How To Convert Website Visitors To Leads
There’s only one problem: All that traffic to your site isn’t leading to any new business. People are visiting your site, but those visits aren’t leading to new customers – or even new sales leads.
What do you do?
Simple. Focus on conversion. Focus on converting more of your website visitors into sales leads. Here’s how: Decide on a compelling offer for your customers, build a call to action to promote your offer and create a landing page for visitors to submit information in response to the offer. Finally, test, measure and iterate the whole process.
Step 1. Decide on Your Offer.
The offer is the most important part of any campaign. It’s the initial attraction that catches the attention of your website visitors and gives them a reason to fill out the form where you collect their information. Your offer should target the type of sales lead you’re trying to attract. If you’re a golf instructor, you want to create offers that will appeal to golfers trying to improve their game. If you’re a sales process consultant, you’ll want to create offers that appeal to executives trying to improve their sales process.
Typical offers include research reports or how-to eBooks. Of course, there’s no reason to be constrained by what’s typical. Use anything you think will work for your target customers. (Of course, keep in mind that the offer form is a conversation starter for the sales team, so the offer should be designed to start a conversation that will lead to a sale.)
Step 2. Create a Call To Action
Once you decide on your offer, create a few compelling calls to action. A call to action is the part of a website that grabs users’ attentions and directs them to a landing page where they will submit information that makes them leads. Your call to action can be an image or html; it should always include a link to the corresponding landing page. If you have a great call to action, you’ll convert a high percentage of your website visitors into leads.
Step 3. Create A Landing Page
After you create your call to action, you need to setup the landing page that it will link to. The landing page is the page where your website visitors arrive after they click on your call to action. Landing pages house the form where users submit information that allows them to access your offer and that you can use to follow up with them. Once users submit the information on the landing page, they should be redirected to a thank you page where they can access the offer. Note that if you’re doing a promotion on a third party site – Google AdWords, for example – a landing page might be the first place on your site where your users arrive.
Step 4. Test, Measure and Iterate
Offers, calls to action and landing pages are the core elements of the conversation process, but you can’t stop there. If you just have a single conversation pathway, you have very little insight into the process and the way it performs. In order to improve your conversion process, you need to try different tests. You need to test different CTAs, you need to test different landing pages, you need to test different offers, and then you need to decide which ones best help you achieve your goals.
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