If you've created an effective search engine marketing strategy, complete with keywords and original content, you might think you've done all you can in terms of lead nurturing. However, you have to make sure the structure and form of your website is such that the page views you receive translate into contact with consumers and subsequent sales.
One important principle to keep in mind is that of landing pages. These are essentially the first thing a user sees when she clicks on a Google search result, and they can make a big difference between a return to the results page and a deeper exploration of your website.
Make sure landing pages are pertinent to the keywords being searched for. After all, people who have used Google to find out more about a particular concept or product won't stick around very long if they have to click around to find the information they need.
It's also crucial to be certain that after a user has found what she wants, she will have access to additional links leading in one way or another to contacting your company. Include pages that indicate how to find more information, receive updates or sign up for a free quote directly on a landing page for maximum lead generation results.