Website traffic but no leads

In marketing, we talk a lot about generating traffic to your website. In terms of starting points for the customer journey, this could be via Facebook, LinkedIn, Instagram, Clubhouse, Twitter, or any other social media platform. You could be generating traffic through your SEO, from other referral sites, paid-for ads, free directories…the list really does go on and on.

But what good is getting all of this traffic to your site if you don’t have a process in place to convert them? Yes, you could convert visitors simply through the messages on your website (which is something we talk about in other articles); however, data capture points are vital in remarketing to visitors, especially with the new cookie laws being introduced.

A data capture point is something on your website where your potential client can give you their information. This could be a ‘contact us’ form, a competition entry form, becoming a member of the website, etc. The key is that, by getting their information, you are then able to contact them to follow up, or you can add them to your conversion email marketing campaign.

Downloadable content is one of the most useful data capture points that you could have on your website. By creating added value content that people will genuinely find useful, and combining this with a catchy title, you will begin to see people willingly give their information.

Make sure this value-added content is appropriate to your target market. For example, as a marketing company, it makes sense for us to create downloadable content entitled:

‘Top 5 tips for the perfect website’

‘Get more from your social media with our 3 top tips’

‘Top 3 trends for 2021’

Each of these titles makes you want to download the ensuing content; visitors can clearly see the benefit from parting with their information. However, when creating the document, don’t make the title or the document too long. People won’t want to read it. For example:

‘Read our report on how to create the perfect website for your business’

‘Read our report on how to use social media to get more traffic and leads’

‘Read our report on the top marketing trends of 2021’

There’s a lot to be said for clarity. Our attention spans narrow with each year that passes, what with the different things we juggle physically and mentally, both in life and in business.

Make life easier for your target audience. Create content they need to see, don’t waste their time, and they’ll reward you with their attention and contact details.