2 Elements Every Website Needs to Convert Prospects

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Does your website have a compelling call to action?

Does your website have a short form (and by short I mean less than 6 fields)?

Does your website have both?

If you answered no to any of these, stop what you’re doing and read this article because you’re losing a lot of money right now!2 elements website needs convert prospects

Over the last 12 years, we’ve seen websites that convert visitors into sales leads at phenomenal rates (15 – 25% +) and, on the other side of the spectrum, terrible conversion rates (less than 1%).  By analyzing what the software companies with the highest conversion rates had in common (and what the worst lacked), we were able to identify the two largest contributors to a software website’s conversion rate.

Think of it this way.  Pretend you’ve spent hundreds, thousands, maybe even millions creating the greatest new ice cream flavor that the world has ever seen.  You have efficiently marketed the ice cream, and, on a daily basis, every major newspaper writes about your amazing new product.  There’s even a constant line of potential customers outside your store front that know how the ice cream is made, which toppings you carry, and are chomping at the bit to give it a try.  However, there’s one problem.  Once customers enter your store, there are no ice cream scoopers, no staff members to answer questions, and no cash register.  Uh oh.  Big mistake.

If it is not extremely clear or easy for a prospect to try or buy your product, they won’t do it.

This is exactly what you are doing if you don’t have a compelling offer or call-to-action on your site.  You can shower prospects with data, video tutorials, testimonials, flashy infographics, or product specs, but if there is no “next step” for the prospect to click, then they’ll likely click on the next easiest: the red “X” in the top corner.  Every page of your website MUST have a simple offer that the customer will be able to click on when they’re ready to consider your product or give it a try.  Prospects know that they have hundreds of options when it comes to buying software, so if you make them dig through your site to find a “contact us” button or only give them an email address or phone number, you’re making it that much easier for them to contact your competitors instead.

The offer you choose will vary by what you sell.  The optimal offer is FREE TRIAL! Who wouldn’t want to take your product for a spin before buying it?  But, if you sell Jail Management Software or Electronic Medical Record Software or another type where that isn’t possible, you can change it up with, FREE DEMO or SCHEDULE FREE DEMO! Prospects love something that’s free, even if it’s essentially a free sales call.  You can also give your prospects a few tiered options based on their stage in the buying process.

So what are you going to do now that a prospect has confirmed their interest in your product?  Send them to a long form asking for their contact information, company specs, mailing address, and birthstone (oh, and make them fill out a captcha they can’t decipher)?

NO!  Make it easy on them!

On a landing page, your prospects are only one click away from providing their details to your sales team.  Give them a simple form with just four fields

  • Name
  • Company
  • Email
  • Phone

Your sales team is telling you that they need all 15+ fields to be able to qualify the lead, but what if those 15 fields cost you half of your leads?

Ask yourself if each question is truly necessary.  If you’re not going to send the prospect a direct mail piece immediately, then take mailing address off your form.  With the amount of spam and identity theft today, internet users have become wary of putting too much information online.  Not to mention, your prospects are busy people like you, and they don’t have 10 minutes to fill out your form. Don’t let these be the reasons that you don’t get a chance at the sale.

Lead acquisition and lead qualification are two separate processes.  If you try to do them both at once, they will both be done poorly.  Acquire the lead with the short form first, and then qualify them after they click “submit”.

Another neat option is to have a two-part form where you can ask additional questions once a prospect has submitted the first part(and you’ve saved them in your CRM).  This way, if the prospect abandons the form, at least you’ve captured the essentials for a sales call or email.

So, now what are you going to do?

Simple.  Talk to whoever manages your website today and get started on these two easy steps.

  1. Add a button to every page of your site (easy to do if you add it to your template or navigation bar) with a compelling call to action.
  2. Create a page on your site with a simple form.

Connect those two dots and you’ll be right on track for that Ferrari you’ve always wanted!

Looking for software? Check out Capterra's list of the best software solutions.

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About the Author


Danny Zadoff

Daniel Zadoff is Director of Business Development at Capterra, where he helps software companies reach out to buyers and better meet their needs. He travels around the country so look for him at a tradeshow or event near you.



Daniel Hi,

I have been using Capterra for some time and this was the first advice I got.
It definitely improved my leads.

Just one thing, I also have the Comments field and I get a lot more info from the prospects this way.

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