Archive for August, 2009

Converting Visitors Into Leads

Thursday, August 20th, 2009

As we have mentioned in the past, we realize you have spent time and resources building your website; one you know is attracting visitors daily. However, there is a problem – you have no idea who is coming to your website and where they are clicking. The internet is a strong tool for reaching millions of potential customers, and with some simple tweaks to your site, you can discover who your potential clients are.

Basically, there are two types of leads: sales and marketing. A lead generation website should be designed with a purpose in mind – sales or marketing. Sales leads are developed based on demographic information such as age, income, education, and credit rating. Marketing leads are based on brand-specific advertising offers. Regardless of whether the site is designed for marketing or if it is for sales leads it must be well-organized. Also, offering something for free such as a newsletter or product information brochure always helps. Once the creative lead generation website has reeled in a customer, the next step is to retrieve information about the person.

Here is a simple method for converting visitors into leads, and certain ways of insuring you get the most out of your efforts.

Build Online Forms. You can easily add forms to your website, without performing a lot of heavy lifting. Online forms should appear on top of your site and capture customer data that prospects submit themselves. This means you are allowing the web to automatically generate leads for you, saving extra steps for sales and marketing personnel. auto generates the forms for your site, and drives traffic to your website.

Building these forms range in complexity. If you are to build a form from scratch and overlay it on your website, you will need some amount of html or design skills. However, if you leverage web-to-lead form functions in a CRM (Customer Relationship Management) product, the coding work has already been done. With pre-built web-to-lead forms, you simply choose which fields (name, e-mail, address, phone number, etc.) you wish to see in the form, and the CRM system instantly generates an html file you can append to your site.

Tie it all together. You have already made your website more valuable to your business by getting prospects to identify themselves; but web-to-lead forms can do even more. If you are using a lead form inside a CRM system, leads can be qualified faster, routed to the right agent, and used in market intelligence reports. This one-two punch of automatic lead generation, coupled with enabling sales to quickly jump on hot leads is a huge benefit. provides tracking, through reporting, which can be tied to your website statistics.

Incent the prospect. Lead forms are most effective when tied to some sort of promotion. Using the lead form as a registration page for a company Webinar, or placing the form in front of a download page for a white paper outlining your strengths will give prospects reasons to give you their information. You can use to drive the traffic to your site and use your website landing pages to determine where your visitors came from.

Choose data points wisely. One last thing to consider – do not overdo it when asking for customer information. If all you need to start a relationship is a name and email, get that person on the radar and get them on a newsletter or email campaign list. Or, sometimes just a company name and phone number will suffice in order to facilitate fast follow up calls.  The idea is to break the barriers of anonymity on your website properties, without prospects feeling like they are being have been intruded. The right balance will result in more leads, with less effort.

*Did You Know To avoid spam emails, many businesses are completely removing all email addresses from their websites and using contact forms instead.  If you want keep email addresses on your website but want to minimise spam then email address protection will help.