So hopefully you’ve got a great website. (If not, come and speak to us!). But what’s the main point of your website, to sit there and look pretty? I guess not, the assumption is that your website is a marketing tool with the premise that it can convert browsers into customers. So just how do you make your website the lead and profit generation tool that it could and should be?
Firstly you need to define what you class as a lead? Do you want people to sign up to your newsletter, request a quotation for your service, buy a product, enquire about your services, talk to you? Once you’ve defined what you class as a lead or a call-to-action, then you can start to work out how to make more of the visitors to your site convert.
Do you want to capture email addresses or sign people up to your newsletter? If so, make sure that the sign-up form is clearly visible. It’s important that it’s on your homepage, but also on any other well-visited or useful page. Check out the analytics for your website to find out which pages are the most visited or where people stay the longest so that you can capture that interest. The same applies if you’re looking for people to request information from you. The easier it is for visitors to do things the more likely they are to actually do it.
Give people a clear way to contact you. This can be through your contact details or a live chat or instant message pop-up. Make sure that it’s easy to see this on every page, even if it’s just a “contact us” tab that people can click on.
Include testimonials with pictures, names and company names. This can be as testimonial text on your website, links to review sites or if you have an online shop then you can get a review section built in to your product pages. Customer reviews can apparently increase sales by 74%, which is definitely a statistic you don’t want to miss out on.
Finally, check your conversions and test your tools. What’s working and what’s not? Split test your ideas – try two different colours for you call-to-action box, try citing the sign-up box in different locations. Then track it Google Analytics is a great free tool that you can use to keep track of your website statistics, work out where people leave your site, work out which pages are most commonly used and track your conversions and call-to-actions. And once you’ve got the statistics, act on them! Choose the best option from your split testing, if something isn’t working then change it, and if something is working then can you make it work better?
There are lots of ways to improve the number of leads from your website. If you’re struggling to get your head around them and want a website review then drop us a line: firstname.lastname@example.org