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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jul 9, 2014 6 min read

Inbound Marketing For Business Services Companies – Step Two: Convert Visitors Into Leads

ConversionsIf you liked what we wrote about yesterday – and based on the social shares, it seems to have resonated with our readers – today we have Step Two in our series for business services firms. Now that your business is getting found in a variety of places, the next step is to convert some of that website visitor traffic into leads for your business.

There is only one way to turn website visitors into leads, and that is with educational content and offers that are strategically designed to engage prospects at all phases of their buyer journey. 

This means having offers for top-of-the-funnel people in the awareness stage, different offers for middle-of-the-funnel people in the consideration stage and still other offers for bottom-of-the-funnel people in the decision-making stage.

Since these prospects are all at different stages of the buying process, they need different types of offers. We typically refer to these as the Trio of Offers. The trio includes No-Risk Offers for people at the top of the funnel, Low-Risk Offers for people in the middle of the funnel and Direct Business Offers for people at the bottom of the funnel.

No-Risk Offers

These usually include information that is easily downloaded right from your site – content like whitepapers, e-books, videos or infographics. Typically, you should only ask for a few pieces of personal information. In reality, the less you ask for, the better. We only ask for an email address from people in the awareness stage.

Low-Risk Offers

These are more substantial offers that require the prospect to make a greater commitment. Examples include webinars, online quizzes or assessments, surveys, polls and in-person workshops. These types of offers require your prospects to give you more information, like company name, phone number, title, etc. They are registering to spend more time with you, so it makes sense for you to have more information on them.

Direct Business Offers

These bottom-of-the-funnel offers are just for people who are ready to talk to a sales person. But instead of the traditional and boring Contact Us page, we recommend something more creative, engaging and in line with our Reality Marketing methodology – more about them, not you. Here are a couple of suggestions: Get Two Ideas In 20 Minutes, Exclusive Preview By Application Only, Grader Tools, Speak To The Expert.

These are all great opportunities for you to learn enough about your prospects to decide if they are a sales opportunity or not, plus you are providing them with valuable, personal and specific information that they’re able to use in their business. It’s a win-win. To get any of these offers, the prospect has to (and will be happy to) provide you with much more information on them and their business. After all, you need this information to have the call or interaction with them.

Once you have the right offers for the right stage of your buyer’s specific journey, you need to get those offers on your website in a way that converts visitors into leads. The best way to do that is with graphically designed call-to-action (CTA) buttons.

But the challenge doesn’t end there. You have to know how to place these offers and CTA buttons strategically on each page of your website. Since we are constantly testing the best configuration for these types of offers, here are some results from a recent experiment at Square 2 Marketing ...

Last month, we moved from having multiple CTA buttons per page to a single button, based on the theory that if we limited visitors' options, they might select our offers more often. We ran our site under this hypothesis for the first two months of June and watched our sitewide conversion rate go from 1.5 percent to around .6 percent.

Once we saw the change in performance, we quickly went back to multiple offers per page. The results for the remaining weeks in June and the first few days in July were dramatic. We are now tracking at a sitewide conversion rate of closer to 2 percent, and we have almost twice the leads this month as last month at the same time, despite the July 4th holiday. Numbers don’t lie. More offers equals more leads.

Start Today Tip – Take a look at your site. If you don’t have offers for each stage of the sales funnel, you’re not facilitating your buyer’s journey properly and are missing out on opportunities for leads. Strategically, it is important to make sure that you have No-Risk, Low-Risk and Direct Business Offers. Then, ensure that you have multiple offers on every single page of your site. Track the performance of those offers and make adjustments every month. The result is going to be a dramatic increase in the leads that your current website (with no major changes) delivers for your business.

 How B2B Companies Use Inbound Marketing To Drive Traffic And Leads.

Square 2 Marketing – Leading The Reality Marketing And Inbound Marketing Revolution!


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.