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| Lead Generation
Online: More important than search engine optimization. More important than incoming links. Too many of us get wrapped up in how we rank at the search engines or how much traffic is coming to our site. These numbers are important, but not as important as converting that traffic into business. If you're going to spend any time, money or energy driving people to your Web site you need to make sure that your site can convert visitors into customers. Browsers into buyers. Traffic into sales. Selling Services Online Depending on your business, you may not be able to "sell" directly at your Web site. Nobody's going to "buy" a Web site from our site, and they probably won't buy counseling from yours. But they may sign up for a newsletter, download an article or fill out a contact form. All of these are small, successful steps that lead to the big sale. Even if money's not changing hands at your site, you can still make the sale. Get Incoming Calls One sale that you might want to make at your site is getting people to pick up the phone and call you. As obvious as this seems, many Web sites fail miserably at it. If you want to get the phone ringing, your toll-free number should be at the top of every page. To generate more incoming phone calls they offer their catalog for free by calling the Free number. Never mind that all the information in the catalog is available at the Web site, it still gets people to pick up the phone. Get People to Fill Out Your Contact Form If you want to get people to fill out your contact form make sure it's part of your primary navigation and use lots of calls-to-action that link to your contact form. Contact forms are great because they prompt visitors to provide more information than they might have included in an email, such as telephone number, company and their full name. Here are some examples of calls-to-action that you might use at the bottom of your pages that would link to your contact form: Get Email Newsletter Subscribers Many of your site visitors are in the information gathering stage. They'll visit your site and a dozen others. They may not be ready to make a buying decision for months, and by that time you'll be long forgotten. However, if you can offer them a compelling reason to subscribe to your email newsletter, you can get yourself in front of them on a monthly or even weekly basis, establishing your expertise and credibility along the way. A "compelling reason" to subscribe may be a free article available only to subscribers, discounts at your online store, or entry in a raffle or giveaway. Offer a Free Evaluation If you're a service provider, you may be able to get visitors to share contact information by offering a free evaluation of their current situation. What service do you offer that can be converted into an evaluation form? In Conclusion Determine how to best engage your prospects and add elements or functionality to your Web site that help you achieve those goals. |
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More reading on other websites: Leads and the Internet Discover Enterprises, Identify Needs, Chase & Convert them into Prospects VISITORS and LEADS on YOUR WEBSITE |
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