What's in this article?
Everyone I talk to has a website. Most of these websites have thousands of web visitors every month.
But, most of these websites aren’t really generating a consistent flow of sales leads. Some aren’t generating any leads.
Of course, that begs a few of questions:
- Are they all the wrong people?
- What are all these people looking for or doing?
- Why aren’t they engaging and converting?
Ironically, the answers to all of these questions is often the same for all of our new clients. Therefore, it makes a great framework for getting your website to start generating a consistent and sustainable flow of leads from your website.
So, let’s answer these and get you more leads.
Are they the wrong people?
Often times these web visitors (often referred to as traffic) are exactly your target audience. In fact, in many cases the top Google search keywords that got them there were the company’s name or the name of one or more of the sales people or executives – for our clients that often means a mortgage loan officer, attorney, or insurance agent.
Ahead of a more sophisticated digital marketing strategy, your legacy, reputation, and sales activity in the market is going to generate interest in your company, the leadership, and the sales people that are doing outreach.
Obviously, these a lead opportunities.
What are all these people looking for or doing?
They’re trying to figure out if you can solve their problem(s). They’re poking around on your website looking for a silver bullet.
These visitors either have an acute business problem, their boss sent them looking for a solution, or you have peaked their interest in the possibility that you can give them an edge.
Why aren’t they engaging or converting?
There are always one or more of the following weaknesses in your website preventing visitors from inquiring – becoming a lead.
- You simply haven’t asked them to contact you. Most commonly, there is no clear call to action to contact you and alongside of that a simple web form and obvious phone number. Or, this ask is not high enough on your home page or landing page.
- You haven’t given them a clear and concise pitch that they can take back to their colleagues to build support for buying. I have learned over the years there is always one or more people in the decision. This can be a spouse, a boss, or a committee. Those people aren’t on your website, but the person on your website is a potential internal champion and advocate for your product or service – give them the pitch deck. I suggest a simple 5-10 page PDF. (secret sauce tip: DON’T GATE IT!)
- You haven’t convinced them that you can solve their problem. You haven’t demonstrated that you’re the expert. See point #2.
As you can see, for most of you there is some lead traffic on your website now and you only need to do two simple things to get them. So, here is your action plan.
- Create a brief PDF that sells your expertise, not necessarily your product. Remember every prospect is going to think their problem is unique. If you sell the product or service a large percentage of your traffic is assume it’s not a fit for their special circumstance.
- Create a web form (or better yet a dynamic form flow) and stick that at the top of your home page and loan officer or attorney profile page. Alongside of that form, give a compelling reason (and what they get) for filling out that form. Oh, and don’t forget the phone number!
Do you have questions or need help? Just hit reply and start a conversation. Or, contact me at firstname.lastname@example.org or 734-775-4487 (this is my mobile phone, so text messages are okay too).