Dealer Marketing Blog

Converting Visitors on Your Website

Submitted by Lindsay Meade on Jul 25, 2017

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We’ve all wondered what it takes to convert a visitor or make a sale using your website. While there is no simple solution or answer that will magically explode your sales growth, there are several factors that are within your control that will help you convert your website visitors into leads and customers.

Here are a few ways to make that happen.

It’s more than just providing opportunities for people to fill out contact forms. Simply placing a contact form or ‘request a quote’ button isn’t enough to sell your product or service and get them to provide their contact information.

Today’s buyer needs to feel like you are providing value beyond just your product or service.

This means that you have to truly get into the mind of your buyer, understanding what it is that they need. Providing valuable information, helpful tips and tricks as they are making their buying decision will greatly improve your conversion rate (the rate of visitors to the number of contact form submissions).

So…now that we have established that we need more than just add a contact form to convert website visitors, what actually is it that you should do?

We will walk you through the steps, starting from the messaging you provide for organic results in the Search Engine Results Pages (SERPs).

The messaging visible in the SERPs is most often the first place that new visitors will come across your website and encounter your business. Make sure that your snippet is: directly aligned with the landing page they will click over to AND that it is compelling and provides some sort of benefit to your visitor.

Once your visitor clicks over to your website, they will arrive at a landing page that is (hopefully!) well designed to convert them. You may be asking how you design a landing page to make that happen.

A good landing page needs: to gather the visitor’s attention, present something valuable to them and have a contact form that isn’t too long or confusing. When this happens, they may realize that your offer just might not be worth entering in so much information. This is not good!

Readers typically don’t spend a great deal of time reading any one page of your website, so it is critical to be concise and clear with what you are providing and how your business is relevant to them.

What about when visitors don’t arrive from Search Engines like Google?

If your visitors are arriving directly or through social media or referral sites, it’s important that you have an additional element on your site.

Calls-to-action (CTAs) are key to converting visitors and creating lasting customers. A well-placed CTA will attract and direct visitors to the landing page we described above.

The wonderful thing about CTAs and landing pages is that they continue to work for you indefinitely. Your landing page will be poised and ready to convert visitors from the moment you publish it. As you create more landing pages and CTAs you can strategically place them on blog posts and pages of your site that align with the particular offer. The more aligned blog posts, pages, CTAs and landing pages are, the better!

When these elements are aligned, you will find that the visitors who come to your website will not only fill out contact forms, but will be more qualified leads.

Topics: Calls-to-Action

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