Websites vs. Leads - Three things to get more leads online.

I find that business owners sometimes put too much emphasis on their website.  They worry where their website

 ranks in search results, website traffic numbers, what their Alexa Ranking is, bounce rate, etc. etc.  While you need to monitor your website`s performance, at the end of the day it comes down to new customers calling your business or contacting you.  Really that is what you really need.

Many company websites are not great at converting visitors to leads.  The reason for that is because websites often focus on the company, products and services rather than their potential customer`s concerns and needs.  Websites are also very ìnformation heavy`.  People visiting your website are there for a reason.  They want information and/or solutions and they don`t like spending several minutes navigating through your site to find what they want.

So what can you do to increase the number of leads you receive?  Here are three things:

1. Make it easy for the visitor to contact you.  Put your contact information such as your phone number or email address on every page on your website, preferrably in the header so it is above the fold and the visitor does not have to scroll down to find it.  Also put your contact information in the footer section as well so if they do happen to scroll down your page to consume more of your content, they don't have to scroll back to the top to contact you.  A "Contact Us" tab is necessary, just don't make it the only way your visitor can contact you.  Think about saving key strokes for the visitor.
2. Change the language of your copy to reflect their problem or need.  Describe your products and services from your customer's point of view.  Your products and services solve problems your visitor may have.  The most powerful words you can use in your copy are the words "you", "your" and "yours".  Stephen Covey stated the following in his book "The 7 Habits of Highly Effective People". "Seek to understand and you shall be understood."  Show that you understand your visitor's problem and when they feel you understand them, they will be open to your solutions and recommendations.
3. Don't put all of your eggs in one website basket.  Some businesses invest in Google adwords and Pay-per-Click (PPC) advertising as their main marketing campaign.  There are many online venues that you can use to get your message in front of people who are searching for your products and services.  Many of these venues are highly ranked in the search engines so your content placed on those sites can piggyback on their success.  Sites such as YouTube for videos, Craigslist for classified ads and directory listings such as Yelp can have your content show up in front of your potential customers several times on the  first page.  I suggest your spread your marketing dollar to increase your reach.  Create specific, targeted content that highlights your customer's problem or concern and provide them with a solution.  If you run a B2B business, your sales cycle is longer so create a lead capture mechanism so you can periodically send good content that will elevate you as the expert.

Your website is not the "end all, be all".  Your website must be engaging and accomodating however don't lose sight over the fact that there are other ways to get your marketing message in front of people who are looking for your products and services.  Your only limitation to creating leads for your business, is your imagination.

 
M.J. Plebon is an online marketing specialist who has over 35 years of business developement and marketing experience.  M.J. helps B2C and B2B companies develop an online marketing strategy for their business and then helps them execute this strategy so their message is seen online by potential customers.  Have a question about marketing your business online?  

Call M.J. at 514-996-3357