How many times have you visited a website only to get lost in a labyrinth of subpages that seem to go nowhere? It is one of the more frustrating elements of web search that you often can’t find what you’re looking for even when you know you’re on the right site. A good website has to be a source for lead generation. And a great website is built for lead generation.
Having built dozens of websites, I’ve seen clients try to squeeze every piece of knowledge they have about their business into a site that’s purpose is to sell something very specific.
The problem is that visitors are not as interested in you as you may think. They are on a mission to find answers. And your site has to provide those answers as quickly and efficiently as possible or they will go somewhere else. So if you want to use your site for lead generation, you have to always think of ways to move visitors into the sales funnel.
The trick I’ve always told clients is to imagine every click on a site as costing $1000. Go through that process on your own site and you’ll find ways to streamline content and navigation.
More importantly it will encourage you to put in place more calls to action so that prospective clients actually reach out and contact you. That is the key to effective lead generation.
Remember every page has to have a purpose. And that purpose is to ultimately drive a sale. If your website doesn’t convert, it isn’t worth the $5 a month it costs to host it.