How website visits can become leads
It is always great to know that many people are visiting your website. It shows engagement with your brand, and it may also show that your marketing efforts are working. However, if you still have questions about bringing people to your website, read our article with great tips about Content Marketing, Google Ads and more things you can do to drive traffic to your website. The next question is, why don’t the majority of those visitors turn into enquiries? Let’s first explain how leads are generated.
People land on your website, usually, by following a call-to-action (CTA). This may be a social media campaign you launched, a post you shared or any other action that tells people to visit your site. Ideally the place where they land gets the visitor to give you information about themselves so you can then reach out to them. Once they have filled in some simple information, ideally, they should be taken to a Thank You page, which provides an opportunity to immediately promote your services again from here.
Lead generation is very much about the user experience. This means that you need to truly understand who your visitors are, which languages they understand, whether they are digitally proficient or not and what their needs are. You can consider this experience and increase your chances of getting more leads by:
1. Analysing and creating forms
First make sure you understand where visitors are spending most time on your website. Then create content that will keep them engaged on those pages. For example, a potential student, named Stefanie comes across a Facebook post about your summer programmes. Stefanie clicks on the link for more information, and rather than being taken to a standard page which gives all the course details, she is taken to a blog post about all the fun experiences from previous years. (The journey which Stefanie takes to land on your website will be tracked on your website analytics.) This is likely to increase her interest as the content is from first-hand experience about exactly what she is interested in. At the end of the blog, you can take the opportunity to gather some useful information. Instead of just including a Book Now button you can say Want to join in the fun? Click here (link to a form) so we can send you the information you need. Personalisation and making customers feel special and unique is key to the user experience and lead generation!
Let’s imagine Stefanie filled in the form and gave you her email address. You can use this immediately to send a Thank you email to her inbox and provide your contact details. You can also give her the possibility to download a brochure to continue reading about your programmes at a later stage. This will keep her thinking about your school at a time when she’s not even on your website. If she then decides to return to your website, a Hi Stefanie! Welcome Back message could work wonders. This shows her (a potential lead) that you are truly keeping track of their interest and you will not be spamming them with information they’re not interested in at a later stage. It also makes them feel special; like they’re not just another person who landed on your website.
Last but not least, you should also consider live chats and more personalised follow-up emails. If Stefanie or any of her friends visit your website, they want to see that you are there to help from even before they enrol. Live chats are an excellent way of providing a modern, efficient way to communicate. While visiting your website, Stefanie may also be viewing other schools too. But, if you answer her questions immediately through live chat, rather than the school who made her wait 24 hours for a response, you will have a better chance to convert the lead. You should also start to tailor emails considering the customer’s interests. Sending the same mailshot to your entire database using very ‘generic’ and impersonal language is likely to result in very little conversion, if any.
Lead generation ultimately happens if people on your website enjoy the experience and can understand the benefits of what you are selling. We cater for people who speak the English language at various levels. Therefore, it is extremely important to have content translated into the languages where your customers come from. It can be very harmful for your business if you fail to make your information accessible, understandable and personal.