OptimWise - Web Design & Development Simpsonville/Greenville SC

One of the main reasons your business has a website is to generate leads; to get prospects to contact you about buying your products or services.

There are two main ways to generate more leads through your website:

1. Increase the number of visitors (traffic) to your site.
2. Increase the number of conversions (steps toward a sale) through your site.

Increase Site Traffic

One way to get more leads through your site is to get more people to visit your site. There are many ways to do this, online and offline:

• SEO (search engine optimization)
• Pay- per-click (PPC) advertising (e.g., Google Ads)
• Email marketing
• Direct mail (printed mail)
• Conferences and tradeshows
• Cold-calling

Even if you don't make any changes to your website, you can expect to see more leads come through the site if you're sending more people to it. But, it's not just about the quantity of traffic; it's also about the quality. You want to get more of the right kind of visitors; your ideal prospects. 

Note that if your conversion rate is low, it will likely be a waste of effort to increase traffic, because so few people will convert anyway.

Increase Site Conversions

In marketing lingo, a conversion is a step that a prospect takes toward buying from you. A few examples:

• Calling the phone number on your site
• Filling in your contact form or quote request form
• Scheduling an appointment
• Buying a product from your online store
• Subscribing to your email list

There are several ways you can increase the percentage of website visitors who convert (take one of these steps toward buying from you):

• Make the text/copy on your website more persuasive, rather than dry and informational.
• Make compelling offers that entice prospects to take action.
• Add landing pages to your site that make the case for your product/service in a focused, distraction-free way.

Even if you don't increase the number of people coming to your site, if you increase your conversion rate (percentage of visitors who convert), you'll get more leads. But, if your traffic is too low, it will likely be a waste of effort to concentrate on improving your conversion rate, because so few people will be coming to the site anyway.

Traffic and Conversion Together

We've seen how increasing traffic alone or increasing conversions alone can increase the number of leads your website generates. But what if you increase both traffic and conversions? Then you could expect even more leads! 

This is the approach we recommend. Depending on your current volume and quality of traffic, and your current conversion tactics and conversion rate, it may make sense to start with traffic or conversion before shifting focus to the other.

Let's look at a few examples to see the power of increasing traffic and conversions in tandem.

Increasing Only Traffic

• 1% of 100 visits/mo = 1 conversion
• 1% of 500 visits/mo = 5 conversions
• 1% of 5,000 visits/mo = 50 conversions

Increasing Only Conversions

• 1% of 500 visits/mo = 5 conversions
• 3% of 500 visits/mo = 15 conversions
• 6% of 500 visits/mo = 30 conversions

Increasing Traffic and Conversions

• 1% of 100 visits/mo = 1 conversion
• 3% of 500 visits/mo = 15 conversions
• 6% of 5,000 visits/mo = 300 conversions

What would increases like these mean for your business? For your revenue and profit?

Want More Leads?

Would you like more leads through your website? Then let's talk about putting the traffic and conversion model to work for you! Contact us today.