There are four ways to increase leads from a website.
Of course there are multiple methods you can use to accomplish each but there are only four ways to increase site leads. Doing the opposite of each will decrease the number of leads you receive.
Four Ways to Increase Leads From Your Website
- Make the product you are selling as desirable as possible to your target customers. That is, display every possible benefit in every possible way.
- Make unclear who is NOT your target customer. That is, make people on the fringes of your target market (or those completely outside your market) believe your product might be for them.
- Remove all possible barriers to contact. Make it as easy as possible for a visitor to give you their information.
- Make the act of contacting desirable. For example, give something away for contacting you.
There is a theoretical absolute maximum for each of these. For example, it is possible to show every possible benefit in every possible way to your exact target customers but how do you know when you have achieved that absolute maximum and when you have gone over it? Should you include mental telepathy as a method of contact? Someone might prefer that, after all.
The Effects of Each Action on Sales Leads and Conversion Rates
Number 1 Increases Qualified Leads: Number 1 produces qualified sales leads. Increasing number 1 will not negatively impact lead conversion rates - although it will not necessarily positively impact lead conversion rates either.
Number 2 Increases Valueless or Wasteful Leads: Number 2 produces bad sales leads. Increasing 2 will negatively impact your lead conversion rates.
Numbers 3 and 4 are Catalysts to Lead Optimization: The effects of numbers 3 and 4 depend upon the degree to which 1 and 2 have been effectively (or ineffectively) implemented. That is, if all possible barriers to contact are removed and/or the act of contacting is desirable then ALL types of leads will be more likely to contact - qualified or unqualified, good or bad.
There many more issues to cover around this topic including conversation rates, methods to affect each, and the values of the ranges of leads you can receive.
There will be a complete series on this topic and it has become an entire chapter in the Lead Optimize book.
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