Few days back, I was having this conversation with a gentleman who runs a printing business. He was saying that initially, he targeted the local market to build up his client base. When this boosted his confidence he decided to take the plunge to expand his business horizons. He hired a web designing company who did a great job in creating a professional website for his business, with well-written content and on-page optimization.
To his utter dismay though, he soon found out that what he planned to achieve with the website is not really happening in practicality. The website is not generating enough leads to business. Naturally the conversion rate is even more dismal! Now he is totally frustrated and believes that he has invested in a failed venture. His website status is something like this right now:
Yes, this is really frustrating. Many small or medium business owners experience similar disappointment when they pin their hopes on a miracle. While it’s natural to create website with a dream, a plan to boost sales and revenue figures, problems arise and dream shatters when you fail to implement some basic measures.
The solution lies in these five simple yet significant online marketing lead generation methods, which can be followed to turn your non-functional website into a lead-generating machine.
Find Your Niche Market to Pitch the Product
Most entrepreneurs commit this mistake i.e. falling into the trap of ‘all over the map’. In order to get quick business, many portray themselves as capable of doing anything and everything. Remember, even biggies like Walmart, Nike, or Tiffany had to define their niches to appeal to the right group of buyers. So the faster you learn to create (and not ‘find!’) your niche market, the better.
Let’s take the instance of printing business, which is mentioned in the beginning. Suppose the owner is focusing on business/office printing. Then he can be sure of higher business leads by tailoring his site to appeal to that specific category of customers.
Here are some companies that have become popular by defining their niches; so why not you!
Use Web Pages to Convey Your Exact Intentions
Many might find this heading confusing. After all, every web page is designed with the ulterior intention, i.e. to offer information about the business. True, but the problem arises when the web page fails to communicate its exact intention to the visitors. Most business owners still believe that visitors will willingly read the content of their websites and dutifully click on the ‘Buy’ button to contribute to their revenue growth!
In today’s era of inbound marketing, your web page should be designed such that it demonstrates value to your site visitors. Again, I am referring to the printing business as mentioned in the beginning. Suppose the owner invests in a latest 3D printing machine with an objective to generate additional streams of revenue. Will it be enough if he simply adds a new page to the website stating the machine features and technicalities?
The strategy may work, but he can divert more leads to business by showing value to his customers. For instance, if the webpage explains how businesses can save time and money by shifting to 3D printing, and that too with some real figures, that is bound to draw attention. He can upload videos to demonstrate the machine’s efficiency and output rate. In simple words, he needs to master the art of ‘No-pitch’ promotion.
Focus on Design Layouts That Actually Convert
If you are hiring a web page developer then make sure he provides you with different design layouts for testing purpose. This is needed to find out which web pages are providing better conversion and which pages have a high bounce rate. It might seem an uphill task in the beginning when all you want is to get your website up and running. Remember this one exercise can truly improve conversion rate at a later stage. Here is an industry-wise breakup of average website conversion rate:
Don’t Let Go Of Casual Visitors
Suppose a user visits your site to check a product and then leaves without buying it. Don’t worry because 98% of first visits don’t convert. With re-targeting technology you can easily re-target these casual visitors whenever they search product/services relevant to your business.
Investing in retargeting optimization tool is a wise choice as it helps divert your adverts towards users who already know about your business. However the tool effectively increases conversion rate when smartly blended with your inbound and outbound marketing strategies.
This is how retargeting works
Make Friendship with Social Media
Having a website is not enough if you are not promoting it through social media. There are many interesting ways to unleash the power of social media like running polls and referral programs, sharing fun facts, posting great blogs, offering deals and discounts, providing access to useful links and so on. Whatever social media strategies you adopt make sure these contribute to lead generation.
Now that you have basic idea about how to increase website conversion rate, try implementing these conversion marketing strategies.
It’s assured that that you will start getting qualified leads within next 2-3 months which will take your business to the next level of success!