Business website

Turn your business website into a lead capture machine


If you are a business owner, a question worth pursuing is: What’s the best way to capture website traffic and turn it into email leads?

It’s called lead generation, or lead capture, a journey that kicks off when a visitor to your website clicks a call to action (CTA) on one of your pages.

This CTA takes them to a landing page, which includes a form that collects their contact information.

Once the visitor has completed and submitted the form, you’re good to go! You’ve picked up a lead, expression of interest, and maybe intention, which you can export into your CRM system so your sales team can follow up.

Email addresses are like gasoline in the tank or a load for your EV – they’re the fuel of your business and the most effective marketing channel (no, it’s not TikTok). Here are four ways to optimize the lead capture process:

1. Do an audit

The word “audit” usually generates a big yawn, but the reality is that some of your pages can be great lead generators and you don’t even realize it.

This is why it is considered a productive exercise to check the status of your current lead generation state. In Google analytics you can easily find where most of your online traffic and reach is coming from i.e. your lead generators:

  • Email advertising
  • Social media
  • Live Chat
  • Blog posts

Based on the results, you can determine which areas need a little TLC.

2. Examine high traffic pages

Once you’ve identified where your traffic is coming from, be sure to pay attention to which pages visitors land on. Reward their interest with relevant content.

For example, if most of your potential prospects come to your website from Instagram, refresh the pages they visit and keep them engaged, perhaps with visually oriented IG content.

Pages that generate tons of traffic should lead to longer, higher-value content that visitors can access through forms – through a CTA START button, for example – to capture their contact information.

3. Measure, measure

Test the performance of your existing lead generators using a tool such as Website reviewer, which rates your landing pages and CTAs.

Mastering conversion rates (CVRs) helps, and it’s not beyond the reach of average Joe or Josephine. In other words, what percentage of visitors fill out forms? Two email addresses with 100 visitors get a CVR of 2% (not bad!), While five email addresses with 100 visitors get a CVR of 5% (exceptional, a real ringer).

Why was one page converted more than the other? Calculate it and optimize the worst performing page accordingly.

4. Generate targeted leads to your site

Of course, you can take advantage of a media partnership, an entity like Schneps Media, for example, which has done a lot of the lead generation for you and can implement a dedicated email campaign for you.

Additionally, a media partner can help you set up banner ads and sponsored content, both of which are great ways to drive convertible traffic to your website.

If you don’t trust your technical expertise, you might get better results from someone who knows lead capture analysis and strategy, like Schneps Media. Our team will be happy to help you with that, as well as your overall digital strategy and goals.


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