Your website is probably the most prominent face you put forward in the business world these days. Unless yours is a highly personal and local industry, new consumers are most likely to discover established businesses on the internet first. Very few firms manage to get by without a web presence. They have to be too small to justify the marketing expense, or so niche-oriented that their customers all come from a small community with few outside sales opportunities. In most cases, a well-designed website is also the primary lead generation site.
Defining Lead Generation
Anything which creates business opportunities is a lead generation site. A “lead” is the potential that a visitor will become a paying client or refer someone to later buy goods and services. Many companies operate multiple sites including an e-commerce page, affiliate page, and a Word Press site for articles. They might run multiple divisions of a single company, each one represented on an individual website.
Operations across most companies are too numerous to fit onto a single “home page” so their readers move more deeply into the site to learn more about pricing, services, terms, and details they don’t need to know right away. That home page is the one which determines whether visitors stay or leave.
Grabbing Customer Interest
Business owners have about as long as it takes for a reader to browse that home page top to bottom to grab their attention or lose it. Viewers will often glance at these sites without reading anything, losing interest based on the way a site is designed. If it is user-friendly, they feel encouraged to stay and do business. But if it is cluttered or intimidating, they know there are other, more visually appealing and easily navigated pages out there too.
What Details Must Be on Page One?
Experts recommend that website developers keep these few factors in mind when developing their pages: business goal, contact details, sales links, and selling points. They should all be right there, possibly on every page.
What is your aim? Who is your audience? Potential customers should be able to tell right away the field you are in without searching. The same goes for contact information: address, phone number, email, fax number, and even a live chat option should be on page one and every subsequent page.
Customers should be guided to a catalog organically. If you can embed a link into keywords this is the natural way to go. Use wording such as “call or email today to find out more.” The topic of sales links could also tie in with the next part: credentials or offers. Maybe there is a sale going on or a first-time buyer’s discount. Highlight a hyperlink right inside the offer, but make sure it’s a legitimate one. Other credentials would be ratings from offsite pages like TrustLink, the BBB, BCA, or an affiliated organization which adds authenticity to a company’s claims and establishes reputation quickly. A firm that has been in the industry for 10 years or more should post this fact in a banner or graphic at the top.
If you wish to create your own lead gen form for your own or a client’s website, the following tutorial may be of help.