As a growing business, sales leads are your company’s bread and butter. Continuing to target and convert new customers is essential to further expansion and a stronger bottom line. For this reason, you use every tool at your disposal to attract new audiences and educate them about your product.
When planned and implemented correctly, your website can be one of the strongest lead generators for your company. Your website can provide information about your company, your products and services, and how what you offer can make potential customers’ lives better.
But if your website lacks user friendliness or proves difficult to navigate, visitors won’t stay there long enough to make purchases. Unattractive, poorly designed, or overly complicated websites do the opposite of attracting new leads: they drive them away.
Your Website: A Lean, Mean Lead-Generating Machine
Many marketers list their website as one of their top lead sources, third only to personal connections and referrals. Among the various metrics businesses use to measure their websites’ efficiency, lead quality is often the top characteristic, with quantity of leads slightly lower on the list.
The lesson here is that simply drawing visitors to your website isn’t enough to produce more sales. Potential customers have to find something compelling there that convinces them to spend their hard-earned money on your product.
To improve the quality of leads generated by their websites, successful companies employ a variety of methods. Here are some that you can try out yourself:
- Tracking – When unregistered or anonymous users visit your website, use methods such as cookies to track and analyze their activity. This helps you better anticipate their needs and interests in the future.
- Community – Users want to feel as though they are connected with your company or with other consumers like themselves who also enjoy your product. Social media and other interactive tools foster a sense of connectivity between you and your visitors.
- Strong product information – Chances are, you’ll only have one chance to make an impression on potential customers. Wow them with vivid, descriptive details about your products and services, and they won’t soon forget what you have to offer.
- Customer-centric content and design – Many companies create their content and layout according to their own aesthetic and organizational preferences. However, successful website designs take customer experience into account. By creating relevant, information-rich content and making navigation more intuitive, you make it easier for visitors to find what they need – and ultimately spend more time getting to know your company.
With one or more of these techniques, you can attract more visitors, keep them around longer, and engage with them long enough to establish trust and rapport. Not all visitors will make a purchase on the first visit, but they’ll be more likely to remember you when they are ready to do so.
Ensure that your money is well spent by hiring a web design company in Columbus, Ohio that knows how to build websites designed for lead generation. The result will surely be an expanded customer base, higher sales, and a better ROI.
American Business 