One of the most popular reasons for building a website is to draw prospective leads into your sales funnel. Unfortunately, many people assume that their offer is so tangible, so exciting that the prospect will take the initiative to navigate the site and call the company.
If your lead landed on a page aimed at the very thing they searched for on Google, Yahoo, Bing or YouTube, then they may try to contact you. However, most people check out 3 or 4 links when they search online before making a decision. Let them!
Unlike an ecommerce site, the goal of a sales lead site is to get visitors to leave contact information, not focus them on purchasing product.Your site needs to be designed to ensure they are sufficiently interested that they leave you a contact number or email so that you can call them! The secret to success is call them back within 24 hours.
Requirements for building leads generation websites.
Plan the site with care. How will you bring in leads? What offer would appeal to them? How will you reduce the number of inappropriate contacts?
Help people fill in your form:
- Brand the site to promote trust.
- Encourage customers to provide comments.
- Use familiar layouts and procedures for filling in forms.
- Give them multiple ways to contact you: phone, fax, online form, downloadable forms. Give access to the contact information on every page and make your phone number prominent at the top of each page.
- Only ask for information you need.
- Make the privacy policy prominent.
- Make it easy for them to leave a form and return without losing data.
- Let return visitors login without re-entering personal data.
- Track your users through the site, and beyond. Update the design and content according to what you learn.
- Make information easy to access. Don’t make prospects call you just to get details they expected to find online.
- Contact them within 24 hours. Make sure someone at your office is ready and available to answer phone calls regarding your offer.
- Clarify your offer and make sure it is enticing. Consider creating individual landing pages for each offer / audience.
- Provide pertinent information online: Pictures and descriptions of products, benefits directly related to your buyer, interesting facts, statistics, customer testimonials …
They won’t leave information if you stand in their way.
Make sure the site works end to end through rigorous usability testing. Anything that prevents a visitor from filling in a form, needs to be fixed. Make sure your customer can clearly see at all times exactly what is happening and can access the information they need to answer your questions. For example, if they are inquiring about a product and you need the model number, make sure they can find it without losing the information they filled in already.