Got a case of the “Low-Lead Blues”?
Let’s say you’ve done all the work. You’ve got your ideal website; you’re keeping it fresh; you keep your content posted frequently, and you’re doing social media homework for your business. Let’s say you even get plenty of website hits a day. In theory, you’re the perfect marketing specimen.
But alas, no leads.
Why? It seems like the interest is present, but what’s wrong here? You’re doing everything right…right?
Well, maybe not. Here are a few ideas on how to turn already-healthy web interest and presence into actual client and sale leads.
Back to Basics
Before delving into the creative ideas, it’s best to start at the beginning and make sure everything is working technically with your website. It may sound silly, but it happens.
It’s best to test everything out with private browsing mode and a clear cache. First, open your browser settings and clear your cache for “all time.” Then, open a private browsing window, and visit your website. You can check to make sure it’s loading quickly enough (three seconds or under is best) and that all the pages and forms are working properly.
Check to make sure all images are showing up as well. Empty boxes where images should be will make your website look neglected.
Be sure to make absolutely sure that your signups are working right. Test them multiple times to be certain. After all, this is where your leads are evident.
After you check out your business’s website and it’s clear that everything is working, check out the content. Is it engaging and well-written? Make sure to get it in front of a second pair of eyes. Is the content well-optimized for search engines? Meaning, do you have keywords in place to help potential customers find you?
If any of these basics aren’t right, that’s most likely your biggest problem. Take care of those issues first, and then look into other fixes.
Contact Overkill is Good
Even if you think your contact information is easy to find, it’s a good idea to include it on your website’s home page (if it’s not already there). When your contact info is easy to spot, it makes it easier for potential customers to get in touch with you directly and quickly. Customers love easy-to-find contact information.
Having a contact page is great, but trust us on this one: your contact info should also be on your home page (preferably at the top and bottom of the home page), your customer service page, your feedback page, and your “About Us” page. Basically, it should be everywhere.
Give Them Something to Sign Up For
Speaking of things on the home page, it’s also very smart to have a call to action on the home page as well, at all times. Whether it’s a newsletter signup, a giveaway signup, or a question submission, it’s a good idea to have some sort of call to action signup there permanently.
Make sure whatever signup form you have at the moment looks nice. Don’t allow any “cheap” looking signups around, or potential clients will be turned off. It should look professional, attractive, and modern, with correct spelling and a clear benefit to customers. If the form looks good, it will get you leads.
As far as convenience, make your form with less number of fill-out fields so that users can easily submit their details quickly, without getting frustrated.
Try to keep the form somewhere in plain sight on your home page, like the top. Or even better, a splash page.
Change it up every couple of months—but it should always be there!
Lights, Camera, Action
If you’re able to, shoot a little video for your business. Statistics show that 96% of online shoppers watch online videos on the website, so this is a great lead-snagger.
It doesn’t have to be fancy. It can simply be you, as the business owner, explaining to potential customers what you can do for them. You can grab a tripod and shoot it very simply in your office, or you can even just use your phone.
If you don’t want to be on camera yourself, consider a product demo, or video testimonials from current customers. (See the “Video Testimonials” section of this blog post.)
The important thing to remember is to make sure whatever video you shoot should speak to your potential customers. Let them get to know your business through the video. The magic that happens through a video is that customers will feel that they’re an extra step more familiar with you and your business. (This is why it’s also very important to include an “About Us” page on your website.)
Be Even More of a Social Butterfly
Even if you’re already doing your social media chores, there’s probably a little more you could be doing. Leads through social media is always effective.
Do you have a Twitter account? If so, you can post a discussion related to your industry, followed by a hashtag. Look for discussions that are related to your business, or create a new discussion. For instance, if you have an Alaskan fishing lodge business, start a discussion on Twitter about how this is the perfect time of year to go, followed with the hashtag #alaskanfishing.
With Facebook, you can post ads regularly. These may not necessarily result in direct sales, but you will get your audience’s attention if the ads are good. Post high-quality content and engage one-on-one with Facebook users. By promoting a high-quality content with a link from your Facebook page, you will gain the trust of potential customers, which will increase the traffic on your website.
On LinkedIn, you can join a group that’s related to your industry or create your own group that focuses on your expertise. You always have an option of joining as many groups as you want, but it’s better if you only join groups that are related to your services.
Do you have any good customer testimonials? If so, grab the best quotes from them and stick them on your home page! That’s what testimonials are for, after all. Don’t hide them on a “Case Studies” page—show them off right from the start. A “Case Studies” page is fine to have, but the home page is great for a quick one-liner of praise.
Another great home page idea is to include one-liners from recent good press or news, if you have any. Or an obvious link on the home page to a “News” page works well, too.
Testimonials and good press are like gold to potential customers—so if you have it, flaunt it!
Calls to Action = CRUCIAL!
Aforementioned was having call to action signups on the home page at all times. But what sort of signups?
While it’s critical to always have a newsletter signup and general questions form on your website, there are other ways to get information from leads as well. Having strong calls to action is the most effective way to convert random website visitors into paying customers.
Some great ideas for calls to action include newsletters, general inquiries, request for consultation, request for a free quote or estimate, giveaways and special offers, download an eBook, request a free demo, or register for a free webinar.
As mentioned earlier, ensure that your forms are working correctly, and make sure your call to action forms look attractive and inviting—not cheap and “scammy”. Look at them and ask yourself, “Would I fill out this form myself?”
And So, to Conclude…
After working so hard and investing so much to have an outstanding website, content, and social media presence, the last thing you want is for your visitors to leave without establishing some sort of connection with your business. You don’t want them to just come to your site, read your information, and then leave forever.
You must generate leads. The main thing is to engage potential customers enough to get them to fill out a form or want to call your office. Hopefully with these ideas, you’ll be on your way.
At Marqana, we’re on top of the latest trending tech and marketing topics. Be sure to follow the Marqana blog to keep an eye on what we’re talking about!
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