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A frequent comment/concern I hear from small business owners who have had a website for some time, is that they donÂ’t seem to receive many leads, calls or sales as a direct result of the site.
This is a function of many factors:
1. The amount of targeted traffic coming to the site. It is easy to get tons of hits to a webpage, but are they moderately interested in what you sell?
2. The content of the webpage – is it compelling enough to make a prospect want to take action?
3. Is there some form of low-risk offer on the page – e.g. free report download, coupon download, free consultation etc. or similar? Most sites include contact information such as phone or email, but no offer.
4. Are you tracking the results of the lead/sale generation back to the website – e.g. Google AdWords conversion stats or Google Analytics?
5. Are you following up with leads that take an action on your site, and give you their contact information? These warm prospects might not be ready to buy right now, but they are still probably in ‘decision making mode’ and will buy in the next few days/weeks. You need to make sure that they buy from you!
All of the above factors need to be working in concert with each other – think of the website lead generation system as a funnel – each part of the funnel has the ability to convert more prospects into leads/sales which gives a multiplication factor on the end result:
*Traffic generation (100 visitors/day) 100 prospects
*Prospects visiting website who take action (10%) 10 leads
*Prospects who are followed up with who close (10%) > 1 sale
So, for an example business, the above internet marketing system is converting 100 web visitors into 1 actual sale.
Now, consider, if we improve the amount of traffic to our site – let’s say we can double the amount of targeted traffic – so 200 visitors/day.
LetÂ’s also say that we create a more compelling webpage and that, as a result, we are able to convert 20% of visitors to leads.
Finally, consider if we could follow up with a more enticing offer and we were able to convert 20% of our leads into sales. Now, letÂ’s see the end result:
*Traffic generation (200 visitors/day) 200 prospects
*Prospects visiting website who take action (20%) 40 leads
*Prospects who are followed up with who close (20%) > 8 sales
So, you can see by improving each part of the system, we ended up with 8x the sales – it is not difficult to make these improvements to most businesses online marketing systems. By implementing a series of changes to your internet marketing strategy, you should be able to see exponential improvements to your bottom line.