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Lock in Attraction by Converting Website Visitors

When nurturing relationships with website visitors, you must get beyond the initial attraction and impress audiences with content that keeps them interested.  The next step is to convert visitors into leads for business development by gathering their contact information.  Contact information is essential to continuing engagement.  The question is…“how will visitors voluntarily provide their contact information?"  The answer to this question is that you need to give them something in return in the form of content. Content can be in ebooks, whitepapers, or tip sheets – whatever information would interest the industries you serve and associated client profiles.  Once you master content, you will have as many leads as possible.

Website Visitor Conversion

Source: Hubspot

The following tools will continue the spark and convert your visitors into leads:

  • Call-to-Action: A call-to-action (CTA) is a statement or message that urges readers or audiences of promotional content to take immediate action, such as “call now” or “download now.”  The calls-to-action include buttons or links encouraging your visitors to take the next step, like “Download this Checklist” or “Attend our Seminar.”  You will not generate leads if you don’t provide enough calls to action or promote action. 
call-to-action for professional services marketing
  • Landing Pages: A landing page is a website page that aims to capture visitors’ contact information through a lead form in exchange for content (eBook, whitepaper, webinar, free consultation, etc.). Landing pages play a critical role in inbound marketing methods.  Once a visitor clicks on a call-to-action, they will be sent to a landing page.  The landing page fulfills the call-to-action by providing a place where a visitor can provide their contact information.  This contact information can be used to deliver more great content or strike up a conversation with a business development professional.
  • Landing Page Forms:  To convert a visitor into a lead, it is essential to present them with a way to provide their contact information by filling out the form on a landing page.  The form is the critical function of the landing page.  Visitors will fill out this form to access your content offer.  When you convert visitors into leads for your firm, you can nurture the lead to the point of closing the deal. To that end, it is essential to ensure that filling out the form is a painless, easy step.
landing page for marketing professional services
  • Contacts:  Once you’ve converted your lead, it is essential to keep track of these contacts in a centralized database.  A single repository that tracks prospective client interaction allows you to discern what is the best next step.  Interaction in the form of email, landing pages, and social media will provide valuable insight into future interactions to more effectively attract, convert, close, and delight your audiences.
Contact Info for Marketing Professional Services

These elements are simple tools to assist conversion.  It is up to the marketing professional to create messages that keep visitors interested and encourage an exchange that motivates them to provide their contact information willingly.  Content allows the firm and visitor to get to know each other through interactions without pressure. Conversion is when the firm and a lead discover whether they will close the deal. 

Conversion is the second phase of the inbound marketing workflow.  To get a bird’s eye view of the inbound marketing workflow, please refer to Inbound Marketing Workflow for Professional Services Firms.  If you missed the discussion of the first phase, Attract, please refer to Methods of Attraction in the Game of Inbound Marketing.