The Value of Increasing Customer Inquiries
Generating more customer inquiries through your website provides tremendous value to your business. More inquiries mean more sales opportunities and potential revenue growth. But it also delivers other meaningful benefits:
Gaining Valuable Customer Insights
Every customer inquiry provides valuable insights. You learn more about customer needs, questions, objections or interests. These insights allow you to improve products, content, offers and overall customer experience. More inquiries from your site yield more customer intelligence to guide decisions.
Lowering the Cost of Customer Acquisition
Increasing inquiries from your owned media channels (e.g. your website) reduces dependency on paid ads for customer acquisition. Every inquiry from your website reaches your sales team at a lower cost than generating that lead through paid search or social media ads.
Building an Asset That Keeps Providing Value
Your website provides lead generation value now and will continue to do so significantly as its content and authority improve. Unlike ad campaigns that expire, your site continues to work 24/7, generating more inquiries over time. And as your customer base and email list grow, your site becomes an even more valuable asset.
- More customer inquiries lead to increased sales opportunities and revenue growth for businesses.
- Inquiries provide valuable insights into customer needs, guiding product and content improvements.
- Reducing reliance on paid ads lowers customer acquisition costs through organic inquiries.
- Optimised website content and CTAs enhance engagement, capturing more inquiries over time.
Key Components That Increase Online Inquiries
Certain aspects of your website have a significant impact on generating customer interest and initial inquiries. Keep these components top of mind:
Website Copywriting That Resonates
The copy and messaging throughout your site either attract more inquiries or they don’t. Specifically, problem-agnostic content that addresses customers during initial research drives top and mid-funnel inquiries. Is your content answering the right questions? Does it address customer needs directly using relatable terminology? These details make a big difference.
Clear Calls-to-Action Drive Action
Calls-to-action (CTAs) prompting visitors to take the next step are essential. And they must communicate the desired action clearly and persuasively. For example, “Request a Free Quote” works better than “Contact Us Today.” Strategically placing CTAs above the fold, in sidebars and on forms increases total clicks.
Reduce Friction Where Possible
Inquiry rates improve significantly by reducing friction wherever possible in the customer journey. Examples include auto-populating forms, minimising required fields, offering text/chat bots and simplifying navigation. If your site’s a maze with speed bumps throughout, expect fewer sign-ups, demos and quotes downloaded.
Engaging Content & Visuals Keep Visitors Around
Interesting and relevant content keeps visitors engaged. That means more pageviews and time on site – both predictors of higher inquiry rates and conversion. Additionally, visually compelling content, such as images, graphics, and videos, enhances conversion engagement metrics.
Building Trust with Verifiable Signals
Look, here’s the thing. Obtaining someone’s details is all about establishing trust.
They won’t do it if your site feels a bit dodgy.
You need to show them you’re legit. Start with the basics, such as having the little padlock icon in the address bar.
That SSL certificate isn’t just for show; it tells people their connection is secure. It’s table stakes now.
Then you’ve got other bits and bobs. If you’ve won any industry awards or got certifications, don’t be shy about it.
Stick them on your site. It’s the business equivalent of hanging your degree on the wall; it shows you know your stuff.
And for god’s sake, have a clear privacy policy they can actually find. It just shows you’re not planning on doing anything dodgy with their data.
All these little things add up. They lower the mental barrier and make someone think, “Alright, these guys seem sound, I’ll get in touch.”
Increasing Customer Inquiries Through Specific Pages
Now, let’s explore tactics for increasing customer inquiries through targeted pages that matter most. These high-impact pages play a disproportionately large role in capturing more queries.
Homepage CTAs Prompt Contact
Your homepage real estate is prime for spurring customer inquiries. This page deserves significant optimisation, especially calls-to-action above the fold. Urgency-inducing language also works well here, e.g. limited-time offers with expiration dates. Test math-driven copy tied to specific inquiry goals.
Also, re-engage site visitors who exit without contacting you by displaying customised homepage CTAs upon their return. For example, “Still have questions about X? Contact us for a free consultation.”
