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Website Conversion July 22nd, 2011
As the popularity of internet marketing grows, competition between business owners becomes ever more ferocious. What used to be a world dominated by door-to-door salesmen and print advertising, is now a place where the term “Google it” should practically be in the dictionary. Internet users are presented with a multitude of websites when they search for something online. You really only have 4 to 6 seconds to grab someone’s attention before they bounce off your website. Although it is important to drive as much traffic as possible, it’s just as important to engage visitors, as engagement leads to conversions. So what do we mean when we say conversion? In the case of internet marketing we are defining the goal of a website which is to generate a lead or make a sale online. How do you ensure that visitors will engage your site and generate leads for you?
Here are the top 5 elements that should be included on lead driven websites.
Time is limited, be sure to clearly define why you are in business, this will reassure visitors that your products and services are what they’re looking for. It’s important to make sure that your visitor does not have to search long and hard to find out who you are and what you can offer. Placing this information “above the fold” or in the top banner of the website will provoke interest (“above the fold” refers to the visible portion of a website before scrolling down).
This is the foundation for generating leads. Most business websites remember to include a ”contact us” page, however they often forget that people do not like to look around for information. Having quick contact forms and your phone number in the top right hand corner of every page can do two things for lead generation. First, it allows people to ask you a question or call you without having to leave the page they’re on. By placing this information on every page you reassure visitors that you can be contacted easily, thus encouraging them to call you of fill out your form. The more easily you can capture leads, the more opportunity you’ll have to close new business.
A sales funnel always appears in top banner of your homepage. By implementing a proper sales funnel you can improve your conversion rates many times over. Sales funnels help to limit the clickpath towards a conversion page. When a visitor lands on your homepage a sales funnel grabs their attention with in 4 to 6 seconds and helps to encourage engagement and generate leads. Make sure that you clearly define the clickpath you want that visitor to take. Offer them clickable buttons, clearly defined services, and strategically placed, compelling text.
Call to action buttons should always be included within the sales funnel. People love to click buttons so include buttons that lead visitors to a service or product information. A good call to action button can either open a quick contact form or guide a visitor to a page focused on lead generation. For example, effective call to action buttons encourage visitors to “learn more” or “view services.” Your call to action can also lead to buttons that open quick contact forms such as “schedule a free estimate.”
What sets you apart from your competition? Do you have a limited time offer that will intrigue a visitor to learn more? Do you hold specific accreditations that are required for you industry that will install trust with visitors? Are you holding a sale or offering discounts on products and services? These are all things you’ll want to include within your sales funnel. These offers and accreditations will intrigue and excite visitors and grab their attention quickly; remember that within 4 to 6 seconds of landing on your site users will ask themselves: “what’s in it for me?”
Including these 5 elements will help increase engagement and lead generation. A greater number of leads, means increased opportunity, which leads to more business! Generating a lead or making a sale online is the overall goal of most business websites, so make sure you include these elements in order to maximize your opportunities!