Updated: May 18
Every contractor's dilemma these days is trying to figure out how to convert their website visitors into leads. This requires a lot of testing and a fool-proof strategy that you need to commit to.
You can brainstorm with your peers or look into the strategy of your competitors and see what they are doing and what worked for them. But the fact of the matter is that your audience is different from their audience, and things might not work out the same for you as they did for them.
Another fact is, your traffic doesn’t count if you aren’t making them convert. It doesn’t matter if you are getting one million unique visits per month. If they don’t convert, then you aren’t making any money. Instead of just generating any traffic, focus on generating high-quality traffic that can give you some return on your investment. You can make this happen if you give your visitors every opportunity to convert.
There are two types of conversions, prospects into leads (the one we will be talking about) and leads into customers. In this guide, we will be talking about a few tips to help you convert your website visitors into leads.
Make Your Lead Generation Forms Visible
You need to make sure that your lead generation forms are as visible as possible. It doesn’t matter how good the design of your landing page is. If your visitor can’t see the form in the first fold, they will hit the close button faster than you can say, “exit intent pop-up.”
Always keep your lead form and everything important above the fold of your landing page. But don’t overdo it. If you cram everything above the fold, then it might make it difficult for your visitors to find the call to action.
The main reason it will help if you keep your lead generation form above the first fold is because of screen resolutions. The resolution of the screen varies from one user to another. Design your landing page as per the devices they are using. You can find all the data you need in your Google Analytics dashboard. - Need Help? Let us know!
Another fact that you need to take into account is that 70% of visitors are coming from mobile devices, and in 2020 50% of all searches will be on mobile. Keeping your lead generation form above the first fold will ensure that your form is the first thing they see. This will increase the chances of conversion.
Segment Your Audience and Place Your Lead Generation Forms On Every Page
Placing a lead generation form on every page of your website increases your chances of converting your visitors into leads. But would be best if you kept in mind that you can’t show the same form to each user. You need to segment your audience into funnels and show them the form that is related to your segment.
Each form that you place should also have a unique tracking id. This will make it very convenient for you to know which form is converting the most and how to optimize the forms that aren’t making any conversions.
You can also copy the design of the form that is converting the most and replicate it on the least converting forms. There are endless implications of having a unique tracking identity on each of your forms.
Keep Your Lead Generation Forms Simple
Don’t make the mistake of making your forms too complicated. Users might find your landing page complicated because of the design or because of the complex lingo. The conversion rate of your forms depends on simplicity.
Normally, visitors don’t want to spend more than 15 seconds filling out a lead generation form. As per a study by Microsoft, the average attention span of a human being has dropped from 12 seconds to 7 seconds since the year 2000.
Keeping that in mind, you need to design your landing page and lead generation forms in a way that makes it easy for the visitor to understand and prompts a quick action. They shouldn’t have any trouble digesting the information present on the page, and visitors should be able to tell in a glance what the page is about and how to submit their info.
So, What Next?
You may be asking yourself, "so, what do I do now?". Your next step is to talk to your website developer or marketing company about your website and make sure they're following these 3 rules. If they're not, you're likely missing out on leads.
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