The Website Lead Problem
If your business is anything like ours was, you put your website out hoping it will attract new customers and then you wait...and wait...and wait. Maybe you do get some leads, in the form of folks calling in after visiting your website, or filling out a contact us form on your site. However, it's really difficult to accurately tell how productive your website really is at attracting businesses interested in your products and services. The problem is Google Analytics is telling you that hundreds or thousands of people are visiting your website, but that doesn't seem to be turning into leads to grow you business.
If this sounds familiar, you should know you're not alone. We frequently found ourselves making changes to our website, resulting in an uptick in visits according to Google Analytics, but still no increase in prospects contacting us. Google Analytics is great and provides a wealth of information, but it's not something you just look at and pull out a bunch of useful data from. Using our love of technology we started researching ways to better understand who was going to our website. Here's what we learned...
There are actually a good number of products and services out there that will help you understand who has been going to your website and what they do when they get there. Some of these include HubSpot, Visistat and Leadfeeder.
What We Wanted To Know About Our Website Visitors:
|Info Description||What it will tell you|
|Name of the Business||What they are, so you can find them and contact them!|
|Date/Time of the Visit||When they visited, so you can contact them as quickly as possible.|
|Time Spent on the Website||How interested they might be and in your services.|
|Web Pages Viewed||What products & services they might be interested in.|
|Source||How they found the website (Organic search, referral, direct).|
We felt the answering these questions would give us enough information to determine if the visitor was a potential lead and if we should follow up with them.
The first platform we looked at:
- One of the more mature and feature rich platforms for useful website leads and analytics.
- Website forms that allow you to collect even more visitor information.
- Lead scoring to help you rank visitors.
- Integration with popular CRMs like Salesforce, SugarCRM, Microsoft Dynamics and ZohoCRM
- Integrations with other marketing platforms like AWeber, ConstantContact, InfusionSoft, etc.
- Starting price of $350/mo
- Arguably one of the most powerful options.
- Great for a larger business with a larger marketing/sales budget.
- For our small business the price was a bit step, but worth consideration if we get larger.
The second platform we looked at:
- There is a free version. ;)
- All you need to make it work is a Google Analytics account.
- Free version gives you most of the information you need for a small business.
- Business Name
- Time on the website
- Source (How they found your site)
- Up to 100 unique companies per month
- Paid version starts at $59/month and offers more robust notifications and CRM integrations
- The free version is the perfect way to get your feet wet.
- We signed up LeadFeeder Lite
- Used LeadFeeder with our old Wordpress webiste
- Still use LeadFeeder as a "second opinion" for our current Hubspot site.
- We received a number of good leads that we otherwise wouldn't have had...for free!
Examples of lead information we received from LeadFeeder:
The last platform we looked at, and what we currently use:
- Full blown marketing automation platform.
- Landing pages
- Web forms
- Marketing emails (and automation for the higher packages)
- Analytics (including detail on who has visited your website)
- Website platform (alternative to something line Wordpress)
- Integrated Sales/CRM platform (FREE)
- Marketing Training (a lot of it FREE)
- Marketing platform starts @ $200/month (website not included)
- Website platform starts @ $100/month
- Easily one of the most robust marketing automation platforms.
- We signed up after negotiating the pricing lower.
- The training in the Hubspot Academy is great, like the free Inbound Marketing Certification.
- They do limit some of the features like full automation and reports to the higher level versions.
- Worth serious consideration if you have a monthly marketing budget of a couple hundred dollars.
- The free Hubspot CRM is also worth a look if you need a low cost CRM.
Examples of lead information we received from HubSpot:
Now that you know who visited your website, it's time to give them a call. It sounds weird and potentially might be uncomfortable, but it's easier than you think.
Here's an example of what we might say when we call a website lead we got through LeadFeeder or Hubspot.
"Hello, my name is Nick with Heroic Technologies. Our website tells us when someone spends a good amount of time on it researching our services and someone from your company did just that. We offer IT Consulting and Management and I was hoping you could connect me with the person most likely to have reviewed our website, or who might be in charge of your IT decisions and most likely to look at our services."
That's it! Sounds simple, because it is and it works! We've found that prospects are impressed that you know they've visited your website, and are more open to speak with you if you call them as close to when they visited your website as possible.