Website visitors want more than just information. They want a reason to ask a question, sign up for a newsletter, or purchase your product. So, how do you get them to stop skimming and dive right in? Let’s take a look at 10 ways to turn your site visitors into leads.
1. Improve your Web Copy
As with all great web copy, it’s important to cut the fat and stick to the facts. Visitors need to know how your service or product is going to meet their need or want. Content that’s engaging, interactive, and well-written will grab the reader’s attention. So how do you know if your web copy is good? Here are some of the basics of good web copywriting: Make your copy short and sweet. Talk to your target audience. Don’t use marketing jargon like ‘we have an amazing product’ or ‘we’ve had amazing results’.
2. It's About the Customer
Everyone wants to know, “What do I get out of this?” The customer may be looking for a solution to a problem, or they may be looking to buy a product but need convincing that it’s a good investment. Your objective here is to show them the solution. Instead of focusing on the features of your product or service, tell them the benefits. The features don’t solve their problem or sell your product, but the benefits do.
3. Be Approachable
Engage the customer and encourage them to click through to your newsletter link or make a purchase by using an active and friendly tone of voice. An active tone of voice is energetic, friendly, and, ultimately, more personal.
4. Trust is a factor
5. Look professional
Nearly 50% of website sales fail because the website doesn’t pass the customer’s trust test. An unprofessional website design makes the customer feel uncomfortable and gives the impression that you’re not reliable. Goodbye, sale.
6. Make an offer
Give the customer a gift they won't be able to refuse. Offer them a free information pack or a collection of articles. For instance:
7. Position yourself
Tell the client what makes you unique and stand out from the crowd. Why would they want to work with you? For instance, my status as a writer is diverse and I can write in all mediums. This is what makes me unique because some writers love to write copy but hate to write proposals, or they’ll write a sales speech but won’t write a sales handbook. Stand up for something and let them know.
Provide a reason for the customer to complete a form or subscribe to a newsletter as a means of continuing to engage with you. After you’ve obtained their consent to contact you, you can begin to provide tools, information and benefits to keep them engaged with you. For example, you may be sending them information packages or keeping them informed of special offers. Whatever the case, getting them to register will increase your chances of a lead.
9. Maintain loyalty
There are many ways to build and sustain customer loyalty. One of the most significant is by delivering on your promises. Do you have a long-lasting product that comes with free shipping? Or do you have a solid service that comes with a money-back guarantee? If you make a promise and keep it, your customer will keep it. Everyone loves to be appreciated, and appreciation builds loyalty.
10. Track it
Keep track of what your customers are searching for. How did they find your information or product? How did they get to you? What search terms did they use to find you? What did they like about you? What distracted them? Your customer is your best measure of success. Use it.