Generating a lead may be the sole purpose of your entire site. It’s always about answering a prospect’s unspoken questions and communicating the value of doing business with you.

1. The Message Must be Relevant

Identify what really matters to your visitors. What motivates them to seek you out? What problems do you solve for them? What friction points do you reduce for them? Identify the benefits and value your or services. Find your visitors’ buttons, then push them by serving up a nice, juicy, relevant message.

2. No Jargon

Unless you’re marketing to a select audience that absolutely requires you to communicate credibility via insiderspeak (jargon), stay away from the stuff. Jargon convinces folks you aren’t really interested in talking to them, so they’re far less likely to pay attention. If you must include specific terminology, give it a low profile. Those wanting to know if you can really talk the talk will look to find it (and yes, you should have a place for this on your site).

3. Don’t “We” All Over Yourself

The first rule of online success is it’s never about you. Many agents try selling themselves too much, bu brilliant as you and your business may be, focus on visitors. Let them know you understand their needs and what matters to them. Put them center stage. Want a thumbnail view of how customer-focused the language on your site is? Try the Customer Focus Calculator and check out the ratio of how much you talk about yourself compared to how much you focus on the customer.

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This entry was posted on Wednesday, January 21st, 2009 at 10:05 am and is filed under Lead Generation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.