The first rule of website conversion is one step at a time. Website conversion generates leads for the business to follow up on.

Online Lead Generation: What is the first rule of website conversion?

This has never really be formulated into a law of marketing, but it should be.

People will take actions they are willing to take, and will not take actions they are not willing to take.

As part of your Inbound Marketing, your website has some form of Contact Us form. Does it have 19 fields? If it does, should it? Do you really need all that detail to start a sales conversation?

The answer to that question will differ depending upon your circumstances.

If your business feels starved for leads maybe talking to more people and qualifying them in a phone call makes sense. If on the other hand your business has more leads than you can process maybe the web form with 19 fields is a good filter.

For the rest of this article let’s assume your goal is generate as many leads as possible, even if those leads are not fully qualified.

What do you do?

  • Provide something of value in direct exchange for their contact information. Perhaps an eBook. If you sell mortgages perhaps an online loan calculator. If you sell facials perhaps a discount coupon for skin care products they can redeem with you.
  • Ask for the minimum information necessary to follow up. It’s rate that you would need more than name, phone number, and email address, but if really do then please ask.
  • Display a button that loads a form rather than a form.

Why the last one? Two reasons:

  1. Clicking a button is “lower risk” than filling out a form.
  2. But…. once we’ve started a process, most of us feel the need to finish the process.

So if you display a form that asks for 3 fields of information, vs display a button that loads that very form, the buttons tend to convert better.

But first and foremost, understand that the purpose of your website conversion is not necessarily to generate sales per se, but rather to generate leads.

By asking for too much detail from your website visitors you might actually be losing sales.

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