Most businesses have a standard website that displays their hours of operation and directions on where prospects can go to make purchases.
While these websites are effective in getting people the information they need quickly, it's also prudent to use some of the space to generate leads.
When potential customers come to your website, you can get statistics on what they did when they visited. You can also find out what pages they were most interested in clicking on.
Identifying Your Visitor
However, you will probably not be able to identify them by name. The fact of the matter is that your website visitor has to give their permission in order for you to contact them.
Every website visitor has a right to their privacy.
As a result, you can have a positive effect on your business of getting people to visit your website, while simultaneously having the negative effect of being unable to benefit.
This would be comparable to someone coming to your store location or office, and leaving again without giving you their name and/or telephone number for you to contact them again.
You would never find out what they were truly interested in and or what may have caused them to go away without making a purchase.
The Contact Database
However, you can build your business and counter act this occurrence by collecting the names and e-mail addresses of your website visitors. Depending on what the jargon is in your particular industry, this collection process is called your contact database.
In other words, when a person comes to your website, you are giving them the opportunity to access to something that you're offering in exchange for their contact information. As soon as they give you their name and e-mail address it’s subsequently stored in a contact database online.
This way of collecting contact information, is one of the improvements that business has seen since commerce began to be transacted online. In times past, business owners would have to extract information from the sales process to ask the buyer for their contact information.
Prior to the 1990’s, there were only one or two ways for a business to contact their customer to promote more products and services to them. Business had to mail something to the prospect or they had to make telephone calls to them.
Fast forward to the 2020’s. If you were to look at recent statistics, neither have been traditionally very successful in being able to reach buyers to convince them that a purchase favorable to them. However, most business communication today takes place using e-mail.
E-mail allows a customer or prospect to be contacted, while giving them the ultimate level of freedom. A consumer doesn’t have to open an e-mail, unless they so desire. To use email along with their website, businesses work with local marketing consultants in order to set up visible contact forms where prospects can type their name and e-mail address.