How to capture leads from website?
-
Hi,
We have a contact and a registration form on our website to capture leads/enquiries. However, I have come across many websites who give away many resources for free i.e. without asking for any user details. In this case, how do they track or capture the data of people coming to their website and interacting with the content?
There are other methods we well like CTAs, pop-up on exit intent etc., but these are different to what I have asked above.
Regards
-
Awesome response! Thanks a ton Patrick. There is no room left for a follow-up question
-
Hi Shailendra
What you are are seeing is marketers utilizing positive engagement - associating their brand with helpful and useful in the minds of prospects. What that means is by having content open and available to the public, they do the following:
-
Search engines can index this content
-
Makes it easier to find said content
-
Makes it easier for users to find organization
-
Having content available produces positive engagement (check out this Whiteboard Friday)
-
More users to site
-
Repeat visits
-
More pages viewed per session
-
This gives users time to form an opinion about your organization / services
-
Prospects do lots of research before giving over information - that's just a fact
-
Since not you are not pushing every visitor to convert...
-
This means those that do become leads are more likely to convert
-
Gives sales more opportunities to focus on those leads and nuture with more focus
-
Eliminates chasing prospects and users that were just "browsing"
One way to look at form or form-free content is like this: Awareness, evaluation, and purchase.
Awarneness - Purely educational and not promotional. These types of content can usually be open and free to public.
Evaluation - More specific to your product / services, data sheets, demos, case studies, etc. This information tends to be form driven.
Purchase - These are even more specific - free trials, demos, consultations, estimates, etc. This information definitely is behind a form.You can ask yourself questions (source) about the content to help you judge if the content should be behind a login or not:
- Does this content address product implementation?
- Does this content answer a question we usually get while engaging prospects?
- Does this content answer a question we get often from current customers?
- Will the lead benefit from having a direct conversation about this?
- Have you earned the right to contact this lead about your products?
- Does A/B testing show a stronger conversion rate requesting lead info now?
Look at your site as a series of macro conversions and a macro conversions. Your contact and registrations are still conversions because they are handing over information to you. Another way you can look at conversions are phone calls (you can use services like Website Call Conversions or Marchex) or particular page views (although this tends to be inflated and so on). You can also use services like Wistia to capture leads in videos or lead users to product pages.
More often than not, these companies that provide free content are doing so in the hopes that the leads they do get are farther down the line so less work is involved and prospects are more likely to convert.
Another couple of great resources for you to level out your marketing efforts is The Customer Journey to Online Purchase from Think with Google, as well as The Content Marketing Funnel: Using Different Types of Content of Single Grain.
Let me know if this all makes sense or if you need more help. Good luck!!
-
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Within the Q&A forum, is it spam to include a website in our signature?
Hello Mozzers! I've seen several contributors that end their questions and responses with a website. Just for the sake of the argument, this is an example: -- Some text about the response/question --- Hope I've helped. Gaston Riera www.domain-Gaston-company.com To clarify more, the URL does never have a link. I've always considered that this is a place to share and help other by ours/others expertise not to self promote implicitly our company.
Search Behavior | | Gaston Riera
So, my question is related to the rules and best practices in the forum: Is it spam to include a website in the signature of a message? Does Moz's community staff take some action about those? Thanks!
GR.0 -
Search Analytics update in Google Webmasters Tools? Where can we find search queries bringing traffic to website?
I just got up and see Search Analytic's being updated today totally. Their is no option to see old reports. As Search Analytics only share 999 keywords.
Search Behavior | | csfarnsworth
Whats next now?
How can a webmaster finds all search queries bringing traffic to his website?
Any paid or free tool?
Google Analytic's > Acquisition > Search engine optimization > search queries will this area helps? Whole question revolves around. Any good tool that will help you find all the queries bringing traffic to my website?0 -
Re-Launching Old website with New SEO Friendly Features - What should I track?
Hey Mozers, I was brought on to the team to Optimize the old website to make it more SEO friendly and I was able to get some cool features up. What Analytic Key points should I keep track of? The website launches in 2 weeks and I think Now would be a great time to start gather data bout the old site. I'd like to make sure I keep the website under a microscope to make sure there are as little errors as possible. What am I missing I already have: Page Authority Domain Authority Bounce Rate Time on page Visitors/Sessions Unique Visitors/Sessions
Search Behavior | | rpaiva0 -
Does Not listing the prices on my website hurt?
Hey Mozers, I currently run a catalog type website and there are no prices listed. Would you happen to have an article of some sort that could back up why not listing prices is bad? I'm trying to express the importance of listing prices on the website. Can anyone help, The more articles the better!
Search Behavior | | rpaiva0 -
2 websites for 2 dealer locations or one website for both locations - Thoughts?
I'm trying to decide what would be the best option for my client. They are a car dealership group who own 2 dealerships about a half hour away from each other. The dealerships have the same name but are just located in different locations. One dealership is in a small city in competition with several other dealerships within the city. "Dealership name city name" The other dealership they own (Same dealership name) is located in a small town close to an even larger city. "Same dealership name small town name" My options are: 1. Creating 1 authoritative website optimized for all 3 locations. The 2 cities both dealerships are located in as well as the large city close to the small town. This option would be less time consuming, we would only have to earn links, citations & blog for one website. However we'd still need to have citations using both dealership addresses. So that's still double the work. This site would probably be more authoritative and we could have a page promoting each dealership & have shared vehicle inventory. We'd attach 2 Google+ pages using the different addresses & have both location addresses prominently in the footer of the site. 2. Create 2 separate websites for each dealership & target the surrounding towns/cities in their respective areas (even though both dealerships are only a half hour apart). This option is more time consuming as we'd have to earn double the amount of links. Work on citation building, blog for 2 websites etc. But we wouldn't be diluting our SEO by trying to rank for all 3 locations. We'd have a better chance if we focused on each locations separately on 2 sites. BUT the 2 sites would have less authority. What is everyone's thoughts? What would you recommend to be the best option. Money isn't an issue. Thanks so much for any help.
Search Behavior | | DCochrane0 -
How to optimize website for several US locations we service?
Hi, Our business has a few brick-and-mortar business locations, but it is servicing multiple big cities in the US, where we do not have a location, but we do business in though our independent agents (and we cannot use their locations).
Search Behavior | | SCLTeamShip
I have inherited the website, which has duplicate content for all the locations (cities and states), and I am worried about possible penalties. Every major city and state in the US has been targeted so far, but it seems pretty spammy to me- duplicate content, pages for all major US cities, pages for all states, etc. This is a B2C services website, and we can service anyone in the US. Example of pages: domain.com/services/service-from-x-city
and domain.com/services/service-from-x-state The goal is to rank locally for all the cities we are targeting. What on-page optimization should I work on besides unique content for each one? Should I consolidate some pages, and if yes, what do you recommend?
What overall strategies should I follow so I do not lose the traffic for the targeted cities?
Off-page, I am working on building local citations for these cities. Thank you.0 -
Why does my website not rank better for the keyword i am going for?
My website is www.canadafloraldelivery.com. I just can't seem to get my webpage ranked well for the keyword " Flowers Edmonton " . Also I can't seem to get my Google local listing on the map for many keywords. Is there something obvious that I am missing? Any help would be very appreciated.
Search Behavior | | CKerr0 -
Spam like visits to website
I am having a problem where I'm getting an enormous amount of unique visitors that bounce from a small area in Oregon even though we never market there. It appears to be some type of ping. It messes up our tracking and inflates the bounce rate. Is there a way to block this? I'm OK with any type of block because our reach is statewide in Florida. ANy feedback?
Search Behavior | | marksierra0