How to Convert Website Visitors into Leads
Focus on the right metrics
Focussing on the number of visits to your website is a useful metric to track, but on it’s own it won’t necessarily tell you how well your website is performing. To give you an example, one of our clients supplies kitchen splashbacks to kitchen companies, architects and property development companies across the UK.
They were ranking highly for the keyphrase “kitchen splashback” this meant that they were enjoying thousands of visits every month as a result.
This didn’t really help their business, in fact in some cases it created more work for them because they had to administer enquiries about their products from people that were never going to become their customer.
You see it’s not about the number of visits you receive, it’s about getting the right visits to your website, from your target market.
How to convert traffic
Once you get the right traffic to your website, you want to try and encourage engagement and some form of communication. For each business this might be different. If you are an e-commerce site then you may just be looking for an immediate sale, for high value items people are going to take much longer to make decisions and you may find they want to speak to someone to ask questions, do further research and probably shop around a bit more.
The key is firstly to understand your market and their likely behaviour, then work out how you can satisfy their needs. This will help you identify the content that your website should contain. Once the content is in place then you can funnel people through your website with a view to them eventually taking some action.
Here are some ways to help convert that visitor into a lead:
1. Ensure your contact details are clearly visible on every page.
If it’s difficult for people to find out how to get in touch, they might not bother at all and you could potentially lose a customer.
2. Make your website easy to navigate
Have an easy to use menu in place, make sure your most important information is only one click away from the homepage, people don’t want to hunt around to try and find the content they are looking for.
3. Make your content all about your potential customer
Think about your customers needs and what they want to read about, watch or look at. What is important to them, what questions do they have and how can you best answer them. So they want to see video, images or more technical information. Tailor your website’s content to providing them with value.
4. Use Call to Actions
Call to Actions are there to encourage people to take the action you want them to. It could be a form to complete, a request to call, an e-book or whitepaper that will be of interest for them. If you look at the right hand pane of this blog, you will see that we have used call to actions.
If you would like to find out more about how you can increase your visitor to lead conversion, please get in touch today by emailing us at [email protected]
