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Date: October 13th 2008
Author: Ali Kanchwala
For many of us, a website that provides concrete results is one that generates quality leads resulting in increased sales. Generating leads through your website can basically be broken down into two basic steps:
To generate leads from your website, the first and foremost thing you have to do is to get visitors to your website via search engines, referrals, online advertising or other offline marketing and promotions.
There are many ways to attract people to your website: search engine optimization (SEO), pay-per-click (PPC) advertising, cost-per-lead (CPL) advertising, banner ads, link ads, affiliate programs, link baits, etc.
Once visitors arrive at your site, generating leads can occur in a variety of different forms. Visitors may:
What exactly do visitors look for when they arrive on your website? If you know the answer to this, then turning more of those visitors into leads will be quite easy. However figuring this out can be quite tricky. Trying to speculate on an answer is probably a bad idea, and so the best thing to do would be to ask your current customers/clients why they do business with you, what do they like about your services or products and whether if they have any concerns or uncertainty.
If you already have a website, looking at website statistics can be quite beneficial. From here you can learn which of your pages are popular? What keywords were used to find your website? Or even from which countries are visitors arriving at your website? All of this can help to identify what visitors to your website are mostly interested in. However to ensure that these stats are accurate you website needs to be properly organized, so that your potential customers may find it ease in finding the information that’s important to them.
Once you find out what exactly your customers are looking for, you need to make sure that your content is based around these findings. Being clear about what your business is about and who your customers are will help generate the right type of leads and help to reduce unqualified leads that would otherwise just waste your time.
Every time you generate a new lead, your website has met an important objective in the sales process. Now to see if the return on your investment is adequate, you will need to measure the results. This is a very important step in determining the success of your website and most often it is either overlooked or skipped.
Measuring results for leads on your website can be quite simple, using your website statistics, either from your web host or from a software provider; you can determine the number of visitors to your website that performed actions such as viewing certain sections of your website, read articles, or even used your contact form. However you should be cautious while using these measuring tools. Once you have overviewed some of these statistics, look at the number of leads that were generated from each type of activity and then calculate which proportion of each activity actually resulted in sales. This will help you identify which activities are working for you, and you can then concentrate more on those specific activities.
If you need help analyzing your website statistics to measure lead generation, or need help in figuring out exactly where to start, give us a call at 416-587-5172 or use our contact form and we will be more than happy to point you in the right direction. Additionally if your website simply is not generating enough leads, contact us and will help you with some new designs or interactions that you can test.
