Posted by Jim Monteleone on Mon, Dec 28, 2009 @ 05:17 PM
The difference between a website that generates leads and do-nothing brochure-ware comes down to one word - content.
No matter how artful the site, or the number of videos, blogs, case studies, white papers, etc. it has, unless people respond, it's a flop.
The lack of compelling content is why many websites don't work -- there is little or no reason to do anything, so nobody does.
Sites that generate leads are heavy with direct response-based content. It's easy to spot, as it always has three important elements that get interested prospects to self-select:
1. A Strong Offer- with no cheese in the trap, the chances of finding a mouse are pretty slim. David Kobs, a direct marketing legend, said it best: "The offer will usually make more difference in results than the copy that tells your story, the graphics that display your product, or the format you use". A superb collection of offer ideas can be found in his classic list "99 Proven Direct Response Offers".
2. A Logical "Next Step" - sometimes the next step can be placing an order - other times, it is an information download, a free trial, a sample, a coupon, etc. that leads the prospect down the road to the ultimate sale.
3. Multiple Calls To Action - it's imperative to make it easy for the prospect to respond, and provide lots of ways to do so. And it is also important not to confuse the prospect with too many offers. Smart marketers offer only one choice on a landing page - the choice they want the prospect to take.
When direct response content has a solid offer, people want to know more - and will tell you about themselves in exchange for the content they want. So if your website isn't generating enough leads - or any - it could be because of a serious lack of direct response content.