Lead nurturing is the essential marketing process of generating interest, and then directing that interest to a business website.
The goal of every lead nurturing strategy is to draw in the most interested leads that have the highest chance of becoming conversions.
Unfortunately, conversion rates are not always what is hoped, but the issue does not always have to do with the lead.
Many times, marketing services find that the problem preventing easy conversions is the website, itself.
What Is the Website Conversion Rate?
An important measurement that is used to gauge the effectiveness of lead nurturing strategies and website performance is conversion rate or the number of leads that click on the site and eventually convert.
A good conversion rate, and one that lead strategy marketers strive for, is 10%.
Research suggests that most websites only convert at 1%, which means many missed connections and lost sales.
How Can Website Conversions Be Increased?
When lead nurturing seems successful and plenty of leads are generated, but they reach the website and fail to convert or quickly leave, this is a prime indicator that there is something wrong with the website, itself.
Assuming the site has been checked for problems like poor optimization, slow page loading, and other more obvious concerns, a lead that fails to convert is frequently caused by one thing: unanswered questions.
The key to reeling those leads in further and ultimately convincing more of them to actually convert lies in the answering of three important questions, and as quickly as possible.
What Are the Three Questions That Must Be Answered to Increase Conversions?
When nurtured leads land on a website, it is important that the website is ready to convert them by answering the top three questions most consumers want to know, and quickly, without having to dig for the information:
- What Does the Business Do? - Though this is an obvious answer in the broad scheme of things, consumers need to know from the first sentence at the top of the website what the business does, specifically, and for whom.
- How Can the Business Solve Their Problem? - Active leads reaching a website need to see immediately that the company has solutions that will solve their problem, which is typically their need for visiting the site in the first place.
- How Can the Customer Get It? - Consumers want to know quickly whether they are within the company’s service area and approximately how much it will cost them to attain these services and/or products to help them solve their problems.
How Should These Answers Be Provided?
The best way to support an effective lead nurturing strategy is to include the answers to those three critical questions right at the top of the home page.
All the website needs is a simple statement that states the business type and service area so there are no questions that active leads are in the right place.
Then, to help them learn how to get it, a big, bold Call-to-Action within the same header is all that is needed.
As simple as these three things may seem, lead marketers find that including them has a positive effect on increasing conversion rates.
Increase Website Conversions with This Simple Tip
Gaining more sales starts with good lead nurturing to draw in more potential customers.
Lead nurturing strategies do not end with advertising or landing pages, however; they continue to the website, and what happens - or does not happen - until a conversion is made.
By ensuring every website includes three simple things in the main header, lead strategy services see a considerably higher conversion rate of all high-quality leads drawn to the website.
Correct this big, little mistake and get more sales!