Austin Entrepreneurs: How to Convert Website Visitors into Leads

Knowing how the visitor got there

The first and most important thing to do is to learn about the journey of the people who visit your website. It's like knowing where people are going to SXSW so you can park your taco truck where they will be. People don't just call your website for no reason they have a reason.

People usually find your site through well planned marketing campaigns that use organic search social media links or direct URL entries. Every way in gives clues about what they want. You can use tools like Google Analytics to find out how long people stay on your site where they leave and how they act. Once you know where they're going you can make it easier for them to find your lead capture forms without making them feel like they're being funneled.

You might want to use heatmaps to find out where people click the most. Are they going all the way to the bottom before they leave? That's awesome! There should be a call to action (CTA) there that will get people to sign up. Visitor journeys are like detective work you have to find out what your audience likes and doesn't like and then change your content to fit.

Writing CTAs that make people do something

Your call to action is like the guy on Sixth Street who tries to get people to come into a bar. It has to be fun and hard to say no to. Clear and to the point language is the best. "Subscribe Now" and "Get Your Free Quote" are both clear and easy to understand. But remember that the real magic happens when you give the visitor what they want.

CTAs should be easy to see but not too much. You might want to use colors that are different from each other and put things in the right places. A well placed CTA at the end of an interesting blog post for instance can get more people to click on it than one that is just put in the sidebar. For businesses in Austin CTAs like "Discover How We Can Help Your Austin Business Thrive" add a personal touch that shows how proud the people in your area are of their city.

Testing is very important. You can find out which wording or placement of your call to action (CTA) gets the most leads by A/B testing different versions of it. Tools like Optimizely can help with this by showing you what your audience really likes. It is very important how the conversation sounds. It should sound like a kind invitation not a demand.

Using lead magnets to add value

Nobody likes pop ups do they? But they're better if they give you something useful right away. Lead magnets are like your secret weapon they make the deal even better. A lead magnet could be anything from a free ebook to a special webinar or a checklist that helps you get things done. It's like the guacamole that makes the taco taste better.

Make sure that the lead magnet is something that people in your target market would want. A local SEO guide could help you get more clients if you own a digital marketing agency in Austin. It's about being subtly persuasive—giving them just enough value that they can't say no to signing up.

Make it easy to join. Ask for only a little bit of information up front. Most of the time all you need is a name and an email address. Unless you're giving something really valuable in return then you need more. Use tools like Mailchimp to make your lead capture process easier and more automated. The goal? You get efficiency and they get convenience.

Using social proof to build trust

If you live in a city known for its live music it's important to know who puts on the best shows. Social proof works the same way it's the recommendations reviews and case studies that say "Look people like you have loved this."

Put customer reviews front and center on your site. Be sure to mention locals who have used your product or service. People in Austin love to know what their neighbors like. Video testimonials work really well because they seem more real. In the meantime case studies show how you helped another business solve problems in more detail.

Check out sites like Google My Business or Yelp to see what other people have said about the business. Get happy customers to write reviews. A short email after the sale can work wonders. Remember that social proof can make people feel better about their purchases and change "maybe" to "yes."

Always improving Playing the long game

Getting people to buy something today doesn't matter if your plans don't work tomorrow. Keep improving things. You can't just learn a song and never change it to make it perfect just like you can't play music with your band.

Stay up to date on new ideas and trends by reading blogs like HubSpot's blog. Regular site audits will help you make sure that load times are fast forms work and content stays up to date. Update the design of your website. People notice when something looks old and that can make them less likely to trust you.

Also use trends that happen at certain times of the year to your advantage. During Austin's famous festival season make sure your deals and content fit in with what's going on in the area. A good website stays up to date and gets ready for changes in technology and fashion.

In short getting people who visit your website to become leads isn't about quick fixes. It's about getting to know your visitors figuring out what works for them and making things better as your audience changes. The best chili needs the right ingredients some time and a lot of Austin spirit.