What if I told you your website was broken? You would probably call your IT person or your webmaster right?
Well, unfortunately, they aren’t going to help you with the problem I’m going to highlight in this article. No matter how much you invested in your website, I guarantee it’s broken, and there is a gaping hole where leads and sales are falling out every day. There’s no way to completely fix this hole, but I’m going to show you how you can plug it up so good it would give a plumber nightmares.
The Hole In Your Website
So where is this so called hole? To visualize the hole, you need to first understand that not everyone who visits your website is ready to buy from you. Somewhere between 1 – 4% of your website traffic is actually ready to buy right now if you can convince them to do business with you. That means at least 96-99% of your traffic is inevitably going to leave your website without making a purchase.
I know this data does not make you happy. It’s extremely frustrating to work hard building up your website traffic knowing that only 1% will buy. That’s a small number and may even be smaller depending on where your traffic is coming from.
But this doesn’t mean the other 99% of your traffic will never buy. It just means they will not buy the moment they are on your website. In other words, the timing is not right for whatever reason. Maybe the baby is crying and needs to be fed or the internet connection is too slow in Starbucks to complete the order. It doesn’t matter why. All that matters is the vast majority of your traffic is going to leave your website without buying.
And that brings us to the hole in your website. If you have no way to capture the contact information from the 99% who are not ready to buy, then you’re letting leads slip through your fingers.
How to Plug The Hole
To plug the gaping hole in your website, you need what’s called a “lead magnet.” A lead magnet is something valuable you offer on your website in exchange for contact information. Common lead magnets are free reports, educational videos, and online tools. For example, we offer an SEO Checklist and a Google AdWords Checklist in order to collect contact information from prospects.
The more lead magnets the better and they should all be laser focused on a particular customer you’re trying to attract. For example, if you have multiple services, then you should have at least one lead magnet per service. Or if you service distinct demographics (i.e. male vs. female), then it may make sense for you to have a lead magnet targeting each demographic profile.
The lead magnet will compel some of the 99% who are not ready to buy to give you their contact information. Bingo! Now you can use follow up via email (plus phone and direct mail if you request it) to convert your leads into customers. That’s how you can increase your overall sales conversion rates from an average 1% to up over 5%. How would that change your business?
“Guide to Websites That Sell”
I just created a brand new online marketing guide, called The Step-By-Step Guide to Websites That Sell, which provides detailed instructions for how to create a compelling lead magnet, as well as other strategies and tactics to generate more leads and customers from your website. And until Sunday, June 16th at midnight, you can grab your copy at a special discount…
Main Street ROI is an internet marketing training and consulting company, headquartered in New York City.
Our mission is to help small “Main Street” businesses earn a return on investment (ROI) from online marketing. And since 2010, we’ve helped hundreds of small businesses create profitable marketing campaigns. See what our clients have to say.
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