Track leads & customers from SEO in Close CRM
Learn the 4 simple steps for tracking how many leads & customers you get from SEO in Close CRM
Are you having trouble tracking how many leads and customers your SEO work is bringing in?
You’re not alone. Tools like Google Analytics show you how many visitors come from organic searches, but it can be hard to see how many of those visitors turn into leads or customers, and how much money they generate for you.
But there’s a solution.
In this article, we will show you how to use Attributer to get organic search data for every new lead in Close CRM. We will also provide some example reports to help you understand how well your SEO is performing.
4 steps to track leads & customers from SEO in Close CRM
Attributer and Close CRM make it simple to track the number of leads generated from organic search. Let's look at how it works:
1. Install Attributer and add hidden fields
When you sign up for a 14-day free trial of Attributer, you will receive a bit of code to add to your website. You can learn how to add it here.
After placing the code on your site, you then need to include some hidden fields in your lead capture forms. These hidden fields are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields to your forms is easy with form-building tools. You can simply drag and drop a “Hidden” field type, or you can hide a regular field using the settings. If you need step-by-step help for tools like Gravity Forms, Wix Forms, or Webflow Forms, check out the resources linked here.
2. Attributer writes SEO data into the hidden fields
When someone visits your site, Attributer collects information to identify where they came from (similar to what Google Analytics does).
It then categorises the visitor into different channels, like Organic Search, Paid Search, or Paid Social, and saves that information in their browser.
Then when the visitor fills out a form on your site, such as your 'Contact Us' or 'Request a Quote' form, Attributer writes the data about where they came from into the hidden fields (including the fact they arrived from Organic Search, which search engine they came from, what keyword they searched for, etc.)
3. SEO data is captured with each lead
When the visitor submits the form, the data that Attributer wrote into the hidden fields is captured by your form tool along with the information they manually entered (like their name, email, etc).
4. SEO data is sent to Close CRM
You can send the data from your form tool to Close CRM by using either a built-in integration or tools like Zapier or Make.
Once your data is there, you can create reports to see how many leads and customers you get from organic searches. You’ll learn which search engines bring people to you, the keywords they use, and more.
What data gets captured
Attributer helps you understand your leads by showing you two main things: how they found your site (Channel) and which specific content interested them (Landing page).
For instance, if you work in marketing for a manufacturing company and someone discovers your site through an organic Google search, here's the kind of data you could receive"
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or the domain they came from, like google.com.au or google.co.uk)
- Channel Drilldown 3: fencing manufacturers in Sydney (or the keyword they searched for, when it’s available)
You would also get data on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = sydneyfencing.com/blog/best-fencing-companies
- Landing Page Group = /blog
This landing page information helps you see which content on your website attracts potential leads from organic search. It shows you what works well so you can create more of it.
3 example reports you can run when you capture organic search data in Close
Over my 15-year career in digital marketing, I’ve spent countless hours on SEO and built hundreds of reports to track the impact.
To help you get started, I have included three of the reports that have been most helpful for me along the way.
1. Leads by Channel
This report shows the number of leads you get each month and where they come from (Organic Search, Paid Search, Paid Social, etc).
It helps you quickly see how well your SEO efforts are working and if they are bringing in more leads for your business.
It also allows you to compare SEO to other channels and make more strategic decisions. If you notice that organic search gives you more leads than paid search, you may consider shifting some of your budget from paid ads to focus more on SEO.
2. Customers from Organic Search by Landing Page Group
This report shows how many new customers you gain monthly from organic search, organised by landing page group (like Home, Blog, Services, etc.).
It helps you see which content brings in customers instead of just increasing website traffic without results.
3. Revenue from Organic Search by Landing Page
This report shows how many new customers, and how much revenue, is being generated from each piece of content on your site.
It helps you see which blog posts (and other content) are most successful, allowing you to make smart decisions about what to create next.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is an HR management software company located in Sydney, Australia. They have a team of over 100 people and thousands of customers across the country.
As part of their product, they offer their customers customisable HR document templates, such as employment contracts and internal policies, to help them onboard and manage employees.
To attract more visitors and generate leads, the Flare HR team decided to make these templates available on their marketing website. They created individual landing pages for each template and launched them on the site. Within a few months, they were getting tens of thousands of visitors from search engines.
However, Flare HR had a challenge. They needed to see if these visitors were becoming leads and customers or just downloading the templates without taking further action.
That's where Attributer came in.
When visitors come to the Flare HR website, Attributer captures information about how they found the site (like through organic search), which landing page they visited (i.e. flarehr.com/template/mobile-phone-policy), and the landing page group (I.e. /templates).
Then when that visitor fills out a form, like the demo request form for instance, Attributer writes this information into hidden fields on the form and it is captured and sent to their CRM.
With this data, the Flare HR team created detailed reports that showed how many leads came from the templates, the conversion rates to customer, and the revenue made. They found they got a 2.4x increase in new leads at an amazingly low cost per lead (virtually $0).
Encouraged by these results, Flare HR decided to expand their efforts. They added more templates, improved their page optimisation for better search engine rankings, and ultimately achieved a remarkable 4x growth in monthly leads.
“Attributer showed us that our SEO efforts were in fact generating customers & revenue and gave us the confidence to double down. We’ve seen a 4x increase in leads as a result”
James Windon - Co-Founder, Flare HR
Wrap Up
If you’ve been looking for a way to track the number of leads and customers you get from organic searches, using Attributer with Close CRM is a great solution.
Best of all, starting with Attributer is free and usually takes less than 10 minutes to set up. So start your 14-day free trial today!
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.