Virtually every business needs to have a website in this internet-driven world. However, simply having a web page with a few pictures and a description on it does not provide a high enough return on investment, let alone allow you to increase business.
What’s most important is converting incoming website traffic into qualified leads. Here are 3 quick and easy steps to get you started on the right path:
Grab Their Attention
First and foremost, you need to engage everyone coming to your website. Simply producing content explaining who you are and what you do won’t cut it. It’s time to reel them in and grab their attention with a compelling hook or great visuals.
One way to accomplish that is by offering unique value that they can't get anywhere else. Depending on your business model, this could be anything from a downloadable guide to a discount for services you offer. Try not to clutter your page with too much content or copy. This will draw the audience away from your offer, leading to a lower conversion rate, and performance of a call-to-action, which we'll discuss a little later.
Build A Landing Page That Describes This Offer
What is a landing page? According to Hubspot, a leading online marketing platform, any page on the web on which one might land is a "web page," whereas a "landing page" is any page on the web on which one might land that 1) has a form and 2) exists solely to capture a visitor's information through that form. In other words, all landing pages are web pages, but not all web pages are landing pages. You can have a form on your home page but this is not a landing page because it does not exist solely to capture a visitor’s information through that form.
When creating a landing page, try not to clutter it with too much content or copy. This will draw the audience away from your offer, leading to a lower conversion rate, and performance of a call-to-action, which we'll discuss a little later. As an example, this is a landing page to receive a downloadable eBook from our site. The minimal content helps lead the eyes through the page, all while driving the message home of what you will be receiving.
What it's designed to do is describe what exactly is being offered, how a person can obtain it, as well as any other information about what's being offered that they may be interested in. Consider it a digital headquarters for that specific offer.
Offer Clear Calls-to-Action
If you've ever read anything about marketing, you know that a marketing campaign relies heavily on a call-to-action, which is an encouragement of the viewer to do something that gets them in contact with the business or service.
According to Hubspot, a call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action." The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.
What a call-to-action isn't, however, is a direct attempt to get a purchase. What you're after here is a means of getting in contact with the lead so that you can provide them with additional information later on that can help convince them to apply for your program or inquire about your services. Hubspot offers 20 critical do’s and don’ts for making your CTAs more effective.
On a website, “calls-to-action” can mean the difference between someone moving onto another page or becoming one of your customers. For example, the “Marketing eBook” call-to-action, below, is a direct link to the landing page image we talked about in Step 2. This is where the nurturing aspect starts to kick in. A smart way to implement that is by offering it for free, but requiring that they 'register' with you by filling in contact information. When they submit the contact form, they get what they want and you get their contact information for ongoing communication.
By following these three steps – offering unique value, creating landing pages, and presenting clear calls to action on your website - you can put yourself on a path to converting more website traffic into leads. This is essential to attracting new and potential new long-term customers and achieving a higher ROI on your website investment.
Want to learn more? Here is a selection of links that can help you learn more about how to implement these steps on your website.
Don’t hesitate to provide suggestions of your own in the comment section.