Converting Website Visitors to Qualified Leads

Driving traffic to your website is important, but unless you can develop leads from the traffic, it only serves to strengthen your brand.  Converting hard won web traffic to leads requires a clear understanding of the buying cycle as a buyer's needs will be different depending on the phase.  Generally, the B2B buying cycle for a complex sale looks similar to this:

In the early stages, buyers are looking for information about problems or opportunities that are important to them.  They are doing research and want to learn about the problem they are encountering and how to go about solving it.  Product features and capabilities don't interest them - at this point they are likely to latch on to the most educational websites to learn more about the situation.

Traditional Way of Delivering Information

If your website content is devoted to product feeds and speeds, PR about your business, and boasts about your leadership, quality, and service then you are appealing to late stage buying behavior.  There are two things to consider:
  1. Buyers who come to your website for educational content will quickly leave and continue looking elsewhere.
  2. Those buyers who happen to be late stage are not likely to visit as they will be fully engaged with the company whose website captured their attention during their impressionable educational phase.

In the above diagram, this buyer is looking for something in particular and the good news is that they landed on the site.  However, the content offered does not really match up to their particular challenge.  Also, there is no mechanism in place to turn the visitor into a lead.

Fortunately, smart marketers can respond to their buyer's challenges with content that matches their need for education.  They can engage them early and keep them engaged during the entire buying process.

Content - The New Marketing Currency

In order to be successful with the buyer in control of her desire to be educated, it is critical that organizations have a content strategy that addresses the types of questions and issues their buyers can expect to encounter.  Buyers who find relevant content are willing to exchange their valuable contact information for the content as long as they feel they are going to learn something about their problem and not sit through a product demonstration.


Traditional product and company information is still important, but not until later in the buying cycle when buyers are evaluating their options.  Without the educational content, sellers run the risk of being brought in late in the buying process after a trusted relationship has been developed with competitors involved early in the process.

Getting to Know Your Leads

There are two types of information you can learn about your leads - explicit information and implicit behavior.  The former refers to information the lead tells you about themselves and their needs, such as demographic information, budget, authority, and decision timeframe.  These won't all be collected right away, but gathered over time.

The second and perhaps more important information is implicit behavior, which is action that the lead is taking.  This can be the types of information, or content, that the lead is acquiring from you, how often and how long they spend on particular content.  Once a lead has been identified, this can all be gathered from website visits using simple technology that can be added to your website.

Both implicit and explicit behavior are used to track leads through the buying cycle and is the subject of Lead Nurturing.

How Can Technoligence Help?

Technoligence can help you identify the buying strategy that fits your buyers' target profile and help define a content strategy that fits their buying process.  We can help with the creation of content that will attract buyers in the early stages of their buying process, allowing you to become their virtual advisor as they move through the buying process to become a sales-ready lead.

We can help establish the right tools on your website to support the capture of lead information and implicit buying behavior to determine your leads' interests and then work to establish nuturing programs to retain and grow that interest until they are in a sales ready state at which time we can assist you with how to transfer those leads into a CRM solution for closure.
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