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DID YOU KNOW

Depending on the study you read, 75 to 85% of all clicks come from organic results.

Lead Generation Websites

One of the most popular reasons for building a website is to draw prospective leads to your company. But most people assume that their offer is so tangible, so exciting that the prospect will take the initiative to call.

If your lead came to a specific page aimed at the very thing they searched for on Google or Yahoo, then they may well try to contact you. But be aware that most people searching online try 3 or 4 listings before they select one. Even if your offer is great, they want to know if someone else can do better.

Your goal is to get them to leave contact information so you can take the lead. Obviously this means you need a sales rep ready to answer every query 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 ...

And remember . . .

They won't call if they don't come.

Take some time to develop a search engine optimization strategy, affiliate programs and offline marketing.

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 retrieve it without losing the information they filled in already.

Privacy

To protect yourself and your customers, include a privacy policy that explains how information is secured. At the moment, this is optional, but be prepared for a tightening of laws, especially around children. You might as well develop a solid policy now to reassure your customers.

If you aren't sure leads generation is your focus, quick link to other common website goals.