Lead Generation 101 for Water Testing Labs: 7 Steps to Success

To set your business on the path to success, you need to first understand lead generation and how it can drive your marketing strategy. The term "lead generation" refers to any action you take to attract new customers to your business. The goal is to convert unknown individuals into interested parties, and then, into paying clients.

Generally, businesses want customers to purchase products or, in the case of water labs, testing services. By sharing how you help people and organizations, you can ultimately sell more and generate higher revenues.

Here are seven tips for using your website to generate leads.

1. Determine Your Target Customer

To find your lab's customers, start by determining who you're already serving: households with municipal or private water supplies, government agencies, business owners, facility managers, or agricultural professionals. Give careful thought to why they work with your lab. Once you understand what they need, you can select segments to target for lead generation based on their size, testing needs, ease of service, obstacles to acquisition, and potential value to your business. Then, set goals for the number of leads and new customers you hope to acquire.

2. Get Found With SEO

Your next step is to make sure that when your target customer searches online, they can find you. This requires investing in search engine optimization (SEO). Front-load your page titles with relevant keywords, and make the titles and meta descriptions informative and accurate. If you find yourself out of your element, consider hiring a skilled conversion copywriter to help.

Another SEO tip is to use headings and subheadings on every page to make your content scannable and incorporate any additional keywords of note. If you make claims — for example, about the need for Legionella pneumophila testing — link to a recent publication. That will make your business seem trustworthy as a source of appropriate and up-to-date information.

Use a research tool like Ahrefs' Keyword Generator to find the keywords most likely to produce conversions based on search volume and relevance. Then, use those keywords in your website's page titles, meta descriptions, headings, subheadings, and throughout the content.

3. Organize Content Naturally

Make sure that every page on your website provides clear, concise information and solid, useful answers to questions customers ask often. At a minimum, most water labs have a "Home" page that introduces visitors to the lab, an "About" page that tells them why they should work with you, a "Services" page that explains what you can offer them, and a "Testimonials" page that features quotes from your many satisfied customers. Make sure every page contains a call to action (CTA) that leads either to a "Contact Us" page or to another page that follows naturally—such as linking from the About page to Services.

4. Publish a Blog

One way to regularly refresh your content and keep it relevant for customers is to regularly publish a blog. Covering a key topic at least once a week will keep up a steady flow of new content. You can aim for more often, but don't do it just for the sake of posting — you should always have something helpful and interesting to say. You'll want to choose topics your prospects and customers will search for and, once again, incorporate keywords, especially in titles and headings. Here are some ideas that could generate blog posts:

  • Is there a drought in your area? Explain what that could mean for private well water quality.
  • Are new water regulations going into effect for agricultural producers? Discuss how your water lab can help.
  • If there are concerns about COVID-19 and water safety in your area, answer common community FAQs.

5. Create Downloadable Assets

Your CTAs shouldn't only include prompts to contact the business. Instead, offer visitors something valuable that they can take with them — an article, tip sheet, e-book, or white paper with current information. Don't just hand it over, however. Before providing this "gated" content, ask for your visitor's contact information, including their email, so you can market to them later. If your asset is good enough, your prospects may even share it with other contacts.

Make sure your business name appears at the top of the front page, the footer contains up-to-date contact information, and the asset wraps up with a warm invitation to connect.

6. Offer Assessments and Quizzes

Looking for a twist on downloadable assets? Consider quizzes and assessments. You might ask your site's visitors to take a five-question quiz on water quality in the home, for example. When they're finished, offer to send a tip sheet and feedback on their results — and collect their email address. At the same time, you can offer a discount on initial water testing or recommend products like filters to ensure safe water.

7. Provide Your Contact Information

Every page on your website should include your phone number. Often, the best place to put it is in the upper righthand corner of the navigation bar, always in view. Your contact page should include your phone number, location, and contact form at a minimum. Remember, you want to make it as easy as possible for potential customers to reach you.

By simplifying your target customer's journey and providing clear, helpful information on your website, you'll be well on your way to tracking leads and building your business.

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Diana Kightlinger

Diana Kightlinger is an experienced journalist, copywriter, and blogger for science, technology, and medical organizations. She writes frequently for Fortune 500 corporate clients but also has a passion for explaining scientific research, raising awareness of issues, and targeting positive outcomes for people and communities. Diana holds master’s degrees in environmental science and journalism.