Turning Your Visitors into Leads
A website is more than an electronic business card these days and rightfully so. If you are a business owner you are probably trying to reach out to the millions online and promote your products or services through search engine optimization, PPC or social media. In order to do this you not only have to get your website in front of people, you need to have a site that demonstrates good conversion tactics as well. All of these tips can be implemented by any Colorado web design company or developer without much effort.
The Beginning Steps
As more and more businesses work with SEO companies, you will need to make sure you have a proper seo campaign in place. Once you have reached the first page of the major search engines (Google, Yahoo & Bing) you will start getting traffic to your website. The important thing is having a good analytics program so you can analyze your visitors and their actions on your site. I would recommend Google Analytics as it is easy to follow, comprehensive and FREE!
Now that you have traffic to your site and analytics to see what patterns develop it is time to start trying to turn your visitors into leads. Here are some helpful conversion tactics used by many internet marketing companies to help produce more leads for their clients:
1.) Visible Phone Number. Have you ever had to search for a phone number on their website? One of the most common mistakes business owners make is relying on their visitors to go to the “Contact Us” page. You should have a visible phone number on all pages of your website and not in the footer. We always use the header to display our client’s phone number and address.
2.) Large Headings. Can you remember the last time you read a full story or article online? Most searchers today skim to locate what they are looking for and will then decide if they want to continue reading. Make large headings like a newspaper that describe what the paragraphs below are about. If your visitors cannot easily find what they are looking for they will leave which will certainly not develop into a lead.
3.) Include a lot of Images. Along with the short headings that describe what your content is about, images do the same thing. As an impatient society we love to get our information (ASAP). If we can avoiding reading altogether even better! At our Denver SEO company we try and give our client’s visitors the usual written menu as well as a picture menu on the bottom of the home page. It is important to appease the picture readers too!
Simple Estimate Form4.) Give Visitors a place to Sign Up. Don’t forget your visitors need a place to volunteer their information! We use sign up forms for estimates or more information frequently on our web pages. Remember to keep your form simple, if you create any hesitation for the visitor such as a long form you will lose the lead. Get the bare minimum information and follow up with other helpful information you will need. Forms are really only for one purpose and that is to get the contact information of your visitor. This is your LEAD 🙂
5.) List the Benefits. Keeping in mind that visitors like to scan, use bullet points to list the benefits of your products of services. Sometimes a short list can be the answer your visitors are looking for. An example being if a visitor is looking for a certain product that includes a certain aspect. If all they know is they want a widget that weights X then that is what they are going to look for. Listing specs of an item is also a good conversion tactic!
Often times people want to get all of the information and this is just not necessary. Online users know that information can be lost or stolen online so take that fear away. A simple form with “Name” – “Email” – “Location” – “More Details” is all you need to contact them. Once you get them by phone or email they will tell you all you need to know!
6.) Appease All Search Engines. Can you remember the last site you were on that didn’t load properly? Probably not because as soon as that happened you clicked “Back” and found a new site that loaded properly. It is important to work with your web developer and make sure your site pulls up properly on all the different versions of each major SE.
7.) Remove Uncertainty. The process of turning a visitor into a lead is pretty easy, build up your credibility and provide the information or a solution to what they are looking for and you will get the lead. Uncertainty will stop the whole process on a dime. Try and use pictures of your staff or sales team, add your credentials or awards as well as any organizations your company belongs to to help build credibility. BBB logos, top of the town certificates or other awards your company has one will help a visitor feel they can trust you and your company.
8.) Everyone likes A Movie. I’m not recommending putting an hour long film on your website but a 45 second commercial is perfect! For the non-readers out there it is always a good idea to have a video sales pitch as well. Not only will this help keep the visitors on your site to help with bounce rate, it will also build a little credibility as well.
9.) Cross Out Prices. You will be surprised how often a $99 – Now $79 will help you make your sale. By crossing out a price the visitor instantly knows they are getting a deal. To be honest it doesn’t even have to be a deal, just cross out a higher price than what yours actually is. .
10.) Remember the “F” Pattern. I am not talking about the flying V from Mighty Ducks, i’m talking about the pattern people use to read. We start at the top left and go across and make our way down the page. The top left is the hottest real estate on your page. Make sure to include your important information down the left side of your page. There has been a ton of eye tracking experiments done to back this up. Below shows the eye at work on different types of copy on a website.