Tip Tuesdays Ask an Expert: “For my service business I get traffic to my site, but how do I improve the number of incoming leads signing up for calls?”
For service-based businesses, quality, incoming leads from your website can be a huge source for new business.
If you have decent traffic coming to your website, but not the amount of leads you’re hoping for here are some things to check:
Understanding Your Current Traffic
Diving into your analytics can give you all sorts of information including how many people are visiting your website, how long there were visiting, where they were located, where they came from, what they did on your website, etc. It’s important to take a look at all of your referring channels (social media, ads, press, articles, profiles, campaigns, etc) to understand the current journey to see if you can pinpoint where exactly people are dropping off.
Provide Enough Information Without Providing Too Much
Once someone lands on your website, they should be able to quickly and clearly understand 1) What you do, 2) How you can help them, and 3) The next step on how to get started (a clear and compelling call-to-action). You aren’t there to give them your stellar sales pitch, so your content on your page needs to be able to highlight key paint points that person has and how you can help them solve their problems. Your website doesn’t need to have your whole life story and every detail about every service you provide. The point of your website is to be an icebreaker by connecting with visitors, quickly educating them, and then compelling them to reach out to learn more.
The point of your website is to be an icebreaker by connecting with visitors, quickly educating them, and then compelling them to reach out to learn more.
Don’t Be Afraid to A/B Test
If you’re not sure which layout, messaging, call-to-action, or organizational structure is best, then create 2 different ones and test them! Once you create two different landing pages (don’t forget to disable search engine crawling while you’re testing) you can create some ads (even better in an a/b ad campaign too) that send visitors to both. Once you take some time to gather some data, you’ll have some more information to understand what is resonating best. *Bonus: Set up separate event conversion tags for each page so you can clearly track conversions for each landing page separately!
Testimontials
Quotes from other people who saw great results can be a game-changer for making someone feel confident in their choice. It’s one thing you telling a stranger how great you are, but it’s totally different when it comes from someone else. Take some time to gather written and/or video testimonials from clients to vouch for your expertise, professionalism, and ability to deliver results.
Value-Added and Time Sensitive Offers
Now is the time to figure out the last little push to get them to reach out and increase the incoming leads. Make sure your call-to-action is appealing by adding value and also gives them a sense of urgency to reach out sooner rather than later. Think: What do they have to lose NOT reaching out?
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