The pandemic awakened the world to serving consumers directly, without retail intermediaries - consumer-direct.
All of these consumer-direct transactions are happening via the web.
Whether you are a restaurant, a grocery store, a mortgage broker, or a lawyer, you have to create or redesign your website to serve consumers direct, smoothly, intuitively, and effectively.
These are the essential elements of that redesign.
I’m going to use an example (demo) site for consumer direct mortgage lending because that’s what I know best. But, the principles are transferable to a lot of verticals, even B2B.
1. Clear Positioning Statement and Get Started Form
The home page’s very first section needs a clear positioning statement (how and who you serve) and mechanism (probably a form) to start a transaction or inquiry.
2. Trust and Credibility
The remainder of the home page should include scannable information on the process to buy, how it benefits and works for the buyer, reviews, additional information, and another opportunity to start a transaction or inquiry.
3. We Serve Your Community
Create local pages, if you serve local cities. Make the images, language, and contact information feel and work locally. This will help you rank for local searches.
Make sure that you route these transactions and leads to local sales agents.
4. We’re Human (Support Your Sales Agents)
Create complete, SEO-friendly sales agent profile pages. They should work as effectively as your home page - moving consumers to engage with individuals.
Lead with a person positioning statement and help capture the lead.
5. Build the Consumer’s Confidence
Give consumers the content and tools they need to figure some things out for themselves. Help them to grow more confident in their need and potential solutions. Give them the confidence to buy or engage with a sales agent.
6. Make the Transaction or Inquiry Silky Smooth
Once the transaction or inquiry is submitted, make everything clear and predictable. Over-communicate process and next steps. Use technology and automation. Don’t rely on agents that must work at scale.
If you’re looking for the quickest and most effective way to transform your mortgage company or law firm into consumer-direct, check out https://kaleidico.com.
We can launch your new consumer-direct lead generation website and campaigns in less than 30 days.
7. Follow Up and Follow Through
Keep every promise. Answer every question. Be quick to be empathetic and apologize without saying, but…
Again, use smart technology and automation to make sure that no one falls through the cracks, but be humble and empathetic when someone does.
Do Your Consumer-Direct Transformation
If you’re looking for the quickest and most effective way to transform your mortgage company or law firm into consumer-direct, check out https://kaleidico.com.
We can launch your new consumer-direct lead generation website and campaigns in less than 30 days.