This article is the eleventh chapter in our Digital Marketing Blueprint. Our series includes Identifying Your Marketing Problem (Step #1), Understanding Why Digital Marketing Is the Solution (Step #2), Creating a Digital Marketing Budget for Your Business (Step #3), Getting to Know Your Audience (Step #4), Examining Your Key Messages (Step #5), Analyzing Your Existing Online Presence (Step #6), Creating a Keyword Strategy (Step #7), Optimizing Your Website (Step #8), Developing a Content Marketing Plan (Step #9), and Getting People to Your Website (Step #10). Additionally, you can download the full guide here for free!
Step #11: Converting Website Visitors into Leads
Getting traffic to your website is great, but that’s only the beginning! The goal is to utilize your site to turn those visitors into paying customers. How? By creating landing pages that are specifically designed to convert.
What Are Landing Pages?
A landing page is the first page a person lands on when they go to your website. Obviously, if they type in your URL, they will “land” on your homepage, but that doesn’t make your homepage a landing page. However, if you share a blog on social media and someone clicks on that link, the “landing page” is that specific blog.
When trying to convert visitors into customers, you can intentionally design landing pages that call them to fill out a form, provide their email address, download a white paper, or call your business. There are several things that every landing page should have—see the example below and then let’s discuss the details!
Tips for Creating Awesome Landing Pages
So, why is this landing page so great? First and foremost, it’s visually appealing. Second, there is a very clear and obvious call-to-action—we want whoever visits this page to fill out that contact form.
But let’s go a little deeper.
Grab Their Attention
The first step in creating an effective landing page is to grab the visitor’s attention by being clear and direct. The words you choose and the graphics you utilize should directly speak to your target audience. Assume you have only one second to capture their attention with an initial impression.
Ask yourself: How is your company the solution to a problem? How are you different than the competition? What are your unique selling points? Be brief and use powerful language that appeals to your ideal customer.
Provide testimonials from past customers who worked with your business. These might come from Google, Facebook, or other sources. In this part of your landing page, you can use everything from customer quotes to awards and certifications. The goal is to provide proof that others trust and value your company.
Include Clear Calls-to-Action
Finally, make sure you have a very clear call-to-action. What do you want them to do? Should they provide their email address? Fill out a contact form? Request a free quote? Remember, if you include a very long form, you’re going to lose a lot of prospects. Try to keep the information you request short, simple, and to the point.
Once you have their contact information, you should follow up quickly. In today’s digital society, they likely also completed a call-to-action process with one of your competitors. Typically, the first person to contact the prospect gets the deal.
Going Beyond Landing Pages for Business-to-Business Organizations
Another great way to supplement your conversion process is by capturing information from your website visitors, including those who do not fill out the form. If your company sells your products and services to other businesses, then you can do just that with Website Caller ID.
With Website Caller ID, you can gather a ton of information about businesses who are visiting your website, including the following:
- Business Name
- City and State
- Related LinkedIn Contacts
- Landing Page
- Time Spent on Each Page
- Exit Page
See the screenshots below for a real example of this platform.
By looking at this information, we know the name of the company, where they are located, the URL to their website, and the services they are interested in.
We can handle this data in two ways:
Our approach varies depending on the business and the preferences of the Marketing Consultant. For example, let’s say one of our sales guys meets with a company, and then later that day he notices they’re on our website looking at our case studies or portfolio. Maybe the sales guy then realizes he didn’t do the best job providing examples, so he reaches out and casually shares some reviews, case studies, and testimonies with the potential client.
We have seen our clients use this platform in many ways. It is important to note that it doesn’t track individuals, which means it only works for businesses.
If you’re intrigued by this platform and want to learn more, reach out! We would love to walk you through the dashboard and show you how it can improve your lead-capturing efforts for your business-to-business organization.
The Bottom Line
Once you get traffic to your website, you have to have an intentional plan to convert those visitors into solid leads.
This article is the eleventh chapter in our Digital Marketing Blueprint. Download the full guide here for free!