Generating Leads Online

courtesy, AT&T Knowledge Ventures
 
So you have taken the step to build a Website. The most important role your company's Website can play is that of lead generator, sending customers to your door-real or virtual-to make a purchase. How can you be sure your Website is up to the task? Here are some features commonly found on the best-performing Websites that generate leads and, ultimately, sales:

1. Invitation to Opt In: If your goal is to turn every visitor into a sale, you'll need some information- an email address, phone number, etc.- that you can use to build a relationship with your visitors. Offering a coupon, tip sheet, or sample after inviting visitors to fill out a short form is a great way to get this actionable contact information.

2. Feed on Feedback: Everyone likes to be asked for an opinion. Make sure your site features a "Tell Us What You Think" button so visitors can share theirs. After a window pops up where they can write their comment, suggestion or question about your service or Website, you can ask them for their email address. People are much more likely to volunteer information if they perceive they're getting something of value in return.

3. Everybody Loves an Expert. Be One!: It doesn't matter what you sell- tax advice, dry-cleaning services, or pet grooming- chances are, owning your business makes you an expert in something. Package your expertise into a regularly issued newsletter, and send it to the email addresses you collect on your site, or the one your customers give to you on check-out. (Content suggestion: Lists of tips are great!) If your information is useful enough, your recipients will pass the newsletter- and your business's contact details along with it- to their friends.

4. Start a Blog: Think of it as an alternative way to distribute your newsletter, with perhaps more room in it for your personality to shine through! All you have to do is write about your business and place it, blog-style, on your Website. Invite readers to post comments. You can build into your site a query asking for their email address, and also post back to people whose comments invite more conversation. A little conversation is always a great way to start a lasting relationship, business or otherwise.

5. Measure Your Success: Often an overlooked part of any Website is measuring success. How many people gave you their email address? What give-away was most successful-the coupon, tip sheet, or free sample? On what page do most viewers bail out of your site? How many leads turn into sales? Ask your search-engine analyst, or even your AT&T Real Yellow Pages or YELLOWPAGES.COM sales representative, how to watch, learn from, and tweak your site.