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How to Build a Direct Response Web Site Page 2
The Lead Generation Web Site
Once you know who your target market is and what the key problems they face are now you are ready to build your direct response web site. The web site has several key ingredients to be successful…
Focused Customer Centric Web Site: The obvious item is a web site, what is not so obvious is that this site needs to be very tightly focused on your target market and it must be centered on the customer’s needs, not you. So many web sites out there are company focused. They discuss the history of the company, the management team, and an overview of products or services. Essentially it is a large brochure about you, not them. By doing the home work above you should be able to use the elements of your site to immediately communicate with your customers.
Copy: This is the big one. Make sure the copy (text) on the web site speaks to the client and to their problems. To do this effectively you must get their attention. Every page should have a powerful headline that simply causes the person to immediately stop, read it, and immediately dive into the first line of copy after the headline because they are so interested. The first line of copy should get them to read the second line, and that line should get them to read the third line and so on. For your copy to do this you must literally reach out and slap your prospect in the face with problem they face and indicate that you have the solution to that problem. Effective copy (see below) has several important elements by itself.
Useful Content: Copy is the text that you use to sell the client on your offer and inform them of your product or service, but content is defined as useful information that helps the prospect solve problems, they find useful. It is part of your web site, but is designed to educate the client and convince them of your expertise in the field. For example, if you are an accountant useful content for your prospects might be a special report on how to reduce taxes, or a tip sheet on how to avoid an audit.
If you are selling investments useful content might be articles on selecting the right stocks in the technology industry or special reports on how to evaluate investments between stocks or bonds. The content is doing two things; it is getting a prospect comfortable with you and your expertise. Two it is keeps them on your site longer and gets them more involved. An involved prospect is more likely to take action.
