How to Turn Your Home Page into a Lead Generating Machine
So you have a home page. It looks great and says exactly what your potential customers want to hear. But it doesn't mean that the phone is ringing off the hook. You need leads. Luckily, your home page is an ideal platform to convince people to give you what you need. With a carefully crafted lead-generating campaign, with your website at the centre, you will get much better results than hours spent cold-calling. Here are some ideas to get you started.
You're Invited
One of the best ways to attract people to your home page is to invite them. A successful "push" campaign actively informs people about you and your website. Expertly used, just about any marketing tool can lead people to your website.
Give To Receive
Offer something to your potential leads. Your business makes something that people will pay their hard-earned money for, so give them a taste that will leave them wanting more. This could be in the form of more information, like a catalogue or newsletter, or even a free sample. It will resonate with them, and they will come back for more.
A Winning Proposition
Everyone likes to win. A drawing or sweepstakes with an attractive prize can quickly bring hundreds, if not thousands, to your site to register for a contest. If you know exactly whom you want to reach, you can offer something that speaks directly to a very specific audience. A giveaway with broader appeal is also an excellent way for a new business to generate buzz. Even if your visitor is not ready for you today, he may be tomorrow. And you will have already made contact.
Do The Math
The number of leads that you generate will be inversely proportional to the amount of information you request. This is because lead generation is about how people understand an exchange of value: the more you give, the more you feel you should get.
Keep this in mind when crafting your strategy. If you are giving away cars, you will be able to get someone's credit card number and grandmother's maiden name, but if you are offering an email newsletter, you may have to be happy with an email address.
Ask the Right Questions
When asking for information from your visitors, keep things as need-to-know as possible. These days everyone is worried about privacy, and no one has the time or patience to fill out long forms. Also, match what you are asking for with what you are offering - if you want to know if they are an executive or salesperson or even what their favourite colour is, offer something customized for each possibility.
Follow-Through
Now that a visitor has become a lead, make sure that you follow through! Deliver on your promise promptly and fully, be it information, t-shirt, or phone call. Someone has given you what you want, so make sure that that they feel they have made the right decision. They will reward you for it.
Read more about getting people to your site in How To Search Engine Optimize Your Website and keeping them there with 7 Secrets To Writing Compelling Copy For The Internet.
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