Traffic light marketing

Not everyone who visits your website is ready to buy today.

In fact, there are three types of people that come to your website: visitors, warm leads, and hot prospects.

You need to provide a different offer for each one of these groups. I like to set them up like traffic lights – green, orange, red.

First, there are visitors. They are cold traffic and they are skeptical. The best offer for visitors is the “green offer”. For me a green offer is usually a lead magnet — the free thing that we give away in return for an email address.

The next group is made up of warm leads. The lead is someone who comes to your site and you already have their details. They’re not skeptical anymore but they’re curious.

For warm leads, I suggest using an “orange offer” — a conversion tool. It could be a webinar, invitation to an event, or an option to book a call or appointment with you (often synced to your diary with a tool like

The third kind of visitor that comes to your website is the hot prospect. This is someone who is already in your sales pipeline and ready to go. For hot prospects you need to provide a “red offer” — a “join my program” or “start now” type of offer.

Is your site set up to address all three visitor types?

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