Online lead generation is probably the most efficient, productive, and profitable investment any business can make these days. Comparable only to a more-than bionic 24/7 sales person, having a powerful presence generates goodwill, boosts your credibility as an expert, snips away at the buying cycle, and catapults you past your competitors.
But that’s only if your site is done right.
And there’s a lot that can go wrong.
Many business owners now know the most common website errors to avoid: having flash on your site, having so many images that the site loads in slow-motion, and omitting credibility-boosting elements, just to list a few. But there’s a lot that can go wrong just with your wording. Make these mistakes, and forget about using your site for lead generation. They’ll click away faster than you can say ‘Editor!’.
Copy Mistake #1: Jargon-Filled
Probably the worst person in the world to write your lead generation website content is someone inside your industry. It’s a case of knowing too much. Think about it – if you’re talking with someone at a party and their eyes start to glaze over as you talk about your business, you know you’ve gone too far across the line to where they’re not interested. All the acronyms and insider language you use every day makes for an efficient work environment because everyone’s using the same vocabulary. But real people don’t want to have to consult a glossary to understand what they’re reading.
Copy Mistake #2: Salesy
The second worst person to write your website copy works in your sales department. There’s a fine line between writing compelling copy that leaves a reader eager to business with you, and sounding like a late-night infomercial. People go online to find information, solutions for their problems. Whether you’re B2B or B2C, you’ve got to provide valuable information to your website visitors. Skip the hype, focus on connecting with your visitors and giving them what they want so they’ll sell themselves. After all, that’s the best kind of customer anyway.
Copy Mistake #3: Spammy
Reading from the “how to get ranked in Google” playbook from years and years ago, website owners often decide to get cute. If Google uses keywords to help it decide where to rank your site, more would be better – right? Sounding ridiculous isn’t deterrent enough, these site owners jam their keyword list into their text like there was no tomorrow. Some have even been known to request web developers to use invisible fonts to add more keywords onto each page. Just write like human beings read, and you’ll do much better – and avoid a painful trip to Google’s sandbox, to boot.
It’s overwhelming. There’s so much to do to create and maintain a website that does the heavy lifting of online lead generation for you. The payoff, though, makes it well worth all the work: a steady stream of highly-qualified leads coming to you every day.
What are some other “word problems” you’ve seen online?