“Lead flow is the life blood of any and every business.” – Dan Kennedy
Effective lead generation involves multiple components of your sales cycle. However, sometimes small tweaks can produce big results. Here are three simple changes you can make to your website to improve lead generation:
1. Headlines that grab attention & interest
A common problem business websites have is that they don’t get people’s attention.
Just as a poor newspaper/magazine article headline won’t get the reader to read the article, so too a poor website headline won’t get prospects to read the website copy and engage with the business.
You need a headline that grabs prospect’s attention, so that they want to learn more about doing business with your company.
Take a look at this website below. Do you see how compelling, direct, and clear this second headline is?
Build, Publish, & A/B Test Landing Pages Without I.T. – a straightforward, benefit-focused headline that grabs prospect’s attention.
2. Customer-centered copywriting
People don’t read articles, websites, or anything if it doesn’t relate to them, their interests, their problems, or their desires.
How many times have you been in a conversation with someone who just keeps talking about himself/herself, never asking you how you’re doing, and never starts a conversation that’s interesting to the both of you?
It’s annoying. SUPER annoying.
Too many business websites do the same thing: they just talk about themselves and never talk about the benefits for the customers, answer the questions and objections in their head.
Here’s a great example of website copy that talks about customer benefits, instead of business features, from the property inspection software app Snap
3. Target ‘future buyers’
Gleanster Research reports that 50% of leads are qualified, but not yet ready to buy. This means that the majority of prospects who visit your website will buy at some point, just not at this moment.
A “Call us!” or “Contact Us” may feel too risky for these future buyers, and doesn’t meet them where they’re at. It may work for the prospects who are ready to buy now, but it will not get the 50% (the ‘future buyers’) who visit your website to respond and take your desired action.
If you offer these future buyers some helpful information that will get them to respond now, you can then begin to build a relationship with them, provide value and help them, and demonstrate credibility, competency, and trust.