Driving traffic to your site is not enough today, you need to capture more leads and then convert those leads into paying customers. Getting more leads to add to your sales pipeline using your website is often the thing everybody should know how to do well, but also the thing many struggle with. But guess what, making the most of your website and capturing leads’ information is fairly easy! Here is how to do it.
The big idea is actually ridiculously simple, make it easy for people to give you their details!
The first step to getting more leads is to have multiple places on your website where visitors can give you their information – like name, email, or even a phone number. Reducing the number of access points, seriously reduces your chances of getting there visitor’s data. You can do that using lead magnets or lead bait. That is content and information that entices visitors to share their contact details in exchange for something they want – a how to guide, an exclusive white paper, industry statistics etc.
Lead bait or lead magnets are a great way to capture users’ details
Any fisherman is familiar with the concept of baiting the line to attract fish. In the same way, your website should bait leads. Offer rewards in the form of content in exchange for users making an account and signing up to your newsletter. While many visitors won’t jump at the opportunity to sign up for something, they will if they get something for it. If your site can offer valuable content, such as an e-book in trade for visitor’s email, many will consider it a more than fair trade.
Subscribe to our blog
Doubling and even tripling your the number of leads in your sales funnel using your blog is not groundbreaking, but you would be surprised how many people don’t have a signup form to their blog.
Add a signup form to every post on every page. You can choose between a traditional sign up or at the end of each post, a slide bar, a pop up landing page and many more. Bottom line is, if people are coming to your blog and taking the time to read your content, chances are they are interested in what you offer and you should capture their details and start communicating with them.
Our personal experience is that lead capture forms at the end of the blog post convert better than those at the top. The logic behind this is that most visitors decide whether to subscribe or not after reading your content. By having a form at the end of the post or triggering a pop-up as soon as they reach the bottom of your content, you will be asking them to make the decision right away. Thus, it converts better and sometimes it converts users who were unwilling to subscribe at the beginning.
Reduce distractions and clutter
The way the brain works is that it functions better when focussed on a single task. Whether it be your closet or office desk, excess things in your surroundings can have a negative impact on your ability to focus and process information. Similarly, too many distractions on your website can make completing a lead capture form irrelevant or unpleasant for the visitor.
Edit out the distractions and make signup areas of your site clutter free (particularly so when it comes to your landing pages). Give clear and specific instructions to visitors ‘complete the form’, ‘sign up now’, ‘fill in to get access to our exclusive content’, ‘subscribe to our blog’ etc.
Individual web pages should have a singular purpose. The copy, graphics, and page elements should reinforce that purpose, and including a prominent call to action will help entice people to take the next step. Don’t leave people wondering ‘what am I meant to do on this page’.
Ask for their contacts details in different ways
Rather than making people hunt for a small ‘Contact us’ link, add a contact form on nearly every page of your website. Forms take up more real estate so they are easier to find, and we’ve seen during website testing that people’s eyes are naturally drawn to forms.
Be sure to keep contact forms simple. The initial contact is not the place to ask detailed questions. Capture only essential information (name and email address) and ask for secondary information later (telephone number, company name etc).
Lead data capturing, lead nurturing to lead qualification, technology has been evolving to help automate the demand generation process and help marketing and inside sales work smarter.
Make your website make you money by capturing more visitors’ details and automating your follow up.