Small Web Changes Create Powerful Lead Generation Tool [10/29/2001]

A website that produced little to nothing over the past year has been transformed into a “powerful lead generation tool” says Susan Heybl Managing Director of Predict Success, a local human resource consulting firm.

The true problem with the Predict Success website was that the information that was being sought by the customer was so buried that not even the most determined visitor was assured of finding what they were looking for. To ensure that the customer found what they were looking for, some text modifications were made to the entry pages, and the navigation was changed to reflect the wants of the visitor. In addition once the visitor reached a section that had an abundance of information the use of animation was added to make that information that was so important to the visitor stand out and scream, “I am right here”. According to Lawrence Schoeffler COO/VP of Best Image Marketing “The surest way to lose visitors forever is to present them with a slick package that turns out to be empty”.

Another great example of web site changes making a difference was found in a recent case study found in the Marketing Sherpa newsletter (Volume 2 Issue 39) on Gobots Internet Solutions’. This firm had basically had no returns of any significance to their website in the first year that it was live. The owner Neil Morgan realized that the site looked liked all his competitors, and that was not necessarily a good thing. He began researching the sites that his target audience frequented and found those sites to have a completely different look and feel. A re-design of the website was undertaken with this in mind and the result was an increase of online sales by 50%.

As the web changes, your customers needs evolve, and your competition changes; so must your website. Today, the Predict Success website is producing very well, but as the years have taught us, if their site, or any site for that matter is not continuously updated and upgraded, it soon loses its appeal, falls behind the times and becomes another underachieving marketing tool. The biggest and most successful website are embracing this philosophy. Look at Yahoo, just last month they had to change their search results as customers were not satisfied and sought other places to conduct their searches. They listened and responded. We all must listen and not hesitate to respond.

For more information on Internet marketing visit WebMetro: Online Marketing

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