One goal that I believe your website should have is to collect your visitor’s contact information so you can stay in touch with them in the future. I’m a big believer in email marketing (as you know if you receive my monthly newsletters). And capturing your website visitors’ email addresses is critical for a successful email marketing campaign. Let’s face it, they came to your website for a reason – probably because they are looking for what you are selling. If you get their email address, you have a way to follow up with them and continue the conversation that began on your website. Also, those are the people you most want to reach when you send out your newsletters at the end of the month.
But a simple “Join our mailing list” probably won’t motivate many people to do so. You have to sweeten the pie. Offer them something for free – an e-book, a white paper, a free webinar, anything that you can give them for free that they will value enough to complete the form. And if, after a month, you aren’t getting more opt-ins, go back and sweeten it some more.
This post is part of my blog series “10 Steps to a Better Website”. Subscribe today so you don’t miss a single post.