We have had an ongoing discussion with long-time clients about what constitutes “business generated by our website.” Some truly believe  that 50 percent or more of their business comes through their website and we are thrilled to accept such glowing praise. However, there is a significant difference between a website making a good impression that results in a sales lead and a Google search originating from SEO traffic: that is clicks related to the search engine optimization on your website.

This distinction is important for two reasons. First, having accurate data is essential to marketing your business and planning for the future. Second, knowing how your customers find you makes it easier to target them again and again, which leads to more sales.

In the case of our clients, they frequently ask customers how they found them and most respond with a generic answer like “online” or “from your website.” But, that doesn’t really tell the whole story.

This is the point where anyone seeking quality marketing data on their customers must dig deeper. A follow up question might be: Did you already know our website address or did you search for it on Google? This prompts the customer to give you a somewhat more detailed answer about how they actually reached your website and, ultimately, your phone number.

Taking things a step further, if the customer claims they looked you up via a search engine: Did you type our name into Google or something else? This drills down even deeper into their actions that led them to call you.

Ultimately, you want to determine the following:

1. How did the sales lead get your phone number or email address?
2. If it was through your website, did they know the address of your website or find it through a search engine?
3. If they found it through a search engine, what words did they use to find you (i.e. your business name or something else)?

Just those simple three questions can lead you to valuable information about your potential customers’ actions. It arms you with knowledge you can use to drive more business through your website.

A great looking, well organized website is a must for any business seeking referrals online. It is also a great way to explain who you are to your potential customers. But, knowing how people found your website is vital information for crafting future marketing plans and growing your business. Knowing the right questions to ask can make all the difference.