How to Turn Website Visitors into Leads

You’ve implemented several traffic driving techniques and you’re starting to see the results. But you’re still not getting leads? You could be missing a step in the marketing process to turn those visitors into customers.

This is where the conversion process (turning visitors into potential new business) comes into play. The conversion process is a 3-step process that allows marketers to gather information from a visitor in exchange for a promotion that offers something of value to the lead.

Let’s take a look at each of these three steps:

Step 1: Use Calls to Actions

A call to action is a button or link that promotes an offer and brings the viewer to a landing page. These are often action oriented, prompting users to “click”, “sign up”, or “download” a promotion or offer in exchange for their information (typically name, email and phone number to start). These actions are consistent with the page they are on, both visually and topically. 

Calls to action are often found near the end of blog posts. More often than not, the call to action relates to the topic being discussed within the blog post. For example, a financial planner may post a blog regarding personal budgeting. They may place a call to action for a downloadable budget worksheet or a free e-book regarding personal finance within the blog post.

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After clicking on a call to action, it would take you to a landing page, the next step in the conversion process. 

Step 2: Push to Landing Pages

The landing page is a web page that allows you to explain an offer clearly while also expressing the value of an offer to visitors in hopes of getting them to download. The landing page should have an image or a quick video that helps capture the attention of viewers. The most important part of the landing page is the information form. In exchange for the information asked on the form, the viewer will receive the promotion being offered.

The information form is the “gate” to the promotion being offered to the visitor. This allows your business to collect their information and add it to your customer database.

Forms should ask questions that help easily segment your leads. For example, if you’re looking for leads within California, placing a “State” section would be an easy way to filter out anybody not within that area. Similarly, if you’re looking to work with business owners, you can have a section that asks the lead to choose which profession fits them best.

When creating form fields that have several different options, like location or country, it’s a good idea to create limited input options to make sure your leads are all utilizing the same language. One person could interpret the “State” section as the state’s full name: California, or the abbreviation: CA. By doing this, these two leads would be organized into two different segments, despite the fact that they are from the same state. Creating a list of limited answers is an easy way to make sure that people fill out the form in a way that accurately represents the information that you need. 

Step 3: Thank You Pages 

A thank you page is the page where the visitor receives the expected content or offer after submitting their information. The thank you page is a great way to try and keep them on the site by offering additional educational content, another CTA to a subsequent offer or a link back to the home page. Many thank you pages also include social options, like a share or follow button that allows the user to join your social media community.

There are several different ways to utilize your thank you page to try and expand your reach. Utilizing a referral program is a great way to try and incentivize other people to share your content. Thanking them for their download, and then offering another promotion once they share with a friend is a success for all parties involved.

More Focused Marketing Efforts

The conversion process is an absolutely necessary step to transforming visitors into qualified leads. Without this process, it’s difficult to track what kind of people are viewing your product and how to reach out to them to them later in the sales process. Gathering this information about your customer is the best way to find out more information about them to personalize marketing efforts for them later on.

About the Author: Sarah Laoyan

Sarah Laoyan

Sarah is the Marketing Coordinator at 41 Orange. She recently graduated from San Diego State University with a degree in Journalism, with an emphasis in advertising.

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