The most requested service from prospects is increased website traffic. I ask the same question every time: “Are you converting any of your current website traffic?”

There's so much time and money invested in driving traffic: creating content, sharing content, optimizing content for search engines and running pay-per-click advertising campaigns - if nothing is in place to convert your website visitors into leads, your efforts to drive traffic are wasted.

Online marketing strategies should include more than driving traffic. Include ways to convert visitors into leads, nurture leads that are early in the buying process, and close leads that are sales-ready.

Convert website traffic into leads by using offers, calls-to-action, and landing pages.

Creating Offers

Offers come in several forms; the most common is downloadable content such as ebooks or eguides, also known as premium content. Premium content is educational material that interests your prospects by helping them solve problems. Premium content offers offer more than a blog post by including more value.

An offer can also promote a service, such as our free SEO report card. Or, it can be a complimentary consultation in a core service area. These types of offers provide value to your prospects and put you in direct communication with them early in the sales cycle.

Some other offer examples are:

  • Free trials of software or services
  • Discounts on products or services
  • Research and white papers

Using Calls to Action

Calls to action (CTAs) are web graphics and text that trigger website visitors to take advantage of offers. CTAs are as simple as a link on a website, but work best when they are graphic elements, such as buttons or icons, that demand a visitor’s attention.

CTAs are placed on content-relevant pages throughout a website. For example, if an accountant writes a blog on “The Top 10 Tax Deductions You Don’t Know About,” pa CTA is placed in that blog article for a free consultation. The blog successfully attracted a visitor who is interested in tax advice, but adding a CTA on the page is the first step to the visitor becoming a lead.

Capturing Leads with Landing Pages

A landing page is the destination of offers and CTAs. It is a web page that captures a website visitor’s information, through a lead capture form, in exchange for downloading, premium content or getting a free consultation. Landing pages maximize efforts to drive traffic to a website by capturing valuable lead information.

The objective is to increase a website’s visitor-to-lead conversion rate and an optimized landing page can do that.

How to optimize a landing page:

  1. Have a clear description of the offer. Make sure there’s no question about what the visitor is getting.
  2. Make the form the focal point. If needed, remove distractions such as site navigation or use contrasting colors to highlight the form.
  3. Capture the information needed to qualify a lead, but don’t deter your visitor by asking for too much information.

Focusing only on driving traffic will not increase revenue. Implementing these inbound marketing tactics will help capitalize on efforts to drive traffic by turning those valuable visitors into marketing qualified leads.

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