Your website: a vacuum cleaner or a fishing net to catch leads?

The goal of any website is to attract traffic, which needs to be converted into leads.

Is your website acting like a vacuum cleaner sucking in targeted visitors?
Or
Is your website a fishing net catching visitors swimming by your website accidentally?

The vacuum cleanerThe vacuum cleaner website as funnel

Using a vacuum cleaner you will only clean the spots you are aiming at.
A website will dynamically attract visitors who are looking for specific information on your website: exactly those people or companies you are aiming at.
The motor and the fan are the keywords, tags and content of the website.

Still some tiny dust will escape again through the exhaust port of the vacuum cleaner as it is not captured by the dust bag.
The more effective the website is (the bag), only the not interested visitors will leave by website again (exhaust port).

This seems to be happening with our website on the subjects of “Lead generation”, “Customer retention” and “Visitor identification”.

On the Internet many people are searching for a specific solution or to solve a problem.
In certain cases they end up on your website.
The bag collects those visitors that are really interested, just like in the sales funnel.

Although people are looking for a solution, in case of LEADSExplorer which is in the emerging market of Inbound Marketing, they don’t expect a solution that reveals the company names of the website visitors.
Inbound marketing is novel and so is visitor identification using IP (even more novel). Thus it takes a while for people to grasp and understand the solution, the importance and the reach.
The website sucks in a larger number of visitors that are not always immediately interested in our offering due to the disruptiveness of the solution offered. Something which will improve over timeover time as this type of Post-Click Marketing solution becomes more known.

The fishing net

Fishing net catching any fishA fishing boat drags his nets through the water. The nets can have large or small meshes for catching a certain size of fish.
If the meshes are very small, all kinds of fish end up in the net.
Moreover the fishing net can be very wide and the fishing boat can sail anywhere: thus less precise than the vacuum cleaner.

In the case of the fishnet, all kinds of people on the Internet will end up on your website for many different reasons.
If your content is very versatile and featuring a lot of content, which comparable with a fishing boat sailing anywhere having very wide fishing nets with small meshes, all kinds of people will visit your website. No focus.
Moreover your website content can be re-used or referenced by many other websites, thus generating all kinds of interest for many different reasons.
The funnel is much less effective as is starts out very wide and quickly narrows to a thin funnel with only a few leads captured.

We believe this is happening with our blog: as it generates a lot of traffic. People come by many different links, bookmarks, references and subscriptions to read the blog. The blog posts are being re-used, bookmarked or referenced on many occasions, thus catching traffic from very diverse sources.

The blog generates a decent amount of traffic, but these visitors are hardly interested in what we are offering.
After reading a blog post, only a few will click on a link to visit the website itself in order to find out about our offerings on lead generation or customer retention.

From the group of people that leaves the blog without visiting the website, only a few will visit the website on a later occasion for investigating about our services. Thus some of them do retain the message concerning our lead generation and customer retention web service.

Conclusion: Vacuum cleaner of Fishing net?

The best is if your website is like a vacuum cleaner, sucking in only those people who are really interested.
A fishnet will catch too many different visitors looking for different solutions or just out of generic interest.

Still every visit to the website is like advertising for our web service: eyeballs. Thus not all the efforts for generating visitors by a fishing net is wasted.

Is your website a vacuum cleaner or a fishing net?

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94 Responses to “Your website: a vacuum cleaner or a fishing net to catch leads?”

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