A great way to build a database of potential customers is to use your website to generate a list of interested prospects. An effective visitor response form on your website will do the job, if you follow these quick and simple tips that will get visitors to ACT NOW:
Above the Fold – It is important to make sure your response form is simple, direct and located entirely above the fold. This means that the full form should be visible without scrolling. A form that extends below the fold may appear to be too long or time consuming. The quicker it can be completed, the more likely visitors are to use it.
Create a Connection – Don’t just tell your visitors about your business, tell them what you have to offer them. If you are able to connect your offer with their needs, you will have a much better chance of compelling them to act. Letting them know that you will not share the information they are submitting will also help you to connect with their needs.
Talk Action – Develop an action oriented headline that encourages visitors to fill in and submit the form. Instead of the headline: “Free Downloadable Brochure”, use a headline that urges action:”Download Your Free Brochure Today.” Use brief, specific copy in bullet point form to explain what benefits responders will receive by responding:
- Increased Sales
- Higher Productivity
- Improved Efficiency
No Distractions – When visitors land on your response form page, you want them to stay there. Links on the response form landing page that take visitors to other areas on your site may distract them from filling out the form. A “thank you” page, which appears after the form is submitted, is a great place to provide links to other pages.
Offer Something – Increase the likelihood of a visitor submitting your response form by offering them something immediate in return. A free brochure, guide or whitepaper provides the responder with an immediate reward. It will also provide a value that may allow you to require a little extra information on your form.
What’s the Point – Visitors should be able to discern at a glance what is being offered to them on the response form page. Make sure the headline clearly states what responders will be getting: “Download your 15-page Guide to Increasing Sales.” Replace generic submit button text with a specific message: “Download Now.” Adding an image of the guide will also help responders to know what exactly they are downloading.