Driving more traffic to your website is always a worthy goal. However, it’s premature to think that your battle ends there.
Sure, more traffic is likely to mean more conversions, but you might be able to maximize how many conversions you can win eventually by focusing more energy on the leads that come to your online home.
Optimize it for lead capture
First of all, you should make sure that your website is built and designed in a way that makes it an attractive catch for leads as best as possible.
Specific landing pages and content pages should, for instance, highlight the specific appeals of one product or service, since you’re more likely to catch people with one really good offer rather than by keeping things general and vague.
Tools like A/B testing can help you optimize the website further, seeing which pages lead your visitors closer to either the point of conversion or becoming a lead.
Getting those deets
So, how do you turn a visitor into a lead in the first place? You have to make that first contact and make sure that the door is left open for your sales team to begin their process. Creating lead capture forms might just need the bridging step that you need.
Once you get a visitor’s interest, they may be willing to sign up for more content or for specific offers even if they don’t immediately convert. Keeping lead capture forms simple, clean, and easy to fill in will mean that visitors are much more likely to submit their details.
Systematize the sales process
Once you have their details, then the process of qualifying and building on those leads can begin.
However, rather than having a scattershot approach to how you work on your leads, you can use smart technology to help you act in the most optimal way possible. Sales automation AI can, for instance, help figure out which steps in the lead conversion process work best when, and send immediate alerts to your sales team so that they can strike when the iron is truly hot.
Find the process that best works and make it repeatable so even a new member of the sales team can become an asset quickly.
Target them off-site, too
Even if you don’t immediately hook them, you can get another chance to get them to give you those details and let your sales team do their thing.
Remarketing campaigns on social media platforms, for instance, will specifically target those who have already been to your website and have cookies on their computer detailing as such.
It can another little nudge in the right direction, encouraging them bit by bit over time. If they already like your offer, then the reminder can enough to win them over fully.
Your website can be a highly effective step in your lead gathering and conversion process. However, it’s only one step and you need to have the people and the systems ready to follow up on it. Even a little work in qualifying leads and pushing sales can mean major returns.