Why do some websites generate leads better than others? Having developed a number of lead generation websites that convert over 20% of visits into enquiries, we know that asking this question is a big step in the right direction.
In several years of striving to improve lead generation website conversion rates we’ve come up with seven keys that will make your website perform beyond expectations.
Key 1 :- Clearly identified customers and goals
The highest performing websites that we have worked on all had two things in common from the beginning. It was clear:
- Who the customers were
- What we wanted them to do (i.e. contact us, become a lead).
There are plenty of reasons to have a website. For example you might use your website to enhance your branding, customer service, customer loyalty or to streamline your business processes. The important thing is that you are clear on what the goal is and that you can measure the outcome.
Having a consistent stream of leads can have a huge impact on your business. After all, that’s why businesses spend so much money on marketing. So let’s be clear that for the purpose of this post, the goal is to generate good quality leads that convert into sales easily.
A good picture of who the customer is likely to be, what they need and how you can help them is also essential. If you don’t invest the time to understand your customers and prospects before you start developing your lead generation website you will not achieve high conversion rates. Knowing your prospects is the foundation of a high conversion website.
We didn’t learn this lesson from the lead generation websites that soared to conversion rates of over 20%. We learned this from the websites that failed miserably.
Key 2 :- A simple, clear message
Delivering a clear, simple and understandable message is as important on a website as it is on a highway billboard. Considering that on most websites, half of the visitors will leave in 10 seconds, you have a very short time to grab your prospects attention.
Don’t be deceived into thinking that a flashy design laden website is the answer to this problem either. Most of those websites haven’t even loaded by the time that half of their prospects have left.
A clear simple message is going to be delivered through copywriting.
Do you remember why people come to your website? They come for useful information. That includes things like descriptions, reviews, recommendations, pictures, videos etc.
Your clear, readable written message should wrap up all of your content (useful information) in a way that’s easy for people to quickly scan and understand.
Take a look at your lead generation website and ask yourself if it’s clear at a glance:
- Who it is intended for?
- What problem it solves?
- What the benefits of solving that problem are?
Even better, ask some prospects if it is clear (no, not your friends, colleagues or relatives).
Key 3 :- Trust
If a visitor from your target market lands on your website and is motivated by your clear simple message, what’s stopping them from contacting you?
The barriers that sit between a captivated reader and a lead are keys 3 and 4, call to action and trust.
The first hesitation that a prospect will likely feel is related to trust. Unless you have a brand that is well known to your prospects it is likely that they have some questions about you floating around in their heads. They will be wondering:
- Why should I trust your company?
- Who are you?
- Can you really solve my problem?
- Will you get back to me?
- Are you reliable?
- Can I trust you with my contact details?
Being able to address questions like that concisely in your lead generation website will boost your conversion rates.
Key 4 :- Call to action
The second problem that many lead generation websites start out with is a complete lack of call to action mechanisms. Call to action for lead generation is all about this question that a visitor to your website should never have to ask:
I want to contact you, but how can I do it?
Answer this question before it’s asked by carefully considering the placement of the following on your website:
- Local phone numbers
- Contact forms
- Physical address details
- Maps
- Details of the real people that you might speak to.
If you can build a high level of trust with your prospects and combine that with simple ways of getting in touch, you are well on the way to having a high conversion website.
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About Mark Standeven
Good Layout and design. I like your blog. I just added your RSS feed to my Google News Reader. .
Jason Rakowski
The keys provided in this blog are fabulous. I liked the matter in the first key. As a Web page designer I have to tackle with this fact of negotiating with customers and goals.
Great article!!! I am sending my new clients to this page when they start working on their sites. You have done a great job of laying out the important information in a concise and informative way. From over in the USA thank you.
Right on mark. I like point 3 the best. Trust. People will make a split second decision as to whether they will do business with you. And with the internet I am only a mouse click from them leaving my site. So show credibility, experience and be personal.