Lusting For The Website Lead? 5 Ways to Get Some.
Posted by Jody Raines
Wondering why you aren't getting any? Wish you were?
Many of my clients seek me out because they understand that they should be getting some. But they aren't. They've been paying for it, but they are still not getting any.
What is it they are lusting for?
Leads.
While they have a website and they also have been paying an "seo" company, they don't seem to get many leads.
Just looking, is different than shopping, and traffic does not mean sales.
When it comes to your website, certainly it's important that it looks good. However, there is an art, and a science to creating effective websites, and it's not only coming up "number one in Google". (That's a subject for another blog post).
Your site must be appealing, the content compelling and enticing enough for potential customers to share their number with you.
That's where a landing page can play a role in converting visitors into prospects. It's the place where a visitor to the site decides whether to voluntarily enter into a relationship, and actually invite you to dance.
What's a "Landing Page"?
According to Wikipedia "a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines."
So, if you want to get some (leads), then you should get this (best practices):
1. Get it fast
In 3 seconds or less, your visitor makes the decision whether to fill out your form or not. This is based upon the visual appeal and the brevity of content. Bullets with talking points, and a clear call to action are critical to the effectiveness of this page. Too much jargon and unrelated content as well as multiple forms will muddy the message. There should be one clear reason for this page, and that reason should be evident quickly.
2.Get Single Minded
A Landing Page is single minded... the goal is to have your potential customer share contact information. No distractions, no unrelated detritus. There should be one reason for the page to exist, and the page should be highly optimized for that reason. Keywords should be selected for relevance, competition and volume of monthly visits.
3.Get Visual
The Landing Page should reflect the rest of your web design and image. Graphics and color should be used to draw attention to the offer, in a professional manner. Similar to the way a bulls-eye draws you into the center, the color and style of the page should draw your potential customer into the offer.
4.Get To The Point
The visitor has come to the page for one reason, and that is why the information on the page is brief and focused. This is not the page to share detailed information about your product. This is a page with bulleted points, punchy action words and just enough to entice the visitor to provide you with their information.
5.Get What You Need
Most companies do this part wrong, so by following this simple part, you will absolutely improve your chances of getting leads. Here's the golden rule: Ask for the minimum info. Get what you need, not necessarily what you want.
The more information you request from a visitor, the less the likelihood the form will be submitted. Ask for just a name and email or just a name and phone number. You can always get more information as you move through the selling process, but if the customer does not fill in the form, you may not have that chance.
Landing pages are a great a terrific device to improve website conversions. Many of our clients are effectively using them to create geo-targeted or product focused offers.
WebMarCom is an Internet strategy and Web Marketing Communications Agency based in South Jersey and Philadelphia.