A steady flow of qualified leads is critical to the growth and evolution of any business, but is especially important to professional services. When business slows, it’s necessary to examine your lead generation and conversion process and see where it needs strengthening. Specifically, it’s time to examine how easy it is for potential clients to engage in conversation with you and how well you convey what you do and how you can resolve their problem or answer their question.
If you’re experiencing a dip, drag, or lag in your lead conversions, these four ideas will put you back on track.
Think Outside of Yourself
It’s very easy to create a website with your personal tastes and preferences in mind, but, to channel my inner Dr. Phil, “it ain’t about you!” It’s crucial to put yourself in the position and mindset of your prospect. For instance, ask yourself, "What is the first step someone would make as they learn about my company and what would someone want to gain from my website?" The answer to this and other questions should drive the content you provide your customers, and your content should speak less about why your company is awesome and more about how your company can and does help other customers thrive by solving problems and being a trusted “solution artist.”
Know Who You’re Talking To
One of the biggest turn-offs and quickest ways to alienate a prospect is a website loaded with content that speaks over their heads.
For example: Let's say that I’m the owner of a medium-sized landscaping company. I’ve noticed that my sales pipeline is dwindling and I’m facing the possibility of having to lay off some of my employees. After thoroughly examining my business, however, I realize that my sales processes are ineffective, causing me to lose sales. I now know that I need help with my sales processes and maybe I’m in need of business or sales coaching.
So I start the discovery process of finding someone who can help me fix my problem. I find a company that uses industry lingo, abbreviations, and too many words that I’m not familiar with and don’t understand. Will I feel comfortable talking to this company about my problem? No, because I’m already confused and in over my head.
When your prospects are researching solutions, you must speak to them in common language and with examples that they'll understand (remember, they're trying to become educated).
It’s not about showing your expertise by using big words and “cool kids” lingo, it’s about writing content that serves your potential customers, which is why you should write your website content at a 4th to 6th grade level.
Engagement and Contact Opportunities
Once your potential clients are ready to contact you, what ways are available to do so? Giving out your email, phone number, and social media accounts for people to connect with you makes you accessible, but it puts the responsibility into someone else’s hands.
By placing a form on website pages where you offer insight regarding your products or services, you’re essentially inviting people to ask you questions by introducing themselves.
For another example, say I’m the Director of HR for a restaurant chain that employs more than 200 people, and I’m looking for a way to decrease chronic absenteeism. Through my research, I’ve learned that I likely have an employee engagement problem. I’ve come across a company that focuses on employee engagement in the food and beverage industry. I navigate to their website page on chronic absenteeism, read the page content, and become sure that they understand me and can maybe help fix my chronic absenteeism problem. I’m ready to talk to this company about what I can do to alter my employee engagement status, so when I see a form on the site page that asks for my name, email, phone number, job title, and current absenteeism rate, I fill it out.
By filling out the form, I’m providing this firm vital information about my company, instead of putting them in a reactive mode by just calling them. If you look at this from the perspective of the engagement consulting company, their system is set up so that their first interaction with me, their prospect, can be more value-based because they have time to do basic research on my company and get right to the heart of my issue.
Analyze and Refine, Repeat
Your business doesn’t stop evolving, and neither should your website. Your team should understand that the work is never complete as it relates to generating new leads and examining your lead conversion process. So part of your lead generation process should be to continually examine your lead generation process! What are the key indicators you should track to help you know when programs or messages are going askew? Get them defined (we can help). Understand that there will always be website content to update, new questions from your prospects to answer, and more opportunities to clear up the language of how you help prospects overcome their challenges. Some portion of your leads will always come from searches, so make sure you keep the search engines loving your site by updating pages and content – it shows you are evolving.
If you are struggling with your lead conversion process or want to get more leads from your website, take a moment to read our eBook, 50 Simple Lead Generation Tactics, by clicking below or you can feel free to pick up the phone and cold call us at 888-717-1715.