There is no doubt that having a website is important to connect with your audience, explain your value proposition, boost brand recognition, and drive sales for your business. But not all websites are created equal, and in order for our website to truly be supporting the growth of your business, it needs to be consistently generating leads for you (whether you’re working, sleeping, on vacation… it’s your 24/7 salesperson!).
So if you’re planning to launch your business’s website, OR you already have a website in place but aren’t yet seeing those consistent leads… then keep reading for the two systems I consider essential for any RD’s website and most serviced-based businesses.
#1: Collect email addresses to nurture leads who aren’t ready to buy
Did you know that email marketing is considered to be the marketing channel with the best return on investment?
People visit your site for many different reasons – some are trying to figure out a solution to their problem, some actually don’t even know yet what their problem is, and others already know the solution AND are researching options. You want to have a way to connect with those people who aren’t ready to buy, and continue to nurture the relationship.
And how you do that is by getting visitors’ email addresses. Now, most people don’t give these up easily these days unless they’re getting something super valuable in return. That’s where having an irresistible lead magnet comes in – some type of worksheet, training, eBook, or guide that your ideal clients would find super valuable.
Once you have a potential client on your email list, email marketing is a great way to warm your audience until they are ready to make that final decision of buying from you. Statistically, a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service.
This is why an email marketing platform is so critical for your business (and website). You need to be able to keep those lines of communication open, and continue offering value and cultivating that “know, like, trust” factor until that lead becomes a client.
#2: Make it easy for interested visitors to book a call with you
Today’s consumers demand easy and instant connection during every stage of the buying cycle. Having an email address, phone number, or contact form on your site just doesn’t cut it anymore.
Let’s put ourselves in our client’s shoes and imagine two scenarios. In one, you have a website with a simple contact form where prospects need to fill some information out and wait to hear back. In the other scenario, the website includes a direct call to action to schedule an appointment with the business directly. The website visitor can take action in the moment – when they’re excited and ready to move forward, and they know they’ll be getting dedicated, one-on-one time with you.
Which website generates more leads?
Nothing beats that second scenario, that instant gratification when we can book that call. Instead of just an open-ended form, email, or phone number, by scheduling that call you are showing visitors what that next step is.
Your website should be generating leads for you all the time
Having a site that is set up to consistently generate leads for your business is going to make running your business that much easier. Wouldn’t it be great to be getting discovery calls booked or new people added to your email list on autopilot? Our websites can be powerful sales tools, filling our sales pipeline with qualified leads – IF you have the right systems inplace (like the two I just mentioned!).
What to do if you’re still not getting enough leads
Maybe you already have these two systems on your site but still aren’t seeing the consistent leads you’re aiming for. That simply means you haven’t positioned your offer to be compelling enough for your ideal customers to take the next step. If you want to learn how to take the next step and optimize your site for more leads, join my free masterclass, “Get More Clients From Your Website”, where we go through the top mistakes I see dietitians making on their websites that are costing them clients and leaving leads and money on the table. Visit whitneybateson.com/masterclass to register for our next class – I can’t wait to see you there!