Marketing is a mathematical exercise. If you get 1,000 visitors to your website each month, and you have a 1% conversion rate (a.k.a. people who give you their contact information), then you should be getting 10 leads per month. If you want more leads from your website, then the easiest way to achieve that goal is to increase your conversion rate. For example, if you improved that rate to 1.5% you would get 5 additional leads per month.
If that doesn’t sound like a lot, here's some more math. That would be 60 additional leads a year. If your sales team can close at a rate of only 20%, then you just added 12 additional clients for the year. If your average revenue per client is $10,000; that’s an additional $120,000 in incremental revenue from one small adjustment to your website strategy. How is that for ROI?
How do you increase the conversion rate?
Simple: ADD MORE CALLS TO ACTION!
Right now most of the website reviews we do illustrate the fact that most businesses have the traditional contact us form with a phone number for everyone who is ready to do business with them. Schedule an appointment! Talk to a Sales Rep! Email us for more information!
But what about the people who DON’T want to talk to a sales rep? Are they any less qualified? Are they less of an opportunity? No, they’re not!
You have to offer something of value to everyone interested in doing business with you, even if they're just starting to do research. A great way to go about this is considering the Trio of Offers.
The Trio of Offers creates something for everyone. Free white papers, videos, research studies or tip guides are great content offerings for prospects just starting to look around. They download the information, you get ONLY their email address and voila, a new lead! We call this kind of introductory content a No Risk Offer (NRO).
But what about the prospect who is a little further along the purchasing spectrum? You want to have something for them too. We call this the LRO or Low Risk Offer. These typically require the visitor to give up more of their time OR more of their contact information. Some examples of Low Risk Offers include webinars, live learning events, workshops, online assessments, surveys or interactive games. These tools are a great way to get your prospects to move along the purchasing spectrum and get them closer to being ready to buy.
Finally, you have to ask for their business. The Direct Business Offer (DBO) is designed to get them to engage with your business. No, "Schedule a call with a sales rep," isn’t what we're looking for here, but it’s similar. You need to make sure your DBO is about the prospect and not about you. For example: "Request A Free Website Review" or "Schedule a Complimentary Consultation."
When you click on Square 2 Marketing's Website Review DBO, we take a look at your current website and give you some suggestions on how to improve it. That clearly requires a commitment of time and effort on our part, but it also opens the door for us to provide some valuable, expert advice to our prospective clients…giving something before we ask for anything in return. The resulting conversation often turns into an opportunity to talk about working together.
Adding the Trio of Offers to your website or simply adding one or two additional offers will improve your conversion rate. The good news is it might actually improve it more than half a percent and significantly impact your sales results in very short order. What have you got to lose?
Start Today Tip – Create a single No Risk Offer for your business. Put it up on your home page and watch the leads increase. It’s a mathematical certainty that by adding this type of content to your current website more prospects will identify themselves and become leads in your sales process.
Square 2 Marketing – Leading the Reality Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.