Optimise High-Traffic Landing Pages
Specific landing pages naturally attract more traffic due to targeting specific customer searches. For example, a “Pricing” page lands more visitors than a returns policy page.
Prioritise optimising conversion elements on these high-traffic pages before tackling lesser-visited sections of your site. Improving page speed, prominently displaying inquiry CTAs and using benefit-driven headlines on busy landing pages quickly lifts inquiries.
Overhaul Contact & Request Pages
The performance of these pages is hugely important, yet it is often overlooked. Best-practice tips for driving more sign-ups and downloads here include:
- Simplify the layout using clean backgrounds and enough white space
- Reduce required fields only to essentials
- Auto-populate known details like name & email
- Offer multiple contact options (web form, phone, live chat, etc.)
- Send real-time confirmation messages upon submission
Little enhancements make a world of difference. For example, if offering downloads, include tangible previews so visitors know what they’re getting before providing their contact information.
Feature Case Studies & Success Stories
Visitors need social proof and confidence before engaging. Case studies and customer success stories address visitor doubts and questions at critical points in their journey.
These peer stories help visitors imagine achieving similar results working with your company. This means they’re more likely to contact you about getting started.
Strategically insert customer success elements on various pages – not just the Testimonials page:
- Homepage with logo slider
- Pricing and product pages quoting satisfied customers
- Service pages integrating client review videos
The strategic combination and placement of these elements have a significant impact on visitor conversions.
FAQ Pages Resolve Blockers Early
FAQ pages continue to dispel visitor doubts and answer questions without direct 1:1 interaction. These pages tackle common inquiries from every angle, minimising objections before they become dealbreakers.
The right FAQ page also informs visitors about what to expect if they proceed, thereby reducing uncertainty about the next steps.
Optimise FAQ layout and content by:
- Answering questions from beginner to advanced levels
- Inserting visual cues like plus icons for expanding answers
- Including an inquiry form within the page for any unresolved questions
Tactics To Grow Inquiries From Existing Traffic
You don’t necessarily need more visitors to increase customer inquiries. You can generate more signups and contact requests from existing traffic levels by:
Activating the 80/20 With On-Site Retargeting
Most customer activity online comes from a minority share of site visitors. 20% of visitors drive about 80% of conversions for a typical site.
Activate this 80/20 rule with on-site retargeting using pop-ups and displays. Customise messaging is shown to repeat visitors who haven’t yet contacted you. For example, ask return visitors about challenges they’re still facing or if they need any additional information.
Appealing to these already familiar visitors provides another chance to capture their interest before they leave again.
Wowing Visitors With Live Chat
Live chat turbo-charges inquiry rates as visitors get questions resolved in real time. One study found adding live chat lifts conversion rates by 20%, while another revealed a 40% increase.
The customer care element also leaves visitors with positive impressions. Over 80% of respondents in one poll said that live chat gave them more confidence to make purchases or sign up.
Other live chat benefits include:
- Continuously collecting visitor data and behaviour insights
- Uncovering common questions for creating new FAQs
- Enabling proactive pop-up messages addressing visitor-specific needs
With strategic implementation, live chat delivers a monster inquiry lift.
Leveraging Interactive Content for Engagement
Right, let’s be honest. Nobody wakes up excited to fill out another boring “Contact Us” form.
It’s a chore. So, change the game.
Give them something valuable in exchange for their details.
This is where interactive stuff comes in. Think quizzes, assessments, or those clever ROI calculators.
They’re not just gimmicks. They give the visitor an immediate, personalised answer to a problem they have.
Imagine a potential customer lands on your site. Instead of a form, they see a “Find out how much you could save” calculator.
They punch in a few numbers, get a real, tangible result, and then you ask for their email to send them the full report.
It’s a fair trade. They get instant value, and you get a hot lead who’s already engaged.
It gets them involved, keeps them on your site longer, and makes asking for their contact info feel natural, not needy.
Motivating Visitors Through Urgency
Urgency captures more inquiries by priming visitor actions based on the perception of scarcity. Common urgency examples include:
- Limited-time sales or special offers
- There are a few remaining seats for an event
- Small-batch product releases
Urgency statements, such as “Just three days left for 20% off,” spark visitor actions. The anticipated regret of missing out often provides the final motivation to engage now.
