The 7 Keys of High Conversion Lead Generation Websites - Part 2
This is part 2 of our article on The 7 Keys of High Conversion Lead Generation Websites.
Key 5 :- Design for conversion
A website that is designed for conversion will be:
- Easy to read - why do so many designers hate words? I say that because so many of them try to hide your text by making it tiny, grey and putting it on a white background
- Easy to scan - highlight keywords and concepts, use good headlines and sub-headlines, bullet points, short paragraphs and short sentences
- Easy to navigate - It will be intuitive so that your visitors won’t have to think about where to find things
- Easy to act on - Phone numbers, contact details and contact forms will be built into the logical flow of your website content. On a high conversion lead generation website these things will never be sacrificed for aesthetics.
A good lead generation website is designed for content and designed for conversion. It’s not designed for other designers or to be judged at website design awards (did they go the way of the dodo?).
Key 6 :- Get website traffic from the right places
From a conversion perspective not all website visitors are equal. For instance, if your product is only available in Australia then there’s no point in getting traffic from India.
If your product is only for Architects, be sure that they are the ones who are going to come to your website. So you might advertise your website in the local Architects journal. You might decide to use Search Engine Optimisation to get traffic to your website from Google, but you would target the terms and keywords that Architects are likely to use in a search.
If you get website traffic from the wrong sources, your conversion rates will be low.
If you get people coming to your website who are likely to be interested in your services, then your conversion rates will naturally be higher. Concentrate on getting traffic that’s likely to convert.
Key 7 :- Active measurement and continual improvement
A high conversion lead generation website is never really finished. High website conversion rates rise out of continual measurement and improvement.
You need to be continually monitoring your website to know the answers to these questions:
- How many visitors are coming to my website?
- Where are they coming from?
- How many leads am I getting?
- What’s my conversion rate?
- Where are the best leads coming from?
You can easily get the answers to all of these questions from your website and your website analytics software. If you want a high converting lead generation website then this must be your priority. At a minimum you need to monitor this every month.
Oh, and Google Analytics is free. The insight that it can give you into your website is remarkable. There’s no excuse for not having it configured on your website.
So there you have the 7 keys of high conversion lead generation websites. They are:
Key 1 :- Clearly identified customers and goals
Key 2 :- A simple, clear message
Key 3 :- Trust
Key 4 :- Call to action
Key 5 :- Design for conversion
Key 6 :- Get website traffic from the right places
Key 7 :- Active measurement and continual improvement
A well conceived lead generation website will play a critical role for your business by making all of your marketing more effective. TV, newspaper, magazine, outdoor and radio advertising can all leverage a high conversion lead generation website.
From the author: If you regularly advertise for leads in the Yellow Pages®, in the newspaper or on the radio, then there’s a good chance that your website could be generating more leads for you than it is. The key is in your website’s conversion rates.
Yellow Pages® is an Australian registered trade mark of Telstra Corporation Ltd. This company has requested and has been granted permission from Telstra Corporation Ltd to use the Yellow Pages® trade mark. This company is not otherwise associated with Telstra Corporation or any of it’s subsidiaries.
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