Every business is competing for attention online and it has become crucial to focus on driving website traffic and generating leads. Despite investments made in marketing campaigns, success lies not in attracting visitors but also in converting them into valuable engagements. Moreover, if your website is not optimized to convert traffic into leads all your marketing efforts are futile.
Think about it this way: getting people to visit a restaurant would only make sense if the dining experience lives up to the expectations. Similarly, it’s not about driving traffic through marketing and advertisements; it’s equally important to ensure that your website is prepared to capture and convert this traffic effectively.
Stop Selling, Solve a Problem
Many marketing campaigns go astray when they try to attract everyone. The key lies in offering targeted solutions. People are not interested in claims of superiority or lengthy client lists; what they seek are solutions to their problems. It is crucial to define the problem you aim to solve.
For example, River Pools and Spas, a company that specializes in installing fiberglass pools, used content marketing to turn their website into the leading pool website worldwide. They accomplished this by addressing all possible questions a consumer might have about fiberglass pools through blog posts, e-books, and videos. This approach positioned them as leaders in the industry because they were providing solutions to their target audiences’ questions and problems. By presenting a solution first and then showcasing their product, River Pools and Spas experienced an increase in search traffic and saw significant growth in leads and sales.
Once you have identified the problem you want to address it is essential to tailor your content. For River Pools and Spas it was concerned around fiberglass pools. For you, it may boost a client’s confidence ahead of a speaking engagement or help individuals de-stress with a non-alcoholic tonic.
Forget the Homepage, Drive Traffic to a Landing Page
This can be controversial…Avoid directing campaign traffic to your homepage; instead utilize a landing page that directly addresses prospective customers’ concerns with your proposed solutions.
The landing page is a continuation of the conversation started by your marketing efforts. Acknowledge the needs of your target audience, provide trust-building solutions, and educate them on your process to achieve results. By keeping visitors engaged you can minimize bounce rates demonstrating to search engines that your content is relevant and valuable.
Bellroy, a wallets and carry goods company, effectively utilized a landing page designed specifically for their campaign to achieve conversion rates. By targeting tech consumers who prioritize consciousness and appreciate both design and functionality Bellroy created a digital marketing campaign that highlighted the unique features of their wallets, such as sustainable materials and innovative design elements. The landing page showcased a value proposition, captivating visuals, social proof, a focused call to action (CTA), educational content about the design process, and the environmental benefits of their products. This strategic approach resulted in increased sales and greater brand awareness.
Bellroys success serves as an example of how strategically crafted landing pages can significantly impact marketing efforts by incorporating effective messaging, appealing design elements, and engaging user experiences.
Additionally, utilizing tools such as installing advertising pixels and using heat mapping tools like Clarity by Microsoft Can provide valuable insights into visitor behavior and identify potential areas where visitors drop off. By regularly analyzing the website traffic data and behavior patterns you can optimize your landing page to higher conversion rates.
Use One Call To Action (CTA)
Avoid the temptation of including multiple calls to action (CTAs) on your landing page. For instance, I’ve come across a situation where there was a button urging me to make a purchase, sign up for a lead magnet, book a call, and more—all on one page. Having options can overwhelm visitors with decision fatigue decreasing the likelihood of them taking any action. Instead, focus on having a CTA that directs visitors toward the desired action. You can have this CTA appear at times throughout the page but ensure it remains consistent.
Engaging Non-converters
Oftentimes the focus is to generate traffic, and engaging non-converters is overlooked. To encourage visitors who are about to leave without taking any action you may want to consider using an exit popup that offers a resource or a low-risk incentive, in exchange, for their email address. This approach enables you to establish a nurturing connection providing them with information and opportunities to further engage with your business. Additionally utilizing retargeting ads can be a strategy to maintain visibility and eventually convert customers. In my experience, it often requires eight to 11 touchpoints (passive and active) before someone makes a purchase decision.
—
The bottom line is the aggressive marketing approach is losing its effectiveness. People are becoming disenchanted with tactics and an overwhelming number of marketing emails. It is essential to treat your audience with respect, prioritize their privacy, and establish trust through your marketing endeavors. The goal is to attract attention using targeted campaigns and landing pages that are optimized for conversion, not solely to draw in visitors, but also to nurture them into potential customers.
