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Will You Convert?

Website traffic can be as useful as Atlanta traffic. Here are 5 ways to get more visitors to contact your firm. This morning I was in the office catching up on some email. It was interesting that the majority of marketing articles in my mailbox talked about how to generate website "traffic" from one source or another. A successful business, they claimed, requires SEO, pay-per-click, Facebook ads, Tweets, and [insert social media cliché here] to drive that traffic.

I live in Atlanta, where “traffic” is a 2.5 hour drive to commute 10 miles. Just like Atlanta traffic, website traffic can be a waste of time and money – unless those visitors actually contact you.

Before you spend more money to generate more visitors, focus on those you already have.

They’re already on your site! It’s like having prospective clients hanging out in your parking lot. You’ve already paid for them through internal or external efforts, so go out and get them. Think like a prospect. Derail the ongoing research process at your site, right now.

Here are some specific things you can do:

- Live in the headlines. Your website is not a Hollywood cliffhanger where viewers wait 90 minutes for the climax. Put the punch line (most important information) where a visitor can immediately see it on the page and in bold headlines. Be sure these are real differentiators, rather than the same generic info that shows up on most websites.
- Get to the point. The internet is built as a source of immediate feedback and just-in-time-learning. Visitors will quickly find the right information on your site or move on to the next site. Assume that this gives you 5-10 seconds to make a great impression and engage them. I know this is tough, but don’t waste words.
- Offer some added value. Sure, the visitor can view your homepage, read a blog post, or even receive a free initial consultation. How about something a little more creative like engaging with the firm to get on the email list, receive a relevant book or seminar invitation, download a topical report or article, etc?
- Jump on the bandwagon. Communicate how much everyone appreciates the firm and its results, also known as testimonials. But be sure to mention specific services and results, rather than just general accolades like, “Dave is great!” Also remember the 5-10 second rule above before you list 50 testimonials on the page.
- Offer more contact options. You probably offer at least your phone number and contact for today. In today’s world of instant messaging, have you considered chat? Whether the person is afraid, unable, or unwilling to call, this gives you a chance to engage and add value, or at least schedule a meeting. I see conversion rates improve 10-20% with the addition of chat.

I know what you're going to ask next. What is the industry-standard website conversion rate? It doesn’t matter. How about 1% more than whatever you had last month? A positive trend is much more important than any individual number, and you wouldn’t believe me anyway. Benchmark just so you have a starting point, then see what enhancements have the most impact over time. Even by just keeping track of key indicators like conversion, you’ll be ahead of most of your competitors.

If you can’t measure it, don’t do it.

ABOUT THE AUTHOR: Dave Slovin, President at PracticeProfs Inc.
Dave Slovin, President of PracticeProfs, has more than 20 years of experience developing and executing sales, marketing, business development, and customer service strategies at start-ups through Fortune 100 corporations. In 2009, Dave founded The Marketing Engine to help organizations build (or rebuild) the infrastructure so critical to creating awareness, generating demand, and delivering profitable revenue from long-term clients. The PracticeProfs concept grew out of successful law firm marketing engagements, where Dave was able to improve results from initial prospect interest through retained revenue.

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Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.

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