"Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline," writes Bob DeStefano in a Pro article at MarketingProfs. To make the most of this potential, though, you need to know whether your site is a lead-generation machine or a passive online brochure.

You'll find your answer, he claims, by responding to 10 questions, including these:

• Do you use a conversational tone in your website's copy? People visit your site as individuals—so don't talk to them as if you're addressing a packed stadium. "Make sure you connect with each visitor by taking a friendly, conversational tone in your copy," says DeStefano. "Write as though you're sitting with them over coffee. Demonstrate that you understand the challenges they face and offer a solution."
• Are you updating your website's content on a regular basis? "Is your latest press release from 2008?" he asks. "Does your copyright notice still say 2009 or earlier?" Create a dynamic atmosphere by publishing new content and revising old content.
• Do your calls to action address prospective customers at each stage of the buying cycle? "Not everyone is ready to buy from you today," he says. "Some people are kicking tires; others may have a basic early-stage question." Give each visitor a compelling reason to follow up.

The Po!nt: If your website isn't generating leads, you need to ask why—then make appropriate changes.

Source: MarketingProfs. Click here for full article.

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