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Lead generation is the art (and science) of getting potential customers into the hands of your salesforce. It’s about persuasion, direction, and convincing a user that your company is worth completing a few form fields or picking up the phone for. There is no more paramount function of your web site than building leads. So, we at eMagine have gone out of our way to become experts – and perennial students – in the fields of lead generation, conversion and landing page design. Our team knows how to craft your content and offers, shaping them into persuasive pages that inspire your users to click where you want them to. This process includes:
- Audience targeting
Your audience needs to hear and see different things depending on who they are, and where they are in the buying process. Is your standard user more compulsive, or a bit of a thinker? Are they ready to buy, or doing their initial research? All of these things affect how you need to word your offers (and what those offers should be). - "Scent trails"
Using keywords and other "cues" to lead users where you want them in the website, we can strategically guide them from the home page, all the way to a contact form or white paper registration. - Persuasion
In the world of lead generation, “persuasion” involves two key parts. First, you need to convince your user that your company and offer are worth their time and contact information. Secondly, you need to assure them that you can be trusted with the information. There are still plenty of people afraid to share anything about themselves online, so your calls to action need to take that fear off the table. - Calls to Action
There are plenty of valuable "best practices" when it comes to the creation of buttons and other calls to action (CTAs). But the best practice of all is to test outside those so-called "best" practices. Experimenting with the design and wording of your buttons and CTAs can produce remarkable changes in conversion rate, and it's sometimes as simple as changing one word or color. How will you know what works? Our team will test these changes and track the results for you, helping to determine what works best on your site.
Putting the Science to Work
Once we determine your needs, we can put these methods and practices to use, creating compelling and persuasive content. Whether it's a strategically-designed, form-based landing page, or a 3- to 5-page "micro-site" focused around selling a particular product, we'll turn your valuable collateral and information into a well of leads. Turn your website into the lead generation machine you've always wanted it to be. It's a "weird science," but our eMagine scientists are ready to do the hard work so you can reap the benefits.
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