Is Your Website Converting Leads into Gold?
Approx. reading time: 2-3 min
Originally posted on the Fruition Interactive Blog.
Fact: Every business must generate qualified leads that, ultimately, convert into sales.
I know this because the topic always comes up in conversation with clients. That’s why we’re always improving our ability to help clients generate leads via our online marketing services.
For example, a Google Certified AdWords Professional (on our team) manages the AdWords campaigns we run for clients. We do this, not only because it’s a recognized stamp of approval from Google, but mainly because the individual who is certified is an expert. She’s an Adwords ninja. When it comes to increasing traffic and click-though rates, she’s one of the best.
Unfortunately, having a Google Adwords ninja on your side is not always enough. The problem is, too many clients want to focus on just the traffic generation side, and overlook the conversion side.
In other words, they aren’t willing to go the extra mile to optimize their website or landing page for lead conversion.
The conversion issue, however, can often be an easy one to solve. In some cases, paying attention to the following areas might be all that is required to increase conversion (in addition to plenty of split A/B testing).
Are you credible?
Everything on your web site must foster rapport, trust, and credibility. Real contact information, real photographs, and FAQs that answer real questions. Small detail matters, even things like hosting your site on your own domain and how frequently you update your site. People do business with those they like and trust. Include details that make you an interesting and authoritative source, but most important, make sure you come across as credible.
Convincing copy that inspires action
If you want leads that convert into business, it comes down to copywriting. Practically everything you do online comes back to this core skill. Without the ability to convince people to act, you come up short in most online marketing strategies – including Google Adwords campaigns.
Many people know how to write technically, but they don’t have the copywriting skill to generate conversions. And if you’re missing this one practical skill, nothing else you do online works. That means you risk ending up on the online marketing merry-go-round, spending thousands on traffic generation and not seeing a single conversion. Without good copywriting, everything’s harder, takes longer, or doesn’t work at all.
Bullet proof your call to action
Make sure you’ve clearly told visitors exactly what to do. On the other hand, are you asking your prospect to make too many choices? Confused people don’t act. You should have at most two or three options to choose from. Also, don’t be afraid to repeat yourself on several or all pages. Prospects often don’t read every word of your website. Find creative ways to restate your call to action and the most important benefits.
Have your own favorite conversion strategy that you didn’t see here? Let me know about it in the comments.
About the Author:
Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, a professional member of Social Media Club, and founding member of Social Media Club Niagara. He’s spent 10 plus years working with businesses of all sizes, from global brands to some of Canada’s fastest growing Internet companies ranked in the PROFIT 100. Follow Mitch on his adventures in new media here at [mitchellfanning.com].
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