When people discuss the idea of selling leads to businesses, they talk about how you can make all this money doing it and how great it is. However, the problem is that they don't show you how to actually do it.
A little-known fact about me is that in the last two years, I've made over $10,000 selling leads to businesses; I found a way to do it all by myself. Today, I want to tell you exactly how you can sell leads from your website.
That being said, let's go ahead and get started.
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Content Strategy Is Crucial
The first thing to understand about selling leads from your website is that your content strategy is a crucial part of this process. Personally, I’m not a very big fan of creating a website just for the purpose of driving leads to local businesses.
I prefer to create an authority website about a specific niche or specific topic, then grow it very large and add selling leads as a component of the core business. Your content strategy needs to solve problems where leads are going to be the solution.
Some good examples are “Best X in Y,” or “Best DUI Lawyer in Chicago.” A better example would be writing a piece of content that discusses what to do if you get a DUI. Then, when an individual has a DUI and they're trying to find out what they need to do, you can give them a lawyer as a solution.
If you go a step further, you could write something like, “Do DUI Lawyers Give Free Consultations?” Now, if there is an individual that has a DUI and they are looking for a lawyer consultation, you're going to be the particular post they find.
All three of those examples lead to getting a DUI lawyer, but two of them solve a problem and entice the website visitor to put themselves in as a lead to get a response to their problem. Plus, the types of terms you use when you're solving a problem are usually less competitive.
Everything leads to the exact same result, but you really need to look at the user intent when you're creating content. To drive leads, make sure you are solving problems and helping people.
When you position it that way, they see you as a solution, which builds trust because you're not trying to sell them anything; you're just providing a solution to their problem.
Traffic Is Essential
Now, after you've figured out your content strategy, traffic is obviously an essential part of this equation. Once you’ve created enough content to get traffic to your website, (going back to the DUI lawyer example) you need to go to those DUI lawyers with your traffic numbers.
You don't have to get really specific and say, “Oh, I have this amount of traffic for this particular page that you might get a lead from.” Instead, you could just tell them the overall traffic of the website; that number just sounds better.
The reality is, if you don't have any traffic, you're not going to give them any results. Without results, you're not going to get any money. You don't want to waste their time, so you want to make sure you have some traffic to bring to them.
This is where people get tripped up—small numbers of traffic on lead-gen types of websites can actually convert really well when you're solving problems. There isn't really a traffic threshold, and I don't have a magic number for you guys.
You just need to make sure you have enough people going to those particular pages where you could give them a solution. Then, try to give them that solution, test it out, and see where it goes.
The next step is to find buyers or find people who will actually purchase these leads from you. I know this is intimidating because you're thinking, “Well, I don't know anybody. I'm not seeing these offers in affiliate programs, and I don't really know where to go.”
Yes, some affiliate programs out there do have solutions to this. For example, you can go to commissionjunction.com, Impact Radius, or other networks like that. I'm sure with DUI lawyers, I could probably find those there.
If you're in a different industry completely, I’m going to show you exactly how you can find the people who will purchase your leads. As you can see in the image below, I’ve gone into Google and typed in “DUI lawyer Chicago.”
The people at the top of the results are listed as businesses for Chicago DUI lawyers. For each of these DUI lawyers, you can call them or go on LinkedIn and connect with their marketing person to try to sell them leads.
Furthermore, depending on where you are in the country and what your search results are, you can go to the bottom of the search results (pictured below) and see these nice little ads, which actually lead to lawyers who are buying leads. It depends on what you're trying to sell leads for, but this can be incredibly powerful.
If you see these ads when you’re searching, that’s great because these individuals know exactly how much they are paying Google to get a lead. They know how much it costs for somebody to click on their link and put in their information.
When you come to them and say, “Hey, I have the ability to give you DUI leads,” they are going to know what their number is. You can basically ask them, “How much are you guys willing to pay for each of these leads?”
They will come to you with a number, and if that doesn't work for some reason and you're having a hard time finding any people in Google, you can also just sell lawyer leads.
As you can see below, I’ve searched, “sell lawyer DUI leads.” You'll see that we have 4legalleads.com—“DUI Leads for Attorneys-Pay Per Leads Now.” This is actually an ad of a company that will purchase leads from you that you are able to drive to them.
The nice thing is, when you go to a company like this, they already have a network of attorneys. They have all the attorneys they need, so all you have to do is sell your leads to them and they'll take care of the rest.
Granted, you probably won't make as much as if you were going to each attorney individually, but it's nice in this particular case because they're usually nationwide and they can handle a lot of the stuff that, frankly, you do not want to handle.
Contact the Marketing Staff
The first step to this is to try to get a hold of their marketing staff and find a way to work with them directly. Sometimes the lead pages like the ones you saw in the image above don't necessarily lead to a page that'll give you all the contact information, but if you scroll down you can usually find something like “Contact us here.”
The last step of this is implementation. Now, when you implement something like this there's a lot of different ways you can do it.
The first thing they’re going to do is ask you to put an iFrame onto your website. What this means is, you get a piece of code and you copy and paste it onto your website.
Essentially, there's going to be a form embedded on your website. That way, when someone fills it out and presses “Submit,” it will send that over to their database. That's a good, simple way to handle it.
Make sure that when you do this you look at the mobile responsiveness of their form, because sometimes their forms aren't mobile responsive and that can cause issues.
It can also have implications on website speed and things. But if you're like me and you're not a coder and don't want to dive too deep into that stuff, iFrame is a very easy way to get this done.
You can also set up a tracking phone number if you'd like, but I'm not a big fan of this. There are ways to do it to where you set up a tracking phone number, drive calls to that particular business, and record the fact that you got those calls. Then, you are able then to bill them per call.
I don't like doing this because a lot of times with lawyers, for example, as well as the niche I'm in, the people getting the leads aren't necessarily available. It makes it difficult to use the phone because it's like, “Oh, I sent a phone lead,” but then it didn't actually talk to anybody, so that can cause some issues.
You can also just set up an email form on your website. If you're talking to a local DUI attorney and they don't have all the tech there, you could just set up an email form so every time somebody submits it an email will be sent directly to the lawyer and also to you.
That's a very simple, down-and-dirty way of doing it, as well. Or, you can work with a third party network and have them handle all the tech, which is what I chose to do. In that case, they basically gave me an iFrame.
I also have two different places that I'm working with. I'm working with one that buys leads for some of the country and one that buys leads for the other part of the country. They both gave me an iFrame.
It's really nice because, for one of them, the iFrame is on my website where it needs to be and it’s on the states where it needs to be. Then, the other iFrame is on the other states where the other platform needs to be.
One of them just gives me a retainer of about $500 a month and they have paid me every single month like clockwork for years. The other one pays on a per-lead basis. You can work either way, but I like the retainer approach because it’s nice to just say, “Hey, I'll get $500 a month and that's it.” So far, that hasn't let me down.