Are you generating enough leads from your site?

This is the billion dollar question!

But it needs asking and answering.

If all things being equal You drive the right kind of traffic, place offers before your traffic, how well are those offers converting?

In a related post, I wrote extensively about how using a traditional website as your main conversion and marketing tool could be hurting your business. This is in light of a true life experience shared by a business owner.

In that post, we saw that a traditional website lacks the form and function to relate with leads based on their specific customer journey.

Every lead is different and unique and are at different customer purchase journey when they have their first interaction with your business. The typical customer purchase journey starts with Awareness >> Engagement >> Conversion >> Loyalty.

In this post, we will look at two other critical reasons why a traditional website is a poor lead generation tool and what you need instead.

Here's the first.

A traditional website tends to treat all your leads as one and the same.

This is clear as day especially if you looked at the modern customer journey image above.At this time, instead of just offering the wrong message, the traditional website isn't capable of customer behavioral segmentation.

When a lead organically lands on your site, your site should be intelligent enough to identify and begin to segment this anonymous visitor based on the content pages they visit, the freebies they sign up for, the pages they revisit and spend most time on and ultimately show you the visitors digital trail from their first anonymous visit to when they signed up for something valuable on your site which led to them becoming a lead and ultimately a customer.

With the regular 4-5 pages a traditional website can boast of? All leads have the same fate. The go from the home page, to the about page then contact page and then out.

These pages limit the visitor ability to choose their education trail that could be helpful for you should you need to retarget your website audience for a specific product launch.

This lack of lead identification and segmentation usually leads to a poor, scattered marketing strategy that yields frustrating results.

This is why specific creating specific pages and sending leads to those pages have been found to create increased conversions.

On to the next critical reason why a traditional website is a poor conversion tool for lead generation.

A traditional website is easily broken.

A broken site can happen in many ways:

A. If your website takes forever to load and isn’t mobile friendly. Sadly this still exists within our clime.
B. The site has broken links and pages,
C. Is impossible to navigate
D. And search engines have no clue that it exists, many sites are still being created without the right analytics and conversion pixels installed.

It's pretty difficult for business owners to know this is happening under the hood to their site. It takes someone with expertise to do a website audit to get to the bottom of issues like this.

I don’t blame business owners who find themselves with this website predicament, because most are not techy and may have outsourced their website to a developer or website designer without the supervision of a well versed digital marketer who understand the key things a business website needs to drive success.

The danger of this is a website that acts like a billboard with no clear objectives and no way to track metrics and key results.

If you have a website that acts like a glorified bill board, then you may have to get the expertise of a digital marketing and business growth expert. We can help you uncover what’s happening under the hood of your website and identify gaps and business opportunities you can take advantage of. Do get in touch

This is serious because a broken site is an opportunity lost. It's high time to take your web presence to the next level. Remember, your website is the single brand ambassador representing your company online. With the right analytics, it will tell you what things seems broken and how to optimize for better results.

If a traditional business website sucks, what then works? What's currently working right now for future focused businesses?

As we’ve established the fact that having a traditional website like this is a disadvantage. it’s time to look at what you should rather have.

Introducing the conversion funnel!

With a conversion funnel, you'll naturally guide visitors to the right content, create the right opportunity
to convert more leads and customers because your marketing, your message and your customer's journey are all aligned.

If you want your website to go from lame and boring to producing profitable marketing results, you must begin to consider shifting focus from a traditional website to a conversion funnel. Tell me which business owner doesn't want that!

Successful online businesses today, don't depend on traditional websites anymore. They build conversion funnel.

The conversion funnel is an under the hood framework that powers your online presence for customer awareness, lead generation, sales, repeat purchase and more.

Move from a traditional website to a conversion funnel. This is the single most profitable way to rid your site of these teething problems.

And the more we grow into a more digital connected world, the worse it gets if you keep relying on a traditional website to power your online presence and marketing channel. Conversely, the more needful it is to to have a conversion funnel.

What then is a conversion funnel?

Based on the present reality of our digital experiences, it most times doesn’t end and stop via one single channel. What this means is we may find a business on Instagram, then days later discover they were tweeting about, next visit their site out of curiosity and next check out their Facebook page. If during any of these interactions, we submitted our contact details with the business, we can then expect some offline interaction via a call, SMS or physical meet-up, on top of which we may get an email follow up or newsletter.

So you see, a typical prospect or customer interaction with your business is no longer linear. But a covulated strings of interaction. Therefore creating an intentional experience that drive the goals you want to see is what a conversion funnel does.

So for example, your bank just launched a cool savings account for students. What I see digital marketing professional who work as employees or agencies serving that sector do is to send traffic to the home page of the bank’s site. This will not lead to a focused and intentional conversion process.

What you should rather do is this:

• Create a specific landing page showing the benefits of the savings account.
• Ultra target your leads across all channels and marketing medium you use. From social media to email newsletter etc.
• Run a well targeted campaign, be careful with your copy. Make sure that your messaging speaks to the right people
• Collect the leads of interested prospects and begin engagement with them. This could be via both online and offline channels.
• Track and monitor results.
• Tweak, improve and optimize your efforts.

Do you see the difference?

There is more emerging insights as it relates to launching a conversion funnel that this singular post can cover. However, I would admonish that this is something you should look into and set up for your offers, products and services.

Ready to make the shift to have a conversion funnel?
Want to learn more about what a conversion funnel is?
Would you like to have a conversion funnel built for your business?
Do you have a funnel built but it's not converting has you'd hope?

I suggest you should have a conversion funnel audit.

Get on a virtual  meeting with me, let’s talk about how you can get a conversion funnel to work for your business, increase lead generation and sales. My team and I can make this happen for you.

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