Editor’s Note: Jane Hurst is a business writer and regular OMI contributor. Today, she joins us to discuss how your company’s website can be optimized for lead generation.
Driving fresh traffic to your website is essential for getting new customers, and nowadays it’s vital for marketers to be strategic and creative when developing ways to build their client base.
As a further challenge, getting traffic is half the battle: afterwards, your site needs to be optimized to capture leads and turn them into sales. Otherwise, your visitors are meaningless statistics that won’t do anything for your business. If you are looking for ways to optimize your site for lead generation, here are some ideas to get you started.
Optimize at Every Step
Let’s say you are selling a rare kind of product. If someone has searched for the type of product you are selling and they end up on a blog post about it on your site, make sure that the post is linked to a relevant sales offer. This way you get to capitalize on the interest of incoming traffic and get more sales.
For instance, if your visitors are reading an article about a type of auto insurance policy, link to an offer for a deal on the auto insurance that you sell. You want to keep your visitors’ attention and get their business. Once they are thinking about a certain kind of item, they are never more likely to buy it: instead of waiting for them to browse your site further, make sure they can act immediately.
The moment someone visits your site, you can start to learn about how your conversion path works. If that path doesn’t take visitors where you want them to be, it is time to optimize that path to turn those leads into sales. The key is to keep giving visitors things to look at that they are interested in. If you can do this, then they are more likely to stay and come back for more down the road. If they really like what they see, they will recommend it to others, generating even more leads.
Use Thank-You Pages
A lot of marketers miss out on a big opportunity to deliver premium content to those who might be interested. Once visitors have submitted the form on your landing page and are taken to a thank-you page, include a link to informational content related to their purchase. This is an opportunity for you to suggest further offers that could be of interest. Never miss out on an opportunity to get more sales.
Send out an automatic thank-you email known as a “kickback email” after a transaction, and include more specific calls to action. Don’t go overboard and send daily emails. After a while, that approach will just land you in the spam folder. A good rule of thumb is not to send out offers more than once a week, and once every two weeks is considered a standard rate. This will keep you Go to the full article.
Source:: Online Marketing Institute