Lead Generation Without a Website

Sometimes, you can’t use your website as the central point of your lead generation process.

This could be for a variety of reasons:

• You don’t have a website yet
• You are currently undergoing a rebrand and you feel that your current website does not reflect your developing brand
• Your website is being built and it’s almost there, but you really need to push forwards with your lead generation strategy right now

In other cases, you may not want a website,

• You would like to keep a particular campaign separate from your core brand proposition to avoid risk to the brand
• You need gauge the interest in a new product before launch
• To test messaging or other marketing tactics in a controlled environment

So what can you do to work around this?

Landing page vs home page

One solution to this is to use a landing page in place of a website. Approximately 68% of B2B businesses are using landing pages in their lead generation strategies, and that’s regardless of whether they are using their website or not.

It’s important to first understand the distinction between a landing page and your homepage, as they perform largely different functions. A landing page is a standalone web page that can be used to display information about your business and offer some kind of trade that will exist separately from your actual site. Your homepage is part of your website, and it acts as a gateway to the rest of your site, and all the other tabs and relevant information a visitor may want to access.

What makes a good landing page?

A good landing page is a clear and succinct single page that can be used to generate leads. Links to your landing page can be distributed across display ads on different social media platforms etc. which will all lead traffic back to the landing page. So what makes a good one?

• Short and sweet: Once a prospective customer reaches your landing page, it’s crucial that their user experience is short and sweet. This is why a homepage does not work in the same way, as it requires visitors to navigate their own way through your site to reach a contact form, greatly reducing the chance of converting a lead to a sale.
• Provide information: Your landing page can also be used as a way of connecting visitors with your other social media links.
• Contact forms: By using contact forms, you can gather information from prospective customers who visit your landing page.

How to generate more leads using contact forms

What do you want your landing page to do? Ultimately, you want anyone visiting your landing page to be able to provide you with their contact details in the clearest and easiest way possible. One of the best ways of doing so is to create a contact form that can be used to gather leads. A content form is a simple form that can be populated with the key information necessary to generate a lead. What makes a good contact form?

• Keep it simple: You do not want to overwhelm your visitors with too many questions, or make the handover of information longer than it needs to be. Limit the number of fields within the contact form, as to avoid putting off those filling in their details.
• Avoid distractions: Keep the form visually simple, without populating space with other content, like flash graphics or animations.
• What’s in it for them? Sometimes it can be beneficial to incentivise this process, and offer landing page visitors something in return for their contact information. This could be an initial discount, a sample, or a free trial of a service - anything that could increase the likelihood of the page visitor committing to providing their details.
• Be transparent: To establish trust with the visitor, set out exactly what their details will be used for, and only ask for information that is absolutely necessary.

Do I need a website to generate leads?

Although a website can be integrated into a lead generation strategy, it's perfectly possible to do it without one. Diverting some time and resources into making strong landing pages or contact forms is a great way to compensate.  

At Dolead, we can create a solution for your business with or without a website, with a bespoke multi-channel online strategy that guarantees to see your business grow. For a demo, contact Dolead today.