Lead Gen On Your Site: Six Easy Steps
It can seem that the Internet is all about costs — you have to pay for a computer, for starters, but also an Internet connection, a domain name, a hosting service and site development, not to mention search engine optimization. But are you taking advantage of all the ways your site could be making you money?
At Online Image®, we’ve helped many companies turn their websites from simple sources of information to outstanding lead generation tools. Today, we would like to share a few of the best techniques for making your own site a lead gen rockstar.
Clearly State the “What” and “Who”
You want leads, but only ones you can convert into customers. Your site should clearly state what you sell and which audiences you serve. Focus on how your product will solve problems or provide benefits to the potential customer, and be conversational. This way you won’t have to waste your time trying to sell to customers who aren’t a good fit.
Call Them to Action
Calls to action are phrases that direct customers to do what you want them to do, urgently. You need these all over your site, starting with phrases like “Call Now” next to your phone number, which should be immediately visible on every page of your site. You can also write statements such as “Appointment slots are filling up fast, so call right away to save your spot,” or “This deal expires at the end of the month. Come in today,” in the text of your site.
Beef Up Your Blog
Customers may visit your site during any point of the purchase process, from establishing the relationship through pitch, close and follow-up. Make sure you treat your web visitors right by providing helpful information that is accurate and easy to read, and make yourself more relatable by showing off your company culture in a blog.
Make an Offer
The best leads are ones who are interested in your product or service, because they’re the closest to making a purchase. Encourage these prospects to learn more about you and offer them something free, such as an educational pamphlet or ideas guide. Consider using pop-ups after a user has been on your site for a few minutes or adding these offers on your “Contact Us” page. You can also give away coupon deals or promotions in this way. Just make sure you ask for a name and email or phone number so you can capture the lead.
Be Available on Chat
Another great way to turn a site into a lead gen engine is to offer live chat. Once a user is on your site, you can engage them right away with this system. You can require them to give you a first name and email address before starting the chat as a way to gather enough information to start a one-on-one sales process.
You can use free tools such as call tracking from Google to study how many leads you’re getting and where they’re coming from. With the Google tool, you can track how many times people click on your phone number. If they do this on their mobile phones, your number populates in their call screen. You can also try paid services from companies such as Infinity or Century Interactive that let you post different numbers in different places so you can track your success in each channel. For example, you could use one number in print ads and another online, but the service would make sure that a call to any of those numbers is routed directly to you. The more you know, the easier it will be to make on-the-fly adjustments that amplify your lead generation efforts.
Just like any advertising, the Internet has big costs upfront. But the proof is in the performance. In our experience, the digital landscape offers outstanding ROI, and it’s all right there at your fingertips. Watch our Online Image® blog and weekly email updates to learn more about how to attract visitors to your site and how to turn them into paying customers once they arrive.