The Importance of Using Your Website as a Lead Capture Mechanism

By Alex Rennie – Founder, Online Video Producer: Dream Catcher Video Production

If you are a business owner and you are not using a your website as a lead generation (capture) mechanism, you’re missing out on a very important marketing strategy to help you convert more clients.

So what is lead generation?  Lead Generation is simply capturing the information of your prospects in order to market to them at another time. For you see, for every 100 people to visit your website only 1-2 will buy your offer or service on their first visit. That’s only a 2% conversion! So out of the 100 people to visit your website 98-99 of them will most likely leave.

However, imagine if you had a way of capturing the names and emails of those 98-99 visitors who did not buy from you the first time. According to statistics, it takes on average seven “touches” by you before your customers trust you enough to buy from you. It’s about building rapport , because if your prospect does not trust you nothing will get sold.

You need to build a relationship with your customers and prospects. Think about it like dating. You don’t go up to the first man or woman you see at the bar and ask them to marry you do you? (If you’re in Vegas, maybe you do). So then why would you do this in your marketing?

What you want to do is give away some information in exchange for your prospects name and email address. Once you have the the name you are able to start building your relationship with your customer.

Now you might be asking, “Alex, what can I give away for free?” There are plenty of things – you can offer a free report designed to address specific questions or offer up some advice based on your skill set that someone might find useful. For example, if you’re a plumber: “What are the best steps you can do to unclog your drain before calling in an expert?” A video blog or “vlog” is even better – it will get you more exposure online and people get to see your face – which again, builds trust. If this seems like too much work, you can offer a free consultation call for 15 minutes to help people out (which is a great way to get them to call you!)

The great thing about using lead generation in your marketing is you are only marketing to those prospects who have identified themselves as being interested in you and your product by signing up (opting in). This type of marketing does require you to have an automated email system to follow up with your prospects as well as a way to sign them up. Some great email auto-responder systems and form builders are: Sendpepper, Office Autopilot, Infusionsoft, and Aweber. These are all paid systems, but there are some good free ones out there, you’ll just need to look around on Google.

Just think about how much time and money you will save only marketing to those who are interested in what you are selling. I hope this helps you in your business, keep checking out our blog for more great articles!

Alex Rennie