There are several principles to follow when using your website to generate leads.
Since your corporate website is the online destination for official information, you’ll want to make sure that the look of your site and brand aren’t destroyed by the addition of your contact form.
In the last discussion, it was discussed that a contact box was needed on the front page visible to those that visit the site.
That contact box, should be placed above the fold on the site.
When the phrase "above the fold" is used, it means the top half of your website.
To be more precise, it means all of the visible space that a customer would see using their desktop or laptop device.
The idea is that you don't want your visitor to scroll down in order to give you their contact details. You want to make it as easy as you possibly can for them.
It is a common theme in the marketing world that if a website visitor has to make one or two extra clicks or use their mouse unnecessarily, then they leave before you’re able to accomplish its goal. That is why your contact box should be in a visible location, so that when you're website visitor lands on your page, it will be easy for them to give you their name and e-mail address.
As will be explained in a separate discussion, you’ll also want to make sure that you give the prospect a visual representation of what they will receive in exchange for their name and e-mail address.
In other words, even if you give the visitor a digital report or e-book, you want to create a visual image that the person associates with something tangible.
This will make the item that you are giving to them real in their mind, making it a priority for them to obtain.
It’s important for you to be clear on the goals of your website. In many cases, you’ll have more flexibility if you add a blogging element to your marketing.
A blog will give you more alternatives to place your contact box in different locations on the page. In addition to this, the branding issues associated with a blog are less stringent.
You'll also want to make sure that if a buyer makes a purchase from your page, that you’ll give them the opportunity to sign up for your contact database very soon after they check out.
Not doing so would mean that a buyer was able to secure their product or service, without giving you an easy way to contact them again. Therefore, part of your overall website strategy will be to give your prospects the opportunity to sign up whenever they are taking a major step with your business.