Studies also show that adding urgency sometimes boosts conversions by over 100%.
When using this technique, set actual expiration dates and honour the promotions advertised at their conclusion.
Optimising Site Search To Increase Relevant Inquiries
Visitors leveraging your site search demonstrate clear buyer intent. You know exactly what content they’re looking for at that moment.
Therefore, fine-tuning searches to serve relevant pages promptly helps capture more “hot” inquiries from interested visitors.
Tips for better search optimisation include:
Enhance Keyword Targeting
Identify high-value search keywords driving relevant traffic. Expand your FAQs, product descriptions and page content around these terms. Ranking well for prime customer keywords leads to more on-target inquiries.
Improve Autocomplete Suggestions
Autocomplete generates suggested search terms as visitors type, reducing keystrokes and aiding search success.
Confirm your autocomplete results closely match high-value searcher keywords. Review analytics, if available, to identify and recommend relevant keywords in real-time searches.
Optimise for Voice Search Queries
Here’s a simple truth. People don’t talk to their phones the way they type.
When they use voice search, they ask proper questions, just like they would with a mate.
They’re not saying “customer inquiries London.” They’re asking, “How do I get more customer inquiries for my business in London?”
Your website needs to answer these full, conversational questions directly.
Your FAQ page is the perfect place for this. Frame your answers around the actual questions people are asking.
And if you want to get a bit clever, use structured data, specifically something called FAQPage schema.
It’s just a bit of code that tells Google, “Oi, this is a question and here’s the answer.”
Google loves that. It helps them pull your answer straight into the search results, making you the instant authority.
Insert Quick Contact Option
Some searchers require additional guidance when seeking answers. Include a simple contact form/live chat icon on the search results page. This reduces exit rates from unsuccessful searches and provides a channel to capture direct inquiries immediately.
Use Site Search As Subscriber Qualification
Compile searches that indicate buyer readiness. Then, customise follow-up messages to these site visitors about your services, discounts or resources.
For example, someone searching for pricing could be served an automated email with offers to connect directly regarding quotes or estimated costs tailored to their needs.
Optimising For Mobile Increases On-The-Go Inquiries
With over 60% of website traffic originating from smartphones, a mobile optimisation strategy is essential for maximising inquiries.
Elements to prioritise for better mobile performance include:
Accelerated Mobile Pages
Google’s AMP technology requires developers to follow performance best practices for fast-loading pages. AMP rewards compliant sites with prominent placement in mobile search.
Faster load speeds enhance the visitor experience, which is crucial for keeping visitors engaged long enough to drive inquiries.
Adjusting CTAs For Fat Fingers
Testing shows that mobile CTAs receive an average of 15% lower click-through rates, partly due to their smaller screen sizes. Adjust call-to-action size appropriately to allow accurate tapping.
Also, ensure CTAs stand out with sufficient colour contrast from other elements that could overlap in responsive designs. You want them to be easily tappable throughout the site.
One-Click Calls Connect Quickly
Click-to-call buttons reduce friction for mobile visitors interested in speaking with sales immediately. According to studies, this quick contact method increases mobile call conversions by 5 times, with even higher premiums possible for services involving appointments.
Position click-to-call buttons prominently within site navigation and content pages optimised for mobile.
On-Page Lead Gen Forms
On-page forms visible above the fold capture more inquiries from engaged mobile visitors. This allows acting while interested instead of navigating across menus and pages to find contact forms.
If deploying forms, allow phone number-only entries and more complex email/name inputs. This further reduces mobile friction with a quick contact channel.
Critical Metrics Tracking Inquiry Performance
Analysing metrics around visitor behaviours and acquisition channels informs better decisions for lifting inquiries. Specific KPIs to monitor include:
Site Exit Rate
The site exit rate reveals processes that are quickly losing visitor interest. Review pages and visitor fallout points with the highest exit rates first. What motivated them to leave, and how can you retain them for longer to increase engagement?
