Lead capture and generation, the process of converting prospects to paying clients and customers, should be one of the focal points for your marketing strategy. The problem is, it’s often a very time consuming task which can leave you little time to work with your clients.
That’s where website automation comes in! Done properly your website can work for you in the background to qualify leads and get you conversions, all whilst you focus on providing an incredible service to your clients.
According to the 2019 State of Marketing Automation survey, 75% of business and entrepreneurs use some type of marketing automation to capture leads.
Let’s look at how to do this in practice and my favourite ways to automate your website for lead capture:
#1 It all begins with a well-defined strategy
Lead capturing through automation saves time and helps you focus on your core business and be there for your clients, but for the automation to make sense, you still need a lead capturing strategy that actually works before you can automate it on your website.
Remember the most important thing about automation: There is no software or tool that can create a strategy for you. It will speed up and scale your marketing efforts, but it can only do so if you have a good strategy that you know already works to capture leads.
So for your website automation strategy to work well, ensure:
- Your current strategy is bringing you leads – so you can scale it well.
- You have the budget to automate it – it’s about saving time, not money (but the money will come back to you in clients).
- You’re clear and focused on a flow to get clients – trying to do too much at once leads to less conversions.
#2 Personalise the website experience
People are not buying products and services anymore; they are buying experiences, which is especially important for health and wellness. After all, in such a highly competitive industry, it’s the experiences that you offer to your clientele that will set you apart from your competitors.
And I’m not talking only about the experiences during your sessions, but the overall experience with your brand.
Your website is a crucial part of this, and therefore, you should make sure visitors are getting a personalised experience there too. You do this through segmentation of your visitors and their behaviours, and by creating a persona for each group.
Through website automation, you can set rules based on behaviour patterns, as well as actions that will be executed by triggers to serve the personalised content you created.
Some groups and personas you can go for are new visitors vs. returning visitors, where you will have a regular homepage for new visitors, but tweak it for returning visitors. A simple “welcome back” instead of just “welcome” is a neat and easy way to do this.
With this type of automation, you can even serve them custom blog post suggestions based on how they browsed through your web page and which blog posts they read earlier.
#3 Have an opt-in specifically aimed at qualifying warm leads
A lead qualification process helps you determine how likely a lead is to buy your services and products, and when coupled with a lead segmentation process, you can easily build a “highly motivated” list of leads.
You can do this on your website, your emailing list, or a blog post, wherever you find it will fit well. I suggest going for the website so you can segment them early on.
The content that you offer to your visitors after they have already given you their email address should have some “extra value” that they must download; for example, a checklist or an e-book that’s a great intro for your sessions.
Then, set up a rule that will separate all the visitors who downloaded this extra content into a separate “highly motivated” list so that you can speed up their journey through your sales funnel.
The next step for such highly motivated subscribers would be a voucher, discount, or invite to a one-on-one session, for example because they are more likely to convert than colder leads.
#4 Make web forms easy to fill
Web forms can make or break your whole website automation strategy.
Whether it’s a simple email subscriber form, or a form to schedule an appointment, how the form looks and how it’s created and filled plays a big role in successfully capturing leads.
When it comes to the necessary data input, only ask for what is required. You really don’t need everyone’s pet name and zodiac sign! For input fields of the form, shorter is always better, so stick to a maximum of five fields, if that, and avoid putting any optional fields at all.
The automation part comes with things you can set up immediately – something known as smart defaults. Based on the user’s IP, you can set defaults for country or phone extension easily, so lower the amount of info they need to input.
Autocomplete is another way to help them along. As they type in their address, for example, their geological location and address prefilling can give good suggestions for their home address.
You can also set up email sequences that are triggered immediately after someone fills in the form which has endless possibilities for health coaches!
#5 Use chatbots
You’ve probably stumbled upon a number of websites that already have a chatbot. It’s one of the easiest ways to capture and warm up leads you can get, especially now that people are so used to getting immediate responses to any of their inquiries.
Yet, many brands seem to lag when it comes to lead response times, missing the window of opportunity when the lead is warm. After the first minute, the conversions will drop almost 400%! Yet, many companies struggle to respond even after a day, with the average first response to a web form being after 38 hours.
A chatbot ensures the first response happens immediately, and keeps that window of opportunity open for a longer time.
The best part? There is no programming involved in setting one up for your website. You just need to set up its playbook – a script the bot will follow based on the response from your visitors.
The best way to do this is to offer a few answers based on your frequently asked questions from leads and clients. Freeform replies are a bit trickier, so it’s best to stick to predetermined options to begin with. Each answer is a button that will help the bot determine which answer to show the visitor and what to do next.
So the only thing you are setting up is the conversation flow, which requires you to know a bit about your ideal customers and how they would respond.
#6 Use the right software for the job
There are hundreds of marketing automation tools out there, so finding one that works best for your needs can be quite an ordeal. But not all of them automate the same segments of your marketing. Some will automate your newsletters, while others will automate your social media, and some will offer end-to-end marketing automation that covers all.
The ones you need are those that will automate your website, or better said, track what visitors are doing on your website and what they are most interested in, learn about their intent, and help you visualise user journeys. Some tools that can do this include LeadSquared, HubSpot, and Marketo which are good starting places for your website automation needs.
When choosing the tools, look for those that cover data collection of customer and prospect data, their engagement data (how they interact with your website), and automatic segmentation of your visitors and prospects. If tools have AI-capabilities that can build ideal personas on their own based on the collected data, all the better.
Lead capture is only the first step
Scaling your lead capturing will help you increase your conversion rate and qualify ideal clients much easier. The right tools make the job a breeze, but there’s still a steep learning curve for many of them, not to mention the price point that can be a pain too.
It takes time to conduct thorough research on the best way to automate your website but if you need help getting the most from your website and speeding up the process, contact me today and we can start from finding an optimal strategy for lead capturing, and then scale it with the right software and solutions that will stay within your marketing budget!