4 Ways to Increase Site Leads
May 23rd, 2007 by 
Chris
There are four ways to increase leads from a website.
Of course there are multiple methods you can use to accomplish each but there are only four ways to increase site leads. Doing the opposite of each will decrease the number of leads you receive.
Four Ways to Increase Leads From Your Website
- Make the product you are selling as desirable as possible to your target customers. That is, display every possible benefit in every possible way.
- Make unclear who is NOT your target customer. That is, make people on the fringes of your target market (or those completely outside your market) believe your product might be for them.
- Remove all possible barriers to contact. Make it as easy as possible for a visitor to give you their information.
- Make the act of contacting desirable. For example, give something away for contacting you.
There is a theoretical absolute maximum for each of these. For example, it is possible to show every possible benefit in every possible way to your exact target customers but how do you know when you have achieved that absolute maximum and when you have gone over it? Should you include mental telepathy as a method of contact? Someone might prefer that, after all.
The Effects of Each Action on Sales Leads and Conversion Rates
Number 1 Increases Qualified Leads: Number 1 produces qualified sales leads. Increasing number 1 will not negatively impact lead conversion rates - although it will not necessarily positively impact lead conversion rates either.
Number 2 Increases Valueless or Wasteful Leads: Number 2 produces bad sales leads. Increasing 2 will negatively impact your lead conversion rates.
Numbers 3 and 4 are Catalysts to Lead Optimization: The effects of numbers 3 and 4 depend upon the degree to which 1 and 2 have been effectively (or ineffectively) implemented. That is, if all possible barriers to contact are removed and/or the act of contacting is desirable then ALL types of leads will be more likely to contact - qualified or unqualified, good or bad.
There many more issues to cover around this topic including conversation rates, methods to affect each, and the values of the ranges of leads you can receive.
There will be a complete series on this topic and it has become an entire chapter in the Lead Optimize book.
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Posted in Lead Optimize | 
May 31st, 2007 at 9:46 pm
Particularly important is the element of removing all barriers for leads to contact you - I am always astounded to see how many websites make it difficult to get in touch with themselves! Boy, talk about insurance of failure…
Jerry
June 25th, 2007 at 3:10 pm
We had great success with the same methods you talk about in this blog. We did narrow our target market so we made the appropriate changes to our website. What has most impressed us is the difference that our lead response time has made on our lead conversion rate. When we contact our web leads within minutes, our conversion rate almost doubles. We also try to call and email our leads each day for three straight days then put them in a trickle campaign. We are going to be implementing an auto call back feature as well. We’ll see how that goes.
June 26th, 2007 at 2:46 am
Thank you for sharing your experience. Please keep me updated - really. Thanks.
July 2nd, 2007 at 8:45 am
[…] First, I would like to say that this is NOT a sponsored article. This came about because Darin Dixon of InsideSales.com commented on 4 Ways to Increase Site Leads saying: We had great success with the same methods you talk about in this blog. We did narrow our target market so we made the appropriate changes to our website. What has most impressed us is the difference that our lead response time has made on our lead conversion rate. When we contact our web leads within minutes, our conversion rate almost doubles. We also try to call and email our leads each day for three straight days then put them in a trickle campaign. We are going to be implementing an auto call back feature as well. We’ll see how that goes. […]
July 19th, 2007 at 10:19 pm
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August 10th, 2007 at 2:18 pm
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August 22nd, 2007 at 8:53 pm
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