Is Your Industrial Website Leaking Leads?

One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. By default, they assume that the issue is the lack of traffic because of poor SEO. It is quite likely, that your industrial Website is attracting enough traffic but suffers from poor conversion. In short, you may have a leaky industrial Website. (See my earlier post, You’ve Got Traffic. Now What?)

Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. Google defines bounce rate as “The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” Anything over 60% is worrisome and you may have a leaky Website.

One caveat to the above rule of thumb – a page for downloading case studies probably will have a very high bounce rate but that doesn’t mean it is bad. If you are sophisticated enough with analytics, you can set up conversion tracking within Google Analytics to get a better handle on where the leads are leaking from your Website.

Often, I find industrial websites designed with no thought given to traffic conversion. The most common conversion mechanisms I see are a toll free number in a big bold font and a Contact Us or a lengthy RFQ form. While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads.

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You’ve Got Traffic. Now What?

You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations!

Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers.

I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people. Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. (See my post, “Do You Believe in Industrial Websites?”).

The reality is that the vast majority of site visitors will do nothing and leave. What they have is a website that is leaking potential leads like a sieve. Whenever I make that statement, there is silence on the other end of the phone or in a face-to-face meeting; I get a look that says, “What the heck are you talking about?”

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Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers

It is a known fact that for content to engage and convert, it must be relevant.

Needless to say, industrial and B2B marketers are constantly looking to improve the relevance of their content but are not always successful, as recent studies have shown. This is true no matter where the content is used – Websites, email campaigns, webinars or marketing collateral.

What does relevant content mean to site visitors who are engineering, manufacturing and industrial professionals?

I’ve seen some unusual applications of online content. And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads.

Relevant content will and/or is…

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How Landing Pages Can Make or Break Lead Generation Campaigns

Your landing page may be the culprit if your lead generation campaign is performing poorly.

I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. A poorly designed (layout and content) landing page can kill your lead conversion rate.

According to a report from SilverPop, “… up to 50 percent of visitors to landing pages will bail in the first eight seconds.”

What is a landing page?

A landing page in online marketing refers to a page on your site that visitors see (land) after clicking on a link from another page on your site or an email campaign. Traffic to your landing page can come from other sources such as clicks from search engines (SEO), pay-per-click (PPC) campaigns and social media sharing.

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