Every business wants to drive more traffic to their website because they know that more and more business is conducted online. And even when the actual transaction takes place offline, consumers are doing their research online first. It seems like a “no-brainer”; the more traffic you get, the better off you’ll be. Right?
That’s only part of the equation. You see, increasing your website traffic is only half the battle. While you definitely want more traffic coming to your site, you don’t get paid for people visiting your website. You make money when someone actually buys your products or services.
That doesn’t mean you have to sell at every turn. Your business may offer goods or services that have a long sales cycle. If you’re a custom homebuilder for instance, you’re not going to sell a house to someone the first time they hit your website. As a matter of fact, you’re never going to sell a custom home online. But you can turn lookers into leads.
You want to engage the people visiting your site. You want to qualify visitors to find out how interested they really are. That may mean making them an offer for something of value to them (a white paper or special report that provides them with helpful information for making a decision). You want to get visitors to respond.
It’s great to use a variety of marketing tools to drive visitors to your website. Twitter, blogs, direct mail, QR codes, and a host of other activities can all play a role in getting people to your site. But once they arrive, don’t strand them on your home page. Make sure they know where to go to get the specific information they want. And get them to respond so that you can determine how you should move forward.
What are your biggest challenges when it comes to turning lookers into leads?
Blog Post Written by Spencer Powell
Spencer is the Inbound Marketing Director at TMR Direct. Spencer specializes in helping clients create and execute effective inbound marketing campaigns.