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Search engine optimisation 'can increase leads generated by landing pages'

September 07th 2010

Search Engine Optimisation News

Companies looking to make the most out of the traffic their search engine optimisation strategy attracts should ensure that their landing pages can generate leads, an expert has warned.

Justin Rees, director of marketing and partnerships for LeadPoint UK, has told Econsultancy that it is important that companies not only focus on attracting traffic but on converting these into solid leads.

He said that a growing number of brands are finding themselves in a position where they need to take online lead generation (OLG) seriously, especially when they are selling a product that a customer can purchase online.

"Products that are fairly generic where the consumer typically searches for the product or service rather than a specific brand are generally better for OLG campaigns," he explained.

The fact that only a small number of the consumers hitting a company's website submit their information means that it is essential that websites are designed to attract as many visitors as possible, he suggested, which could include deploying an effective search engine optimisation strategy.

Mr Rees explained: "This means you need a large number of potential consumers to generate quality leads in any volume."

He added that there can be additional problems with lead generation in those instances where sites are selling niche products, as the smaller customer base can present companies with problems.

This further emphasises the importance of using search engine optimisation in order for the company to be exposed to as many potential customers as possible.

Mr Rees said that it is a wise move to assess the benefit, cost and efficiency of deploying a lead generation campaign before committing to the process as it does not suit every business and product type.

Those companies which have reaped the rewards of an effective search engine optimisation strategy and an intelligent lead generation campaign must also ensure that they follow up this information correctly.

Jamie Klein, author of Lead Domination, has told Sales and Marketing magazine that the leads generated from this type of initiative are useless without an effective follow-up strategy.

He advised that these often have a limited shelf-life, making time of the essence for the sales teams tasked with converting potential customers into concrete sales.

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