One of the main objectives of search engine optimization is to bring more traffic to your website, typically for the reason of pulling in leads. Increases in traffic can only mean good things for your business, as more and more users will find your service online and become potential customers. This is all well and good since more traffic is better than less traffic, but if you don’t have a strategy in place for how you’re going to deal with these leads then you may not convert as often as you’d think. After all, more traffic doesn’t necessarily equal more sales. So, you’re going to need a few things in place to aid in filtering out the good leads. By making some simple changes, you can use your site to identify which prospects are best for your business.
Focus on Customer Education
Before the sales process can even begin, you have to make sure your website is educating your customers. The more information your customers receive about your products and services, the more informed they will be before making an inquiry or converting. Analyze your website and see if it does a good job at accommodating customers throughout the various stages of the sales process. The goal is to try your best to anticipate all sorts of clients and provide them with a website that answers a variety of questions, issues, and objections.
Allow Your Website to Serve as a Doorman
There is such a thing as too many sales leads. To keep bad leads at bay, you need to use your website as a tool to filter out customers who aren’t ready to utilize your services. To mitigate this, you can elect to have potential customers answer a few short questions prior to filling out a contact form. These pre-qualifying questions don’t have to be too in-depth, mostly because their purpose is simply to garner data on the potential lead prior to future inquiries. Also, these questions and their subsequent answers provide you with additional information on the lead and how you can potentially help them.
Use Multiple Landing Pages
Every customer is different, so you can’t expect your website to work for everyone. So, instead of directing all traffic to the same landing pages, you can play around with different landing pages for specific purposes. Having multiple landing pages allows you to direct buyers through the sales funnel by targeting their particular needs. One landing page can ask the customer a couple of questions while another suggests an online demo. By implementing a series of customized landing pages, you can use your website to determine which prospects are best for your business.
Remember, a bunch of traffic won’t necessarily pan out for your business in terms of overall sales. To serve your business best, use your website as a tool for filtering leads as they arrive. Not only will this help save you time, but it’ll ensure quality conversions. Good luck!