Small business owners love to plaster email addresses around their websites in order to capture online inquiries. If you’re currently doing this you should stop it! Instead of using email addresses to capture online contacts, use web contact forms.
That’s right – replace email addresses such as firstname.lastname@example.org or email@example.com, etc. with a “contact us” type link which points to a page on your website and a web contact form.
For starters, most companies do not have the in-house technical expertise required to track inquiries coming from email addresses. Companies that use email addresses instead of web contact forms tend to be smaller companies. Smaller companies rarely have large advertising budgets, so being able to accurately track the advertising strategy that generated an online lead is critically important.
If you combine online web contact forms with Google Analytics and Call Tracking, you’ll be able to track every single online contact back to the original advertising strategy that generated it. As you collect more data, you can start to fine-tune and optimize your marketing efforts based on what’s working and what’s not!
Another reason not to list email addresses on your website and to use web forms instead is that software programs continually crawl the web looking for email addresses to scrape. If you like receiving Viagra ads to your email addresses, you might be okay with this. If not, you’ll probably be better off with a web form.
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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