“We have a decent website.”
“Really? How many enquiries do you get through it?”
“No idea!”
I’ve had this conversation with business owners so many times.
Their company has built a website, because they want prospects to be able to find them, be impressed and get in touch. It might be working…. But then again, it might not.
No one’s ever counted how many of the enquiries coming in via email originated with the website.
They get phone calls from potential leads the whole time, but whether these callers are asked how they heard about the company is hit-and-miss.
If the question is asked, there’s certainly no system to record the answer.
Yet without these figures, it’s impossible to figure out whether your website is functioning at its most basic level.
The website may be converting only a fraction of your visitors, losing you valuable leads worth thousands…. or it may be worth investing in heavily, because it’s delivering some of your best leads.
You’d never know.
So today, here’s a quick and super-practical tip, to help you measure how many phone and email leads are generated through your website.
Instead of putting your ‘main’ phone number and email address on your site, create new ones that only appear online.
Because these contact details on your website are dedicated and unique, it’s much easier to measure how often they’re used.
For email enquiries, an online form can fulfil the same function.
If you want to get even more serious about measuring phone calls, you can install a system like Calltracks, InfinityCloud, or many similar services, which (basically) show each visitor a different phone number. If they call, you know they came via the website.
But because the system is integrated with website analytics, you can also tell how your callers reached your website in the first place (Search engine? Social media? Advertising?), and what pages they clicked on before they called.
This means that over time, you can figure out which channels deliver the best leads, what pages on your website encourage phone calls….
…and ultimately, make much more informed decisions about which marketing activities to invest in.
Whichever route you decide to go, the key is having good data.
Boring, I know – but crucial, if you want to solve the mystery of the missing website enquiries.
