Conversions, leads, SEO—what does it all mean? If you don’t know the first thing about SEO (search engine optimization, that is), you may have no clue what the difference between a conversion and a lead is, and why you should care about it. If you hear your digital marketing professional or marketing team member talking about it and you feel completely lost, our guide will help you hold your own in a conversation.
Conversions and leads are all about bringing more meaningful traffic to your website in much the same way as a store will try to bring more foot traffic to their store by offering sales and putting up catchy window displays. But, you don’t simply want any and all traffic coming to your site; you want the right kind of traffic. If people who have no intention of ever buying anything from you or purchasing your services are visiting your website, you’re attracting the wrong audience. Traffic that has the potential to produce a sale is a lead. You’ll be able to view your leads by looking at your site’s analytics. Start by removing visits from bots and visits from individuals outside of your target custom base. What’s left are your leads.
These leads play into your conversion rate. Oftentimes, your conversion rate is defined by leads that turn into sales. However, depending on the goals of your company, you may define your conversion rate a little differently. A conversion could be a lead that visits your website and then makes a phone call to your business or sets up a meeting. Either way, a lead becomes a conversion when it takes some sort of action on your website. Essentially, think of a lead as someone who visits your website with the intention to purchase something, and think of a conversion as a lead that takes action on your website. How you define that action is up to you.
Increasing Leads and Improving Conversions
If you want to increase your leads, you’ll want to take a step back and define your audience. Who do you want to target and where is the best place to target them? Once you understand this, you can apply some SEO strategies and implement pay-per-click advertising campaigns to expose your target audience to your product offerings. The next step, once you have the leads, is to improve your conversion rate. You can do that, again, by relying on SEO. An audit of your website is the first step in understanding what you’re working with and how you need to ramp up the content.
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