During the corona crisis, spontaneous face-to-face meetings aren’t feasible. Your sales people can’t attend networking events or expos to generate leads. All the more reason to invest in your ability to attract customers online. If you want to do so, you need to work from a solid foundation. Don’t know where to start? Here’s the basis of your digital sales engine: an enticing offer that draws potential customers out of their world and into yours. Let’s call it your digital red carpet. How to make sure people will put on their nicest virtual shoes and walk it?

Your most crucial question

Your digital red carpet is usually a page in your online environment. To determine its contents, ask yourself, ‘If I were allowed one page on my website, what would need to happen on it?’ The answer to that is your most important call to action. You’ll formulate it by understanding which action a potential customer takes to step out of their world and into yours. This is the ‘metric that matters’: the number you use to track the effectiveness of your marketing machine. If you need some inspiration, consider these well-known examples:

• Booking a strategy session
• Requesting a quote
• Activating a trial
• Joining an inspirational weekend
• Using a free software version
• Requesting a demo
• Buying a product or service right away (e.g. on e-commerce or learning platforms)

Turn website visitors into leads: 3 things you need

Once you’ve picked your call to action, it’s time to make sure people will respond to it. To motivate them, you will need the following:

1. A thorough understanding of your market

Get an excellent grasp of your market so you’ll get a head start on your competitors. Your sales and marketing efforts need to be fully tailored to your ideal buyer persona. The benefits of your product or service should be a necessity to them.

2. An irresistible offer

The offer is not the icing on the cake. It’s paramount, as it drives your marketing machine. So, make sure your offer is top notch and unbelievably great. For example, sell something online with a discount, provide a free software trial with 24/7 support, or offer a strategy session in which prospects get a free digital strategy for the coming two years.

3. A convincing story

The story you tell on the page is as important as your offer. It determines your persuasiveness – and, therefore, people’s willingness to take action after they finish reading. If your story is genuine and well crafted, chances are website visitors will turn into leads!

What’s next?

Now that you know which 3 things you need to turn website visitors into leads, it’s time to put words into action. You’ll want to start by defining your ideal customer. Not sure how to go about it? This blog post will set you in the right direction.

Want to know how to create an irresistible offer and a persuasive sales page? Keep an eye on our upcoming blog posts!

Would you like to get more advice on growing your business? Our expert, Youri Kuper, saves a couple of slots every month to discuss growth with business owners and other business builders at Microsoft partner companies. If you need to lay out some clear next steps, schedule your session with Youri now.