It’s typically the first question people ask when they build a new website or undertake a marketing campaign. How do I get more enquiries from my website? Let’s start by saying it’s not the easiest task to generate the amount of enquiries you want to. We always start any campaign by asking a client what is a realistic number of leads you would like to generate from your website each month? I say realistic because of course we would all like to get hundreds of leads each month. Understanding how many leads you want as opposed to what is achievable is the first step in developing a campaign that can maximise your return on investment. You want to build a process that is sustainable in the long run & that will deliver bottom line profit for your business. So you know how many leads you want, which will then allow you to build a strategy that can potentially deliver a return on your investment. Now the only thing you need is to start generating leads. Here are 7 tips that you can implement to grow conversions on your website and generate more sales.

Focus on the design of your website + your content

It’s obvious isn’t it. Your entire strategy for acquiring customers or leads hinges on your website and it’s ability to attract, retain and convert customers. The design of your website, it’s structure and how the content is presented is hugely important to your ability to get people to take the next step, whether it be calling you, filling out a form or buying a product. If you have an old website then it’s time for an update. If you have a fairly new website implement some tweaks based on some simple recommendations:

  • Make it easy for people to contact you. This means don’t hide your phone number or email address. Keep it front and centre in the mind of your visitors. If people have to dig around on different pages of your website to find out how to contact you they will likely leave before they get to that point
  • Clear & deliberate calls to action. Every time someone visits your website you should be asking them to do something. This could be filling out a form on your website, subscribing to your newsletter, reviewing your latest blog post or buying your latest special offer. Funnel your customers to the important pages on your website.
  • Utilise landing pages. Do you have a high performing product or service that performs well in your physical location or on other channels outside your website? Create a dedicated landing page on your website for this specific product or service. Build this landing page with conversions in mind.
  • Excellent content. In general terms we are talking about the copy on your home page or on your about page. Don’t slap something together that was written 5 years ago. We are in the information age so make your copy concise, relevant and easy to read for your visitors so they don’t lose interest quickly. Some tweaks to your copy can make all the difference when someone is sitting on the fence deciding about your business
  • Optimise for all devices. You’ve probably heard it a thousand times by now. A website design that is mobile friendly will not only help with your rankings on mobile devices it will also annoy less of your visitors. You will rarely convert visitors on a mobile without a responsive website and due to rising trend of mobile usage you are ultimately missing out on potential customers.

Create killer content

Content is critically important to a range of different things including how your website ranks in search engines and how you attract and retain the right customers. Let’s start off by understanding that there is content overload out there on the market. How do you cut through and use content as a genuine tool to increase enquiries? A content strategy that is developed and delivered right can create a massive benefit for your business in the long term. This content can be used to attract people who are searching for information related to your service. Through this helpful content you can then sell what you do.

Think more about your audience & what kind of problems or questions they would be asking in your industry. Can you solve these problems with your specialised information? How can you differentiate your content from your competitors and deliver a value add to your audience. The goal with your content is to create an audience and drive them to a call to action whether that be signing up for a newsletter or downloading something off your website. It’s at this point you can begin distributing them more relevant content and working on driving them to make an enquiry or purchase a product.

E-books & webinars (be careful)

There are thousands of e-books and webinars out in the market from people trying to generate leads & enquiries for their business for further re-marketing. They are great tools to use to acquire and convert customers by providing useful information, however to really stand out from the crowd you need to deliver a unique value proposition to your readers or viewers. What I mean by this is that it’s just no good to do a standard e-book and link it to an opt-in on your website. Think about your e-books like you think about the content on your website. Put yourself in your customers shoes and think about how you can solve their problems. How can you differentiate your information from your competitors by using your knowledge about your industry or niche you operate in.

