The Very Good Marketing Guide

FIVEHOW TO TURN A VISITOR INTO A LEAD

Most businesses have a website. However, a lot of businesses don't have a website that converts Visitors into Leads. What I mean by that is that people who are visiting do not enquire, phone, email or send carrier pigeons to that business. They've found the website somehow through a marketing channel, and then decided not to proceed with becoming a Customer or Fan of that business.

It's quite a common occurrence, and so many businesses don't even realise their website is the thing letting down their entire growth system.

If you're doing well in this space, you can expect between a 3 per cent and 5 per cent conversation rate from your website — so 3 per cent to 5 per cent of the people visiting will enquire and become Leads, either by calling or by submitting an enquiry form. You may be surprised that this number is so low — you may never have even looked at this number before if your website goals haven't been clearly recorded or defined. Either way, to really beat this bottleneck, you want to ensure your conversion rate from Visitor to Lead is above 5 per cent.

As a marketing professional who started out in website development, there are a whole heap of lessons I have learnt over the years about websites and the things that make them ineffective. In my experience, most business owners will fall victim to some of these harsh realities ...