Lead Capture – Plugging the Gaps

Now that you understand your Avatar (target audience, ideal client), the first thing most people do is ‘fill the top of the funnel’.

Sales Funnel With Holes

Well, first of all, I don’t like to call it a funnel – by definition a funnel starts big with lots of prospects, and then gets smaller and smaller as they drift away. No, I see this next stage as a bucket with holes and gaps.

The holes represent the opportunities you give your prospects to leave your website and go off to your competitors. You don’t want to spend time and money filling the bucket with prospects if a number of them are going to leave you, so you need to stop them from getting away first.

Two type of marketing buckets, one with holes and one without.

This process is called Lead Capture, or what we like to call ‘Plugging the Gaps’.

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Pain Problem Solution

So why would a potential lead be on your website, and what do they want? You know this from your Avatar research. They are there to find a solution to a problem, or to ease a pain, not purely to buy a course or product, you must first of all find the reason behind their visit. So the best way to get their attention is to give them a ‘win’.

Stand Out From The Crowd

Challenge the traditional funnel concept and focus on ‘plugging the gaps’ to retain valuable leads. Understand why potential leads visit your site, and offer them a ‘win’ to capture their attention. This will help you stand out from the crowd.

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