Attracting large amounts of traffic to your business website is undoubtedly a great achievement, but a successful website converts a high proportion of that traffic into leads – and eventually into paying customers.
Whether you are running an e-commerce site or a lead generation site, there are certain lead conversion strategies that convert visitors to customers.
Ask yourself: “What do I want visitors on my website to do?” Do you want visitors to contact you directly? Or is the goal to garner serious interest and acquire the contact details of potential new customers? Once you know this, you can tailor your web presence accordingly.
The relevant use of case studies
Whether your business is selling a service or a tangible product, it’s always a good idea to give visitors an insight into the practical benefits your organisation can deliver. There is nothing more compelling than a real-life story about how your product or service helped another business to grow.
Business owners are likely to be wary when it comes to the claims your organisation makes on a website. However, a detailed testimonial from a real person can be a powerful endorsement of your business. Include a photo and the name of the person, as well as details of the organisation that benefited from your company’s efforts. If your testimonial is completely genuine and backed up with basic contact details, you can instill trust among your visitors – and turn them into customers.
Talk to your customers directly
Too many businesses rely on generic information for every single visitor that arrives at a site, but this can leave some visitors feeling like they’re being talked at, and not being talked to on an individual basis. Identify your target customers, and compose text and creative content that communicates directly with them.
Give visitors value
One of the worst mistakes you can make with your online offer is to rely on hard-sell to engage potential customers. Visitors who are given access to useful information and premium content from the outset are far more likely to engage than those who are simply sold to from the moment they arrive on a landing page.
You can give visitors value by including ebooks, videos, demos and buyer’s guides on your website. Giving visitors access to some basic resources will win their trust and make a conversion far more likely. Flowbird can help you to give visitors value by providing you with targeted content creation, analysis of your website and creative social media marketing campaigns.
Include a call-to-action
You have to make it clear to all your visitors that a specific action is required for more information. This could involve making a phone call, providing an email address or completing an online questionnaire. You might also want visitors to sign up to a regular newsletter. Make your call-to-action clear, obvious and concise.
Direct visitors to a specific landing page
The landing page you assign should be tailored solely for the capture of leads. It should include lots of white space, a list of the benefits available and simple instructions on what to do next. ‘Exit points’ from the page should be kept to a minimum, so the focus of each visitor remains on the key message you’re trying to get across.
Designing a website that generates traffic is a great start, but to build your business with new customers, you need to convert that traffic to leads, which is where Flowbird comes in. We specialise in lead conversion through the automation of online marketing and customer relationship management. We are a one-stop-shop for marketing websites and companies online – helping you to win new customers and keep existing ones.