website design “must have” elements for optimal lead generation
TRANSCRIPT
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“Must Have” Elements for Optimal Lead Generation
Presented at: Norvax University ConferenceNovember 19-20, 2009Atlanta, GASpeaker: Rey Villar
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Website Design: “Must Have” Elements for Lead Generation
Focus on 3 categories of website elements
Specific Pages
Page Elements
Site Elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
What makes a site achieve a high conversion rate is how you apply and use these elements – not necessarily how much money you spend!
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Website Design: “Must Have” Elements for Lead Generation
Honestly evaluate your current site
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
To effectively evaluate your website, you’ll need to do away with a few assumptions: “I like my website. Why would change it?” “I just spent a lot of money to redesign my site. I’m
not going to spend any more on it for a while.” “I’m good at selling health insurance, so I must know
health insurance marketing”
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Website Design: “Must Have” Elements for Lead Generation
Site element priority
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Constantly check for broken links and non-existent target URLs that result in 404 pages!
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Website Design: “Must Have” Elements for Lead Generation
“Must have” pages
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
About Us Contact Us Privacy Policy
Buyers Guide
Company News
FAQs Glossary Testimonials Site Map
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Website Design: “Must Have” Elements for Lead Generation
Page: about us
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
The “About Us” pages should contain “specific” information about your history, mission and principles – and tell your website visitors...
Who you are What makes you different Why they should trust you
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Website Design: “Must Have” Elements for Lead Generation
Page: contact
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your “Contact Us” page should allow consumers to contact you they way THEY prefer:
Local phone number Toll-free phone number Email Mailing address Web form
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Website Design: “Must Have” Elements for Lead Generation
Page: privacy policy
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Privacy Policy should...
Exceed federal and state legal requirements Explain what data you collect Confirm how you protect consumer privacy Disclose who they can contact with complaints
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Website Design: “Must Have” Elements for Lead Generation
Honestly evaluate your current site
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
To effectively evaluate your website, you’ll need to do away with a few assumptions: “I like my website. Why would change it?” “I just spent a lot of money to redesign my site. I’m
not going to spend any more on it for a while.” “I’m good at selling health insurance, so I must know
health insurance marketing”
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Website Design: “Must Have” Elements for Lead Generation
Page: buyer’s guide
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
A Buyer’s Guide is a big help for those many prospects who know little about your product:
Explain each step Set expectations Include calls to action
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Website Design: “Must Have” Elements for Lead Generation
Page: company news
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Share your accomplishments and though-leadership content: New programs New carriers New hires Events Advice and commentary
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Website Design: “Must Have” Elements for Lead Generation
Page: FAQ
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your FAQ page provides answers for “frequently asked questions”
Plain English answers FAQ: questions you’ve been asked at least 3 times Tech-savvy shoppers go directly to it
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Website Design: “Must Have” Elements for Lead Generation
Page: glossary
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Glossary page should define every term a consumer needs to know before purchasing a plan:
Terms and jargon Get a teenager to review your site for unknown terms Don’t assume your customers are using the phrases and
jargon as you.
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Website Design: “Must Have” Elements for Lead Generation
Page: testimonials
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Strong testimonials are magic!
Written authorization required Full name better trusted Feature on main pages Reauthorize re-writes
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Website Design: “Must Have” Elements for Lead Generation
Page: sitemap
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Site Map lists quick links to all your public pages:
Bots utilize them Help ensure indexing Tech-savvy visitors use them
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Website Design: “Must Have” Elements for Lead Generation
On-page “must have” elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Page
Elements
• Main Call to Action• Multiple Contact Methods• Clear Title / Headline• Trust logos
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Website Design: “Must Have” Elements for Lead Generation
On-page: primary call to action
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
On-page: multiple contact methods
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
On-page: trust-building logos
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
On-page “must have” elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Recap
• Main Call to Action• Multiple Contact Methods• Clear Title / Headline• Trust logos
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Website Design: “Must Have” Elements for Lead Generation
Site: design basics
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Establish a unique logo/identity Use a consistent, readable font Select a pleasing color palette Provide easy-to-use navigation KISS – keep it simple s____
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Website Design: “Must Have” Elements for Lead Generation
Site: messaging fundamentals
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Edit and proof, repeat Speak to visitors at different buying stages Organize your products Display your carriers Text links are short, but descriptive
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Website Design: “Must Have” Elements for Lead Generation
Site: unique identity and readable font
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
![Page 24: Website Design “Must Have” Elements for Optimal Lead Generation](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc7e5bbb61eb0d148b4753/html5/thumbnails/24.jpg)
Website Design: “Must Have” Elements for Lead Generation
Site: pleasing color palette
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
![Page 25: Website Design “Must Have” Elements for Optimal Lead Generation](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc7e5bbb61eb0d148b4753/html5/thumbnails/25.jpg)
Website Design: “Must Have” Elements for Lead Generation
Site: easy-to-use navigation
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
Site: simplicity and consider visitor stages
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
Site: use carriers for trust building
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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Website Design: “Must Have” Elements for Lead Generation
On-page: primary call to action
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
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“Must Have” Elements for Optimal Lead Generation
Presented at: Norvax University ConferenceNovember 19-20, 2009Atlanta, GASpeaker: Rey Villar