By quite a long way, the cost of getting a visitor to your website is the highest cost you will face in digital marketing. Whether that’s SEO, Google Ads, or social media ads.
Investing in a quality Lead Generating Website will allow you to maximise your return on investment (ROI) on any traffic related spend by increasing the number website visitors that turn into paying clients.
To understand why such a website is important, I discuss three of the most common mistakes most businesses make with their websites.
Failure Point #1 – Information Driven Websites
When was the last time you responded to a brochure? Most websites fail for the same reasons a brochure does. There is no urgency and there is no real value being offered. Essentially you’re putting something in front of someone, hoping that they are ready to buy.
Websites, like regular brick and mortar stores, are about emotion. A good website will connect to the audience with a clear story that resonates with them, and follow that up with a strong call to action. If you get this formula right, then you can maximise the number of clients you’re getting from your traffic. Tools like SEO and Google Ads can then become really powerful. They become your taps to signing up new clients. Turn them on when you need more, turn them off when you don’t.
Until your website can successfully convert visitors into clients, anything you spend on getting more traffic to your website is going to be money down the drain.
Failure Point #2 – Weak Call to Action
If you have a call to action, I’m going to take a guess it’s a simple ‘contact us’ button that takes your website visitor to a contact us page, that then asks them to fill out and submit a form?
This is another failure point for most websites. Did you know that close to 99% of people visiting your website are not ready to make a purchasing decision just yet, and those that are, are generally shopping around on price (not your ideal client). If you can’t capture your ideal clients contact details then and there, they will leave and are likely to never return.
A good website will have a strong call to action (or three Power Offers), specifically designed for the perfect client. This may be a highly valuable and free e-book, discount voucher, industry report, or case study. It’s something that meets the prospects immediate need and is strong enough for them to give up their email address or phone number to get it.
This is where the magic really starts. Unfortunately, this is where most websites drop the ball, and leads me to failure point number three.
Failure Point #3 – Dormant leads
You’ve just done all the hard work and managed to capture a quality lead. So what do you do with it?
For many, it’s a quick email responding to their enquiry. Perhaps the customer responds, perhaps they don’t. If the customer is shopping around then maybe you’re already too late. You could follow up again with a second or third email, but who has the time for that right? Maybe you jumped on the front foot and gave them a call, only to spend a few days playing phone tag.
Next you drop them into your monthly newsletter email list, again hoping that dropping an informational email into their inbox will prompt them into taking action (hint: it won’t).
With modern CRM’s and clever social media advertising, nurturing your prospects has never been easier. For peanuts you could continuously provide all your prospects tons of value via email, SMS and social media, all on autopilot, with each touch point building your credibility, building trust, and edging them closer to becoming a high value client.
At the end of the day it’s all about the numbers. As a business owner I’m sure you’d already know that the cost of retaining a client is tiny compared to the cost of finding a new one. Your website is no different.
A successful website will maximise the conversions from visitor to client, and it employs three key components to achieve it.
The first is that the website educates and provides value to its visitors. It connects to them on a personal level through stories and doesn’t focus on just supplying information.
The second is that it has a strong call to action. Something that provides immediate value to the visitor and leaves them wanting more.
The third is that it continues to engage visitors long after they have left the website. A person generally needs multiple touch points with a business before they make a decision to buy.
If you’re looking to boost the number of clients you’re converting from your website and/or you’re looking to increase the ROI on your digital marketing spend, get in touch with us today to see how a Lead Generating Website might work for you.