You know all that time you spend on perfecting each sentence of your website? That time you spend making sure that logo is positioned just right? It's valuable. Unfortunately, you are probably forgetting one of the most important elements of any website... a lead generation feature.
If you're reading this and thinking, "Nope! Not us! We have a contact form!", you're wrong. Your contact form may generate some leads, but it doesn't hit prospective buyers at all stages of the buyer's journey. It doesn't help you grab a window shopper and work them into a paying customer. What's worse is that your competitors probably "get it" and are nurturing those tire kickers into qualified leads, buying their products.
So how do we address this shortcoming?
The first step to solving any problem is acknowledging you have one :). How many times have you heard that? Look, you can go on investing in a website that does nothing but give current clients your phone number, or you can make your website actually work for your business. I'm guessing the latter sounds more appealing as a business owner or executive. That means you need to start opening up to window shoppers by adding value and generating leads earlier in the buying process.
YOU NEED MORE MOTIVATION FOR ACTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! The current visitors to your site can browse all day, but if they aren't motivated to DO something, they won't. Again, they'll go to your competitor who will put forth 5% more effort on their website and gladly generate 300% more leads. It's up to you!
I've written about Content Marketing at length on this blog and it should be the underlying effort that helps generate early-stage shoppers. The content you generate should be accompanied by landing pages that these shoppers use to provide a little bit of information about themselves in return for this great, FREE content. Boom, you have lead. It's now your job to continue proactively providing FREE value to this lead until they have worked their way down your funnel and are now your customer.
You have choice when it comes to growing your business. You can sit back and passively wait for leads to generate themselves and hopefully become sales, or you can manage and optimize the process to be SURE that leads are generated and guided into a buying decision. If your website's missing a mechanism and strategy to generate leads at all stages of the buyer's journey, you will have to settle for the scraps while your competitors eat like kings.