“…Your lead generation strategy is only ever as good as your ability to convert leads into sales…”
Makes sense, right. Yet, it seems—for many years now—we’ve been lead to believe lead generation is the main issue for not generating sales. But is lead generation the only issue or is it also our ability to convert leads into sales? Of course, there’s no denying lead generation requires a strategy of its own. But the underlying problem of lead conversion is often times overlooked.
Here’s the thing, isn’t it true that when you look at your website’s analytics some days, you may find that you have a traffic flow that you’re happy with. You may even find there has been a gradual increase in your numbers when you compare reports month-to-month, and you have more and more people looking at your website. You think to yourself “great, potential clients/customers are looking at us…awesome.”
So, let’s face it—your website views mean nothing if you don’t have a way to retrieve their information and nurture them into paying customers/clients.
The real problem is not lead generation after all, the real problem is lead conversion.
How Do You Convert Targeted Website Traffic Into Qualified Leads?
It’s important to see your website is the hub of your business. It’s where your conversions mainly take place. Your website is designed to eloquently communicate your unique brand message, the problems your products/services solve, and the contributions your business makes to the world. A well-crafted, high-performing website is like having all-star team member promoting your services on autopilot 24/7/365 but you don’t have to pay them every week.
Landing pages are webpages that create traffic conversions. Each page on your website should “sell” your business to create conversions, however, for best results, you need to create a powerful landing page on the homepage of your site. Your landing pages need to clearly communicate the benefits of your product offering. The homepage is like the entrance of a retail store—you need a powerful offering to get your customers into your store. Your homepage landing page is no different. You need a compelling offer that gives them a reason to learn more about you and your business. To receive this offer, you need to have an opt-in form so they receive their offer. By giving away an offer for free (or very low price), your prospects will be inclined to give their contact information in the form. They’ll become a lead and you can now nurture through your sales funnel.
Here’s a couple of examples of some of high-converting landing pages:
Content is King!
Video – As a way to educate your audience in the faster way possible, you would ideally use a video on your homepage landing page that lasts for no longer than 1 minute. In this day and age, you have less than 7 seconds to get your viewers interested in your business, so your video needs to be clear, direct and informative.
Copywriting – Depending on the product/service you are selling, your copywriting needs to be short, sharp and to-the-point. You use copywriting as a way to get your viewers to watch the short video. Additionally, your copywriting on your home page landing page must have three main elements:
- Question – your question should your viewer a fundamental problem or issue they are currently facing in their business
- Powerful Statement – your statement must answer the problem with a solution in one single statement
- Call-to-Action – a call-to-action is basically leading your viewers to the next step through the process
Note: the objective is to NOT sell them your products/services right now. Your objective to get them interested to learn more about you and why your business can help them. Most of your viewers will be a either a ‘cold’ or ‘warm’ audience so you cannot jump from step 1 to 5 without leading them through a process of conversion. In the same way you call your prospects on the phone, you simply would not ‘close’ them if you have not yet introduced yourself first.
Question: Are your sales down from last year?
Statement: You need to make more sales right now before it’s too late!
Call-to-action: Download our free video series and start making more sales now!
Converting cold or warm audiences is now harder than ever. The reason is because there’s information overload everywhere we look, therefore you need an “irresistible” offer that demands your audiences attention. Your offer needs to be so irresistible your audience NEEDS your offer in order to help them. You can offer an array of different lead magnets such as free trials, videos series, templates, podcast series, live event tickets, e-books, strategy or consultation calls etc. However the best tool to create highest conversions right now is videos. Videos convert 3x higher than any other tool right now, and you can give your viewers a taste of you and your business without any hard-sell tactics over the phone. If your viewers like you, they’ll buy from you, thus videos provide this more than any other tool. I suggest you create a “how to” video series that show your viewers how to use your products/services then through that process you can elegantly push them into the next steps of your sales funnel.
The most important location for your opt-in form is your home page, right beside your homepage video. On the contrary, every page of your website should have an opt-in form too. These include the side bar, the header, at the end of blogs and more! Forms don’t just only live on landing pages that are connected to CTAs, forms can also be found on different pages throughout your website. This gives your website viewers the opportunity to become a part of your mailing list and become future paying customers/clients.
Pop-up forms can either make or break your marketing efforts. Have you ever visited a website that had a pop-up for every page you landed on? Pop-up forms can annoy your viewers if you are using them on every page. The key is to know what your clients/customers need, offer something of high-value, and give it to them for free. You must also only use pop-forms sparingly.
You must always remember this…
Every move and decision you make is part of an overall strategy to create conversions for your business. Trying asking yourself this key question when you are marketing your business:
If I was my prospect, what would influence me to become a paying customer/client of my own?
From your website content and pages, images, videos, copywriting, lead magnet, layout and theme, every aspect of your website must be aligned to a strategy to win new customers. While it seems daunting and tedious, your results depend on your ability to convert website traffic into qualified leads. Once you have leads converted, you can then start guiding them down your sales funnel with a strategy that will create sales conversions.
The question is…
Do you have an online strategy to generate and convert your leads to your business right now?
At Web Traffic That Works, most of our clients come to us asking for a strategy suited to their business model. It’s true, one size doesn’t fit all. For this reason, we provide our clients with a Marketing Blueprint designed to create long-term, sustainable growth tailored to each and every business we partner with. We give them a strategy to generate and convert leads, as well as a branding strategy to drive long-term, consistent growth.
Do you need help with your lead generation and lead conversion strategy? Or maybe you don’t know if you even have a good website? Then contact us for a free marketing strategy call. We can help you create and convert qualified leads into paying customers/clients right now.
ps. if you’re unsure about the benefits of partnering with a Marketing Agency, check this article here to find out more.