Weekly Web Tips Ep. 5: How to Use Your Website to Qualify Leads

Your website is the first place people often go to learn about your business.  If they want to do business with you they will often find your contact form or your scheduling tool or call you directly.  But how do you make sure that the people calling you are a good fit?

Today we are going to talk about how to qualify leads on your website.  The great thing about using your website to qualify leads is that once it is built, you don’t have to actively manage it.  You simply let your website do the work and the qualified leads will make it through your funnel.

So when you are building your website to qualify a lead you want to think about 4 things:

1. Need - are they the right fit for what you offer?
2. Budget - can they afford your product or service?
3. Authority - are they the decision-maker?
4. Timing - how important is this to them right now?

We talk about how to use clear simple language in your website so that your offer is not confusing to your visitors.  That helps them determine if you are a good fit.  Have a pricing page on your website is the way you can help to determine if they have a budget that you can work with.  I am a fan of pricing pages.  That is often the first thing I look for when I am shopping around for a new product or service.  If there isn’t a pricing page, I will usually look for a different website.  You also want to make sure that you eventually speak to the person who has the authority to make the decision.  

Often, the decision-maker has an assistant or someone else doing the research and initial conversations before they invest time to speak with you.  You want to make sure that you eventually get that time.  Lastly, you want to make sure there is a little bit of urgency.  Projects that don’t have deadlines don’t get done.  Hopefully, they have a realistic timeline but if they don’t you can create a little bit of urgency by providing your own deadlines or timetables.  

Knowing how to qualify leads is an important skill and will save you lots of time.  If you can automate the process by using your website, you will save even more time.