Let’s make sure the tools to help your interested prospects become paying customers, are working for you.
Firstly, it needs to be easy for web visitors to know what they need to do, in order to solve their problems. For example, if your business is a dental practice, and there’s no obvious “book an appointment” or “schedule your check up” button on site, you’ll probably lose your leads before you can even find out who they are. People don’t like complicated websites or having to make effort to find out what they need to do to solve their problem for themselves. So make sure they have no excuses… put a solid call to action button on your site. If you need help doing this, click here.
People shouldn’t have to think too hard when viewing a website, and so a pop-up can be a perfect solution to give them that push to do what you want them to do, and save them any thinking time. While pop-ups can sometimes be frustrating, there are some clever ways to implement these. Try putting pop-ups on your site that appear after specific actions, such as the intent to exit your site. As their mouse movement signals the intent to leave, that’s the point to push a pop up with your discount code, or your free download, where you can then capture this visitors name and email address – and they become a lead. You can also set pop-ups to appear after a certain amount of time is spent on the site. This way you aren’t bombarding your visitor the second they visit your site, nor are you pushing them away before they have the chance to get to know you.
Less pushy than pop-ups or impulsive as a normal call to action are ‘Transitional Call to Action’ buttons.
A transitional call to action comes after the direct call to action, and offers people a less “risky” path to doing business with you. It gives you the opportunity to deepen the relationship first. Transitional CTA examples can be ‘Start your free trial today’ (like on Netflix) or ‘Download our free PDF today’ (like on our site). These transitional CTA’s help to build trust, reciprocity and strong brand awareness, and by offering these less risky options to your clients, you are placing them at the start of their buying journey with you. Once they have provided their contact details in order to receive their free offering, you have the ability to help guide them to solving what it is that they need.
…and one way you can help guide your potential client is by sending them nurturing emails. Once you have their email, follow up with a kickback email that retains their interest in the content they were reading on your site. These nurturing emails could direct them to information sourced and insights on your site that you think may help them, further pushing them down the sales funnel, creating brand recognition, and a stronger relationship.
To summarise, you can have the best designed, developed, visually appeasing, functional, up to date site, but if you don’t push your website visitors in the direction you want them to go, you could be losing out on a lot of business potential.