In 2014, every reliable, smart business has its own website. And if you have a website of any kind, you want to drive traffic to it. For businesses, each visitor to your website represents a sales opportunity – so therefore, the more traffic you have, the more sales you can conceivably get.
Unfortunately, the ratio of website visitors to leads is very, very low. 96 percent of visitors, on average, will leave your site without becoming a lead. Therefore, to beat the average, you’re looking to achieve a conversion rate of 5 percent or higher.
So what can you do to beat the odds and increase your conversation rate? There are a few strategies you can try:
KISS (Keep It Simple, Silly)
If you’ve heard the above phrase before, you know that the last S doesn’t actually stand for “silly,” but let’s keep it polite. At any rate, you need to heed that old advice. Your website can have fancy graphics, videos, etc., but keep the end goal in mind: you need visitors to become leads. So make it easy for them to do so! Put clearly labeled buttons on your pages that send the visitors to landing pages with forms for entering contact information; or you can even keep a short form on a permanent sidebar on every page. The last thing you want is for your visitor to be confused about how to get more information about your services (and therefore become a lead).
Make them an offer they can’t refuse
Inbound marketing, which focuses heavily on lead generation and lead nurturing, features content offers as one of its primary strategies. A content offer is something that provides valuable information about your industry, like a white paper or infographic. You should have multiple content offers throughout your website that you offer for free; all the visitor has to do is supply their contact information. Since it costs them nothing to give you their contact info, they’ll see the transaction as getting something for nothing. But what they’ve actually done is willingly become a lead for you.
Ensure the content on your site is relevant to the industry
Another central theme of inbound marketing is the idea of drawing customers to you. The content of your website can help you accomplish this by using smart SEO tactics. For example, if you’re in the maid service business, you should be aware of the top keywords people search for when looking for maids: probably things like “cleaning” “housekeeping” “maids” “maid service” etc. Then, make sure your website features these keywords prominently in blog articles and content offers. This may not affect overall traffic to the site, but it will affect the type of traffic to your site. You’re more likely to get visitors already interested in your services, who are then more likely to become leads than the average random visitor.
To get a detailed look at this topic, download our free eBook "10 Steps to Turn Your Website Into a Lead Generating Machine".