Is your website little more than a glorified sales brochure?
Even worse, are you using pretty much the same text on your website features that you already have in your printed materials?
If your company has a website because you would like to generate sales leads from it, then there are a number of factors to consider.
- Firstly, few coaches, consultants and small business owners can reasonably expect to compete in today’s business world without exploiting internet-based marketing tools.
- Secondly, unless the site appeals directly to your target prospects, you run the risk of them visiting your website and not realising how your business offering relates to them.
When coaches, consultants and small business owners are aiming to generate more leads from their websites, they need to think not just about how to capture audience attention.
Attention isn’t the goal – that just gets you in the same boat as everyone in your industry.
The goal is the successful delivery of the message you’re trying to convey.
Attention without a message is just noise.
You need to consider how to structure the words, pictures (and increasingly, video) on the site in a way that makes sales prospects want to find out more about the product or service on offer.
In short, what’s required is a smart and well-considered lead generation strategy that includes the creation of valuable offers and experiences that fit naturally into the context of what your target market is already doing online.
By optimising their experience on your site, you’re making the most of the time site visitors are giving you, to increase the likelihood of website leads that, ultimately, lead to sales.
