4 Ways to Optimize Websites for Portable Restroom Businesses

Optimizing your portable restroom business website to generate more leads is not complicated, but it requires more than just adding a few extra CTAs and buttons to click. Your web design and marketing specialist must work more strategically. The process of lead generation begins the moment a visitor to your website clicks one of your call to action (CTA) buttons or in-text links on a page anywhere within your website.
The CTA brings your visitor to a landing page. The landing page offers the visitor with the guidance and tools needed for them to move forward in obtaining more information to your company. Let’s looks at what you’ll need to have on your landing page and a few other key things you can do to further optimize your website to help increase the number of site visitors who take the step to provide their information to your company to learn more about your product. What does it take to generate leads this way through your website?

1. Start Lead Generation on Your Homepage

Many visitors to your website will not be ready to place an order for service when they come to your site for the first time. To help you gauge and monitor their interest in moving forward to become marketing qualified leads (MQLs) for your company, the key is to invite them to register for more information or even a free trial.
A free trial generates demand for your product and creates a base of leads for future contacts. It populates an emailing list for the promotion of special offers, announcing service and product additions, and customized email marketing campaigns.
• Include a simple CTA on your homepage. After all, your homepage is the entry at the top of your sales funnel. So, put something enticing there. You might decide to offer your site visitors a free trial, a discount on their first portable restroom trailer rental for an event, a free week rental of a blue porta-potty unit, a handwashing station with X number of porta-potty rentals, etc.
• Consider including a CTA leading to a fillable form one the same or another internal page, to enable your visitor to register for your free offer.
• Offer some pages with longer-form content to help your site visitors obtain more in-depth information about topics of special interest to them. Place those either on dedicated product and service information pages, as blog posts, etc. Add links to those prominently on your landing pages, for easy access. And, on those dedicated pages, include links back to the associated landing pages.

2. Create Forms on Web Pages with the Highest Traffic

Whether your site is receiving visitors from your email marketing, social media, live chat from your customer service, or your blog posts, prioritize your pages with the most traffic. Do those pages have all they can include helping cultivate an interest in your restroom rental products and services? What more can you add to optimize them? Use your analytics tool to determine where the larger percentages of your leads are originating?
• Keep the form simple and collect only the visitor’s contact information. Do include just a few questions to collect some additional highly relevant details that can help you understand how best to help them get what they need from your company.
• You might include a multiple-choice set of options to help them identify for you their need for or general interests in your product, and checkboxes they can use to click their preferences. Include a space for them to fill in their answer if it’s not found on your list of clickable options.
• After they fill in the form, provide a submit button that sends them to your Thank You page. Include information for them about what to expect next — a response email, phone call, etc.

3. Optimize Every Step Visitors Take Through Your Lead Process

Your website visitor’s journey with your company begins when they click to enter your site, and it ends with filling out your form to create a lead file, or not. So, the goal is to pull out all the stops in optimizing your site, to maximize the number who do choose to fill out your form. Here are some key changes you can make to optimize for lead generation:
• Landing Pages — Create more landing pages on your site. It’s one of the most effective ways to generate more leads from any retail website. Research shows that businesses with dozens of landing pages in their websites generate many times more leads than those with only a few.
• Calls To Action — Consider changing some in-text links to buttons prominently displayed on your pages. Add CTA buttons and in-line links to your homepage. Even include a small form, if you have room and it makes sense with your vision for the page. Keep CTA buttons simple. Use color contrasts to help them stand out. Canva and other tools for easy image creation are free to use.
• Thank-You Pages — Saying thank you is a gesture most people appreciate. We all like to be thanked. On your “Thank You” page, also include a link that your new prospect can use to download an additional information page, a brochure, a discount coupon, photos of your product line, features of the product they’ve expressed interest in, etc. Consider also including buttons for social sharing options, and maybe even a form for a related offer.
• Email Follow-Ups — After your visitor creates a lead for you and their contact information has entered your database, take the value-added lead-strengthening step of sending a follow-up “Thank You” email (a.k.a. a kick-back email). The click-through rate on this type of email is twice that of standard marketing emails. Include in your email a customized CTA relevant to the prospect’s expressed interests, and encourage them to share on social media.

4. Measure Performance of Your Site’s Lead Generating Components

Be sure to record your site’s current rate of lead generation before you make each optimization effort to the pages. That will enable you to quantify and track your success with each upgrade, and to identify the areas in which you still need to make improvements.
• Compare the performance of your website’s internal pages. Determine from the differences in the performances of your various webpages and applied strategies, and use what you learn to optimize pages that are underperforming compared to others.
• Use a basic internal website analytics tool (such as Website Grader) to evaluate lead generation activity during visits to your landing page, product and service description pages, contact us page, etc. Such tools help you measure activity around various functional elements of your site, such as your CTA links and other internal links between the various pages of your site, external links, video links, fillable forms, etc.
• With the web tool, identify which features that are generating the most activity, and add some of those to some of your other pages as well, and the tool provides other good tips based on its evaluation of your site’s level of optimization.

Big Takeaways…
Using the tips provided above can help you take full advantage of every opportunity to help visitors to your website get the information they’re looking for about your restroom rental products and services. This can help significantly reduce the number of visits that are unproductive for your visitors and your company. Website optimization for lead generation goes beyond keywords for SEO and should be done in addition to other non-technical optimization tasks, such as developing quality organic backlinks.
Keep in mind that all the kinds of website optimization mentioned in the above paragraph for generating leads can only be as effective as allowed by the standard technical optimizations necessary for an ideal operation website. That means optimizing URLs, speeding up page load times, cultivating social platform activity indicators of the website as a relevant resource, security and substructure issues, etc. It would also talk about text and image content quality, video inserts, ease of navigation, adding fillable forms.
The essential takeaways here also include an emphasis on testing the changes you make, A/B testing to compare results between various pages, can help make significant improvements in your click-through rates. Above all, remember to nurture your leads. Leads are generally only as strong as your team’s follow through on your nurturing process.


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