Are you one of the companies that spend money every month on SEO services but haven't spent the time to build conversion paths on your website? Your rank on Google doesn't pay the bills. Either does website traffic alone. If your goal with your website is to get new customers and grow your revenue and profits then you have to look at the whole picture.
The fact is that most websites aren't built to perform the tasks business owners want them to accomplish. It's not your web designer's fault really, you probably didn't hire a marketing-focused web development firm like Revenue River. You probably didn't pay them to begin with the end in mind and work backwards, you just hired them to design a pretty website. Pretty websites don't pay the bills because they don't have a method of capturing leads positioned throughout.
Less than 3% of website visitors are willing to fill out a contact form on your website
They're simply not ready to buy. They're looking for information and they're looking for resources. They want to figure out whether you're credible, resourceful, and knowledgeable before they spend their time meeting with you. Just because they found your website doesn't mean they're ready to be your best friend.
Can you see who was on your website last month?
Can you tell where they came from?
Can you tell what pages they visited and what made them leave?
You need to design your website to convert traffic into leads at the top of the sales funnel. Your contact page isn't the place to do that, it's your home page, your services page, your about page, and your blog.
The missing link here is that traffic means nothing without conversions. You want to harvest people’s contact information who are interested in your services but not yet ready to pick up the phone is the foundation of inbound marketing.
Many visitors to your site may still be considering their options, their time frame, their budget, etc. and giving them something to help their decision process makes you a resource. Laying out clear call to action (CTA) will give them something to do on their visit. These CTA should be bold, inviting, and offer some sort of free resource to spur clicks. When clicked, these CTA should redirect to a custom landing page that details the offer fully and provides a simple contact form to claim.
Every page on your website should contain one or more CTA, and they should be placed above the fold. You will see a much greater conversion ratio for prominent CTA placement rather than burying them at the bottom. You’ll also find better conversion rates by mixing up the design elements and colors to make them stand out.
There is a lot to look at on a web page, your goal should be to drive their eyes to your offers so they get more clicks. For example, check out this infographic pictured below, you’ll notice placement suggestions for 4 different CTA above the fold (in light blue). Get something similar going on your website right away, you won’t be disappointed when dozens of new contacts come to you every week.
(click infographic to enlarge)
Bonus Tip: A popular way to layout websites to divide valuable content and increase ease of navigation is to use containers. Adding containers or web boxes to your web page creates a layering effect and separates valuable pieces of content from the background and imagery.
Now you've got a little better idea of what it takes to generate leads with your website. You likely need to take a critical look at your website and it might be nice to have the help of a web development firm like Revenue River. We'd love to take a look but if you're still doing some window shopping yourself you might be better served with some self-education resources. If that sounds better please check out our website redesign eBook, it's free and a very easy read. You never know, it might just make you think of something you've been overlooking. That could mean more leads.