How to Convert Website Visitors into New Customers
Finding new customers should be the primary goal of any website.
It sounds simple, but in order to increase the number of leads you get from your business website, you need to convert more website browsers into interested customers who contact your business!
Unfortunately, this is where most businesses fail…
How Do You Capture More Leads?
The best way to capture leads from your website is by collecting the name and email address of your visitors. But you shouldn’t rely on people “signing up” to your newsletter.
Customers care very little about your business, and a lot about their problem.
Since most methods of capturing details require visitors to willingly give up their personal information, you need to make your offer as enticing as possible, to ignite the fire with your customers with an offer they can’t refuse! Leaving them to their own devices will unfortunately, leave you with no leads.
Knowing How People Use Your Website
We will assume that through your online marketing efforts you are already getting good visitor numbers to your website and that it ranks well in Google. After all, if visitors aren’t getting to your website, you won’t ever collect any leads.
Unfortunately, only about 10% of the people who make it your website are actually ready to make contact.
The other 90% are still on the fence and need a gentle push to take them further down the marketing funnel. So to increase conversions, you need to have the right offer in place to take the other 90% of visitors down a sales funnel and into qualified leads.
Primary and Secondary Offers
There are two types of offers that you should have on your website. One for the 10% who are ready to buy, and one for the 90% who aren’t.
The first, is the primary offer. This offer speaks to the 10% that already know what they want. They’ve made their decision to purchase and are looking for the right person to do the job. Those people are usually interested in price and reputation, so building trust and credibility is important.
The second type of offer is for the 90% who haven’t yet decided what they need. They are still in the research stage and much closer to the start of their buyer journey. To take these people from visitor to qualified lead, you will need a secondary offer that helps them find a solution to their problem, while also providing value and increasing the chances they’ll use you as their preferred supplier down the track.
But first, let’s focus on your primary offer.
Capture the 10% of Ready Buyers with Your Primary Offer
One mistake that many business owners make is trying to sell their service on their website. This is indicated by a lot of “we, we, we” in the text – it’s an old and outdated way to use a website and not at all effective in generating leads.
Instead, you should offer a “Free Consultation” or a “Complimentary Evaluation.” In other words, find a way to get your visitors to speak with you face-to-face. This type of “no risk” commitment alleviates the nerves in engaging a new business and it allows you the opportunity to upsell or address any reservations they might have in person.
Even visitors that already know what they want might hesitate to commit before getting a chance to speak with you directly. Therefore, your primary offer should take them very close to the end of their buyer journey but stop just short of closing the deal.
Use Secondary Offers To Convert the Remaining 90%
The majority of your visitors are simply gathering information.
Their main problem is that they don’t know what they need. In some cases, they don’t even know their problem is specifically. To connect with these visitors and turn them into qualified leads, you must give them what they need the most, and that’s information.
Your secondary off is the vehicle that moves a visitor from their first contact to trust and then engagement. It is an “ok, tell me more” as opposed to a full-blown “let’s do it.”
This small commitment is a lot less intimidating to them, especially if you offer high dollar products or services. It’s a bit like dating, you need to take a person out a few times before asking to put a ring on it!
How To Make a Kick-Ass Secondary Offer
Providing something of extreme value that you offer a visitor on your site in exchange for their email address is paramount.
Some ideas are as follows:
- Free PDF Guide
- A Video Tutorial
- How-To Guide
- Discount Codes
- Free Item / Consultation
- Attend a Seminar
It’s important that you don’t use your secondary offer as a chance to spruik your services to your customer, it MUST be customer focussed and help them get to the next stage of their buying cycle.
By educating them, you can convince them that your product or service is going to solve their problem. Once convinced, then they can take advantage of your primary offer.
While it’s not exactly rocket science, there is quite a bit of marketing psychology involved in creating up an offer that appeals to your clients needs and wants and also in the text you use to entice browsers to take your offer.
If you find that you need help creating offers for your website, or that your website needs some tweaks to better convert visitors, we can show you how.
Many of our clients consult with us on ways to market their companies online. We offer copywriting services, digital strategy and consult on how to update your website to capture more leads, of course we also build new websites too.