The Internet has revolutionized the lead generation process. Traditional processes – such as cold calls, direct mail and trade shows – are still effective and will always exist. But they can be very expensive. The Internet, in comparison, allows sales professionals to reach a vast audience at relatively low cost.
The problem with reaching a vast audience, is that many of those you reach will not be well qualified. It’s therefore critical to understand your desired audience profile and ensure your website effectively communicates with them on both a rational and emotional level (while inconspicuously weeding out non-prospects).
In many ways, lead generation websites share the same objectives as any for-profit website:
With a lead-generation website, however, you must focus with laser precision on one thing: get visitors to fill out your contact form.
Nobody likes filling out forms. It’s tedious and often results in being spammed or otherwise harassed. If you want visitors to fill out your form, you must:
Do the above, and you’ll go a long way to maximizing your leads. Of course, it’s much easier said than done. And even small differences in layout and/or function can have dramatic results.
For more on how to optimize your lead generation website, contact us.
Since their ability to convert is usually based on a single form, a high-traffic lead generation website is ideal for testing one form layout against another. It’s surprising how often a seemingly insignificant change can result in dramatically more conversions.
More about A/B and multivariate testing
