The Hidden Secrets of Creating Your Own Online System: Part Four

Lesson # 4 - A Lead Capturing Website
A lead capture page is simply a web page that conveys a message that emotionally triggers the prospect to take action. The action could be to call you, email you, or request an email follow-up. This is what we call a "Call To Action". For contractors this is important. With the price of leads, being well over $100 per lead, having a website that can capture information is vital. So here are some tips that you should be following:

Generate Interest

If your site is not compelling, all the information in the world won’t get them to click any further. Your copy and layout must generate enough interest and give them the desire to keep digging. Each page, especially the home page, needs to have some kind of ‘Call To Action’. So, someone visits your site. They are not going to figure out what they need to do. You will need to tell them. The main purpose to A) collect their information or B) Call you for a consultation/estimate.

Establish Trust

Trust is an important building block in the online sales process. Your home page is often the first impression your visitors get of you. If your site comes across as a contractor working out of the back of his truck, then that is the way you will appear. If you want to come off as a professional company, then your website needs to reflect that. Websites with broken tables, oversized images and basically an amateurish feel is a reflection of the work you will do for a potential client. Also, besides the simple aesthetics of professionalism, you need to supply at least one testimonial on the home page. Even have a picture of the person explaining how they helped your service, will establish some credibility with the visitor.

Product & Services Page

The key to selling your services is taking the time to fully describe how your services benefit your potential clients, albeit windows, siding or even landscape maintenance.

Then as soon as you've piqued their interest, provide a way for them to make a small commitment to becoming your client. The home page information paired down and uses product or service pages to expound, giving additional details, testimonials, and uses, expected results, frequently asked questions and so on. These pages will allow you to tell anything that anybody might possibly need to know to make an informed purchase decision. Each service page should go in-depth of your services, products, etc. Remember, you may know what a “nailing fin” is, but 99% of your potential clients only want windows…. You need to be an educator, as well as a contractor and your website is the easiest for both you and the client.

As with the home page, don’t overload a single page with too much information about the product or service. It’s recommended that you break out information over multiple pages, each highlighting a different set of information. This ensures that each visitor can quickly and easily navigate to the information that helps them make their buying decision.
 

If you are NOT a Footbridge client, and want to learn how, please contact us today and speak with a marketing consultant that can help you.