Confessions of a Salesman

The following is not strictly about selling Internet leads but it does, I believe, provide some useful tips on how to make your website more useful and more effective at converting surfers into leads.

1: Get to know the Internet - do plenty of exploring

Become familiar with the web. Spend some hours ‘surfing the Net’ and ‘bookmark’ sites you like the design of. Show these to your proposed designer. We find a surprising number of business owners have commissioned websites when they themselves have little or no idea of the web and how it works. They have left this all to the web designers, often with disastrous results. It’s no coincidence that these are the same people who often mistakenly think that the Internet doesn’t work - just because their first attempt did not prove successful

2: Become a resource

Internet users expect information. They love guides. They love How-To manuals etc.

Make sure your copy/message is more than just hype. Concentrate on adding value. Be an information provider.

Think to yourself: ‘If I were a buyer, would I bookmark this website?’ (That should be your standard for determining if your website is doing what it should be doing.

Participate in online discussion groups, and be helpful.

If you are involved in home improvements, visit websites like www.Ask-Questions.com or www.diynot.com, register as a user and answer consumer questions. Most discussion forums will allow you to place a link to your own website as long as you are providing value for other users.

You will quickly become known as an expert on the Internet and others, including your potential customers, will be drawn to you.

3: Do not SPAM!!

Do not send out unsolicited e-mail marketing messages. Nice and simple, that one!

4: Use online discussion forums for ‘soft-selling’

Related to No 2; instead of barging in to hype your product, be a real participant. Answer questions and offer help. Include a ‘signature’ block at the end of your postings to let people know how to get in touch with you. You’ll be surprised how often this will bring in leads from potential clients or customers. But watch out. Most groups don’t tolerate commercial postings.

5: Check your e-mail regularly

People on the Internet expect fast response. I recommend checking your e-mail messages at least twice a day. Respond as quickly as possible. This shows that you’re serious about your Internet presence and that you care.

6: Beware of graphics!

Avoid the extensive use of graphics on your site - they take longer to download and spoil the viewing pleasure of your visitors who are likely to ‘click away’ if the page takes too long to load. Better to have smaller images, which load quickly, along with interesting, well-written text that catches the visitor’s interest. The smaller images can be ‘thumbnails’ which visitors can click in order to view a larger image if they require. It’s also worth remembering that it’s mainly the text within the ‘body copy’ of the web page that search engines ‘read’ (index). If your home page, in particular, consists of one or two large graphics and very little text it’s unlikely to rank high in search engines.

Make sure your site communicates and offers value to the user. Make sure it’s readable and that it is easy to get around.

7: Update your website regularly so that people will come back

Repeat visitors are more likely to become clients or buyers and they are more likely to recommend your site to others. To draw users back to your site, you need to keep changing it. Update your material. Take advantage of new technology as it appears. Add new features, new resources and new information.

8: Check the spelling, punctuation, and grammar

Like it or not, some people will judge you on your spelling, even in these days of ‘txt spk’. Do not give anyone a reason to not do business with you.

9: Have a clear call to action in your sales copy

What do you want the user to do after he or she has read your sales page? Purchase a product? Request further information or a quotation?

Whatever it is, let them know what you want them to do and ask them to do it in clear, direct terms.

Also make it easy for them to respond. Set up a response mechanism - a form to fill out or a button to click. The more direct and immediate, the better. A phone number, a fax number or a postal mail address is second choice but better than nothing.

10: Promote your Internet presence through offline channels

Let your regular customers and the public know about your Internet presence. Put your e-mail address and URL on your business cards, stationery, adverts, brochures, packaging, signage - anything you can think of. Send out press releases. Get the word out.

Winning With Internet leads

The Pros and Cons