Is your website “capturing” your visitors?
Twelve years ago when I began building websites the goal in business was to get the phone to ring or to have the person walk in the door of your business. Most advertising was done through print, and therefore expensive.
Most businesses weren’t capturing a persons’ details unless they bought from them. They would hang up the phone or bid farewell to the potential customer without getting a sale and without gathering their contact details. Thus, giving them no way of staying front of mind and converting that enquiry into a sale. The worst part is, it’s still happening today, only now it’s online.
When people come to your website they have found you because they were searching for something specific, a service or product that you provide. No one has time to just randomly look at websites all day for no reason, so that means that every single person is a potential customer.
Does your website currently capture their contact information, even if they don’t purchase from you immediately? Most don’t!
This is the same as a potential customer taking the time to drive to your physical shop, walk in, talk with you, and then leave. Businesses everywhere are letting potential customers ‘walk out the door’ and it’s costing them dearly.
So, if you have a website without a lead capture on it then you might as well not have a website at all.
Recently we had a client who had a shop on her website but wasn’t gathering people’s information through a capture. Her sales were doing alright because she had a niche market but she came to us to make them better. We added a lead capture on her website because her marketing was delivering traffic but the conversion rate was low. Within two months her sales had increased by 18 per cent. She was wrapt and couldn’t believe how simple the solution was.
So, what is a lead capture?
It’s an enticing offer on your website of a relevant product or service in exchange for the visitors contact information. It’s also the gateway to building a relationship with your client, or what some call, getting them onto your mailing list but we will talk more about that in my next article. For now, let’s focus on what makes a successful lead capture:
- Excellent design – A clear call to action (telling the user what to do to receive their gift) with a captivating heading and the benefit they will receive in exchange for their name and email.
- It has to be relevant – There’s no point offering something your potential customer doesn’t need. Put yourself in their shoes and give them something that will answer one of their burning questions.
- Make it valuable – With so many people these days offering the opportunity to join their newsletter mailing list, our emails are full of useless information. Make what you are offering, something that will be valuable to your potential customer, something they will be looking forward to receiving.
- Be consistent – Your lead capture and what you send out to those who sign up for it, needs to be consistent with your branding and what problem they are wanting to solve.
- Use it – There’s no point having a lead capture on your website if you never use it. Keep front of mind with your potential customers by keeping in touch with them regularly with valuable offers, products or information. It’s not annoying to them, if it’s valuable.
One of the biggest excuses I hear from people as to why they don’t have a lead capture on their website is because they don’t want to annoy their potential customers. The truth is, you wont be annoying if you are providing something of value. I look forward to receiving the information from those who I have signed up for because it’s valuable to me. Know your customers and what problem they are trying to solve and then help them with it.
If you are serious about growing your business, and let’s face it, who isn’t, then don’t waste your time or money getting a new website if you aren’t going to have a lead capture on it to capture the details of your visitors.
Remember, these visitors are looking for the solution you provide, that’s why they’re there in the first place.
About the contributor:
Clark Marshall has been tinkering with computers since he was given his first Apple 2C at the age of ten. He transitioned into building customised websites over twelve years ago at the request of a friend and now owns and runs the Blue Dog Digital Marketing agency with his fiancé Tegan. Website: www.bluedogdiywebsites.com.au