Most people will visit your website when they are just shopping around. You need to catch them when they are ready to buy.

Your website content needs to be good enough to encourage your visitors to give you their contact information. A name and email address is enough.

Once someone gives you their contact information, they have qualified themselves as being interested in your products or services.

It is unlikely that even these interested visitors to your website will find their way back there when they are ready to buy.

You have to follow up on visitors to your website. This is how you get them back to your website when they are ready to buy.

So how do you get someone to give you their contact information?

Create a need for them to do so. In Step 3, we spoke about taking your customer down a path to the action you want them to take. If they are only shopping around, at least get their contact information.

As you take them down this path ensure that your content builds their interest as they go. If you can get them to buy, great your website has done its job. If not, offer something they can take away like a catalogue or manual in return for their contact information.

Once you've got the contact information from your website visitors, you need a process in place to follow up with them. Step 6 will take you through some of the options available.