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Kevin Dean
by Kevin Dean
on March 18, 2019

If you're having trouble acquiring leads, then check out our blog post on understanding your target market to get started. If you've got leads but you're having trouble converting them, then keep reading our helpful guide on the keys to a successful conversion.

It's Not All About Traffic

First and foremost, let's get one thing straight—if you think driving a ton of traffic to your website is the key to conversions, you're not looking at the big picture. Converting your leads into paying customers is what you should focus on, and this requires being fully aware of how those leads move through your sales funnel. Chances are, once you analyze your sales funnel, you'll notice that your leads are getting stuck or jumping ship at some point before they fall out of the bottom as a paying customer.

Analyze Your Sales Funnel

Let's start with actionable ways to move your buyer's through the sales funnel, which consists of three main parts:

  • Awareness
  • Consideration
  • Decision


To get leads in the awareness stage of the sales funnel, you have to make your audience aware that a problem exists. This is where your content is going to resonate with one of their pain points. You are not positioning your product as the best solution. In this stage, you are simply highlighting that you are aware of their problem and you know solutions exist.

You can publish awareness-stage content via a variety of mediums and outlets such as: social media, guest posts on other relevant blogs, your landing pages, through influencers, and PPC campaigns. It is extremely important that your awareness-level content be centered around SEO tactics to ensure it lands in front of your intended audience. Awareness-stage content is more focused on getting leads—not so much converting them. To boost your awareness-stage efforts, use a content scheduler to publish content on a regular basis.


In your consideration-stage content, you are making your audience aware that you have a solution to their problem. This is where you are going to appeal to them on an extremely emotional level and convince them that your solution should be a top consideration. Your goal here is to move the lead as close to the purchasing decision as possible without actually asking them to buy. As you're doing this, you are building a bridge between you and the customer, and that bridge is going to be built out of pleasure. Your lead is going to form a connection that if they buy from you, they are going to get something pleasurable in return. More specifically, they should know that your solution is going to eliminate their pain point.

But here's the tricky part about the consideration stage: not only is the lead researching your solution, but they're also researching all of their available solutions. With that in mind, your content has to be more engaging, more appealing, and more prominent than the content published by your competitors. It's pertinent that the user experience is top-notch. Your consideration-stage content should require no more than two more steps to make an actual purchase. Great pieces of content to publish as consideration-stage pieces include creative product tutorials, engaging whiteboard videos, and visually-stimulating newsletters. To enhance your consideration-stage efforts, partner with a visual marketing agency that excels in creating visual assets and marketing outreach.


Once in the decision stage, your lead is ready to make a purchase. Their decision pretty much boils down to convenience and cost. You have hopefully convinced the lead by now that you have a solution to their pain point that is simple to buy and comes at a reasonable price. If you don't offer the cheapest solution, you must highlight in your decision pieces why paying more for your solution is worth the money. To improve your decision-stage efforts, use plug-ins on your website to reduce form fields, minimize the number of steps that it takes to complete the purchase, and offer one-click purchasing options.

Don't Make Your Leads Wait

Another key to successful lead conversion is not making them wait. Consumers want what they want, and they want it now. In fact, 78% of customers end up purchasing from the first company to respond. Once you acquire a lead, their interest in your product drops significantly if you don't reach out within one hour. There's a good chance the lead has even gone elsewhere to make a purchase within this hour. You'll need to deploy automated responses to ensure all leads are contacted as soon as they interact with your brand, whether this be by filling out a lead form on your site, via social media, or on a guest blog post.

Get Leads On Your Mailing List

Once you have processes in place to ensure you're following up with each lead in under an hour, you'll likely find that many of them aren't quite ready to make a purchase when you contact them. While this can seem like a bummer, the important thing is that you keep the lead warm.

For example, you reach out to a prospect within 15 minutes after they fill out a web form. If she says she's not quite ready to make a purchase, don't be pushy. Instead, be helpful. Tell her you completely understand that she wants to carefully consider her purchase and that you'd love to add her to your mailing list to send her helpful information about her pain point. This allows you to appeal to the prospect on an emotional level, and it gives you a way to nurture the lead until she's ready to make a purchase. Remember, true lead conversion is all about the relationship that you form, and this relationship starts with customer care that begins way before the sale.


91% of companies with 12 or more employees leverage customer relationship management software. Why? Because it works. You can monitor your leads' entire customer journey as they make their way through the sales funnel with CRM software. During weekly meetings, you can develop strategic tactics to apply toward your most important leads, and those tactics can be based on where the lead is at in the sales funnel, what actions they've taken, who they've talked to, and more. When you interact with the lead and they notice you have been keeping a close eye on their status, this makes them feel important, and that's a key to conversion.

Explain Why

Humans are constantly looking for answers. We not only want to know how a product is going to help us but why we need the help. For example, you sell accounting software. Sure, your software is going to reduce human error and eliminate paperwork, but why is this important? You might explain why  like this:

  • Reduced human error equals an increase in revenue and less time spent correcting the errors, which means more money and more time to focus on other accounting tasks.
  • Eliminating paperwork equals no more lost invoices and less storage space requirements, which means faster access to money due to faster invoice processing time and no more need to spend money on file cabinets and storage space for accounting-related paperwork

When you explain the why, your leads are much more likely to buy.

The Takeaway

In a world where everything is going digital, you must harness digital technology to move your leads through the sales funnel. After all, a lead has no value if you can't convert them into a customer. In fact, a lead who doesn't become a customer may end up wasting your time and resources, especially if you don't analyze why the lead didn't convert. Use the conversion tips discussed above to achieve higher conversions.

Sales Enablement Roadmap