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Foster Web Marketing

Traffic vs. Conversion: What’s the difference?

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When our clients first launch their site, their primary goal is to get as many visitors to their site as possible.  They track their weekly traffic through Google Analytics, aiming for an increase week over week.  To increase their visitors, they add a new piece of content every day.  Some days they add library articles; other days they add FAQs and blog posts.  The number of visitors to your site is the “traffic” it attracts.

While getting visitors is important, it is only the first part of marketing on the web.   Once you have “traffic”, you need to focus on “contacts” or converting those visitors to leads.  We recommend several ways to convert visitors into leads.  You can use trackable phone numbers, chats, free offers, and contact forms.  These are called “call of action”. 

Like different flavors of ice cream, visitors like to interact in different ways on your website.  Some visitors like to talk on the phone with a real person.  To assist these types of clients, your phone number needs to visible, readable and located in a prominent position.  The industry standard is to place the phone number in the upper right hand corner of the webpage.  Not just on the home page, but on EVERY page.

Other visitors abhor talking on the phone, but feel comfortable “chatting” through their computer.  For these types of clients, we suggest you offer a chat service on your site.  We recommend several companies that offer “chat” services, including Ngage, Apex and LiveAdmins.  Each service provides their chat service is a slightly different way.  However, all have an operator will chat with the visitor aiming to get their contact information by the end of the conversation.  DISCLAIMER: The operator does not offer legal advice.  We have an API with Ngage so your chat conversations are automatically stored in DSS, so you can refer to them later.    COMING SOON:  Apex chats will be directly loaded into DSS also.

Still other visitors are “shopping” for an attorney.  They are gathering information from several different sites and will make their decision later.  For these types of visitors, a free offer may intrigue them.  A PDF download about the “9 Secrets Insurance Adjusters Don’t Want You To Know” may be the tipping point for your visitors to provide their contact information. 

Lastly, we have contact forms.  On our sites, we have the “mini” contact form and the “long” contact form.  In our experience, the mini contact form is completed 70% more frequently than the long one.  This is because it is short (only two required fields) and like your phone number is displayed on EVERY page. 

By offering all the “flavors” of conversion, you will gather more contact information from more visitors.

Next up – what do you do with the contacts now?

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