You've Attracted a Web Visitor, Now What?

So you've done a lot of things right, a new visitor arrives on your site, they find what they wanted, and then what?

If you think one of those "Sign Our Register" forms is going to get much action, you're wrong. A site visitor can become your biggest fan, returning many times over many months to get more information that they find valuable. This is of little or no value to you if they continue to do so as an anonymous visitor. The goal is to convert them from a "suspect" visitor to a "prospect."

Premium Content for Lead Generation

As you're planning and creating content for your website, you're considering what will be of value to your visitors and publishing it. In this process, place different value levels on content, or decide on higher levels of content information about each topic. In other words, if an article on easements and title insurance is of value, then perhaps of more value to some visitors would be a special report on actual unusual or interesting easement situations in your market.

Think about it, and if there are some interesting easement situations you've run into on title binders, gather that information and create a special report. It's not going onto your site for everyone to see. You're going to take this report and set it up for automated email delivery to the "suspect" when they request it. Once they do, they're a "prospect."

Another example might be a report titled something like "Negotiation Tips for Buyers in the YourTown Real Estate Market." You write a report outlining examples of negotiation techniques that create advantages for buyers in your market. This is a very valuable report to a buyer who is getting ready to get serious about a purchase; precisely when you want to be introduced. Then do one for sellers as well.

The Logistics of Lead Generation

You can't deliver the report until you have their email address, and that's where forms come into the picture. For each special report, you place a form in the sidebar next to relevant content. In other words, next to an article about title insurance, you might offer the easements report. The visitor gives you their name and email address, you get what you want, and they get their report.

Their contact information comes into your system from this form and they get their report. You can then place them into your follow-up marketing system with drip email or other systems set up to take your new relationship to the next level. Every visitor is a "suspect." Your challenge is to convert each and every one into a "prospect."

You don't have to do it all yourself with premium content. By offering website registration to create custom searches and alerts via email, your visitor will be enticed into giving up their content information for a higher level of service from search functions. It's all about conversion from anonymous visitor to identified prospect.

To view the original article, visit the WebsiteBox blog.