How to Create a Lead-Generating Sales Funnel on your Website
Most people who try to implement a sales funnel on their website will fail. Why is that?
It's because there is a misconception of what marketing is today. Since the introduction of the Internet and Google search engines, marketing has evolved into a combination of sales, marketing, and authenticity. Consumers are now spending more time researching products and services until they feel comfortable this business is a good fit for their needs.
Much of the content designed to convert sales on a website takes a self-promoting approach that immediately demonstrates to visitors what services include and the company’s experience in the industry. The problem with this sales approach is that it leaves out that crucial step “What is your client really in search of?” When content overlooks the needs that prompted the client to begin their search, then it risks a failure to make a connection with the buyer.
Consumers begin their search with the intention to find a trustworthy solution. When marketing content fails to create a secure sense of trust that this is the right choice for them. When a potential client takes the action to communicate with a business while still feeling doubtful of their abilities, then the relationship is already off to a shaky start.
To create a successful lead generating sales funnel, you need to be in the right mindset of creating useful content paired with the right strategy for executing the sales funnel. When your mind is in a place where you want to generate leads and sales in your business by providing stellar service, high trust, and quality experience then you are developing a sales funnel that builds a relationship with a loyal future client. This relationship begins in their buying process and is maintained until the buyer is ready to hire you without hesitation.
Why are most visitors leaving your website without making an appointment or buying a product?
Understanding the Buying process
Some of them will be. Most of them are still somewhere on the buying spectrum. The good news is they have landed on your website which is now an opportunity for you to stay with them through their buying journey. Otherwise, you will either lose your prospect completely or try to force a sale that is not ready to happen yet, creating lingering doubt and hesitation.
Instead, begin your relationship with your prospects by warming them up. Be authentic about who you are, what you offer, and why it would be to their benefit to find out more. Without this warming up process, your offering is just another of many out there in the world among masses of competitors saying the same thing “Hire me because I’m the best!”
When your sights are narrowed into obtaining a sale without regard for someone’s purpose for researching information, then your sales efforts will have a low conversion rate. When your content is of value to your prospect, then your sales funnel will attract more qualified leads. Leading with value and guiding potential clients to their solution by demonstrating what you know is really the key to a successful high converting sales funnel.
Why do you need a sales funnel on your website?
It is easy to believe that your website is serving no purpose for your business if the expectation is that 80% -100% of the visitors will convert into customers. The reality is that less than 5% of website visitors are ready to act when visiting your website. Without a sales funnel in place, you will lose complete contact with 95% of visitors that found your website in their research.
It is a marketing fact that people need multiple touch points before taking the next step in doing business. It is not impossible, however, quite rare for customers to enter credit card information or commit to a contract after the first visit to a website. A sales funnel allows you the opportunity to demonstrate your area of expertise while building a relationship that connects with your potential client. The value provided in your sales funnel should be authentic, understanding, and valuable in their buying process. This will give a true representation of your experience and the results they can expect from working with you. A thoughtful, sincere sales funnel is exceedingly difficult to ignore and does not feel like a repeated sales pitch.
Three core elements of a successful sales funnel.
How do you achieve this kind of relationship through a landing page?
Lead with value.
Demonstrate your worth.
Show how you can help with their problem.
First, you really must have a clear understanding of your ideal customer. What are their challenges and what outcomes make them happy? Do you know what keeps them up late? How could your product or service deliver delight and relief to replace their worry?
When your content can address these emotional concerns of your prospect, you are now really speaking their language. The buyer feels understood, which is the foundation for trusting that your business will deliver the solution they are looking for.
What does a Sales funnel look like?
Websites generate traffic – The top of the funnel is bringing visitors with a variety of motives for being your website. Organically, visitors find your website through content like blog posts, web pages, press releases, etc.
Sales page – This page is the page that really piques their interest. You may have a pop-up or announcement on your website that will lead to the sales page. This is a page designed to capture lead information by offering a desirable lead magnet. One that is shared with them in exchange for an email address.
Nurture your prospects – Do this through email content. Warm up your potential client through email. Reveal who you are and how you have helped others that have hired you. An example of being authentic and letting prospects get to know you is to share your own journey and why you do what you do today.
Call to Action - In each email remind your prospect how you can help them too and make an appointment.
This may sound like a lot of work for a small business owner with little time and too much to do already. Your website has the potential to do the selling for you! How much time would you save if you could automate these conversations and send qualified leads to book an appointment with you? Dedicating some time to creating a high-converting sales funnel not only sets you apart from your competition, it gives your prospects a sense of trust and loyalty before they have signed a contract.
If you have some ideas and believe some marketing coaching could help you execute a successful plan sooner, then please contact us. We are here to help you with your business success.