Your priority with new web visitors should be to convert each person to a contact on your email list and build a relationship.
Think of your visitors as prospective employers. You are interviewing for a chance to build a working relationship with any guest. You want to win the opportunity to deliver your messages to their private email inbox. Work hard at gaining their trust, interest and email opt-in.
Use four tried and true interview tactics to win them over:
1) Make A Great First Impression
First impressions happen quickly and only once.
Do your home page and welcome email clearly communicate who you are, what you offer and the benefits of building a relationship with your business?
Does that come across in a matter of seconds? If not, it's time to revisit your messaging and split test some revisions. Communicate your brand and value clearly and concisely.
2) Do Your Homework and Personalize
Smart job candidates research an employer and tailor their resume and answers to fit the opportunity. What do you know about your prospects? Do you personalize your email to their needs?
If your contact clicked through a promotion for men's socks, don't send an email about women's dresses. If they found you via a search for roofing contractors, don't show gutters, or gardening. Learn what you can and personalize your emails.
3) Voice Your Interest
Recruiters tell job seekers to clearly ask for the job. When someone visits your site for the first time, is your email opt in prominently on your home page or landing page?
Ask your visitors to sign up for your email list. Let guests know you want to start a relationship.
4) Send a Thank You Quickly
Once someone signs up for your email list, send a thank you confirmation. Add some useful information and and offer. Keep in touch. Make that welcome not a single email, but a series to help you build a relationship and close a sale.