Often many companies build their website with the purpose of presenting information about their product…
Have you ever seen this: Websites that mention “what my product does” and then lists all the functions? Then it might have another list of items and then maybe a price somewhere on the site. Most the time this site will fail, for the simple fact it doesn’t sell on benefits.
The key question is, “what’s in it for me?”
Building a website for sales leads goes back to knowing the customer problems and how your product or solution will solve those problems. For example, you want to have a shopping system to sell your super sexy widgets. So you start searching developer websites and reading how they use Magento, Prestashop, Shopify, etc (eCommerce Solutions). If you are not a web technologist, what/why do you care?
The customer has a problem, and they want solutions. Going back to my example, they don’t want to deal with development methodologies; they don’t care if your office is made out of rocks; all they want is that their store looks good, works, and they can market it and make sales.
Some things the customer will be looking for in this example:
- Is it easy to set up?
- Are updates automatic?
- Is it simple to upload products and images?
- How do they create discount codes?
- Does it integrate with a shipping supplier?
- Is there a built in payment system?
Understanding the customer is much more important than understanding the product. To create leads the website should focus on the customers’ benefits to get them interested to signup, contact or whatever action you want them to take. Once the user is sold on the benefits, then they will want to know how it works, the technical details, etc. This is all secondary information.
Next, what are your customers’ buying phases?
Maybe you are saying to yourself, “Huh? What are you talking about? Why do I care about buying phases?”
Let me put it this way. When someone comes to your site, they will be looking for a few things.
- Researching: Do I actually need this product? Do I need it now or in the future?
- Future Buyer: Currently I am planning for the future and I might not need this product now but might in the future.
- Buy now: I need this product now! I have a budget and am ready to select a supplier.
So we want to target the website to these audiences and you identify your primary audience you need a call to action.
The call to action might be to your Payment Page, Demo Page or something else, depending on that audience.
But wait; you don’t want to lose your other customers. The customers that are not ready to buy, that need more information. You should have a strategy for these as well; like a newsletter or e-book, or 10 free weekly emails. This will all depend on the type of product you’re trying to sell and develop.
Don’t be over creative!
Lead generating sites generally can be creative, but need to be simple to use. Try to keep with elements which the customers would be familiar with already. If the potential client needs to learn something and has to try to work out how to use the web site the chances are, they will give up quickly.
There are many templates, structures and high value websites. Spend the time to understand what their call to action is, what their USP (Unique Selling Point) is, and the benefits of how the user will travel through the site.
Also, I recommend using google analytics or other tracking systems as this will give you a deeper understanding about how customers will use your web site and the journey they take. I hope this article helps you to think about your web site, design and layouts. In the future I will talk a bit about campaigns, analytics, benchmarking and A/B testing, with the aim to minimize bounce rates and improve conversion rates.