Organic or search leads are the BEST leads. If you nurture them well, about 16% of them convert.
That's why search engines remain one of the most crucial lead generation channels for small businesses. But getting it to work is challenging. After all, you're often competing with the much bigger companies with all the marketing bandwidth in the world.
But you don't have to give up because, with just some effort, you, too, can grab your share. Here's all you need to do.
Many small businesses don't realize this, but one of the surest ways of generating more organic leads is to add targeted landing pages. Ideally, a small business website must have a landing page for each of the services or products it offers and for every location (for a multi-location business).
Leads increase by as much as 55% when companies add about 10-15 landing pages. Landing pages are just as effective for B2B small businesses as they are for the B2C ones. HubSpot found that both these types of companies could use well over 40 landing pages to build a website that generates leads.
So how does this look like for an actual business website?
Here's an example:
The Catering Company — a Seattle-based local catering company — uses ten or so landing pages to target users searching for its various services. The screenshot below shows how it uses separate landing pages for its services like bar catering, event catering, and home delivery, among others. For each of its services, it has posted a host of collaterals, too:
It's the first organic listing for a bunch of very competitive terms like "Seattle catering" and "Seattle catering company." It's also one the top three search results for "catering Seattle."
2Point Digital Agency manages The Catering Company's SEO.
If this business settled for a one-page brochure website, these organic rankings wouldn't happen.
So go back to your website and see if you have a landing page for each of the services/products you offer. If you don't, add them. Also, do a quick competitive analysis to see what targeted landing pages your top-ranking competitors use.
Even if each of your pages gets just ten visitors a month, you'll have 100 quality leads in a month if you have 10 pages.
You get the idea.
To discover more ideas for landing pages that you could use, head straight to AnswerThePublic. After entering your service keywords, check the queries that pop under the prepositions tab. Below, you have the list of keywords/phrases that AnswerThePublis generates for the term "legal services." Each could use a separate landing page:
Businesses that blog generate 67% more leads monthly (on average) compared to those that don't. They also generate 55% more website visitors than those that don't.
Blogging on topics that your target audiences search for is a great way to generate consistent organic leads.
Yet, many small businesses don't blog.
Perhaps the fact that blogging doesn't generate instant or immediate results discourages them. Understandable, but avoiding blogging is a big mistake.
Because if you look at how the search channel works, you'll see that blogging helps you generate traffic for a lot of lead-generating keywords. They field queries that landing pages can't.
For example, someone looking for a "catering services Seattle" query is clearly looking to hire a service provider. Here, you need a landing/sales page selling your catering services to show to this person. (This could be your homepage too.) In contrast, someone who is Googling a query like "how to hire a local caterer" is looking for quality information on hiring a local catering service provider. In this case, you should have a blog post to offer to the searcher.
Searchers who discover you via helpful blog posts on something they need help with are naturally more inclined to work with you.
So if you have a blog, audit your content to see if your content covers all the "commercial" topics you must cover.
And if you don't have one, add one. Don't go too broad with the topics (as you need a lot of resources to create good blog content). Focus on the ones that hint at serious searchers.
To discover such topics, again, use the AnswerThePublic tool and enter your service keywords. Though this time, see the questions section. It will be full of ideas to cover on your blog. In our example, topics like "how to outsource legal services" can bring serious organic leads.
Your website is your business's online homebase. No matter how excellent or optimized (landing page or blog) copy you write, unless your website supports it, organic visitors won't find it.
SO what makes a website an organic lead generation magnet?
According to search engines, it takes following hundreds of best practices.
Google shares its own very long list of website SEO best practices:
Bing also offers an exhaustive list of best practices to follow for search engine visibility.
Review both the resources from Google and Bing and check your website against each recommendation.
Also, go over this 175-page document from Google to learn how it approaches its search experience (so you can optimize for it!).
Local SEO also becomes very important if you only serve locally. (We'll talk about it in another post.)
Organic lead generation takes time. Unlike paid advertising (PPC), you won't see instant results like clicks or visits/sales. You won't even see results in a week or month.
But as your landing pages and blog posts start ranking well, you'll build consistent streams of quality organic traffic and leads. The best part is that you need to invest in these assets just once. The same blog posts/landing pages keep sending you business — each month.
So start now. First, bolster your website (so it supports organic lead generation). And then add the right landing pages to it. Lastly, try to publish at least one lead-generating blog post bimonthly.
About 2Point Digital Agency: Since 2006, 2Point has been helping business owners build, manage, and expand their businesses using digital channels. Get in touch to see how we can help yours.