Optimizing Your Website For Leads

There are a number of ways that you can optimize your website, too many in-fact. I'm just going to share with you what I think the most important optimization is: a strong call-to-action (CTA). Before I share what a strong CTA looks like I want to give you some examples of weak ones:

Contact Us - This is a weak CTA because it lacks transactional intent. Someone who lands on your website and is looking to try a class might not click this button since their intent does not align with the CTA. Could they still click this button? Of course. But in current times, peoples attention span is so short that if they don't see what they are looking for clearly and immediately they will most likely move on from your site.

Request Information - Is another weak CTA because the intent behind it is informational. People browsing your site with no intent to try a class might be drawn to it, but you'll be losing out on the people with stronger transactional intent.

Now that you are starting to see what a weak CTA looks like, let me show you what a strong one looks like:

Try a free class is a lead magnet. The transactional intent is strong but why it works so well is it because it gives people a place to go and take the next step. Someone with strong transactional intent who is looking to try a class is an ideal lead for us, this CTA allows us to capture their information so we can reach out to them. Someone with strong transactional intent is more likely to follow through and book a class than someone who is just looking for information.

Check out the results our client Freedom Jiu Jitsu got from this CTA in the month of May 2024:

25 form submissions, 20% sign up rate, 5 new students, $750 in monthly revenue added.

The best part about this is it didn't cost them a thing! This was all from organic search traffic. Try this CTA on your website or come up with your own unique offer!