Your company’s website can fulfill many different purposes. It can raise awareness of your brand, provide information on your products or services, and even make sales. But even if your site does all of these things, it won’t be living up to its full potential unless it includes one element that is more important than anything else. That element is an opt-in.
What’s an opt-in? It’s simply the place on your site (ideally on your homepage) where you ask your visitor to give you their information in exchange for something valuable that you’ll give to them in return.
Why are opt-ins so important? The hard truth is that most people aren’t going to buy from you the first time they visit your site. Especially in the B2B world, it can take a long time and a lot of research for your target customer to make a buying decision. But if someone has visited your site, they’ve expressed at least an inkling of interest in your product or service. You don’t want to lose them. You want to keep in touch so you can make a sale. An opt-in allows you to do just that.
By asking your visitor to provide their information in exchange for something useful (like a newsletter subscription, white paper or free trial), you’re giving yourself an opportunity to connect with them while they’re still in the decision making process. You’re giving yourself an opportunity to nurture your visitor toward a sale.
How you go about that nurturing process is another subject for another post, but the most important part of the whole thing is capturing your visitor’s information to begin with. And you can’t do that without a powerful opt-in.
So, what makes for a powerful opt-in? We’ll answer that question next week right here on Get There. Stay tuned.
But even if your site does all of those things, from helping you get discovered, to showcasing your products or services, to moving people through your sales funnel. However, even if your site does all those things, it might not
Clarify products or services
Move people through sales funnel
Get info on prospects
People aren’t going to by the first time they visit