Most webmasters are more concerned with creating sites with beautiful design rather than empowering sites with lead generation potential and conversion principles. The result is a catastrophic failure. With the short window of time webmasters have to compel visitors to take a desired action, maximizing every lead-generating detail is crucial!
Are you making any of these 5 lead generation mistakes on your home page?
MISTAKE #1 – Lack of a Clear, Concise Message
Recent research suggests that visitors hang around a website for about 10-20 seconds on average. If they see something that interests them, they will stick around longer.
Why must your messaging be clear?
Visitors only read a small percentage of the text on a page, if any at all. If your content is blurred, confusing, misleading or distracting, visitors will not read it and click away.
Tip – Don’t tell a visitor about your entire company on the home page. Add just enough to grab their interest.
What will interest them? Answer your audience’s pain points with a strong headline.
Explain your business purpose in as few words as possible. What do you do and how does it solve your visitors’ problems? Create headlines and sub-headlines that stand out from the background and stay clear and concise with your messaging. Resist the urge to babble—less is more!
MISTAKE #2 – Failing to Differentiate Your Website From Your Competition
How do you differ from your competitors? What is your unique selling point?
In a few sentences, describe why you are different and what you bring to the table. Organize the content into easy-to-read sections.
For example, if you offer plumbing services, stress how you listen to your customers and are not satisfied until the job is done to their liking. You are meticulous, pay attention to detail and put the customer first by promising communication and detailed documentation. I’m not a plumber, but the point is to know what problems your customers face when hiring a plumber and speak to these issues on your home page to differentiate your business.
MISTAKE #3 – Poor Use of Images
One of the ways to make your business less formal and more approachable is through the use of images. Emotional images that display real people help visitors to make a connection with your website. When visitors see a person with whom they identify, they can relate more, which leads to trust.
MISTAKE #4 – No Social Links
Are you taking advantage of social media? Are you sharing your profile links on your home page?
Studies show that social sharing accounts for more than 10 percent of all internet traffic and 31 percent of traffic from referrals.
Social sharing is not just for blog posts. Add links to every page of your website. Visitors may not be ready to convert but if they like your website enough they will follow you on Twitter or become your Facebook fan. From there you can nurture your leads until they convert.
MISTAKE #5 – No Testimonials
People may not believe you when you tell them how wonderful you are, but they will believe past customers/clients.
Testimonials validate the authenticity of your services and give visitors permission to trust you. Add a web page for video testimonials, case studies, and written reviews and display one of your top ones on your home page with a link to click to the full page.
Have you made any of these lead generation mistakes?