Top 3 Website Must Do’s for Effective Lead Generation
* Simple Website Navigation
A user friendly and dialog based layout is sure to catch the prospect’s attention. So, website layout should be kept simple and straightforward because prospects do not linger on sites that confuse them. Prospects landing on the website are mostly those who use a search engine and their attention spans are minimal. During this time, prospects need to be provided with information on the product offering or service in a convincing and interesting fashion.
Website navigation is another problem with many corporate websites. Prospects have to click at least a minimum of six to eight times before being led to the required content. Therefore, it is critical to categorize content within website searches in order to provide them with valuable information on the solution and also on technology trends and marketing automation analysis.
* Call to Action Features
A prospect’s buying interest can be confirmed when he proceeds to the next stage by clicking on the Call-to-action buttons. Websites need to incorporate Call-to-action buttons that will gently guide the visitor to probe further without being too pushy.
They must basically be linked to sections that create an interest or curiosity on the product offering. They include offerings like ‘Related Posts’, ‘Webinar Invitation’ or a ‘Free E-book’. This in turn will enable the marketer to elicit contact information that can be used to nurture product interest in the next step of Lead Nurturing.
* Non-intrusive Elicitation of Contact Information
The elicitation of contact information may not be adequate right away as most prospects may not have the time and patience to fill in a form. So, auto responders can be used to collect prospect contact information. In sections where there is a free giveaway, it is ideal to use an auto-responder where in an auto mail is sent to the registered email id to confirm the request and asking them to provide more information such as industry domain, prospect title etc.
Another simple way to encourage them to repeat their visit is to ask them to fill in suggestions or feedback whenever they download or view a report. This conversation can be useful to know what exactly they are interested in and how the product/service can be useful or relevant to them.
Nesting inquiry forms at every level may prevent them from further using the website. So, it is ideal to place company contact information on every page. If there is an inquiry; the prospect will know how to contact the marketer.
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