How about an example:

Let’s say you run a hardware business. All your competitors focus on providing information about the different types of products and their uses. Your business leans heavily towards do it yourself buyers rather than professionals. There is an avenue to create downloadable or informative content to your customers and potential customers by focusing your content on do it yourself information. Think about what someone buying a particular product would want to use it for and what are their potential pain points. How can you deliver this in a formatted way which will allow you to acquire someone’s information. Every download or registration for a webinar should require someone to provide you with their details. You can then provide further information, content & detailed marketing to convert that customer into a regular buyer. Try to think outside the box when it comes to generating leads through these methods and differentiate yourself from the competitors.

Get your visitors to opt-in

What is one of the best ways to convert a customer into a sale? Give them something for free. Think about how your business can provide something of value to a visitor. It may be a free download or a special offer. Drive visitors to opt-in by obtaining their email in exchange for something their interested in. In sales terms this is effectively a warm lead. If someone gives you their email address they are likely interested in what you offer and potentially your products or services. This is where email marketing, automated responders and content will help you turn a subscriber into a customer. Don’t think about every enquiry as a sale. Give your customers a value add & build your relationship with them through your email marketing with a simple opt-in on your website. A non intrusive pop up or something similar is the perfect tool.

Instigate chats with your visitors

Now not everyone loves this method as some people can get annoyed when they are just browsing a website for information and someone rudely interrupts them with a request to chat. You have to be in the right industry and your live chat has to add value to a potential visitor. It can also be a way to differentiate what you do from a competitor. You can easily monitor what your visitors are doing, what page they are on and where they have landed there from. Take the time to create pages where you want to instigate chats. Don’t just wait for a customer to hit the home page. Specify rules about what pages you want them on and then subtly introduce yourself. Sometimes you will be successful and other times you won’t, however it is another way that a potential customer can talk to a person behind the business.

Pay to play

Ultimately it’s hard to get customers without traffic to your website so you need to be investing in growing your business through organic and paid channels in search, social media & content. Every business is different and every strategy to acquire traffic should be optimised for your circumstances. Not every business is going to need SEO or social media or Adwords. The first step is understanding what channels you’re likely to acquire customers from and how can you leverage marketing to give your business the best opportunity to send these customers to your sales pitch (your website). If you don’t invest time or money you likely won’t get far on any channel online. The number one thing you should be investing time in is content. If you run a successful business it’s likely because your good at what you do and you’re knowledgeable about what you do. The key is translating that knowledge into your content to educate and inform a potential audience. The first place people are going to be searching for this information is online. Not just Google but social media as well. The goal is to create content that outperforms your competitors by leveraging what makes your business unique and special. Even with great content you need to advertise it, whether it be a paid promotion through social media or spending time on outreach. It’s important and you should be investing now if you haven’t already.

Put yourself in your customers shoes

To many times we see a website that was designed that looks great but isn’t converting visitors. The customer has invested time & money into SEO, Adwords or social media with little to no result. There can be multiple reasons why and one of the biggest ones is that they didn’t think like a customer when they looked at their website. Most people think like the business owner and what they want to see. The ultimate goal should be delivering something that is not only easy for customers to use but that also converts. Questions you could ask include:

  • What conversion am I after – form, phone call, sale, click through to somewhere else?
  • What information is most important to a customer?
  • How would this information be presented best?
  • What tools will be most useful for a visitor?
  • Can they contact me easily?
  • Do they understand what I do without scrolling down the page?

These are just some simple questions you can ask yourself during your website build. Focus on delivering something your customer wants, not just what you want to see.

Most importantly when trying to get more enquiries on your website make sure you’re tracking conversion goals in Analytics. Identify where your customers are coming from, how long they are spending on your website and importantly what an enquiry means in terms of a dollar value to your business. This is where a lifetime value of a customer calculation comes in handy to really assess what you spend vs your return. This can help you identify areas where you should invest more money. We hope these tips can help you acquire more customers on your website. Feel free to share any tips that have worked for you.

Related Tags: Web Developer Newcastle | Digital Marketing Newcastle