Seth Godin put it best in his book Permission Marketing, “Your website should be 100 percent focused on signing up strangers to give you permission to market to them.” This can be achieved by providing specific “calls to action” on every page. Here are some great examples you can use:
• Contact us
• Request information
• Schedule an appointment
• Request current pricing
• Online Chat
• Ask the OSC a question
• Register for the builder online portfolio
• Sign up for the e-mail newsletter
• Request an eBrochure
• Priority registration for “coming soon” neighborhoods
• Realtor registration
Brainstorm ways to get customers to interact with you. What information do they want? What have they asked for the most in your previous interactions? Make sure that your “call to action” is clear and every page has some way for the customer to interact with you.
A standard conversion average to keep in mind is between .5 to 2 percent of your unique visitors. For example, if you have 1,000 unique visitors per month, you should expect to see between 5 and 20 people contact you, sign up for an online portfolio, register for a newsletter, etc. This is just a standard to start with as you strive to get those conversion rates up as high as possible. Make it your goal to get between 2 and 5 percent. Consistently tweak and test to determine what works best.
Remember, focus on increasing those conversions. While it is good to drive as much traffic to your website as possible, sometimes all it takes is a slight change in wording or “calls to action” to increase that conversion percentage – and usually that does not cost much. With only a slight increase in your conversion percentage, you can almost double the amount of leads you receive!