Visitor Recency/Frequency
These metrics expose how often new vs repeat visitors come to your site, along with frequency patterns. Infrequent visitor return cycles indicate opportunities to re-engage cold traffic through remarketing.
Channel Source/Medium
Tracking the sources driving inquiries helps refine efforts to focus on the highest-performing channels. If organic search converts visitors best right now, create more content and optimise to extend that channel’s lead generation dominance.
Form Completion Rates
Low-form completion signals visitor drop-off. Shorten forms by removing unnecessary fields. Also, analyse the specific points causing exits, such as forced account sign-ups or complex address inputs, which are only required from paying customers.
Contact-to-Customer % Rate
What portion of completed inquiry contacts convert to closed customers? Improving messaging and follow-up processes after initial interest directly impacts customer acquisition results.
A/B Testing for Continuous Improvement
Stop guessing what works on your website. Seriously.
Most people just throw things at the wall and hope they stick. That’s not a strategy, it’s a lottery ticket.
You should be conducting A/B testing. It sounds complicated, but it’s dead simple.
You take an element on your page, say a headline or a call-to-action button, and you create two versions of it.
Version A and Version B.
Then, you show Version A to half of your site visitors, and Version B to the other half. You just let it run.
The data doesn’t lie. The version that attracts more people to inquire wins.
You then make the winning version permanent and proceed to test something else.
This isn’t a one-off thing. It’s a process of making small, smart improvements over and over.
It eliminates the guesswork and lets your actual customers tell you what they prefer. It’s just common sense, backed up by numbers.
Conclusion
Generating more qualified inquiries from your website delivers outsized business value by capturing customer opportunities today and building owned media assets that work 24/7 at lower costs over the long term.
Tactics around engaging copy, friction reduction, conversion optimisation, site search refinements, mobile adjustments, and metrics monitoring help increase interest and contacts from your existing traffic.
A double-digit lift in yearly customer sign-ups, demos and quote requests is achievable with a comprehensive implementation approach built around aligning site experiences with the inquiries buyers seek.
Now, turn these website visitors into valuable customer conversations that propel your company’s goals.
FAQs
What are the most important website elements to optimise for generating inquiries?
The most important elements are your CTAs, high-traffic landing pages, contact/request pages, customer case studies and FAQ content. Pay special attention to crafting persuasive CTAs with clear messaging, prominently displaying them site-wide. Reduce visitor friction on contact forms for easy submission. Feature credible customer results and share their stories throughout your content, especially on priority pages where visitors need to feel confident before engaging. Develop comprehensive FAQs that address all aspects of visitors’ questions, concerns, and reluctance.
What’s an example of an urgency strategy to motivate more inquiries?
One proven example is promoting limited-time flash sales on specific products/services targeted at in-market site visitors. You could advertise a 1-day-only 25% discount on new customer contracts, available to the first ten sign-ups received before midnight, with the countdown displayed. The anticipated regret of missing this special deal creates urgency for the buyer to act by contacting your sales reps or submitting the online inquiry form to claim the offer before it expires that same day. Remember to take advantage of these limited promotions when their duration ends.
How often should I review site metrics to assess inquiry performance?
Checking key website metrics on at least a weekly basis allows for a quick response to spot changing patterns. Daily monitoring for certain rapidly changing factors, such as exit pages and funnel fallout points, is ideal; however, broader trends can be effectively tracked on a weekly basis. Set aside 30 minutes every Monday morning to review the latest data on traffic channels, visitor behaviours, form metrics, inquiry volumes, contact-to-customer conversions and other KPIs driving your customer acquisition efforts. From there, action plans can be created against red flags while optimising high-performing areas.
What’s the first step to increase site inquiries from existing traffic levels?
The first step would be implementing on-site retargeting focused on repeat visitors who have yet to contact you. Set up customised messaging shown to these site visitors who have returned but have yet to be engaged further. For example, display a user-specific promo for returning visitors, offering “20% off your first order” or a unique content upgrade available exclusively to them. Appealing to this already familiar traffic with extra incentives provides another chance to secure their inquiry before they leave your site again. From there, assess other optimisation opportunities, but that quick retargeting win should come first.
