Conversion First, Traffic Second

Every couple traffic-jamweeks a client calls us asking us to help generate more traffic to their website. In many cases they do have a need for additional traffic but the larger goal is to generate more sales leads. In some cases they are making the shift to CS from another firm who claimed to specialize in SEO, social media or Adwords.

The risk any organization runs when you start spending budget on generating traffics is throwing bad money at the wrong traffic or even worse, getting the traffic but not getting the lead. Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information.

At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like ebooks, infographics, or fact sheets.

We recommend making sure our clients get their conversion path in order prior to spending much investment on traffic generation efforts. Elements within this might include:

Calls-to-Action
Elements or buttons like “Download a fact sheet” or “Attend a Webinar” can be a powerful tool to begin pushing prospects through the conversion funnel. If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate any leads.

Landing Pages
When a website visitor clicks on a call-to-action, they should then be sent to a landing page. Read that again…a landing page. Not your generic contact form! A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. Keep it a the bare minimum and make sure to list your phone number there as well in case they don’t want to complete a form or have an urgent need.

Forms
Optimize your form to make this step of the conversion process as easy as possible. Simplify the questions you ask them and pay attention to disability compliance such as color blindness or screen readers. You will want to purchase a tool specializing in form optimization to do this. Feel free to contact us for a list of possible solutions that fit your organization.

Contacts / CRM
If you have a CRM or marketing automation tool start lead scoring specific target groups or customers based on which conversion link they clicked. Then use that information to provide them with that type of content that they find valuable. Don’t overdo it though because they can quickly become enemies if they feel marketed to.

Once you’ve done these three things, now you are ready to start turning up the heat on traffic generation and watch the leads pour in.

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