Page 13 - 10 ways to make your lead generation website convert on the first visit

10 WAYS TO MAKE YOUR LEAD GENERATION WEBSITE CONVERT ON THE FIRST VISIT | 13

It’s a well-accepted fact that emotion plays a big role in buying decisions, even in “all business” B2B verticals
like financial services and logistics. Adding a personal touch to a company website makes users feel
comfortable enough to reach out and have a conversation. Without personalization, you are a cold, faceless
unknown quantity — why put an obstacle like that in your own way?

5 Tips for Adding a Great Personal Touch to Your Website

1. Liven up those bios. Appealing headshots are a must. Consider adding a few personal details like where
the person went to school, hobbies and interests. The visitor response you’re after: “Hey, I’d like to do
business with this person!”

2. Talk about charitable efforts. Visitors may be quite interested to know what charitable causes your
organization supports. Tell them! Fundraising events, local community activity and other good works let
people know you’re after more than a quick order — very persuasive.

3. Add video. Video clips are highly effective for creating a conversational, personal vibe on your site. Quick
commentary from leadership, user tips from your subject matter experts, and virtual facility tours work
wonders.
4. Highlight company events. Photos from corporate sales meetings, baseball outings, picnics, etc., speak
volumes about your corporate culture and values. These things not only attract leads, they also attract
great job candidates!

5. Use an informal writing style. Content written in the style of a personal, one-to-one letter or phone
conversation has become the standard and expected approach in most industries.