How to Generate More Calls and Emails From Your Website

One complaint I often hear from small B2B companies or consultants who call is that their Websites generate few, if any inquiries.

Getting people to inquire about your services is a two-step process.

STEP #1: Get People to Your Website.

Prospective clients can’t call you if they don’t know you or your Website exists. Therefore, it behooves you to drive traffic to your site using a number of tactics such as:

–> Search Engine Optimization — If people can’t find your Website when conducting an online search via a search engine, then they most likely won’t be visiting your site. It’s that simple.

One objection I frequently hear, however is, “No one is searching for the [insert esoteric service] I offer. Therefore, SEO won’t work for me.”

Before concluding that no one is searching for your particular type of service or product, do a thorough keyword search to determine exactly what people are searching for.

Even with all the searches I do, I’m still surprised at the keywords people use when searching for service providers and can usually come up with a good 10 – 30 potential keyword list for a specific B2B service, product, or “solution.”

Once you’ve determined people are indeed searching for your products or services, hire a professional to optimize your site — and don’t balk when he or she says you’ll need to rewrite your copy or add new content.

–> Blogging – Become an active participant in blogs or forums and be sure to include a link back to your Website or your own blog. If you’re able to constructively and intelligently add to a conversation, people will click on your name to learn more about you.

This is when it pays to offer a free e-newsletter in order to capture people’s names when they visit your site.

–> Viral marketing — Follow David Meerman Scott’s advice and offer a free report or e-book — with “free” meaning no registration required. In June, for example, I offered a free report about corporate employees’ YouTube usage. Downloads of this report continue to remain strong.

STEP #2: Provide Content that Makes People Want to Contact You.

Once people are on your site, you need to provide content that answers their unspoken questions and that explains what you do. Tactics include:

–> Using plain English to explain what you offer — Website visitors should be able to figure out what you offer in five seconds or less. If they have to click around or read detailed, jargon-laden copy, you’ll lose them.

–> Being excited about what you offer — Don’t be afraid to use verbiage that excites people and makes them say, “Hell, I need this person, now!” My good friend, Lyn Chamberlin, recently rewrote her home page — taking it from “ho hum corporate speak” to “personal branding guru with a mission.” Aren’t you ready to hire her — like now? I was when I read her new copy.

–> Offering tons of free stuff — The person who does this to perfection is Mac McIntosh, the B2B sales lead expert (and my good friend). Each time I visit his site, I’m amazed at the free articles, reports, tools and calculators he offers to Website visitors — no registration required.

–> Providing testimonials, case studies, a client list, and other work samples — It’s a fact, people want to do business with people they know and trust. Providing testimonials, a client list, case studies, and/or work samples will go far in helping people pick up the phone to call you.

(I know this sounds like a “duh” kind of thing, but I have had companies tell me they don’t want their competitors knowing with whom they do business nor do they want them reading their case studies. Amazing.)

Using these tactics will increase the number of calls and emails you receive from people looking for the types of services and products you offer. 

Not only will you get more calls and emails, you’ll also find that people are ready to do business with you now — significantly decreasing the amount of time it takes to close a sale.