When lawyers prepare for trial, they want to have as much information as possible. Even if there is information that can hurt their clients, lawyers want to know what it is so they can be prepared to respond to that information if it is brought up in court. The same principle applies when lawyers reach out to potential clients through their Internet marketing efforts. To optimize lead generation websites to ensure they are as effective as they can be, Internet marketers need to have as much information as possible. However, in too many cases, marketers aren’t reviewing crucial information. This can be the equivalent of a trial lawyer neglecting to ask a client accused of murder where he or she was on the night in question. It can leave the lawyer woefully unprepared and result in a less-than-optimal outcome.
Validating and tracking these conversions allow Internet marketers to know exactly how many actual sales leads their website generates, and precisely which source generated them all. This, in turn, gives clients the information they need to accurately evaluate the ROI of their online marketing efforts and optimize them to create more leads.
The value of implementing lead validation and tracking is based on the information it provides. When Internet marketers rely solely on the raw conversion data from Google Analytics, they only get part of the story. Those raw conversion numbers don’t distinguish between true sales leads and other types of conversions such as incomplete form submissions. The conversion data also does not provide marketers with the sources of all conversions. This makes it difficult to determine which sources are the most effective at creating sales leads. What’s more, the numbers don’t include phone calls that originate from the website, potentially ignoring a large segment of sales leads.
These are all reasons why it is in your best interests to implement lead tracking and validation in your lead generation website. Although building these features into your Internet marketing campaign may require some additional effort on your part, it has the potential to save you a considerable amount of work by streamlining your website and making it perform more efficiently. When your website is optimized, based on the complete information provided by lead tracking and validation, you don’t need to work as hard to gain new customers.
Optimizing your website with lead tracking and validation involves building the appropriate code into your site’s infrastructure as well as partnering with a vendor that can track phone calls for you. If you’re interested in implementing lead tracking and validation in your website and getting all the information you need about your potential clients, the following presentation will take you through the process step by step. You don’t want to go into a trial without all the information about your case you can get, so don’t make that mistake when reaching out to new clients.
Author Bio: Matt Cannon is Director of Web Services at Straight North, an Internet marketing company in Chicago that specializes in SEO, PPC and web design services. He manages all web development activities, making sure that every project is applying current development standards and techniques.