Generating leads is a wide topic. The lead could be anything from a sales lead to a date prospect. In fact it could simply be another name to add to your list. While there has been much written on the topic the baseline of it all can be summed up in three functions: present, ask and follow-up.
There are a lot of different opinions on the format and style of presentation. In the end some work better than others and some simply fail to deliver. All experienced people will tell you the same: keep it short and to the point. In reality if you can fit everything on a single screen, not requiring any scrolling, you have done an amazing job.
When reaching for contact with another person in physical experiences do you read them a book to get their business card? No! Sometimes you simply ask, “do you have a card?” repeated studies have shown that floating forms increase the number of conversions by hundreds of percentage points. Don’t let that be the only place you ask for contact but certainly include it on your landing pages.
This is what separates the name takers from the action makers. Your contact pages should immediately confirm that you received the information and this should happen automatically. Additionally the ideal lead generation page would make use of a timed messaging system until the lead converts or drops out.
Wrapping it up
While those three items are the foundation there is a lot of room for work and methodology in the balance. There are social media accounts and proper use of those, there are only advertising sites, relevant discussion boards, comment marketing, QR codes in the physical, and many more. This post was not intended to address those – you’re on your own!
Statistics don’t lie, people do. Does this mean raw statistics are perfect truth? I know, way to deep for this posting. However, I have some stats and they are pretty astounding when it comes to the difference between normal entry pages and a well designed squeeze page, very similar to a landing page, and getting people to interact.
As a small business operator or independent contractor (any sales person really) it is important to most to built a list and convert that list to transactional relationships. In reality that’s a goal most of us fall short of online. We may be the greatest face to face sales person anyone can name but have a website which is conspicuously vacant of transactional conversions.
Well formed landing pages yield excellent results.
Statistical data tells us a single page with limited, but pointed, information and a focus on transactional intent are much more likely to render a conversion than pages with too much focus on giving information and not asking for a reciprocating event from our visitors. The graphic included here is from an average of dozens of pages I manage or on which I have access to data such as Google Analytics. Since conversions from visitor to client relationship are the penultimate goal for the small business marketing professional I think you will find these results interesting and valuable.
What the data in the image shows is statistics from several web pages over an extended period of time averaged to show how many visits resulted in conversions. Only pages with some sort of form on them to invite the visitor to interact are counted. The dark blue lines are normal pages, like the one you are reading, with a form on them. The orange lines are “squeeze” pages or “landing” pages with a limited amount of information, a statement of urgency, a special offer, or other bullet pointed information with a form on them.