Let me start by asking: Is your website a strong lead generator?

It’s hard enough designing a website, but many firms seem to have an especially difficult time making things prospect-friendly. Despite even the best efforts when trying to describe a product or justify its value, the information often gets lost in translation. Instead of being impressed by the website and the offering, prospects are often bewildered by the details they see. This is a real problem because, as a recent DemandBase whitepaper put it, “buyers are researching products and services before they engage with sellers, and are inviting sellers into the process much later in the cycle.” If they don’t find what they’re looking for on your site, it’s possible that you could lose a sale without even knowing it.

Regardless of when your site was designed or the way it currently performs, there’s probably some uncertainty gnawing at you. When I ask executives what frustrates them with their website, these are the five most-common issues I hear:

1. You’re irritated by the large volume of visitors that reach your site and promptly “bounce-off” without going further.

2. You’re uncertain about how to convince visitors to give you their email address. Would white papers, videos, newsletters, etc. make a difference?
3. You wonder if premium content should only be offered once they fill in a contact form or whether it should be freely accessible.
4. Mindful of your competition, you’re in a quandary over whether to show pricing – will it yield more prospects or are you better off insisting they contact your sales team?
5. You are disappointed in general with the small number of leads your website is bringing in.

 

Do any of these describe how YOU feel about your site?

The way to identify the answer to all these issues is Landing Page Optimization, which gives a step-by-step process for revealing the best way to convert visitors into prospects. Done right, after optimizing your site’s main pages, you can give prospects an at-a-glance view of your offering, twinned with a clear decision path that they can follow when they’re interested in actively considering a purchase. In other words, you give your site the best chance of being a strong lead generator.