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Seven Ways to Make Hot Prospects Convert to Paying Customers

Some people go on and on about the sheer quantity of unique visitors they’ve managed to drive to their website. And yes, lead generation is really important.

Businesses benefit from s steady stream of hot new prospects. But a visitor is worthless if they don’t buy something, or at the very least make interested noises. So what if you have a thousand visitors a day? If none of them convert, it’s pointless having ‘em!  

Lead generation is about pushing visitors towards your site. But it’s useless on its own. You also need to make sure you’ll convert as many of them as possible to paying customers.  Here’s seven key  ways to help you convert more leads to sales and improve your bottom line.

1. Pricing: If you’re more expensive than your competitors, you’ll stand much less chance of converting sales in any kind of volume. You don’t necessarily need to be cheaper than anyone else, but your prices should be competitive within your sector
2. Tone of voice: If your website sounds like a technical manual, you’ll be more likely to put people off than a site that sounds friendly and approachable, human yet professional
3. Verbal diahorrea: If you fill your website to the brim with fine detail, with massive long pages and tons of dense copy, you’ll be much less able to catch and hold visitors’ imagination than if you keep it short, sweet and transparent
4. Saying it like it is: Unless you make it 100% clear how people actually buy, you’ll find that fewer of them make a purchase. Even if it’s stating the obvious, always include a call to action on each page telling people exactly what you want them to do next
5. Easy buying: If you make people jump through hoops to buy from you, you won’t get as many buyers as you will if the buying process is simple. Make buying as fast and easy as possible rather than forcing people fill in vast, unwieldy forms or click through multiple payment screens
6. Registration: Don’t force people to register before buying unless there’s a very good reason for doing so. Give them a choice between being able to buy without registering or registering an account
7. Trust: The European Distance Selling Directive advises online businesses to include full and comprehensive contact details on site. Stuff like street address, landline number, limited company and VAT registration details. Plus a simple complaints procedure. All of which might sound pointless and dull… but it encourages trust. And trust helps to drive positive  buying decisions