Search Engine Optimization-Tips to Increase Conversions
and Local and Global Lead Generation
Tell them why they should buy from you
Local Lead Generation is dependant upon the buy
in of your end user to want a quote from you. According to SEO
Lead Generation Experts, “Clarity of your
value proposition is the most important factor in
determining whether a customer buys from you or not.” To
evaluate the local lead generation potential of your value proposition, ask yourself the
question: “Why should I buy from this site?”
Keep ‘em with you
There’s no way you’re going to get a potential
customer to the intended destination—the “request
a quote” page—if the path to get there is overgrown
with weeds or rife with dead ends. This is what seo for
local lead generation
calls “site flow disruption”; the way to combat it is to
express your value proposition throughout the
determining
process in a consistent and compelling way.
Don’t try to say too much
Don’t clutter your landing page with unnecessary
details. Instead:
• Clearly state your key message using as few words as
possible while keeping in mind that content is king.
You should use a minimum of 200 -300 words.
• Use summary descriptions, sub-headings, bulleted lists
and short paragraphs
• Where possible you should
adopt a standard one-column format for easy reading.
Make it simple
Improve the user experience with a site that is easy to
navigate. A simple page layout that employs a clean
visual and straightforward design is best. Here’s how:
• Design your site with a clear hierarchy with color and
contrast for easily legible text
• Use meaningful and high-quality graphics (don’t
clutter with too many)
• Use breadcrumbs to let visitors know where they are on
your site
• Employ a Home link and clickable logo that takes the visitor to your
homepage
• Use color to distinguish between visited and unvisited
links.
Just as important, make sure you don’t:
• Employ horizontal scrolling
• Direct links to new browser windows
• Have flash-based content unless required.
Call them to action
Focus on one primary action per screen
(Marketing Promise) don't stuff too
many products onto one screen). Local lead generation is
dependant on letting the end user find what they want
and make the decision to use you or buy your product or
service. Make the call-to-action
button clearly visible without having to scroll; don’t
bury it under pages of information. Consider using tabs
or a pop-up box to consolidate information.
Get specific
Provide product/service details and a large
images while displaying incentives—such as free shipping
and warranty information—high on the page and close to
the service/product. Don’t discourage visitors by requiring
registration to your site.
Flaunt what you’ve got
Local lead generation is about connecting with the
prospect. What differentiates you from your competitors? Free
shipping (both ways?), discounts, a 365-day warranty,
price protection, privacy, customer service, etc.? If
you’ve got it, flaunt it!
Search yourself
Make your site easy to navigate by helping potential
customers find what they are looking for as quickly and
easily as possible. A search feature box should be
simple and visible with a type-in field, not a link. To
help increase conversions, make sure your search results
link to product pages.
Rally the believers
Credibility is a true testament: people don’t buy from
websites, people buy from people. Thus, testimonials
from devout customers—or even a letter from the
CEO/Editor—persuades the unbelieving.
Let them make the choice
“Why should I buy this specific product/service?” Almost every
e-tailer forgets about this, but it’s the question
that’s key to Mr. or Ms. Customer’s mind. Prove to him
or her why they should buy this over the competitive
product by offering reviews, ratings and comparisons.
used in part by permission–
Amy Borowicz
Click here to get your free consultation on how to best
create local lead generation for your company.
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