Hey, it’s Cam here from The Professional Builder.
Today I’m going to teach you how to generate more leads through website optimization.
1) So, number one. I’m going to start here. Capturing details. Your website is, essentially, your full-time salesperson, so you want it to not only do the selling and the heavy lifting and selling the why they should build with you in the first place, but they should also capture details. So, just like you go into a show home and you want to collect details on a daily log there and follow people up, you want to do the same thing within your website as well.
So, come back to the website here, and we’ll scroll down, and you got the ebook here, which is awesome. That’s one good way to collect information and collect people’s info. We’ll click on that, which takes us through to an ebook page, which is cool.
2) Number two. Lead gen magnet. Just what we talked about there is the lead gen magnet is the same as your ebook. It’s different things in different markets, so if you’ve got a lead gen magnet, it’s an ebook, it’s a guide, whatever you want to call it, a checklist.
So, you guys have got that here, which is awesome. We go back to the homepage, just to have another look at that. Scroll down there, and you got a picture of your ebook there. That’s your lead magnet. That’s how you’re going to get the results. So, good job on that guys. Same as we just saw on Craft Homes and the other ones here who’ve got the same similar setup.
So, we come back to… I’ll start with an example. If we go to Craft Homes, and we’ll just double check they were on here, make sure they’ve got a good one. So, a lot of these are laid out slightly different. These guys have gone with a Why Choose Us, Thinking of Creating a Sustainable Home, or Request Your Free Consultation.
So, what a conversion pathway is, is you want to have it near the top of the page as possible, and since you want to point anyone who lands on your homepage, you want to take control of that traffic, and you want to point them in the right direction.
So, we’ve got conversion pathway, pointing them to the either new builds page, the renovations page, or the complex sites page. If I click those, it’ll take us to the right pages. So, we come back here to your website here, Steve, and we’ll just scroll down, and we’ve got Download the Ebook, Why Us, Building or Renovating, and the links for that is, you got to click to call, you got some testimonials, and how we work with you.
4) All right. I’ll keep on going. Number four, direct response copy. So, this one here is where we want to direct people, within the text of our website, as to what you want them to do next. There’s a few different ways you can do this. So, we’ll come back to your website here. Now, essentially, with direct response copy, you want to go along the lines of problem, agitate, and solution, so start off with a problem.
Before you go on I’m talking about, if you scroll down these pages and click on luxurious bathrooms or under that, it does take you to the bathroom section.
This one here?
If you click for more. Click here for more.
Yep. Click on that.
We’re here to help you get better results, so any pointers you can give, we’ll get it all sorted.