Congratulations! The consumer has landed on your homepage, and you have survived the initial 5 second glance. Thanks to your clear, concise copy supported by strong visuals, they have decided to hang around a bit longer to see what you have to offer.
As nice as it is to have a visitor, your ultimate goal is a more meaningful relationship. To get to the next level, you need to entice them with an offer intriguing enough to share their contact information with you.
Make it interesting, make it fun, but more importantly – make it relevant. Your consumer needs to feel that the service, product or information you are offering is helpful, entertaining and/or specific enough to cause them to take the necessary action to receive it.
You can’t phone this stuff in – you need information that helps your visitor make a decision or learn something they find really useful. That means you need to do some research and spend some time being creative. Some ideas for offers may include:
- Guides or eBooks- Helpful information that not only educates the consumer, but illustrates your level of expertise in a specific area of interest to them.
- Checklists, how-to guides- Easy steps they can take to achieve their desired goal, with your help of course.
- Webinars, future or archived- Is the topic relevant? Is the delivery entertaining? Does it sound like something you’d want to invest time in? If so, offer it up!
- Industry Research- Anything to help them do a better job and appear wicked smart, thanks to your unique insight into a topic.
- FREE anything- Yes, we know nothing is truly free. But people still love that word. You’ll see.
- Fun facts- Or anything ‘fun’ for that matter. I once visited a site that asked me to send them a blank email with the subject line secret squirrel with the offer of unlocking an exciting announcement. Of course I understood they just wanted to capture my email, and were checking to see if I was actively interacting with their site. But I couldn’t resist sending that email. Would you like to know what the exciting announcement was? I’ll bet you do. That was the point.
Remember; don’t try to capture too much information for an early offer. The longer the form, the more likely your prospect will lose interest and bail.
And remember to offer them something that proves as valuable to them, as they are to you.