All lead capture pages have got the same principal aim. They entice tempt guests to give you “leads” by handing over their contact information. All you actually need is their Email address, but it also helps tremendously if you can get a first name. This isn’t an attempt to sell; this is just a lead. All we’re after is contact information. Not many people close deals on services over accountant websites. In fact, not many people will even be interested in hiring a new accountant the first time they visit. What we’re building here is a pool of prospects. We can keep in touch with these people over time using emailings until their circumstances change and when they need an accountant our brand will be there waiting for them. These individuals are without a doubt your most valuable resource as you gain further ground in your industry.
1. Don’t just put lead capture, or “opt-in”, forms on the newsletter and contact pages. Add opt-in forms to your service pages and your free reports, too. You can also generate secondary leads by adding “email this report to a friend” links to these pages. These pages are designed to sell, and if your prospect decides to initiate a contact you don’t want to make them hunt around for a form. Put opt-in forms on all these pages.
2. Opt in forms should be easy to find. Don’t hide them behind links on separate pages. Make them simple to use. It’s important to capture the right amount of information. Too little and you won’t have anything to work with; too much and you will potentially scare off potential customers. You can ask for extra information, but don’t make the fields mandatory. You need at least a an Email address and, except for your newsletter, a first name. The rest of your fields should be optional. You can use an auto-responder to ensure visitors immediately start receiving emails from your company. The form results can be sent to your inbox, from which you can respond manually where appropriate and add their contact information to a database or spreadsheet.
3. Keep track of where your leads are coming from. It’s easy to have the form identify exactly which page it’s coming from. Forms on the service pages should get immediate personalized follow ups while newsletter sign-ups should be treated as long term leads and treated with more patience. In some cases this will also tell you what the needs of the prospect are. A lead from the “Compilations” page or “Strategic Business Planning” page is going to be treated differently from a lead that came from the “Personal Financial Planning” or “Tax Preparation” page.
4. Headlines matter. Take the time to craft a good one. Your headline needs to inspire the visitor to keep reading. Choose dynamic language and remember to convey the message you are trying to bring to the reader. Get straight to the point.
5. Don’t show off your literary aptitude by being unnecessarily verbose. Keep the message simple. Use lists and bullets. More people will read your copy if you deliver your message in small, digestible pieces. It’s easier to eat bite sized portions of food rather than cramming the whole burger into your mouth at once; similarly, the good news about your company is more easily assimilated if it is revealed in stages. Just because accounting is a complex subject it doesn’t have to follow that your website needs to become unreadable. Your reader doesn’t need to know every detail, just the bits that benefit him. Pages like this won’t bring in leads.
6. Have you told your reader exactly what you want them to do? Does your copy really make it clear how your service is going to benefit them? Make sure your copy makes a clear “call to action”. This is tried and true marketing lingo and refers to not only making it clear exactly what you want the client to do, but imparting a sense of urgency to the reader.
7. Make it irresistible. In most businesses a white paper or ebook can do the trick, but in the accounting business it’s much more common to offer a free consultation to local business owners. This consultation is a great sales opportunity for you. Pay close attention to which page the lead responded from. This will give you a good idea what your leads are looking for.
8. Use a privacy statement. Naturally as an accounting professional you would never betray a trust like this but a lot of people are going to be suspicious of your motives so include a privacy statement. Reassure visitors that you aren’t going to take advantage of their information to send them anything they don’t want, and that you are absolutely not going to re-sell their information. Sorry to say your professionalism won’t be assumed and a privacy policy will help establish it. Many of of your visitors don’t have no reason to trust you yet and might assume the worst.