Increasing Traffic Volume is Not the Answer to Sales Lead Woes

If you can increase your lead generation rate from 5% of traffic to 15% of traffic now then all future increases in traffic volume will be more valuable.

Traditional wisdom says that to get more business, you need more traffic. The logic is sound enough and basically true but is based purely on numbers - only accounting for quantity (number of site visits and/or page views) with no no thoughts given to how visitors are treated once they arrive. Having more people come to your site does not necessarily mean you will receive more qualified sales leads.

Do Not Depend on Traffic Alone

Simply getting more people to visit your site should not be your goal. Change the way you think about your site and change your focus. Just for a while, do this:

STOP Asking: “How do I get more people to visit my site?”

START Asking: “How do I sell to more of my current visitors?”

Many sites are excellent at generating traffic but have low lead generation rates and low conversion rates. You cannot just get them in the door, then leave them there.

Once the potential customer is on your site, your work has only just begun. You must create a site that is void of unnecessary content and is focused on a clear message. Then, you must tactfully, graciously, and effectively guide them through your purchasing process. If you do not, they will leave without making a purchase or bookmarking your site for later visits.

Get More Sales Leads from Current Traffic

1. Use Accurate Keywords
   

When designing site menus and writing page content, use keywords that accurately describe your products to your customers. In a small way, what I am saying here is, “don’t try to be everything to everybody.” Define your customers first and write for them. That is, speak to the people you want to buy and they will. Use keywords that describe precisely what they want because those are the keywords that keep their attention on the page and start them thinking, “this place has what I am looking for.” Not only will the correct keywords increase qualified leads but they will often decrease unqualified leads. Using accurate keywords and keywords phrases is beneficial to your SEO efforts as well.

2. Give Value - Lots of Value
   

Give your visitors (potential customers) an attractive, well-designed site that is intuitive and full of unique content. Not only will this get people to link to your site and recommend it but they will bookmark it and think of it as a resource - and you will become the expert and the source. People like buying from experts. Think pdf’s, white pages, images, unique articles, videos, etc.

3. Show ‘Em Fast

Within several seconds of entering your site, your visitors should know exactly what you do, who you are, and how to buy. Much longer than that, and you have lost them. This one requires attention to details and feedback - listen carefully and drop your ego. You will understand what I mean by that statement only after you design and site you think is great only to hear people say, “I don’t understand how to…”

4. Give Contact Opportunities
   

Do not reinvent the sales process. Give multiple contact opportunities on every page with clear calls to action so interested leads know how to become customers.

It’s About What You Give To Those You Receive

Capturing a qualified lead takes a proactive approach on your part. You cannot expect the efforts you have made to increase traffic to carry you through till the end of the sales process. On top of getting visitors to the site, you need to show them want they want and tell them how to get it.

Increasing traffic volume is important and almost always desirable but you will benefit in the long term from emphasizing the importance of your lead generation rate. Again, increase your lead generation rate now so each incremental increase in traffic volume will be more valuable.

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