Many businesses are aware that the point of digital marketing is to increase a brand’s visibility online, but having a website alone simply isn’t enough – read on to discover a guaranteed method for helping your website better convert.
The problem
No matter which industry you operate in, and no matter how niche your product, the chances are that you will always be in direct competition with another business.
Whether it’s through SEO (search engine optimisation), paid ads or email marketing, there are many tactics and techniques businesses can utilise to project their name onto the first page of Google. Perhaps you’ve tried some of these yourself, but are finding that, no matter how much time and money you invest in a particular campaign, nothing seems to stick.
Your website might be getting more views than ever before, but you’re finding that your sales simply aren’t increasing. If this sounds familiar, your website – no matter how polished and well-put together it may be – might be missing the final piece of the puzzle; that is, a way for your prospective customers to convert.
So, how can you bring in those all-important conversions?
Let’s say, for example, you run a local events company. Your website lists all the upcoming activities taking place in the area, and users can book tickets through your platform.
Now, say you have a newsletter sign up button on your homepage. You might be seeing high volumes of traffic coming through your website, yet no one seems to be taking the time to fill out your beautifully curated newsletter sign up form.
Why? Because having a sign-up form alone simply isn’t enough.
To encourage users to part ways with their contact details, they need a good enough reason. They need something of value, which is worthwhile enough to exchange their information with what it is you’re offering.
This is called a lead magnet – a magnet that attracts leads!
Taking the example of the events company, you could offer something that you know your target audience will be interested in; a Christmas countdown calendar, for instance. Users could sign up for exclusive information, sent straight to their inbox, detailing all the upcoming Christmas events in their area, such as important market dates or Christmas light switch-ons. Now, a simple newsletter has become something of value – information that is useful and relevant to your audience. From there, you can build your database of people to market to.
This works in any industry, too. As long as you’re offering something that is relevant to your target audience, and will solve a problem for them, you can begin to build and nurture an email list that is genuinely interested in what your business does, and what you can offer them – because, at the end of the day, it’s all about what’s in it for them.
If you need help with building your own lead magnet to improve your website’s conversions, the team at Engage Web can help. Get in touch today to find out more.
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