How to Turn Web Traffic into Leads
Last week in our How to Grow Profits with Internet Marketing series, we discussed a few of the most effective ways that we have found here at CyberMark to attract new visitors to your website. In this particular post, we will show you how small business owners can convert qualified leads into loyal repeat customers.
Step 1: Offer Your Audience Something in Exchange
The first step to turn web traffic into leads is to create a compelling incentive for your audience to give you their information. This is no different than the way lead generation works in real life, and there are many ways that a small business owner can entice visitors to leave behind their contact details. Whatever you offer must be something that speaks to your target audience. For example, a car dealership will discount certain vehicles if the customer saw that same vehicle online. We all know that most people are reluctant to give a car salesman their phone number or email address, but if a customer is serious about purchasing a vehicle (i.e. a qualified lead), then a discount of a few thousand dollars may be enough to convince them to give up their contact info and allow the dealership to close the sale.
Anything you offer should be able to start a conversation with your audience. Examples of this include complimentary consultations, a free limited trial or eBook, or a special discount coupon. If an online visitor takes the time to call or fill out the contact form as a result of the content on your site, you know you are that much closer to turning that prospect into a paying customer.
Step 2: Create a Compelling Landing Page to Showcase Your Offer
Contrary to popular belief, a “landing page” does not simply refer to pages on which traffic lands. A “landing page” is the term used to refer to the section of a website that is accessed by clicking a hyperlink on another webpage or advertisement. With the sole intention to gain a visitor’s information, they remain one of the easiest ways to convert visitors into leads. A “contact us” page or a homepage containing a contact form are not especially effective landing pages, so it is important to create a separate page that exists solely to create the opportunity to convert someone. In order to gain more leads and accurately track them, create a custom landing page with a simple contact form that contains a description of the offer and then, once submitted, it provides access to the content being offered.
The landing page should represent your company and inspire trust from your potential leads. If you have not yet updated your website to look like it was designed at any point after 2010, then it is definitely time for a redesign. Having a fresh and fast website with properly formatted code and superb written content is not only good for SEO purposes, but also important for brand credibility too; let’s face it, nobody trusts a website that looks like it was designed on GeoCities in 1999. Provide a clear reason for the visitor to entrust you with their information, and try to ask for as little as possible on the contact form. Start by asking for their name and email address and then gain more details from there if necessary. After the contact form has been submitted, redirect the landing page to a thank you page, where the customer can access their complimentary coupon, auto quote, or free eBook.
Step 3: Have a Clear CTA (Call-to-Action)
How will customers access your landing page? A paid advertisement on Facebook, Twitter or Google allows you to create a call-to-action that directs those who click on the ad to the landing page. A call-to-action, or CTA, is more often than not a button or link that grabs someone’s attention to such an extent that they click the link and visit your site. This CTA needs to be present on numerous pages on your website, especially the homepage. Let customers know why they should click the link. For instance, if you are offering a free eBook, have a button located in a prominent position on your website to catch the eyes of your visitors.
Different types of landing pages are attractive to different groups of people. Therefore, a website should never rely on only one landing page. Make sure your landing pages are in alignment with your brand’s persona and prepare to see far more conversions than you had with just a contact form and a lackluster plea for visitors to trust you!
Step 4: Test, Measure, Test, Measure, Repeat
How do you know if you’re actually getting leads? By measuring, of course! And if something is not working, change it and start measuring again. When you measure the effectiveness of your campaign, keep tabs on the click-through rate of the CTA buttons. Try different calls-to-action in various places and observe how each performs. You also must compare the amount of traffic that visits your landing page in comparison to how many people actually fill out the form. Use multiple landing pages with a diverse selection of offers to see which ones are the most successful at targeting your audience. By testing and measuring your performance on a regular basis, you will get a strong idea of what works and what fails, and use that information to bring in even more qualified leads.
Next week in our How to Grow Profits with Internet Marketing series, we will talk about some of the ways small companies can use the internet to turn the leads they gain through landing pages and CTAs into customers, and then keep those customers for life.
Are you looking to boost your online presence with internet marketing? CyberMark International can help you! Please call 623-889-3380 today, or fill out our contact form and we will get in touch with you as soon as possible.