convert more visitors to leads [step-by-step]

A human being gets to your "book a call" button... clicks it and then ghosts you.

You created a ton of content, did cold outreach, went on podcasts, and a million other things to get that human to your site only for him to not become a lead.

You and your potential lead are in a battle of wills.

Your prospect wants information to make an informed choice.

You want to weed out the tire kickers and price shoppers who will inevitably waste your time.

The problem is you're weeding them out too soon.

My old friend and mentor, Joe Polish taught me to sift, sort and screen prospects to get to the hottest ones. Those that are prequalified, pre-motivated and predisposed to say yes to your offer.

What's implied by sifting, sorting and screening is that you're allowing into your funnel everyone who has an interest.

If the only option for someone visiting your site is "book a call" then you're losing a lot of leads.

Here's what needs to be on your site:

1. A reason to opt in to your email list.
2. Answers to all the major questions a prospect could have.
3. A reason to talk to you.

Right at the top should be a lead magnet. I have successfully used a "masterclass" course, a 10-minute training video, and a variety of special reports. What all of them have in common is they solve a big problem the visitor has.

Your site should actually inform visitors. On the home page answer their questions by directing them to the information they most want.

When they're reading (most likely skimming) they should see what problem you solve, who you solve it for, and proof you can solve it for them.

When you offer a chance to speak to you or your sales team, don't send them to a contact form. Tell them why speaking to you is beneficial to them.

Then when they click the button they get sent to a booking calendar. That page should reinforce why the meeting is good for them.

Here's where experts stumble...

They ask too many questions on the booking form. They try to sift, sort and screen in a single step.

Do this instead...

If you have the resources, offer to speak with them immediately. If not...

Let them pick a day and time (WARNING: do not exceed 72 hours -- the longer it takes for you to talk to them the less likely they'll become a client)

Get their contact info.

Unfortunately calendar apps don't save their contact info unless they submit the form. If you have too many questions to book a call, you'll lose most of the people who get to this point.

I recommend using a post-booking follow up sequence to sift and sort the bookings.

First, they should be immediately sent to a 'thank you' page that educates them on what's about to happen.

Have a short video that tells them exactly how the call will go.

Have a combination of photo+text and video testimonials on the page.

Include information on what you do and how you solve their problem. Don't assume they read a single word on your site.

Then send them the explainer video in an email with a link to the 'thank you' page. Assume they closed the page without watching the video.

Send them multiple reminders about the call they just booked even if it is happening within a few hours.

You might think you're sending too many. You're not.

If you collect their mobile number, immediately DM them. This can be automated for initial contact and then have an assistant who can continue the chat if you can.

You may be able to get the lead on a call immediately or send them to an offer page where they can purchase your service without speaking to anyone.

Finally you can use the call to screen the lead to ensure they are a fit for your company.

Now you've got a system that collects more leads without adding any more bad fit prospects to your calendar.

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PS. Here's the basic diagram for what you need to build to sift, sort and screen your site visitors.