Currently, more than ever and want it or not, most of your business starts on the internet so it is interesting to know how to generate leads from your website.
Surely your buyer person begins their purchase process by searching the internet for information about the service and product that interests them. If they find your website, it is probably the first contact with the web designers and you should take the opportunity to offer what you are looking for.
For many years we see that many companies that do not guess how the process works, believe that a website is little more than an advertisement for your business, something static, which should work only, automatic and free. But the reality is that with work your Web designs services website can become the largest generator of potential customers for your company.
You must design your website so that it is oriented towards the objectives of your audience, think about why they arrive at your site, what they are looking for, where they arrive from and what they want to obtain, stop trying to design navigation routes aligned with your goal of getting potential customers.
Of course, to change the approach, it requires some adjustments to optimize your web page for the generation of potential customers and in this article you can see some actions that can help you make your website part of the process of generating contacts and clients, boosting your deal.
1. Establishes a process for generating sales opportunities
To know what actions to take when optimizing your website to generate opportunities, you must first understand the process. The starting point for the generation of potential customers begins when a visitor to your website interacts by clicking on a "call to action” or CTA (call to action) that you have on your online site.
Clicking on a CTA is a first conversion, they are elements that offer a path towards the navigation objective that your audience has and that is aligned with your business objective of capturing the information of that visitor. That call to action serves to direct your visitors to a "landing page" designed and oriented to achieve the next conversion of the visitor, here is a form that collects the contact information of the potential client. This page should offer you valuable content in exchange for your information, although it may also be a page to try to request more detail of some product information, request meetings or calls, etc.
When the visitor completes that form he is taken to a thank you page and completes the conversion. At this point we can offer you to continue the path to other conversion routes.
2. Create and drive your web page traffic.
You already know who your potential customers are and knowing the sources of traffic to your website is the first step in optimizing your company's online site. Knowing how your website currently works will allow you to evaluate where you should make the necessary changes to optimize the process.
Start with a basic review, a simple internal audit of what your digital marketing activities are:
· Email marketing: traffic generation through email web designers campaigns that direct recipients to information on the website.
· Online chat: traffic that may arise from visitors using chat conversations.
· Social networks: Visitors can start by viewing your posts on social networks on sites like Facebook, Instagram or LinkedIn and then visit your website for more information.
· Advertising on social networks and Google Ads: all the traffic you capture with the promotion of publications or direct offer ads.
· Blog: Article posts on your blog can be an excellent way to drive traffic to your website.
· Once you have identified the sources that generate traffic, you can begin to evaluate possible measures to try to improve the conversion of each of those channels.
Digital marketing requires an integration of several media: own, paid and earned, implement them correctly in the strategy, know the interactions of your audience in each of them and align them with the general business strategy, are the keys to developing a plan of successful action.
An example of analysis would be the following: if you see that most of your traffic comes from blog posts, you should use fresh content frequently to keep visitors interested and you should direct them, through calls to action, to landing pages of your website related to an offer of valuable content related to that post that indicates the audience's interest in something that topic. At that moment you are offering them something of value to them (a template, a cost calculator, an ebook, etc.).
3. Continuous improvement, optimization of the process of generating sales opportunities.
It is part of the digital culture, we have many more analysis data and it should serve us to establish a continuous improvement of the conversion processes of our audience, to help us in the objective of increasing the number of potential quality customers. If you have published a post on "How to improve warehouse logistics" and use the keyword "warehouse logistics".
It is possible that a user has reached your blog, having searched for "warehouse logistics" on the internet, is reading your article, where you have included a call to action that links to a landing page, with related value information with the subject. This landing page is where you offer the visitor a free e-book on "Resource Guide for the planning of warehouse logistics management". The visitor fills in the form to download it and the ebook is downloaded, you receive the data that is integrated into your CRM to be able to manage and work that opportunity.
A few days later, you can send an email offering the conversation with a consultant to receive a free audit of "warehouse logistics", something basic that allows you to continue to deepen your knowledge. This process is called "lead nurturing" or care of sales opportunities.
Knowing which was the source of the traffic, the keywords for which it arrived, what it has read and downloaded, you can evaluate the interests and even the phase of the purchase decision process of your visitors and you can adapt your business management to meet the needs of the contact achieved in the care process (lead nurturing).
The power of inbound marketing is the ability to track a client to better understand their needs, to be able to help them meet their knowledge objectives. Optimizing your website for the generation of opportunities means understanding who is visiting your website, what content you are interacting with, and then adapting your marketing approach to meet your needs and critical points.