In this episode Alex shares the fastest way to improve the performance of a lead generation website… and it’s not the design.
Hi, my name’s Alex Cleanthous, chief strategist at Web Profits, and today, I’ll be sharing the fastest way to improve the performance of a lead generation website.
Now for those of you who don’t know me, I have a stutter and it comes out when I get excited… and this stuff is exciting. So let’s get into it.
The performance of a lead-gen website is measured by the conversion rate, which is the number of sales leads you generate as a percentage of the visitors to your site.
There are a number of ways to improve the performance of your website, from improving the design and usability, to the imagery and layout. But there’s one part of the website that most people don’t even consider when thinking about how to improve website performance.
Can you guess what it is?
If you guessed ‘the words on the page’ then you’re right. The words you use on your website, referred to as the sales copy, is both the fastest and easiest way to improve website performance.
It’s the fastest way because all you need to do is change the text on your page, rather than updating the design or layout. And it’s the easiest way because it has the biggest impact on your results. Let me explain.
Let’s take two websites that look exactly the same. And let’s say that they’re in the legal field. One website has a headline that says ‘Welcome to ABC company’, and the other says ‘For the first 10 people only, we will take your case on free of charge.’ Which do you think will get the most people contacting the company?
The only difference between these two sites is the headline, but one of those websites will far outperform the other one. And that’s just with the headline. When you change the rest of the words on the page as well, making them so compelling that visitors can’t help but contact you, you’ll increase your website performance even more.
The sales copy used on a lead-gen website is by far the most important factor in its success. It differentiates your company from the competition, it qualifies prospects before they contact you, and it establishes the positioning of your company in the mind of your prospects.
The problem is that most people don’t even consider the sales copy when building a new website, and most website designers don’t include sales copy as part of their service.
In my opinion, if you’re getting a lead-gen website built and the company building your website isn’t writing the copy for you, then you’re setting yourself up for failure.
We’ve seen it time and time again… a new website is launched, it looks amazing, but it doesn’t perform. And when you get down to the reason why, it’s because the sales copy isn’t doing its job… which is to effectively sell your visitors on doing business with you (or at the very least to qualify them and get them to contact you).
We include sales copy with every lead-gen website we build for our clients because we know how important it is to the success of the advertising and marketing we send to it. It would be far easier for us to build a website without thinking about the copy, but it just doesn’t work, because then it’s up to the client to write the copy, and they don’t have the years of copywriting experience it takes to write copy that sells.
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I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you in the next video.