Using Your Website to Generate Qualified Leads

Put your site to work 24/7

Many business owners view their websites as digital brochures - the primary purpose of the site is to look professional and convey credibility. If your competitors are doing this, you have a real opportunity to gain a competitive advantage.

Think of your site as a business development rep that works for your sales team, driving qualified leads to their inboxes - around the clock, 365 days/year.

An effective inbound website should be supplying your sales team with quality leads to follow up on. Ideally, the site also arms the sales team with content strategically built to:

1. Shorten the sales cycle, and
2. Improve close rates

Ignoring your website visitors?

97-99% of the people visiting your website aren’t ready to buy and don’t want to send a message via the “Contact Us” form. They aren’t yet ready to speak with a salesperson, but might be open to learning more, researching their options (you vs. your competitors) and educating themselves on their buying options. Most B2B companies miss this huge opportunity - they allow their visitors to come to the website, and then exit without leaving their contact information.

Much like how you would collect business cards for follow up when working a trade show booth, an inbound website functions the same way. For the people who are simply researching and not yet ready to buy, what are you doing to bring them into your marketing funnel and nurture them until they’re ready to speak to sales?

Start by thinking beyond the “Contact Us” form, and put yourself into the shoes of your prospects.