It’s what we all want from our websites and digital marketing investments: viable business leads, higher sales and maximized profits. But how do we get there?
The first step is to build a great website. Then get visitors to that site. Then get those visitors engaged in what you have to say. Then… well, unfortunately this is where we find a lot of businesses falter. The next part of the process is probably the most critical: Get those website visitors to convert into viable leads and customers.
We find a lot of websites that have terrific, highly interesting and engaging content. But after reading that great content, potential customers are left to fend for themselves. There’s no direction as to what to do next, no clearly defined “next steps” to take. And so those visitors flounder through your website, clicking through your website menu looking for more of what interests them… until they don’t find it and move on to the next website. You’ve lost a potential client simply because you did not tell that visitor what to do next.
Lead Generation Through Effective Calls to Action (CTAs)
That’s right! All it takes to keep that visitor engaged and moving through your carefully constructed content funnel is effective use of targeted calls to action. These can be in the form of text links within your page content, image links to encourage visitors to check out additional services, requests to complete a contact form or quote request form, carefully worded buttons asking visitors to sign up for your newsletter, or make a donation, or become a volunteer, or order a sign with your company logo to put in their front yard. (Wouldn’t that be nice?) Seriously, though, no matter what the action is, if you don’t tell your visitors what to do next, you’re sure to lose them.
So let’s go back to that first step: Build a great website. It’s not as easy as you might think. A great website is not one that’s highly pleasing to the eye (although it sure helps!), but one that is optimized for all the devices your customers are using to view the web, and that routinely funnels its visitors into taking the pre-determined actions that will ultimately allow them to become your customer. It takes planning. It takes strategy. It takes commitment to user testing. And in the end, it takes your business to the next level.
Make sense? Read more about our fully mobile-responsive website design and customer conversion consulting services and how they can take your website to the next level of improved lead generation and sales.