How to create your own lead generating websiteArticle added by Brett Kitchen on March 1, 2011
Brett K

Brett Kitchen

Murray, UT

Joined: January 24, 2011

My Company

Insurance Mavericks

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This may be what you were looking for in order to really learn how to use the Internet effectively — how to build a lead generation website.

To effectively get the results you want, there are two parts to this process. First, you need to create a landing page to generate leads, and second, you need to create a blog.

For your blog, I recommend using a free software platform called WordPress. This program is very user friendly for “non-techies.” You can update content, post YouTube videos and more without having to know anything about coding. You just log in, make the changes and it updates.

If you are going to hire a developer to help you with this, make sure they are familiar with WordPress.

Next, you will need a domain from a domain service like Godaddy.com, and hosting from a hosting service like www.hostmonster.com or www.hostgator.com for $7 a month. Now you’re all set.

Landing pages
Let’s talk about landing pages. This is where people “land” after they click on your ads or e-mail links.

When you are paying to get traffic, you have to make sure that the page is converting at the highest level possible to turn visitors into appointments. So how do you do it?

It does take some effort and testing. You may even need to use a website developer who can help you track your conversions. Use Google Analytics and Google Website Optimizer to test and track your pages so you can see which page is converting the best. They’re free, good and a very important part of making this work properly.

For the sake of this article, I'm going to keep it simple and give you some overall guidelines on what your landing page should be like and how you can make it work for you.

It starts with this understanding: When visitors arrive at your landing page, you want to them to take the action that you want them to take. That could be either to call you after watching your video, or fill out a form to request an appointment.
It could also be to opt-in with their e-mail address or physical address to get your direct mail package.

I wouldn’t recommend starting with opting-in because what we really want are appointments. We want people to want to meet with you because that’s where you’re going to be closest to the money.

When you develop your landing page, do not include links on that page. What you do want to include is a large headline that promises a benefit, a video that explains what you can do for them, and an offer to call you on the phone or submit a request for an analysis.

For example, our call to action and offer is to get a 101 plan blueprint. It is an effective way for us to deliver value and not scare our prospects away by a sales pitch. If you ask them to call you on the phone, they're going to be leery of that because they don’t want a sales pitch.

However, that’s exactly what you want — a live person on the other end of the phone. The key to making this happen is first to have them watch a short five to seven minute video (you can film yourself or record your voice by using PowerPoint and a screen recording program like Camtasia). Once they watch the video, have them fill out a request to meet with you.

The form they fill out should include a few points of information, usually the shorter the better. You want their name, e-mail address, physical address, maybe their income and a phone number.

Then on the thank you page, after they have filled out the form (this is a big secret that most people don’t take advantage of), include a video of you thanking them for watching. Also express the urgency and importance of them getting in touch with you right now.

For example, you can encourage them to call to schedule an analysis. Then, when they call, you can further sell them on the fact that they've made the right decision, plus eliminate any buyer’s remorse that they might have.

Another secret to boost your closing ratio is using a downloadable document on the thank you page. It can have some teasers about what you'll cover when you talk with them during your appointment.
What I am sharing with you is not theory; we use these methods every single day to generate high quality, educated and exclusive appointments for our agency.

Video
I highly recommend that you use a video on the landing page and a video on the thank you page, so let’s talk about your video. What does it need to be made up of? Use the basic tenants of all persuasive salesmanship: problem, agitate and solve.

The problem can be any number of things based on how well you know your prospect. If you’re talking about women, the problem may be the family budget. If you’re talking about men in their boomer years, it may be retirement. If you’re talking about men in their middle ages, it may be taxes.

You need to understand your prospect and identify the problem. Part of the video should include statistics and data that is verifiable fact, based on third party media/news sources, which are very easy to find.

The next part should include your own personal credibility. Who you are and why you are the authority on the subject. From there, you want to provide a solution and let them know it is an insurance product.

You definitely want to be clear that it is an insurance contract. You don’t want to sell something that is deceiving or doesn't totally clarify the fact that it is insurance because it could get you into hot water with compliance. But equally as important, we want people to know the product that fixes their pain is an insurance contract.

This up front approach vs. a bait and switch will improve closing ratios.

Benefits
Remember, before you get to the part where you reveal it’s a special type of insurance contract, you need to build up all the benefits they'll get.

Focus on the living benefits of cash value life insurance and annuities. Things like income for life, Financing Yourself To Wealth™, tax benefits, over funding for maximum cash value growth, and experiencing the ups but not the downs of the market.
Simplicity
In terms of what the landing page should look like, one size does not fit all. I can’t tell you exactly what will work for you, but simple often converts better than complicated.

You don’t need to have fancy landing pages with tons of graphics, just make something simple with a compelling headline, maybe your picture, perhaps some testimonials and any other credibility that you may have. Place the video at the top of the page, with the webform under the video player.

Testing and optimization
Now for some bad news. Once you’ve gotten the follow-up sequence, the video and the websites all done, this is just the beginning, not the end. The entire process needs to be tested and optimized.

Test your landing pages with different headlines, page templates and even run multiple videos to optimize your process.

Don’t expect the first swing at home plate to be a grand slam. It might be a base hit or it might even be a strike out. Let me tell you from personal experience that it’s a game of trial and error. It can take time, money and patience to build a machine like this. But when you have a winner, you have an asset potentially worth millions to you.

The wrap
Your home page to your regular website is not a landing page. It should be designed for people to get information, get to know you and feel like you are a credible business person.

To effectively convert prospects into leads, you must have a specific landing page that has a compelling video message or opt-in page to convert visitors into appointments.

Be patient with this process, it’s never a home run the first swing; test different things and track everything to make sure you are converting at the highest level possible.
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