Weak Call to Actions Equal Weak Results
Don’t share this if you are a real estate broker in your own market cause it can hurt your market share.
I spent some time reviewing the top, the creme of the crop, real estate brokers who think they have it down to the last drop to find out their lead generation isn’t as good as it could be. In other words they have a resource (website) that isn’t maximizing the potential of capturing leads at a high conversion rate because they are missing a few items.
I have chosen to keep those sites confidential and give practical solutions that any company could implement right away.
Here are 7 characteristics of having a high converting sales/squeeze page.
A unique URL
If you, the CEO or owner of your company cannot tell me the exact URL of the recruiting page of your company, the “how much is my home worth” page, or the “property search page” how can you possibly expect others to remember it too?
Buy a memorable URL that forwards to your page or use a URL shortening service such as http://bit.ly to shorten, customize and track the number of views the page gets which will give you a good indication of how many are actually seeing the page.
A unique page
Most squeeze or sales pages are framed under the existing template of the website which is a bad idea. It gives people an out to try something else, another web page and you have lost the opportunity to convert them by obtaining their information on your web page.
A squeeze or sale page is designed so that you force people to do one thing and one thing only. That is so the customer can contact you, fill out a form, or buy! Change the template for your lead generation page to include nothing but the message, the form, and the video that convinces them to give your contact information for future follow up.
A video squeeze page
People don’t read paragraphs anymore. They watch videos. Also, it doesn’t matter how many views it gets. The most important metric is the attention rate of the YouTube video that tells how long viewers watch the video in its entirety. If you start the video by saying your name and how great your company is I’m moving on to something else.
Start your videos by asking questions that relate to the audience member. Talk about the challenges, frustrations, and obstacles they face in detail. Follow up with benefits, features, credibility and testimonials of others who have benefited from your services. Do this in that order and it will increase both your attention rate and also your conversion rate of online forms.
A unique call to action
When you try to be all things to all people you end up being nothing to no one. Most online forms are universal to appeal to everyone when instead each must have a unique message, unique page, and unique offer of value to exchange in consideration for someone else’s personal information.
A unique call to action will convince based on desire (wanting to be more) logic (how much they will save/earn) and fear (where they will be if they keep doing the same thing expecting a different results). If you have multiple target audiences, create multiple pages each with its own unique message, and video that have a strong call to action according to each category of customers, services offered, or products to buy.
Links in the video
I’m constantly amazed at how many people create these amazing videos without putting the exact link to the offer page in the YouTube description. Do you really expect someone to remember the link you just said and type it in a web browser?
Make it easy for people to click on the link to the sales/squeeze page by inserting the exact call to action URL in the YouTube description, include it in the video using video editing software, and/or add the the annotation link inside the YouTube video as a clickable link.
Present in the navigation bar
A lead capture system should have links in the navigation bar as well as be found in other areas of the page signified as a large visual image.
The call to action in the navigation can be highlighted an opposite color so that it stands out among the rest. In other words if you have a blue and orange template and the link menu is blue with white letters change the call to action link to an orange menu with white letters.
A large visual image to click
You can’t expect people to scroll up and down your page to find the right link amongst 50 other options to choose from. People click more on images than they do on blue underlined links.
A simple trick by inserting “join us” as text inside the image reinforces the idea for others to click even thought the entire image is clickable.
Above the fold
Take a screen shot of your web page right now and print it out. Can you find the most important lead generation links on your site? If not don’t expect other people to find them either. In fact you will lose over 90% of your leads. In website terms they call this “above the fold.”
Give people multiple options “above the fold” on the visible portion of landing page to view see the call to action link so they can take the next step to contact you.
Companies are spending thousands of dollars on designing their websites to find out they should have set it up differently to increase conversion rates. If you are in the design phase you have a great start to gearing it for lead generation. If you have to redesign the site to incorporate these features it could be a quick fix or may involve a complete redesign inside of the template. Either way there is work to do in order to drive results.
If you want me to take a look at your site leave a comment below or contact me privately and I’ll show you how to improve it but under one condition. I’ll make a video for others to see how we can improve what you already have.