Now more than ever, business owners are obsessed with attracting inbound leads from their websites. That’s a good thing—if your web presence isn’t generating sales opportunities, then what’s the point of having it in the first place?
At the same time, though, a lot of marketers seem to think that the process will take care of itself if they just put up a nice enough layout and some content that’s free of obvious typos. Unfortunately, it takes a little more than that to find business on the web. In fact, if you want to attract leads with your business website, there are a few steps you’re going to have to follow every time…
Find the Right Market
Your website and internet marketing plan should be built for a very specific type of buyer. The wider you cast your net, the harder it is for your messaging to appeal to a very distinct audience. You can make the job of attracting leads much simpler by focusing your efforts on the men and women who make the most sense for your business. Know who they are, what they want, and where they look for companies like yours.
There are a lot of ways to attract attention online. You can use social media, pay-per-click advertising, search engine optimization, or email marketing (to name a few of the more popular tactics). However you do it, though, you have to get the buyers you identified to notice you and find out about what you have to offer. Without website visits from the right people, you won’t generate any online leads.
Make a Compelling Offer
When an interested buyer comes to your website, why would they decide to take the next step? What do you have to offer them that would make them subscribe to your email newsletter, fill out a contact form, or pick up the phone to call you? Offer free consultation, a downloadable report, or something else that interests prospects enough to get them to take action.
Nurture the Lead
As any experienced business owner can tell you, there’s a big difference between having a lead and getting a finished sale. Make sure you keep the prospect warm through ongoing emails, phone calls, or new information pieces. If they aren’t ready to take action right away, drop on them with your newsletter and social posts. Even the best leads have to be nurtured sometimes, so don’t let the opportunities you’re creating slip away.