Do your sales leads die of neglect?
Depending upon whose research you favour, 80% to 90% of buyers (B2B) begin the purchasing process by searching the internet. It's this initial research that either yields a short list of prospective suppliers or adds new suppliers to the current suppliers' list.
But web sites are rarely set up to convert these visits into leads.
During the research phase keyword strings tend to be very specific. And the landing page is rarely the Home Page.
This is a crucial point. Most of us 'see' our website as a hierarchy built from the home page 'downwards'. But when we search a keyword, we actually land on the most relevant page.
Where to go, what to do?
How often have you found it hard to figure out what a website wants you to do?
You may glance to the sidebar and see downloads, go to the contact page and see multiple offices or be confronted by a form that asks for your blood type and inside leg measurement.
And while you're pondering what to do, a huge popup emerges in the centre of the screen demanding that you sign up to a newsletter (with no obvious way to dismiss it).
Sales lead dies of neglect
Where is your call for action (and what is it)? Unless it is on every page, you may be providing valuable research information to prospects, but you have little prospect of converting the visit into a lead.