Every Business Website Needs A Lead Capture Strategy
Unless you sell items directly on your site, your goal is to make contact wiith potential customers, especially when they are at the bottom of the sales funnel. Preferably they will call or email you, and you must be prepared to answer the phone or respond in a timely fashion.
Make It Convenient
- Put the form in a place that is prominent and hard to miss, ideally “above the fold,” i.e. visible without scrolling. Popups work, too.
- Limit the number of fields, especially mandatory fields. Email address is often sufficient, but some people prefer a phone call so an optional phone number field is a good idea.
- Don’t leave them wondering if they submitted their information correctly. Follow up immediately with an automated confirmation email.
Make It Compelling
- Have a clear and compelling call to action, like “Sign up to receive more information” or “Get a free quote!”
- Offer something of value, e.g. a free quote, a free guide, or a discount.
- Consider “disguising” your lead capture as a tool relevant to your business, like an interest rate calculator.
Make It Count
- Follow up each lead with a sales call and/or personalized email.
- Use automated emails and drip marketing to stay in touch and top of mind.
- A/B test everything: the form, the offer, the call to action, the follow up sales effort, etc. Test, refine, optimize.
How to Get Started