital communication.

• Online Networking and Social Media
The essence of social media is not which platform you choose. It’s the quality and reach of the networking you do. While the style of interaction may vary greatly from Facebook to LinkedIn to Twitter, it is still about making the right connections with the right people. Online networking properly integrated with your website (visually and with regards to content integration) can produce the reputation and referrals associated with traditional business networking. Expect to get results in proportion to the level of your investment of time and attention.

• Landing pages
A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. You can use a landing page to prompt visitors to download information (i.e. white papers or e-books), receive discounts or vouchers, get free consultations or assessments, in exchange for the contact details and personal information. Landing pages can be used as highly targeted marketing platforms and can be set up to promote specific services, professionals or problems. Where your main website generally focusses on your firm, team and services, a landing page focuses on very specific issues and problems clients might have or face. Landing pages, in conjunction with Pay-per-clicks campaigns, can be a very effective lead generation tool.

All these tools are effective and inexpensive ways to turn your website into a better lead generation platform. By using some or all of these tools, you dramatically increase your chances of generating quality and qualified leads.

For more information contact Tobie van der Merwe at tobie@succeedgroup.co.za

This article is a general information sheet and should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein.