From SEO to Sales: Maximize Site Potential for Lead Gen

Intro

Search engine optimization (SEO) efforts bring relevant leads to your website, but sales automation leads to higher conversion rates.

You need both to create an organic content marketing strategy that builds your lead list and converts ideal customers.

If you’re ready to learn how to generate qualified leads and move them into your sales funnel, keep reading.

In this helpful guide, we’re reviewing six SEO and sales automation best practices you can use to transform your website into a conversion machine.

3 SEO Best Practices

Implement the following SEO strategies to attract potential customers to your website.

1. Create Blog Content That Targets Long-Tail Keywords

Center each blog post around a long-tail search query to encourage higher and faster search engine rankings, helping you to address user intent more effectively.

When using a keyword research tool, look for long-tail keywords. These have three or more words and tend to have lower competition, so they can be easier to rank for. Plus, a long-tail search query often reveals more about your target audience’s pain points so you can create high-quality content. (You can also use this data for content optimization, that is, when you update content with recent information).

Connecteam, for instance, ranked in the top 10 search engine results for “free online time clock” after publishing a helpful guide showcasing eight of the best tool options for its audience.

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This target keyword provided Connecteam with the perfect opportunity to offer a solution to its ideal customer, addressing a core problem: the need for a reliable employee time tracking app.

It also gave Connecteam the opportunity to discuss its own time-tracking app — a win-win for both the brand and its audience.

2. Create Authoritative Content Based on Audience FAQs

For search engine optimization, you can answer your audience’s frequently asked questions (FAQs) with authoritative answers and in-depth content guides.

You can find audience FAQs in your:

• Sales notes from customer calls
• Fictional buyer personas
• Customer service tickets
• Submitted contact forms
• Market research results
• Business email inbox

_You can also pull these from social media using listening tools such as Hootsuite or Hootsuite alternatives (or by looking through previous campaign engagements). _

If you’ve made a habit of asking for feedback or sending out surveys and polls, you’ll have plenty of questions you can create authoritative content around. *Hint: Start using more surveys to stockpile your target audience’s top FAQs.

Henry Meds, for instance, published an in-depth guide answering one of its audience’s most frequently asked questions about the difference in results between semaglutide tablets vs. injections.

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This guide is packed_ with subject matter expertise, answers to more related FAQs_, links to relevant content, and trustworthy sources.

A visitor struggling with weight management or Type 2 diabetes can use this guide as a resource for comparing insights about their healthcare options and getting their questions answered. This can lower the barrier to entry and make them more comfortable seeking out support.

Since this guide is prime “people-first content,” it currently holds the third position in search engine results pages.

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3. Enhance The User Experience

Create a frictionless and positive user experience for your target audience.

Review your website performance score with a website performance checker or ask a developer to audit your site. Use the results to improve page speed on mobile devices, eliminate bugs, and make your content more intuitive for your audience. (This is part of technical SEO)

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Be sure to also secure the visitor data you collect with Cloud Security Posture Management (CSPM) tools and best practices. This is vital to protecting critical sales data and lead generation assets stored in your cloud environment from unauthorized access.

You can also offer visitors a seamless and secure login experience by integrating OAuth. This helps users safely create an account on your website using existing credentials from other platforms, like Google or Facebook. In just a few clicks, they’ll officially have a way to use your solution, service, or product.

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3 Sales Automation Best Practices

Utilize the following sales automation strategies to generate leads and encourage website visitors to convert.

1. Integrate Clear Calls To Action (CTAs)

This is a great marketing strategy. Quickly give your visitors opportunities to get in touch with you or make a purchase by sprinkling relevant CTAs throughout your website.

Keep your CTAs short, action-focused, and tied to your specific business goals —_ like booking 25% more demo seats or adding 50,000 qualified leads to your email list._

You can use CTAs on landing pages to prompt visitors to:

• Participate in a survey or event
• Learn more about your offers
• Check plans and pricing
• Fill out a contact form
• Book an appointment
• Grab a coupon code
• Join your email list
• Make a purchase
• Book a sales call
• Ask a question
• Take a quiz

These are also great for nudging leads into your sales funnel, allowing you to continue following up with them through segmented campaigns.

For instance, Cruise America, a leading provider of RV rentals in California, has included the following CTAs on its home page:

• Compare all RVs

• Available 24/7

  1.800.671.8042

• All rental deals

• Check pricing

• View details

• Learn more

Each of these CTAs serves a specific purpose in guiding visitors toward conversion and meeting a business goal. This approach helps Cruise America maximize its website’s potential for lead generation and cater to diverse visitor needs and preferences.

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2. Integrate Tailored Guided Selling Strategies

To get visitors into your sales funnel as soon as possible, consider adding an interactive quiz and an AI-assisted chatbot to your website.

These guided selling strategies use your audience’s behavior to offer tailored solutions, such as relevant product bundles or service offers. They also help you grab contact details.

Let’s take a quick look at both, and you’ll see which one fits your marketing strategy best.

Quizzes

Quizzes with gated results are_ beneficial_ for capturing lead information. Users who invest time to take an assessment will likely be curious enough to give you their email addresses to receive their results.

For instance, Form Health uses an assessment to see if visitors are eligible for its products and to build its email list.

On its website, visitors can click its “Take the Quiz” CTA button to start the process.

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They’ll then input their answers.

At the end of the quiz, eligible prospects must submit their contact details to receive their results and tailored solutions. Form also offers ineligible candidates the opportunity to leave their email address in case their situation changes.

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This helps Form generate qualified leads they can nurture with segmented email campaigns.

Chatbots

Chatbots are great for encouraging relevant upsells and providing contextual recommendations to website visitors.

For instance, a visitor perusing your lead scoring tools may see a chatbot pop-up message that reads, “I see you’re exploring our lead scoring options, would you like to sign up for a free trial to see how they work?”

Chatbots can also remember previous visitors and encourage them to follow up where they left off.

They can also help you collect contact information.

For example, ThoughtSpot’s chatbot immediately asks users for their email addresses when they use one of its auto prompts, such as “I need help/support.”

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If the lead bounces or loses connection, ThoughtSpot can still maintain communication through email.

ThoughtSpot also tailors its campaigns based on contextual data. For instance, if the visitor asks for support on its data models page, it’ll include messaging about this specific use case in its follow-up emails.

3. Use Irresistible Lead Magnets

Make your website visitors eager to share their contact details by adding captivating lead magnets to your website.

_Enticing lead magnets include discounts, gated content, or prizes you offer users in exchange for their email addresses. _

For example, if you sell physical products, you might offer new customers a generous coupon on their first orders. Picture frame materials, for instance, offers a 50% off coupon to collect user email addresses and nudge prospects to conversion.

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Or, if you sell digital subscriptions, you might offer leads a free trial to your premium package, or any of your monthly plans.

1Password, for instance, offers visitors a free 14-day trial on its individual, families, teams, or enterprise password manager plan.

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To take advantage of the free offer, leads must provide their email addresses to 1Password.

1Password follows up with prospects throughout their trial experience and invites them to sign up for a paid plan when the trial ends.

Some other irresistible lead magnet ideas include:

• Free sales swipe sheets and conversion scripts
• A contest entry to win a luxury beach vacation
• Business templates, checklists, and trackers
• In-depth industry trends and data reports
• Detailed research guides
• A holiday recipe ebook
• A VIP coaching call
• Webinar invitations

Wrap Up

Your search engine optimization or SEO strategy needs to help you attract quality leads to your website (a positive user experience = higher conversion rates).

But to turn those visitors into customers, you need to take it a step further by integrating automated sales tactics.

In today’s guide, we shared three search engine optimization tactics (like performing keyword research and focusing on technical SEO to make sure you don’t have any slow-loading landing pages) to help you generate organic traffic to your website. We also discussed three strategic ways to integrate it into your sales funnel, from using clear CTAs to incorporating AI chatbots.

If you’re ready to make sales in your sleep, bookmark this article and share it with your sales and marketing teams. Then, carve out time to put these insights into action.

And if you need a tool to help you pull relevant keywords with a high search volume and low competition to boost your search rankings, create a free account to try our Keyword Finder.

That’s it for today.

Here’s to your success!