Creating A Great Giveaway

How to Convert Your Website’s Visitors
into Highly Qualified Leads

Would you like to use your website to generate hundreds of highly-qualified sales leads? No problem! Just get the people who visit your site to give you their contact information so you can have your sales people follow up.

But wait a minute! Why in the world would complete strangers give you their name, phone number, and e-mail address? How do you convince them to part with that information?

The key is to offer them an attractive incentive. It’s got to be something – valuable information, a free sample, a limited time opportunity – that they really want. That’s your bait. And you entice them to take the bait by crafting a powerful “call-to-action.”

Just any ole “call-to-action” won’t work. It’s got to be emotionally appealing and powerfully convincing. Here are the four steps you need to take to design effective calls-to-action for your site:

1. Clearly define what actions you want visitors to take.

Take stock of what you have to give away that your potential customers will strongly desire. Then design calls-to-action to prompt them to take advantage of your offers.

Distribute calls-to-action on the various pages throughout your site. Each call-to-action should align with the content of the page it’s on. For example, on a page where you are discussing a certain topic, you might invite visitors to click a link to get a free report with more information about that subject. On a page that promotes the features of your product or service, your call-to-action could lead visitors to a discounted buying opportunity.

2. Ensure that the entire page sets the visitor up for the action you want them to take.

The “lead-conversion” pages of your site, where the calls-to-action are located, are the entry points of your sales funnel. Write them well, or your potential customers will simply go away and leave you empty handed. Make sure the content of each page points visitors to the call-to-action and builds up their interest. You want prospects to be prepped and ready for action by the time they get down to the decision point.

For example, if your goal is to get visitors to pick up the phone and call for more information, the text on that page might include stories about how satisfied customers enjoyed talking to your customer service operators. If you want visitors to ask for a free report, precede the call-to-action with prompts that make them hungry for it.

3. Aim your call-to-action at your visitors’ wants and needs.

Push your prospects’ hot buttons with emotionally charged messages that prompt them to act now. For example, if you run a bank and you know visitors to your site are worried about the costs of their home mortgages, you might craft pull-in text that says, “Call immediately to lock in your rate before interest rates go back up.”

Here are two more examples of effective calls-to-action:

• “Enter your email address here to discover the 10 mistakes people make when buying auto insurance.”
• “Submit your address below to receive your free sample while they last.”

4. Help visitors overcome any objections before they leave your site.

Not all visitors will be convinced by your call-to-action. To prevent them from turning away, you must anticipate their possible objections and add text after the call-to-action that answers their concerns.

For example, if you know that cost (price, return on investment, etc.) causes prospects to hesitate, you can increase your website’s visitor-to-lead conversion rates by adding copy such as the following:

“Our product can pay for itself and start putting more money back in your pocket after just six months. Call our operators today to discover how much money you can save simply by switching to us.”

Visitors come to your website in search of information that will help them with their buying decision. Increase your probability of making the sale by giving them the information they want and need.

But don’t simply give information away. Use it as an incentive to elicit valuable contact information you can use for your marketing purposes. Take the time to create compelling calls-to-action on each of your website’s pages, and you’ll turn more visitors into qualified leads every day.
If you don’t want to go Web Marketing alone and you want an expert to help you through it, just give us a call at 904-654-2012 and we’ll be happy to help.