When I explain to prospects and clients how to get more leads from their sites, I sometimes think my expertise is too “simple.” That is, until I find a site that’s a great example of how NOT to do things.
I’m currently doing competitive research for a client and ran across a site that’s very well done. The company has incorporated a great deal of informative content, the site includes testimonials, case studies, and press releases. It’s a great site. I’d call the company for more information if I were in the market for the service they provide.
**Call the company** — hahaha — well, that’s just it. I clicked through the site numerous times because surely I must have missed something.
As wonderful as this site is, it’s lacking the most crucial piece of information — CONTACT US INFORMATION!
Not one page has a call-to-action in the form of “Call us at [phone number]” or “Email us for more info” or “Fill out this form.”
I finally found the “Contact Us” link. It’s buried at the footer of each page — and is so small, you barely see it.
I wonder how many leads this company gets from its Website. Based on my work, I’m guessing not many.
When designing your small or mid-sized B2B Website, keep these top two rules in mind:
- Make it super easy for people to contact you.
- Encourage people to contact you — on every page.
A few easy tactics include:
- Adding a phone number and an email link at the top of each page
- Incorporating forms on your products / services pages
- Using calls-to-action to tell people what to do next: Subscribe, Engage, Call, Email, Download
Do you have a good story of a site that buries its leads? Feel free to share it in the comments section.