In This Chapter
Discovering website usability and design
Forming calls-to-action that get results
Constructing landing pages that work
Verifying and optimizing website conversion points
If you have to absolutely nail one thing for lead generation success, it is your website. Your website tells a lead who you are, what you do, and why she should care. It is your calling card, and if you don’t get it right, your lead is going to shrug, turn around, and leave. As Kissmetrics, a blog about website analytics and testing, puts it, “Your leads are only as good as the website that produces them.” Powerful words, and so true.
In order for your lead generation strategy to be effective, your website needs to be the ultimate lead generation tool because that is where you are going to be driving the majority of your traffic.
A good lead generation website should have great copy, clear calls-to-action (CTAs), efficient forms, and attention-grabbing content. But the trick is creating a healthy balance between good lead generation tactics ...