12 Sep The Beginning Steps to Converting Website Visitors to Leads
A wide variety of statistics support the correlation between the number visitors to a website and the amount of inbound marketing leads received. However, it’s important to understand that converting website visitors to leads is not a default activity. More website traffic can result in additional leads if your company’s website regularly publishes new landing pages and fresh content. According to Hubspot, companies with 401-1000 pages receive 6x more leads than those companies with 51-100 pages. Exceptional conversions require a number of magical, yet detailed touches on a website to assist in conversion ratios. Keep in mind that content is critical to driving more traffic, and correctly positioning relevant and interesting content is where it all begins. If your company is not yet on the content marketing bandwagon, there are a few beginning steps you can take in converting website visitors to leads.
- Make sure your website design is easy to navigate. There are so many companies that try to be on the cutting edge or try to get fancy with navigation. It’s important to know that most visitors typically invest less than 2 minutes on your website to find what they are looking for and will get lost if it’s overcomplicated. When people get lost, they leave.
- Create easy to locate calls to action. If you have fun things for visitors to do when they land on your website, make it easy for them to engage. Sometimes having too many calls to action removes the ease of locating the obvious. Draw a visual map that helps position offers and activities in strategic places on your web pages that make the most sense to your website visitor experience.
- Don’t overdo it with web copy. Many times, simpler is better. We see many websites stuffed full of web copy and images on each and every page. It’s great to tell everyone all about fantastic services and products, but make sure that your web copy is spread out and balanced throughout your website. Remember that your visitors have a small window of time to find your message and be captive, so make certain that they don’t have to muddle around paragraphs of web copy to figure out what you’re trying to say. If you have way too much web copy on a page, remove 50% as a test and see if the message still gets across. If so, you didn’t need the leftover in the first place.
- Place high value content behind forms. Yes, there is a part of the population that will not fill out a form or give you their email address. However, there is a large group that is happy to give you their information, especially if it’s for something valuable enough that justifies the information exchange. If you don’t have forms in front of your high value content, you will get zero leads from these pieces. Even if the percentage of form fills is low, it’s still more than what you would have if you didn’t create the forms in the first place.
- Utilize reverse IP or lead scoring software. If you are tracking site visitor metrics through Google Analytics, it will only get you part of the way there. If you want to know exactly who is coming to your site, you need to have reverse IP or marketing automation software installed across your web pages, especially your landing pages and forms. If your inbound marketing engine is working, your content and tactics will attract your target market buyers, ultimately providing you invaluable intelligence on your website visitors.
Your website serves two main purposes: validate your existence and grab leads. If you aren’t optimizing your site for lead generation, you are missing a huge opportunity. Start converting website visitors to leads by using these simple steps. If you need help in figuring this out, contact us and we’ll be happy to tell you in 15 minutes or less what you might be missing in your current strategy.
Kevin O’Brien is a Co-Founder and Partner at echogravity. Kevin’s credentials include being a top recruiter for a international Big 8 consulting firm, top business development rep for a global consulting and staffing firm, and consulting with over 100 companies across North America.