A business website is often considered a way to lure potential customers, and it is. But your website is more than a marketing tool: it can be one of your most reliable sales reps. It’s working 24/7 to capture leads and convince them to convert. In other words, your website has to pull triple duty: attracting visitors, nurturing leads, and driving prospects down the sales funnel. First things first: how do you convert website visitors into leads?
Craft a Compelling Headline
When browsing the web, most people don’t read material in detail. They skim content to get a sense of what’s on the page, then decide whether or not to read further. Sometimes, they don’t read the body copy at all: they read the headlines and call-to-action (CTA) buttons, then either take an action or leave.
That means that your headline has to immediately grab their attention and communicate your key offering. A generic heading such as “Welcome to our website” will convert no one. Focus on the value you provide or what prospects can expect from your business. The best headlines capture benefit, tone, and description in one fell swoop.
Use a Lead Magnet
A lead magnet is designed to do just what it says: it attracts visitors and collects their information, effectively converting them into a lead. Common lead magnets include e-books, infographics, worksheets, and webinar signups. The power of a lead magnet lies in its appeal to otherwise “cold” prospects. The idea is that most people won’t hand over their information unless they can obtain something value in return.
Your lead magnet should tap into your target audience’s key interests and pain points without solving the problem for them. After all, you want them to come back and give you business! By providing them a taste of what your business offers, you encourage a positive customer relationship. Then, you can follow up with the leads to further nurture them into your funnel.
Clarify What You Offer
Make no mistake: any prospect who is confused by your website will not convert. They will abandon your site, and it will be that much harder to get them back. Consider what your website visitors experience when they land on your site. Remember, they’re not familiar with it, as you are. Is there a clear path toward your desired conversion? Do prospects understand what they’re signing up for?
Work with your web designer to minimize clutter on your website and drive visitors’ attention toward conversion. This can be done by removing extra information from around the CTA button, using concise copy in a large font in your headings, and maintaining lots of white space in the page layout. Above all else, ensure that your leads know what they are signing up for. For example, the button to download your lead magnet should clearly identify what they’ll get.
To create a high-converting website, start from the understanding that your website is more than a digital storefront. It can pitch your business’s value to prospects and give them a sense of how they’d benefit by hiring you. With careful design and clear web copy, you can encourage visitors to take action on your site and start moving toward a customer relationship with you.