Turn your business website into a lead capture machine

If you’re a business owner, a question worth asking is: what’s the best way to capture website traffic and turn it into email leads?

This is called lead generation or lead capture, a journey that is triggered when a visitor to your website clicks on a call to action (CTA) on one of your pages.

This CTA leads them to a landing page, which includes a form that collects their contact information.

Once the visitor has completed and submitted the form, voila! You’ve submitted a lead, an expression of interest, and perhaps an intent, which you can export into your CRM system for your sales team to follow up on.

Email addresses are like gas in the tank or charge for your electric vehicle – they’re the fuel for your business and the most effective marketing channel (no, it’s not TikTok). Here are four ways to optimize the lead capture process:

1. Do an audit

The word “audit” usually generates a big yawn, but the reality is that some of your pages can be great lead generators and you don’t even realize it.

This is why it is considered a productive exercise to do an audit of the current state of your lead generation. In Google Analytics you can easily find where most of your online traffic and reach comes from, i.e. your lead generators:

  • Advertising by e-mail
  • Social networks
  • Live chat
  • Blog posts

Based on the results, you can determine which areas need a little TLC.

2. Examine High Traffic Pages

Once you’ve identified where your traffic is coming from, be sure to pay attention to the pages visitors land on. Reward their interest with relevant content.

For example, if most of your potential leads come to your website from Instagram, refresh the pages they visit and keep them engaged, perhaps with visually oriented IG-like content.

Pages that drive mountains of traffic should lead to longer, high-value content that visitors can access through forms — via a START CTA button, for example — to capture their contact information.

3. Measure, measure

Test the performance of your existing lead generators using a tool like Website binderwhich evaluates your landing pages and calls to action.

Mastering Conversion Rates (CVR) helps, and it’s not beyond the reach of the average Joe or Josephine. In other words, what percentage of visitors fill out forms? Two email addresses of 100 visitors get a CVR of 2% (not bad!), while five email addresses of 100 visitors get a CVR of 5% (outstanding, a real bell ringer).

Why did one page convert more than the other? Figure it out and optimize the underperforming page accordingly.

4. Generate targeted leads to your site

Of course, you can take advantage of a media partnership, an entity like Schneps Media, for example, who has done much of the lead generation for you and can set up a dedicated email campaign for you.

Additionally, a media partner can help you set up banner ads and sponsored content, two great ways to drive convertible traffic to your website.

If you don’t trust your tech expertise, you might get better results from someone who knows about lead capture analysis and strategy, like Schneps Media. Our team will be happy to help you with this, as well as with your overall digital strategy and goals.


About William G. Patrick

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