But if you don’t know what role that is, it’s time to re-evaluate how your website is utilized.
Your website can be uniquely positioned to be a sales machine. By implementing lead generation techniques, your website can constantly bring new sales leads into the sales funnel and make all the difference between missing or hitting your revenue goals.
Calls to action.
Ultimately, you want users to act a certain way when they visit your site. Use calls to action to tell the visitor exactly where you want them to click, creating a clearly defined pathway of action. Depending on your goals, feature items like free trials, forms, quote or service requests, webinars or case studies to encourage action.
Down the sales funnel.
It is estimated that only 5 percent of traffic is ready to buy when they visit a website. That means everyone else is either an unaware or interested buyers, but has yet to make a decision. Create something of value to offer (great content is a start), engage your customers, give them reasons to come back and interact with them to establish relationships. Soon, visitors will be back as customers.
It’s one thing getting traffic to your site. But what then? Getting a conversion – like a phone number, email or form submission – is the name of the game. There are many ways your website can be designed with this in mind, but it should be designed with conversion as the end game.
Capturing the leads.
Optimize for mobile.
If you haven’t already invested in a mobile-optimized website, do it now. Studies suggest mobile web traffic is up 78 percent since last year, as 24 percent of overall web traffic comes from mobile devices. It’s not longer an option to ignore mobile users who are looking for information on your business – from product and service information to a click-to-call number or integrated map.
Search engine authority.
None of the features or elements of your website will matter much without traffic. How your website appears in search engines and where it ranks will drive consistent traffic. For long-term results, utilize search engine optimization (SEO) for a high-performing website.