If you are reading this book, there is a good chance that you have heard (possibly even a nauseating number of times) that if you want to win online, “content is king.”
When building your website or landing pages (or changing and improving the ones you may already have), a “conversion-first” approach to design and user experience is a must. Simply put: Great design builds trust and trust is and always has been why people buy things, online and off. As Zig Ziglar once said, “If people like you, they'll listen to you. But if they trust you, they'll do business with you.”
In this chapter, I will cover the best ways to capture quality Internet leads using a website and landing pages. In the real world, before you invite anyone over for dinner you clean your house. Online is no different. Before we can send traffic to our website we need to make sure it will convert. Sadly, I see far too many companies that have a website so poorly designed that they are even willing to admit they wouldn't hire themselves based on it.
Because almost every business already has a website, I will start with that. But not before I mention that a critical component of cracking The Conversion Code is to understand that for online lead generation and conversion, landing pages ...