When businesses want more customers, they often think that they need to drive more traffic to their website. While that may be the case, it's not always what's preventing them from getting the results they want. Often, business websites receive plenty of traffic. However, the reason that traffic isn't turning into customers is because the website itself isn't properly optimized to generate leads.
In order for someone to give you their name, email address and any other personal information you may request, your website needs to accomplish several things. First, it needs to make them trust you. This can be accomplished by having a professional design and including elements like testimonials that show you're a legitimate business. Second, your website needs to provide a simple experience. If it takes too long to load or people have a hard time finding what they want, they're going to leave before taking any type of action. This factor is why it's so important to have clear navigation and prominently feature important elements on your homepage.
Finally, you have to pique their interest to the point where they want to take action. Since most people are tackling multiple things at once when they are on their computer, it should come as no surprise that grabbing their attention in this manner can be a challenge. Fortunately, there are several options that can help you accomplish this crucial goal. All of the options take the form of an offer. For some businesses, one of these offers will be the perfect fit. For others, they will actually get the best results from using two or three of the options in combination with each other. Let's take a look at each one:
Eliminate Risk: There are a lot of situations where you simply need an offer that can bring people into your sales cycle. The key to properly making this type of offer is to eliminate all obstacles. That's why something useful and completely free is the best way to go. Whether it's a whitepaper or free report, make it clear that anyone who gets it will benefit without taking on any type of risk.
The Extra Push: Chances are, there are plenty of people who visit your website and are almost ready to do business with you. However, before they actually become a paying customer, they just need one final push. The type of offer that can persuade something in this position is something like a free webinar. While it's more involved than the previous offer, its effectiveness will make it worth your time.
Provide an Upgrade: It's important to remember that people who have never done business with your company aren't the only potential source of leads. Your business can also benefit from existing customers who choose to upgrade to another product. It's also possible for potential customers to have one option in mind, but then be persuaded to go with another. The one thing you need to keep in mind about making this type of offer is while you want it to be attractive, you don't want to make your basic offering look like junk.
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Mon, April 2, 2012
by Brian Waraksa filed under