Converting website visitors to leads
By Robert Van Arlen
Senior Advisory Group
Think of most small business websites like a book on the back shelf of a metropolitan public library with no index. There are literally millions of other books in that library and nobody is going to read it because it doesn’t stand out at all. If you aren’t pointing traffic to your landing pages from external sources such as your SEO, PPC ads, or social media, there is only a very slim chance that any leads all at can be generated through your site.
There are three steps to converting your visitors to leads. Step one is to pique their interest. This means that you have to motivate people to become interested in what you have to offer.
The second step is to give something to get something. People won’t just fill out a form and give you their information because it is on your website under "contact us." They want something; they need a reason to give you their information. This can be as simple as free consultation or an ebook giveaway that they get to download after inputting their information on a landing page.
For any offer that captures information, you must have a landing page. There are a few key structures that differentiate a successful landing page from an unsuccessful one.
- Steer or limit navigation: This means that your page is simple and it's function is visually obvious as to it’s function. There also should not be buttons that navigate the user to other non-landing page websites. The only navigation button on a landing page should be a submit info button.
- Form above content: This means that the form is easily visible and at the top of the page. User’s can be easily confused or simply not realize that a form is on the page if it is hidden below a large amount of content.
- Call to action: “Contact us” is not an acceptable call to action because it doesn’t incite the visitor to act. “Click here to download your free copy of _____” tells what the visitor gets if they click. A true call to action incites the participant to do something for something and incites them strongly to do that by giving them a reason that is simple and easy.
- Refer to webinars or seminars: Using these tools brings the visitor one step closer to a face-to-face meeting. It also allows for interaction to occur or for questions that may need to be answered.
- Can easily produce measurable ROI: This means there is some sort of key or tag that identifies all your leads as coming from your specific landing pages as a source. This way, any sales incurred can be attributed to that specific campaign and landing page.
In order to optimize or make the most of your potential clients online experience, you need to understand the mindset of the visitors. What is it that your ideal client’s are looking for? Identify those things and build your landing pages and giveaways around capturing potential clients.
Where on your site are links to your landing pages? Do you blog about the latest giveaways or webinars? Do you have information on your homepage that would direct potential clients to those offers?
Are you establishing trust through your giveaways and the methods employed to compel your visitors to dig deeper? How realistic does your offer sound? If it’s too good to be true, it usually is, and your clients know this.
,br> Is it easy? All your client wants to do is get to that ebook you're giving away. Don’t frustrate them with pointless navigation or advertising. These concepts can be applied to your PPC or email ads as well.
Here is a digital ad checklist for requirements that our digital media should meet:
- It has compelling information and a strong call to action.
- It is specific, clean and simple.
- It pops, meaning it is visually appealing and prominent.
- All images and anchor text links users to your landing page.
- Spam test your ad if it’s being sent through email to see what it looks like when opened from your junk or spam folder. This ensures that its appeal isn’t lost when it goes in the junk.