Your website is a lead generating machine when it caters to prospects at different stages of readiness in the buyer’s journey.
When prospects are at the beginning of that buyer’s journey, they are generally looking for information to raise their awareness of the problem at hand. These prospects are generally not going to be filling out your contact form, but instead, downloading an information guide about your construction process. We call these information qualified leads.
The middle of the buyer’s journey is when a prospect knows what problem they have and the solution for that problem, but is now in consideration mode. Their task is to figure out if the solution provider is the right fit.
Still, these prospects are generally not interested in contacting the solution provider yet, but instead, downloading a branded company brochure to learn more about who they are. We call these marketing qualified leads.
The last part of the buyer’s journey is when a prospect is ready to make a decision and reach out to the solution provider. This is the type of lead that we all know best and want for our pipeline. And they are typically the ones who are requesting a call on your contact form. We call these sales qualified leads.
The question I have for you is this: How would you approach each of these leads without scaring them off?