As a business owner, you probably would agree with me that nearly 100% of your current and future customers are on the web. In fact, I’d argue that not only are nearly 100% of your customers and prospects on the web, but an overwhelming majority of them access the web, in some form or fashion, via a mobile device. And when I say “mobile” I mean anything from a smartphone such as an iPhone, to a tablet like the iPad.
Knowing this, it’s a no brainer that you’d have a website online for your business. And you may even have a mobile site for your business as well. But let me ask you, are you happy with the amount of traffic your website is generating each month? And with the traffic you are currently generating, are you happy with the amount of leads and sales that are being generating from this traffic?
Turning your website into a lead generating and sales converting machine\
I often attribute a business website that isn’t generating any traffic, leads, or sales to a fisherman who’s on a boat in the middle of the ocean with a hook in the water that doesn’t have any bait on it. Without any bait on the hook, you can’t ever expect to catch fish.
Here’s where I want to dive deeper into the concept of leveraging your website to generate leads and sales for your business. Notice I didn’t say “how to leverage your website to generate more like on Facebook, or more followers on Twitter.” These social media platforms are great in their own right. But you have to keep the right perspective on your website, and your web traffic.
The most important thing to any business is generating leads and sales – period.
Let me share with you 3 things your website needs in order to make this a reality for your business.
#1: Produce content to generate targeted traffic from Google
In a lot of ways, the online marketers who will thrive and succeed on the web today are the ones who really “get it” when it comes to content marketing. And ones who “get it” realize that they have to be producing outstanding content that teaches, informs, and answers questions. By publishing content that provides valuable information, or content that answers questions, people will immediately connect with your brand and trust your business. And not only with people trust you, but so will Google. In so many ways, Google’s algorithm is a lot like a human being. Especially in the sense of sniffing out garbage content that’s designed to sell, advertise, and promote.
Folks, Google (and your potential customers) absolutely hate being sold to. What people want to read is content that provides answers to their burning questions, or educates them on new ways to use a product, or articles that compares products and services so they can make informed decisions on which to purchase. If you produce this type of content, I can assure you that Google, and your prospects, will reward you.
#2: Lead generation done right
Now that you are producing great, informative content that your readers can’t get enough of, and traffic growth is exploding on your website, it’s now time to start capturing this traffic and adding them to your email marketing list. I call this the top of the funnel lead generation. Basically, the majority of the visitors to your website are brand new visitors – people who have never been to your site before. And if these new visitors are arriving on your website by searching in Google for keyword phrases that are relevant to your products and services, this means the visitors to your website are extremely valuable!
Every business website, whether you sell a product or service, needs to have a lead generation element in place that allows you to capture names and emails from visitors. You do this by offering something for free that actually educates, informs, or otherwise provides value to your visitor. And when they enter their information, your system can instantly give them whatever you were promoting.
When a new visitor enters their information, their name and email goes immediately to a customer database system where you are collecting names and emails for future follow ups. The people who are entering their names and emails would be, what I consider, high quality leads. After all, these people first landed on your website by searching in Google for keyword phrases that are related to your products and services. This alone makes the visitor extremely high quality. But then if that visitor takes the additional step of filling out a form to get more information form you, then their value just went through the roof!
The best way to generate leads from your website visitors is to simply integrate a lead generation system that captures names and emails in exchange for something you are giving away for free. And you need to make this free give away element prominent on your website like at the top and to the left as this is where the majority of visitors look first for content.
#3: Sales conversion made easy
Now that we are driving super high quality traffic to your website that’s increasing over time, and your visitors are compelled to fill out your form to accept your amazing free offer, it’s now time to close to loop by generating sales. At the end of the day, sales matter more than anything else you do in your business. Sales are what allows you to make payroll each week, put food on your table, and invest more into your business to grow, thrive, and prosper.
You may have heard the saying that the money is in the list. This saying has been around since the early days of the web, but it holds true today more than ever before. Your list is what grows as more and more people fill out your form to grab your free offer. The list, as I mentioned above, is made of super high quality prospects for your business, products, and services.
One of the best ways to work your list and lead people down the funnel and into a sale is by communicating with them on a regular basis. And by communication, I mean sending out a simple email. This can take the form of something as simple as your latest blog post to a drawing for a free iPad. It doesn’t necessarily matter what the emails to your list consist of. What does matter is that you are communicating and staying in touch with your email list.
As more and more people get added to your list, you have more opportunities to build your brand and reach out to that list with your products and services. After all, this list is now made up of people who searched for your business, products, or services on Google, and then took the additional step to request more information from you.
Finally, consistency is key with it comes to communicating with your list and leading people to sales. This means sending out information to your list on a regular basis. And trickled throughout your regular emails, make sure to include your sales pitch as well – just don’t go overboard with the selling.
So what about you? Have you implemented any strategies into your website that are generating leads and sales? Or do you have any questions about?
We’d love to hear your thoughts…