Many providers complain that prospective clients contact them with questions that could easily be answered if the prospects bothered to take the time to carefully read the provider’s Web site/ad in its entirety.
On the one hand, I can sympathize with this sentiment: the purpose of taking out an ad or developing a Web site is to generate business, or “qualified leads”. The more an ad or site “prequalifies leads,” or generates responses only from serious prospects that are likely to contract services, the more effective it is. Both in terms of reaching and generating interest in the right audience. And in terms of saving providers a lot of time and effort responding to requests.
On the other hand, there is certainly a segment of the market that acts on impulse. Plus, the nature of Interactive communications is that it’s largely user controlled. Users choose how they navigate through a site, what they read, how much of the site they read, etc. So there are several factors that would suggest lots of potential customers simply wouldn’t take the time to read and digest every word. (Also, let’s face it, the copy on some of these sites goes on, and on, and on, without getting to the point.)
I’m wondering what techniques providers have tried successfully to suppress unwanted responses and generate better, more qualified leads?
On the one hand, I can sympathize with this sentiment: the purpose of taking out an ad or developing a Web site is to generate business, or “qualified leads”. The more an ad or site “prequalifies leads,” or generates responses only from serious prospects that are likely to contract services, the more effective it is. Both in terms of reaching and generating interest in the right audience. And in terms of saving providers a lot of time and effort responding to requests.
On the other hand, there is certainly a segment of the market that acts on impulse. Plus, the nature of Interactive communications is that it’s largely user controlled. Users choose how they navigate through a site, what they read, how much of the site they read, etc. So there are several factors that would suggest lots of potential customers simply wouldn’t take the time to read and digest every word. (Also, let’s face it, the copy on some of these sites goes on, and on, and on, without getting to the point.)
I’m wondering what techniques providers have tried successfully to suppress unwanted responses and generate better, more qualified leads?