website design “must have” elements for optimal lead generation

“Must Have” Elements for Optimal Lead Generation

Presented at: Norvax University ConferenceNovember 19-20, 2009Atlanta, GASpeaker: Rey Villar

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!


Honestly evaluate your current site


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”


Site element priority


Constantly check for broken links and non-existent target URLs that result in 404 pages!


“Must have” pages


About Us Contact Us Privacy Policy

Buyers Guide

Company News

FAQs Glossary Testimonials Site Map


Page: about us


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


Page: contact


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


Page: privacy policy


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


Honestly evaluate your current site


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”


Page: buyer’s guide


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


Page: company news


Share your accomplishments and though-leadership content: New programs New carriers New hires Events Advice and commentary


Page: FAQ


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


Page: glossary


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.


Page: testimonials


Strong testimonials are magic!

Written authorization required Full name better trusted Feature on main pages Reauthorize re-writes


Page: sitemap


Your Site Map lists quick links to all your public pages:

Bots utilize them Help ensure indexing Tech-savvy visitors use them


On-page “must have” elements


Page

Elements

• Main Call to Action• Multiple Contact Methods• Clear Title / Headline• Trust logos


On-page: primary call to action



On-page: multiple contact methods



On-page: trust-building logos



On-page “must have” elements


Recap

• Main Call to Action• Multiple Contact Methods• Clear Title / Headline• Trust logos


Site: design basics


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____


Site: messaging fundamentals


Edit and proof, repeat Speak to visitors at different buying stages Organize your products Display your carriers Text links are short, but descriptive


Site: unique identity and readable font



Site: pleasing color palette



Site: easy-to-use navigation



Site: simplicity and consider visitor stages



Site: use carriers for trust building



On-page: primary call to action


“Must Have” Elements for Optimal Lead Generation

Presented at: Norvax University ConferenceNovember 19-20, 2009Atlanta, GASpeaker: Rey Villar

website design “must have” elements for optimal lead generation

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