Email Lead Capture For Your Website
When people land on your pressure washing website it is not by accident. These are potential customers who are looking for pressure washing services. Statistically, most website visitors won’t convert. They won’t call you. They won’t email you and they won’t text your business line. These are fish slipping through your net. How do you prevent people from visiting your site and then you never hear from them again? You get their contact information.
If you have done the necessary SEO work to get your website ranking high in local search results for your targeted keywords AND your site is ranking in the map pack then you should be getting traffic to your website. The next step is collecting people’s emails with the eventual goal marketing to them. Getting reliable sales from your email list is very possible, it just takes time to build a large email list.
How much would your pressure washing business change if you were able to send out a well-timed email to your subscribers and reliably get 10-30 jobs?
2 Types of Lead Capture
Static / In-Page Lead Collection
This lead form is located at fixed spots on your website. It appears as an embedded form field for the visitor to fill out. This type of lead capture relies on the visitors seeing the form field as opposed to a pop-up that interrupts their browsing. To effectively pique a visitor’s interest enough to submit an email address you will need to:
Offer a discount (the larger the discount the better)
Submission form
Interesting piece of content (guide, checklist)
Local newsletter
Giveaway / sweepstakes
Pop Up Lead Capture
Popups appear on your screen based on preset triggers. You might have a popup appear if the visitor stays for more than 20 seconds on your site. You might set up engagement triggers to initiate a pop-up to visitors who view multiple pages on your website. The average popup has an email opt in conversion rate of 1.96% - 3.09%. High-performing popups have been known to convert at 10%. If you can fine-tune the copywriting on the popup or have an offer someone cannot refuse, then you can start building your email list.
How to Get More Qualified Leads
Multi-step form fields rely on a visitor filling out 4-10 form fields to submit their information. Most lead capture popups have only two form fields, one for your name and one for your email. By having multiple forms you are gathering more data about the lead and you are also discouraging low-quality leads to submit their information due to the extra steps required to fill out several additional form fields.
In most cases, if someone is on our pressure washing website and they submit their name and email address, they are qualified enough to get a follow-up. Don’t create additional friction points between you and the customer. If you find that you are getting too many low-quality leads then it might be appropriate to add more form fields. Tire kickers won’t waste their time filling out 6+ form fields.
How to Get More People to Submit Their Email
If you are looking to collect more email addresses from website visitors then you should be focused on pop-ups that are triggered based on engagement. Specifically, a pop-up that appears after a visitor has been on your site for at least 10 seconds. You do not want to send a popup immediately when someone lands on your site because it increases your website’s bounce rate which is a negative ranking signal to Google.
(bounce rate = people who land on your website and don’t click on anything or scroll and then immediately leave your site)
The popup should appear in the top or middle of the screen to increase engagement instead of a small popup that opens in the bottom corner. Using a bold offer combined with bold colors can help to increase signups. Always make the ‘close’ button easy to see and large enough to conveniently click. We aren’t trying to annoy people too much if we can help it.
Do you want to know the best part about all this?
Once you set up this sales funnel it becomes completely automated. You are not putting in any extra time or effort, yet leads are filling up your sales pipeline. You can even integrate your website’s lead capture directly into your CRM to further increase the effectiveness of your advertising campaigns. Your email leads want to convert to sales, they just need a little time and the right offer. Nurture these leads with a strong email marketing campaign in order to turn website visitors into paying customers.