Why You're REALLY Not Generating Leads On The Web
Do you want to turn your website into a lead generation machine?
Of course you do.
Websites fail to produce leads when 1) traffic isn't flowing, and 2) the site wasn't designed to sell.
Today, I'm addressing the later.
As it turns out, very few web designers know how to sell. Most were trained to design websites as art. The problem is that selling is primarily a science.
WordPress developers with marketing savvy rarely use themes' default homepage design, because 9 out of 10 times they're laid out to emphasize the art instead of the message.
Now don't get me wrong: graphic design is important. But many graphic designers overwhelm and confuse the message, rather than illustrate and reinforce it.
There are three basic elements your homepage needs to sell relevance, desirability, and ultimately... action.
Element #1: A Killer Headline & Disruptive Image
Fail to hook your prospect, and she's gone forever.
Most of the headlines/slogans you see on the web barely make sense when you think about them. The fact that you have to think is a problem in itself.
People don't want to think. They want to "get it" now.
Stop being clever!
Help them "get it" with a simple headline that highlights your most valuable benefit, and an image that illustrates the main point.
Don't use a stock photo of someone who OBVIOUSLY doesn't work at your company...
... doing something that has nothing to do with the outcome your product/service provides.
Instead, choose images which convey what copy-alone can't, but which perfectly illustrate the copy.
Here's an example of a strong headline:
[Desired outcome] without [something people don't like about your industry].
"Walk painlessly without major surgery."
Quick. Simple. To the point, but powerful.
The image could be an actual photo of your client walking again without a crutch... with no scars on her leg.
Element #2: Benefits, Benefits, Benefits
A lot of websites "show up and throw up" on the prospect by going on about the product/service, the company's credibility, and why they're the "best".
YOU should do the exact opposite.
People don't want to know about you until they know what you can do for them. Talk about them, not you.
Who is your product/service for?
What is the challenge you help that person solve?
What is the outcome you provide?
What are the benefits of doing business with you?
What is your unique value proposition?
What do you guarantee?
These questions must be answered as soon as your prospect lands on the homepage.
Make sure to target the audience that actually gets the most value from your business. Speak their language. Show that you understand their situation and can help.
Element #3: Call To Action
This is where a lot of sites go wrong, by not guiding the prospect from interest, to desire, to action.
Your prospect won't take action unless you tell her to.
The new person standing at the door feels pretty awkward if you don't welcome her and show her the restroom and coffee machine. It's easier just to leave. "That was weird".
Think about it like this: this person, your prospect, has come to your website because she is experiencing a challenge or pain she can't solve herself, and believes that you might be able to help.
Don't prove her wrong!
Without making a call to action that will help her move closer to the solution, you're letting her down.
What do you have to offer? A consultation? A free report? A free trial? A gift that has to do with her desired outcome of doing business with you?
If you have a product/service that truly helps people, you have a moral obligation to share it with as many people as possible.
If a good friend came to you with the same challenges, would you end the conversion without advising her on the best course of action? No way, because you care about her well-being.
Care about your prospects. Don't just pretend... I mean, REALLY care. Be her trusted adviser. A helpful guide.
Good luck,
James Clouser
P.S. For advanced training, go to my website at http://www.jamesclouser.com and download my FREE Report: 6 Marketing Secrets You MUST Know To Generate Leads On The Web.
Of course you do.
Websites fail to produce leads when 1) traffic isn't flowing, and 2) the site wasn't designed to sell.
Today, I'm addressing the later.
As it turns out, very few web designers know how to sell. Most were trained to design websites as art. The problem is that selling is primarily a science.
WordPress developers with marketing savvy rarely use themes' default homepage design, because 9 out of 10 times they're laid out to emphasize the art instead of the message.
Now don't get me wrong: graphic design is important. But many graphic designers overwhelm and confuse the message, rather than illustrate and reinforce it.
There are three basic elements your homepage needs to sell relevance, desirability, and ultimately... action.
Element #1: A Killer Headline & Disruptive Image
Fail to hook your prospect, and she's gone forever.
Most of the headlines/slogans you see on the web barely make sense when you think about them. The fact that you have to think is a problem in itself.
People don't want to think. They want to "get it" now.
Stop being clever!
Help them "get it" with a simple headline that highlights your most valuable benefit, and an image that illustrates the main point.
Don't use a stock photo of someone who OBVIOUSLY doesn't work at your company...
... doing something that has nothing to do with the outcome your product/service provides.
Instead, choose images which convey what copy-alone can't, but which perfectly illustrate the copy.
Here's an example of a strong headline:
[Desired outcome] without [something people don't like about your industry].
"Walk painlessly without major surgery."
Quick. Simple. To the point, but powerful.
The image could be an actual photo of your client walking again without a crutch... with no scars on her leg.
Element #2: Benefits, Benefits, Benefits
A lot of websites "show up and throw up" on the prospect by going on about the product/service, the company's credibility, and why they're the "best".
YOU should do the exact opposite.
People don't want to know about you until they know what you can do for them. Talk about them, not you.
Who is your product/service for?
What is the challenge you help that person solve?
What is the outcome you provide?
What are the benefits of doing business with you?
What is your unique value proposition?
What do you guarantee?
These questions must be answered as soon as your prospect lands on the homepage.
Make sure to target the audience that actually gets the most value from your business. Speak their language. Show that you understand their situation and can help.
Element #3: Call To Action
This is where a lot of sites go wrong, by not guiding the prospect from interest, to desire, to action.
Your prospect won't take action unless you tell her to.
The new person standing at the door feels pretty awkward if you don't welcome her and show her the restroom and coffee machine. It's easier just to leave. "That was weird".
Think about it like this: this person, your prospect, has come to your website because she is experiencing a challenge or pain she can't solve herself, and believes that you might be able to help.
Don't prove her wrong!
Without making a call to action that will help her move closer to the solution, you're letting her down.
What do you have to offer? A consultation? A free report? A free trial? A gift that has to do with her desired outcome of doing business with you?
If you have a product/service that truly helps people, you have a moral obligation to share it with as many people as possible.
If a good friend came to you with the same challenges, would you end the conversion without advising her on the best course of action? No way, because you care about her well-being.
Care about your prospects. Don't just pretend... I mean, REALLY care. Be her trusted adviser. A helpful guide.
Good luck,
James Clouser
P.S. For advanced training, go to my website at http://www.jamesclouser.com and download my FREE Report: 6 Marketing Secrets You MUST Know To Generate Leads On The Web.
James Clouser is a Copywriter & Marketing Consultant for
tech-business businesses. A native of Cleveland, Ohio, James is actively
involved in the Entrepreneurial renaissance of the city, is a member of
the LaunchHouse Business Accelerator, and is a Certified Professional
Copywriter with the Copywriting Institute.
Prior to copywriting, James was a professional musician for 12 years, and combines the art of writing with the proven, scientific strategies of direct marketing.
"Grow Your Tech Business With Proven Marketing Systems That Increase User Attraction, Retention, And Engagement."
Review my website and apply for a FREE Marketing Consultation at http://www.jamesclouser.com
Article Source:
http://EzineArticles.com/?expert=James_Clouser
Prior to copywriting, James was a professional musician for 12 years, and combines the art of writing with the proven, scientific strategies of direct marketing.
"Grow Your Tech Business With Proven Marketing Systems That Increase User Attraction, Retention, And Engagement."
Review my website and apply for a FREE Marketing Consultation at http://www.jamesclouser.com
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