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Understanding the Value of Website Lead Generation

People often associate having a website with only selling products. However, most business-orientated websites sell services instead. Your website is one of the most useful and important weapons in your business toolbox, helping you to generate those all important sales leads, whether you sell products or services.

Here's an example that you can apply to your own business to see the value of your website leads:

Complete Catering (South East) is a specialist event catering company who specialise in marquee catering.
They have a customer base across the whole of the South East of England and regularly cater for over 300 events a year, which in turn generate over £2 million in turnover.

Up until 2008 they had no perception of their website’s value. On our first meeting they highlighted that:

"We get 2000 hits per month"
"People often comment on how useful the website is"
"We seem to be getting more emails lately"

Complete Catering’s average event is worth around £6,500. At the beginning of 2008 we began to track all web based enquiries and in the first 3 months, utilising web activity tracking, it was identified that the site was generating:
40 email leads
20 web form enquiry leads
60 leads in total

All the leads were then tracked by "Complete Catering" to see if they eventually converted into a sale (a contract). Of these 67, three were successful.
Average client value (£6,500) X 3 new contracts = £19,500

Complete Catering now had a clear marker to demonstrate that, with very little effort, the website had generated £19,500 of new business in one month. These figures highlighted to Complete Catering that with investment, there was potential to increase sales through improving the website. Following discussions with ourselves, this was to be implemented utilising a selection of different methods, so a web marketing budget of £2,500 per month was agreed.

Website marketing activities included:
• SEO - Improving the site position for key terms that matched the company’s profile
• SEM – Improving the site with a customer-friendly focus
• PPC - Increasing online advertising
• e-Newsletter - Using email marketing
• Online PR - increasing exposure and developing links
• Link building - increasing links from quality complimentary sites
• Telephone - Ensuring all telephone leads are logged as to source

The end result of all this work was that in the last 3 three months of 2008 the site generated:
100 email leads
90 web form enquiry leads
100 brochure requests
130 telephone calls
420 leads in total

The site converted 24 sales over this period - Average client (£6,500) X 24 new contracts = £156,000

This case study illustates the value of website lead generation and how company's can benefit from properly marketing their website.

If you would like more information on our website lead generation strategies please Email or call 01323411044 for further information