Blog / How to convert website visitors into leads…
Published on Wednesday, November 8th, 2017
When we review websites we often see lots of traffic – but few leads.
This is very frustrating for the website owners – and heartbreaking to see.
But it is solvable.
Here are the best ways to boost conversion – turning website visitors into leads and valuable database contacts for your business.
Create Compelling Landing Pages
Many websites fail to ‘grab’ and convert visitors because they either haven’t created specific landing pages, or fail to direct traffic to the most appropriate landing page.
This results in a ‘bounce’ – the visitor quickly scans the page, doesn’t find information relevant to their search and ‘bounces’ back to Google to select another website and continue their search.
When you are designing the structure of your website it is crucial to include a really focused and compelling topic specific landing page for each of your products and services.
Call to Action Copy
Another one of the most common failings of under-performing websites is that they make little or no use of call to action devices, beyond having a Contact Us page on their site.
If your objective is to generate sales leads, build your prospect database or get a sale online, then as you lay out the compelling reasons for choosing your product or service on each landing page, you must ‘ask for the order’.
You do this by asking your prospect to ‘fill in the form’, ‘contact us’, ‘sign up now’, ‘subscribe’, ‘request’, ‘buy now’, ‘order’ or ‘telephone now’ throughout your website copy.
Many sites do this at the end of some pages, however test results show that asking for the action throughout the copy maximises conversion.
Call to Action Image Banners
It will be no surprise to discover that some visitors will not read your sales copy – these are the scanners.
While good copy WILL turn ‘scanners’ into readers (and buyers are readers), some people come to your website ‘pre-sold’ or with such an urgent need that they are ready to take action immediately.
The use of small on site Graphic Banner Ads (often seen on the right hand side of many web pages) can be used with good effect to generate response.
These can be as simple as ‘Call Us Now on 01234 567890 – Lines Open 24 Hours‘ through to a banner promoting a White Paper or Buyers Guide like the one on the right here.results_web_banner_thumb
Take Hargreaves Lansdown for example, when you visit the Homepage of their website you are confronted by no less than 8 call to action banners before the fold.
Packaged Information Offers
A significant majority of Internet searchers are looking for information.
Creating valuable reports, buyers guides and white papers has long been one of THE most successful ways of generating enquires in any type of marketing.
If you offer the valuable information that prospects are looking for, you will get the conversion – the prospect tells you who they are in return for the information (report, guide or white paper) that you are offering.
In today’s world, offering packaged information often proves to be even more relevant in online marketing.
An example Packaged Information page on your website might look a bit like this.
For some businesses, an offer to send a prospect your newsletter with latest product developments, hints and tips, case studies, articles and special offers can generate significant ‘conversion’ with many of your website visitors.
This allows you to identify and stay in touch with that, often large, proportion of website visitors who are not yet ready to buy from you but are willing to give you their email address and contact details.
Testing and measuring shows that it often takes between 5 and 8 contacts before many prospects are willing to say yes to your offer.
This can be as significant as placing an order or as subtle as moving to the next step in your sales funnel, such as requesting your ‘more information’ package, phoning you or agreeing an appointment.
An Autoresponder is an automatic email sent in response to an action taken on your website – usually involving the prospect ‘opting in’ to an offer such as a mini-course, email newsletter or packaged information.
Autoresponders automatically send pre-written emails over a set period of time to the prospect.
A ‘constant contact’ campaign of well written and appropriately spaced email communications can increase top of mind awareness, educate the prospect, create a level of trust and relationship, and significantly increase your chances of ‘getting the order.’
Why not get a FREE Website MOT?
Our sister company, Website Design & Marketing Ltd, who specialise in Website Design and online marketing are currently offering a Free Website Review where they will assess your website in key areas including onsite conversion.
To take advantage of this offer click here to fill in the application form, or call on 01536 747 310.
Filed under: Website design