In this post I’m going to explain to you the power of Direct Response Websites in lead generation.

This past weekend I got a chance to speak at Dan Bradbury’s Extreme Business Coaching seminar in London, England and I had a great time. I spoke about internet marketing and The 3 Steps to Success.

Usually one of the hardest things to do is to convince people of the value of having a Direct Response Website, but this weekend it seemed to go over very well so I decided to tell you how it works the same way I told them.

The first thing I’ll tell you is the difference in the two most popular types of websites.

Brochure Website:
This site is made up of many different pages and categories. It usually has a menu that makes it easy to navigate between categories. On this site you will list nearly everything about your business including your company info or history and all of your products, services and events.

Direct Response Website:
This site has one direct call to action. All the copy on this page is leading them to do exactly what you want them to do which is either sign up for something that is free (to get a new lead) or buy something (to get a new customer). Nothing else is on this page. It is totally focused on the call to action.

Now I’ll tell you the example that makes it easy to understand why your Direct Response website can be much more valuable when getting new clients.

Pretend like you have a store. In this store you have all of your products and in your hand you have a brochure.

When a person walks into your store, what are you going to do?

You should…

Ask them how you can help them and what they are interested in. Then you should take them to the product that is best suited for them and try to sell it. This is very direct. You have targeted your prospect’s wants and needs, and now you have the ability to sell to them very effectively.

If they buy - You give them a brochure to take with them so they can see other products they may be interested in.

If they don’t buy - You could ask for their contact details so you can follow up with them when you think they will be ready to buy or when you have a product that better suits their needs. Now you can give them your brochure so they can see any other products they may be interested in.

You shouldn’t…

Give them the brochure first. Then they have too many choices. The aren’t going to be interested in everything your company has and it is most likely going to bore them. It will be too hard for them to find what they want (because most people are impatient) and they will stop looking and leave.

Now you have lost a sale and potentially a loyal client or customer.

The point is…

To bring in new clients you must target their wants and needs and sell to them directly (even if what your selling is free).

I hope this example has helped you understand the importance of direct marketing.

To Your Website’s Success,

Chad Conger
www.chadconger.com