'Inbound & Down'
Question of the Day

Published November 21, 2019

How do you turn web traffic into leads?

  1. Ask for your visitors' contact information before allowing them to enter your site.
  2. Collect your visitors' contact information via implicit data without their knowledge.
  3. Offer free content/services in exchange for contact information submitted through a form.

The Answer is C.

One of the most important aspects of the inbound methodology is the process of nurturing prospects into customers when the time is right for them to make a buying decision. In order to do this, though, you need to turn your website traffic into leads!

A visitor converting into a lead is the culmination of a comprehensive process that involves carefully optimizing your website in order to attract visitors and deliver value. Within that process is a significant amount of research, content production, and testing—each with its own set of best practices and requirements.  

At its heart, though, turning a visitor into a lead requires two basic components:
  1. A free offer to entice your visitors to exchange their contact information. This can range from something as simple as a subscription to your newsletter, to more robust offers like eBooks, case studies, and consultations—in other words, something of value on your site that your visitors can benefit from. 

  2. A place for your visitors to submit their information and receive the offer. The most common method of capturing information is through a form. This can also be done, however, through methods such as surveys and assessments. Be careful not to ask for too little, as this may stunt your ability to nurture visitors effectively. Asking for too much should also be avoided, as the value of the information provided may outweigh that of the offer they’re receiving. 

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