Click On The Image Of The Statement Of Cash Flow Lead Generation Web Site – How To Build It

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Lead Generation Web Site – How To Build It

Over the course of four days, John has a number of bills to pay for his business, including payroll and rent. He’s already maxed out his lines of credit and maxed out his credit cards. While sales have been fine, his problem isn’t closing deals, it’s getting new leads to talk to. It takes about 2 months from getting a new lead to being able to close, and without a steady supply of leads, he just doesn’t close enough sales to keep the cash flowing. His situation is getting more desperate every day…

Anyone who owns a business or has to sell to survive has been or can relate to John. If you’re in the real estate, financial planning, construction, insurance, mortgage or other businesses that need a steady supply of interested and qualified leads, you could benefit from building a direct response website. A lead generation site is exactly what it sounds like. This is a website that works 24/7 to generate interested and qualified leads for you. There aren’t many lead generation programs that can build that kind of power. The key words here are interested and qualified prospects.

A prospect who isn’t interested in what you’re selling is a bad lead. A prospect who has an interest but can’t afford your product or isn’t really qualified as a customer for any other reason is also a bad lead. Quality prospects must have both attributes to be worth committing to in a very short and critical sales window. To create a successful direct response lead generation website, you need to do a little homework.

First, you need to know what your ideal option is. What industry do they work in? What position do they have in the company? How big is the company? The key question here is what problems do they face every day that really keeps them awake? You really need to understand your prospect, how to reach them, and what their hot buttons and issues are. You need to be able to walk in his/her shoes and really understand the problems they are facing and how you can solve them. For example, if you are in the real estate business and your target market is first time home buyers, then their credit strength and how much money they need to put down may be the two issues that really plague them when buying their first home. If you’re a contractor, your client’s biggest concern may be all the horror stories they’ve heard about bad contractors, so they’re really worried about how to choose the right contractor. Once you know who your target market is and what key issues they face, you’re ready to build a direct response website. A website has several key ingredients for success…

1. A customer-centric website:

The obvious item is the website, what is not so obvious is that this page should be very tightly focused on your target market and should be focused on the customer’s needs, not on you. So many websites are focused on businesses. They discuss the history of the company, the management team and an overview of the products or services. Basically, it’s a big brochure about you, not them. With the homework above, you should be able to use elements of your website to communicate with your customers instantly.

a. Copy:

This one is big. Make sure the copy (text) on the website speaks to the customer and their problems. To do this effectively, you need to get their attention. Every page should have a powerful headline that simply makes a person stop immediately, read it, and immediately dive into the first line of text after the headline because they are so interested. The first line of copy should prompt them to read the second line, that line the third line, and so on. For your copy to do this, you have to literally reach out and smack your customer in the face with the problem they’re facing and show that you have a solution to that problem. Effective copy (see below) inherently has several important elements.

b. Graphics:

Your graphics should support your copy and sales objective. These graphics can be product images, diagrams of how a product works, or very well-chosen marketing images that visually illustrate what the copy is already telling the potential customer. Remember that the sole purpose of graphics is not to add aesthetic value to the page, but to support the sales message. If he doesn’t, he’s fluff and a distraction, cut him off.

c. Intuitive navigation:

Your website should have intuitive navigation, buttons should not only make it very clear to the potential customer what they will find if they click that button, but also make them want to click on it. For this, your buttons must be strategically placed and have appropriate labels. This is not a place to be cute and artsy. Plain, simple, limited navigation that is easy to see and act on is required. You may need to do some usability testing of this navigation with potential users to see if you’re right.

d. No mess:

Don’t clutter your pages with all kinds of redundant copy, useless graphics, ads for other sites, flashing ads or Flash-based decorations, and other nonsense. With all the cool things webmasters can do with Flash and JavaScript, you might be tempted to let them create little effects on the page that “look cool” but end up just distracting and confusing the user. For a much more detailed discussion of this, read my position paper on how Flash can kill your site. You can find it at www.web2gold.com/Position.htm

2. Effective copy: To be effective, copy needs to do more than just state what you offer or details about your products. These types of things are called features, and contrary to popular belief, features don’t make people buy. The elements of effective copy include…

a. Strong title:

Again, the headline must literally reach out and grab the attention of your potential customers. It should have a strong benefit statement that tells them that by reading on, they will discover a solution to one of their problems that is keeping them up at night.

b. Advantages:

Your copy should clearly demonstrate the benefits to your prospect of doing business with you. For example, a feature of a computer is a fast processor, but an advantage is the ability to do work faster or process data faster and do more things in less time. In short, your copy needs to stand on its own and sell in your absence. This is especially important online because you never know when people are reading your site. To learn more about effective copy, visit www.web2gold.com/Copywriting.htm. Effective copy must follow the AIDA principle of marketing that grabs attention, develops interest, creates desire and causes the prospect to take action, which brings me to the final element that a direct response website must have…

3. Offer: An offer is an object that you give to get a person to respond. Direct response advertising, whether it’s display ads or direct mail, must have a trigger or offer that causes the prospect to take some type of action. It could be a free gift, a booklet, a special bonus if they order by a certain time frame, etc. The offers are in two basic flavors, hard and soft…

a. Heavy offers:

the potential customer must immediately decide to buy or at least take a serious step in this direction. These types of offers are designed to provoke an immediate purchase decision. This can come in the form of a 25% discount on all purchases made before a certain date. Maybe it’s a bonus they get if they call today and make an appointment with a sales agent. No matter what the basic requirement is

b. Soft offer:

A soft offer is designed to allow a prospect to express interest in your product or service without having to make a purchase decision today or allow a salesperson to meet or speak with them immediately. This gives them a chance to express some interest without going all the way. It basically creates a warm guide. A good deal can be a free booklet or an information kit. Maybe a free DVD explaining the product in more detail, maybe a free sample with some information.

Whether the offer is hard or soft, it must first be something the prospect is interested in. There’s no point in presenting an offer if the customer doesn’t care what you’re giving them. The prospect must attach value to the offer in order for it to function properly as a direct response mechanism. That’s why it’s so important to understand a prospect’s mindset and what issues really keep them up at night and what hot buttons will result in a purchase and what types of things they place value on.

By understanding these triggers, you can create offers that really get to the heart of what motivates a prospect to take action. Some direct response marketers will say that hard offers are good for small purchases that don’t require a lot of risk on the part of the buyer, and soft offers are good for products or services that require more risk or have a longer sales cycle. Some marketers believe that you can have both offers at the same time. Your website can showcase both and generate both types of leads for you, both urgent leads that are more ready to buy and warm leads that will take a bit more work to close.

An effective direct response website is built around these principles. It is a niche market for a clearly defined and specific opportunity. It works by using effective copy, page layout, graphics and effective design rules. It attracts both willing and qualified prospects and guides them through a predetermined set of steps to an offer designed to capture their information.

The mechanism that captures their data could be a form they fill out, a phone number they call, or even an online customer service agent they start a conversation with at the click of a button, essentially communicating live with someone directly. Building an effective direct response website is like building any effective piece of marketing. You need to clearly understand your goal, what your ideal prospect looks like, and then use effective direct marketing principles and effective web design to get all the prospects you can.

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