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April 30, 2024

4 Steps for Combatting an Online Lead Slump

We’ve all been there: Fighting the unfortunate battle against sluggish online leads. If victory seems impossible, it might be time to dig deeper and shake things up. Rather than diving head first into paid digital marketing options, the solution might exist right under your nose.

Check out these 4 steps to revitalize your online leads and help you emerge from the battle victorious!

1. Test Your Forms

Sometimes, when you fix another factor on your website, it can cause your forms to malfunction. This could be the clog that keeps your leads from funneling down the sales pipeline. Test your forms and ensure they are properly working. Be sure the forms work on both desktop view AND mobile view. 

Now that you’ve confirmed that the forms are functional, it’s time to take a closer look at the form itself. Oftentimes, website visitors will shy away from lengthy, overly wordy forms. Remember, the form captures the basics, it’s the online sales counselor’s job to dig deeper and gather more in-depth information about your leads. Slim down your form to no more than three questions to make it easy for visitors to enter their information. 

2. Enhance Your Call to Action 

If your call to action is lacking, your leads are sure to follow suit. A strong call to action will include visual graphics, attention-grabbing verbiage, and proper placement. The most visible placement for your CTA is in the upper right corner, and your landing page should include multiple opportunities for your visitors to take action. As for your verbiage, use AI to enhance your wording so you can stand out from other sellers in your market. 

3. Improve Your Landing Page 

Create a landing page that visitors won’t want to click away from. Your website should be beautiful, compelling, and user-friendly. An elevated site design and clear product pages can often be the catalyst that turns a website visitor into a lead.

Be sure to include high-quality pictures of EXACTLY what you’re selling — no dumpsters, no generic kitchens, no messy lawns. Additionally, your website must translate well into mobile view as most of your audience will access your site through their phones. 

4. Now We Look at Traffic 

Now that you’ve exhausted all the cost-free solutions, it’s time to look at your actual traffic. Do not enter this step until you’ve fixed steps 1-3! 

Take a look at your analytics. If you aren’t seeing 800 unique visitors in 30 days and 1,000-1,100 visits in 30 days, it’s time to consider paid advertising opportunities. For a short-term solution, utilize paid social and Google ads to boost your visibility. In addition, SEO enhancement can offer a long-term solution that ultimately provides you with higher-quality leads. 

If all of these fail, it’s time to take a serious look internally. Gather your team for a discussion over product, price point, location, and sales personnel and see what improvements must be made to better appeal to your market. 

Can’t get enough of all this incredible industry insight? Join us at our next Builder Town Hall on May 3! Register now to secure your spot for our next installation: Enhance Your Fun Factor. In the meantime, be sure to join our Builder Town Hall Facebook Group and keep the conversation going!

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