Proposing “Marry me!” the moment you meet someone rarely works.
Yet, this is exactly what many dev agencies do when they place a “Book a Free Consultation” button front and center on their website—expecting prospects to commit before they’re ready.
The reality? 99.99% of visitors ignore it.
Not because they aren’t interested in custom software. Not because they don’t need your services. But because they’re still in research mode.
What Your Prospects Are Actually Doing on Your Website
Let’s assume your prospect has a real business problem and needs a custom software solution.
What are they doing the first time they land on your website? They’re not looking for a consultation. They’re gathering information.
Here’s what’s running through their mind:
- Who are these people? First impressions matter. A cluttered, outdated, or generic website? Instant disqualification.
- Can I trust them? They’re looking for signals of credibility—case studies, testimonials, or proof of experience.
- Do they actually solve my problem? Generic service pages won’t cut it. They want specifics—have you tackled projects like theirs before?
- What’s their approach? Culture and fit matter. They’re assessing what it might be like to work with you.
- Can I afford them? Pricing may not be listed, but they’re looking for clues—client logos, project sizes, or minimum engagement details.
This research phase isn’t a quick scroll and click. B2B buyers spend 70% of their journey researching before they ever reach out to a provider.
Why Most Visitors Won’t Book a Call (Yet)
Imagine shopping for a new car.
You don’t walk onto the lot and immediately ask to speak with a finance manager. You browse. Compare models. Read reviews. Test drive.
Your website visitors are doing the same.
They may return five, six, or ten times before they feel confident enough to reach out. But here’s the problem: Most agencies do nothing to capture these visitors. If you don’t have a way to stay in front of them, you’re just hoping they come back on their own.
And hope isn’t a strategy.
The Fix: Give Them a Reason to Stay Engaged
This is where a lead magnet comes in.
A lead magnet isn’t just a free download—it’s an incentive for prospects to exchange their contact information in return for something valuable.
Instead of asking for a meeting on the first visit, offer useful insights that help them make a decision. Examples:
- “The Dev Agency Buyer’s Guide: 5 Key Questions to Ask Before Hiring a Software Partner”
- “Case Study: How We Helped [Company] Save $250K with a Custom Software Solution”
- “Checklist: Is Your Business Ready for Custom Software? Find Out in 5 Minutes”
Each of these resources does two things:
- Builds trust. You’re providing value upfront, proving your expertise without a sales pitch.
- Keeps you top of mind. Once they download, you can nurture them with follow-up emails, insights, and case studies—so when they’re ready to buy, they think of you first.
What’s Your Lead Magnet Conversion Rate?
Collecting contact info is just step one.
The real game is keeping prospects engaged until they’re ready to buy. Without a strong lead magnet, you’re losing leads—and leaving thousands of dollars on the table every month.
Do you have a lead magnet that converts at least 1% of your website visitors into leads?
