The Conversion Code

1. Design Websites and Landing Pages for Lead Capture

Content Is Not King if Your Goal Is Capturing and Converting Leads—Design, Being Purposeful and Landing Pages Are King.

Conversion-First Design. When building or improving websites and landing pages, prioritize design and user experience to capture quality Internet leads. Great design builds trust, which is essential for sales, both online and offline. Focus on creating a "conversion-first" approach, ensuring that your online presence is optimized to turn visitors into leads.

Key Design Principles:

• One-column layout for clarity and mobile responsiveness
• Social proof through customer reviews and testimonials
• High contrast to make calls to action stand out
• Fewer form fields to reduce friction
• Focused content with limited choices
• Larger targets for easy interaction
• Design for edge cases to welcome all visitors

Landing Pages vs. Websites. While both are important, landing pages are more effective for lead generation due to their singular focus. Use landing pages for specific campaigns and offers, linking them from social media and email marketing to maximize conversions.

2. Craft the Perfect Blog Post for Engagement

The more content I have created, the more cash I have collected. Period.

Content Structure Matters. Optimizing the structure of your content is crucial for online engagement. A well-formatted blog post can significantly increase lead generation and conversion. Focus on creating content that is both valuable and easily digestible.

Essential Elements of a Perfect Blog Post:

• Compelling headline to capture attention
• Storytelling hook to engage readers
• Fewer characters per line for readability
• Featured image to enhance visual appeal
• 1,500+ word sweet spot for SEO and social sharing
• Soundbites for social sharing

Outsourcing Content Creation. If blogging isn't your strength, consider hiring a professional journalist or writer. High-quality content is a valuable investment that can drive traffic, leads, and sales.

3. Optimize Content for Lead Generation and SEO

If you are going to capture and convert quality Internet leads, you need to gain their trust.

Lead Magnets are Key. To optimize content for lead generation, use "lead magnets"—valuable resources offered in exchange for contact information. These can include guides, reports, e-books, cheat sheets, or video training. Ensure your lead magnets are easily accessible and relevant to your audience.

Examples of Lead Magnets:

• Guides/Reports/E-books: "The Ultimate Guide to Facebook Ads"
• Cheat Sheets/Checklists: "Social Media Ideal Image Sizes Cheat Sheet"
• Toolkits/Resource Lists: "37 Amazing Websites You Can Use to Find Your Next Home"
• Video/Webinar Training: "Instantly Watch: Facebook Ads Master Course"

Social Media and SEO. Optimize your content for social media by using images, hashtags, and targeting specific groups. For SEO, focus on creating high-quality, long-form content with strategic keywords. Remember, the goal is to appeal to both human readers and search engine algorithms.

4. Master Facebook Marketing for Ready-to-Buy Leads

Facebook has become our home screen of the Internet.

Facebook's Dominance. Facebook is a powerful platform for lead generation due to its massive user base and sophisticated targeting options. It has become the "New Internet," where demand generation is more effective than demand fulfillment.

Facebook Profile Pro Tips:

• Authenticity is key; share genuine moments
• Consistency matters; post regularly
• Diversify content types (images, videos, links)
• Engage with your network by commenting and messaging

Facebook Ad Funnel (C3):

• Content Marketing: Drive traffic to valuable content
• Conversion Marketing: Capture leads with lead magnets
• Closing Marketing: Encourage sales with targeted offers

Targeting Audiences:

• Magic Million: Broad audience with potential customers
• Chunky Middle: Engaged audience with page likes and email subscribers
• Sweet Spot: High-intent leads ready to buy

5. Leverage Multiple Channels Beyond Facebook

Facebook may be greater than everything else when it comes to traffic, leads, and sales, but “everything else” can also be an untapped reservoir of tremendous growth.

Diversify Your Approach. While Facebook is essential, other channels can provide significant growth. Focus on a few repeatable tactics that align with your strengths and interests. Avoid spreading yourself too thin by trying to be everywhere at once.

Key Channels to Consider:

• Email Marketing: Send targeted messages to your list
• Retargeting: Follow up with website visitors who didn't convert
• Curation: Share valuable content from other sources
• YouTube: Create engaging video content
• Twitter: Engage with influencers and share valuable insights
• Instagram: Share visually appealing content

Email Marketing Strategy. Email marketing is a critical component of The Conversion Code. Most companies are doing it very poorly, if at all. Not only can a cleverly crafted mass email send massive traffic when and where you want it, but also the data you gather about who opened and clicked your messages will help you identify those “most likely to buy” from you.

6. Turn Leads into Appointments with Speed and Tenacity

The fortune is in the follow-up!

Speed and Tenacity. The key to converting Internet leads into appointments is speed and tenacity. Respond to new leads as quickly as possible and follow up multiple times. Use a combination of calls, SMS messages, and automated emails to maximize your chances of success.

Speed + Tenacity + Script = Highest Conversion Rate Possible.

Best Practices for Lead Follow-Up:

• Call leads within the first five minutes
• Make multiple follow-up attempts
• Use SMS messages for quick engagement
• Send automated emails to nurture leads
• Call during optimal hours (8-10 a.m. and 4-6 p.m.) on Wednesdays and Thursdays

The Fortune is in the Follow-Up. Now that you have leads regularly coming in, the real work starts: Ensuring you create quality sales appointments on a consistent on-demand basis. In Section Two, I will teach you how to turn hot, new, and old “bad” Internet leads into appointments and show you how I use automation plus a person (scheduler) to turn new leads into instant appointments for my sales team (closers).

7. Re-engage Old Leads with Targeted Strategies

There Is No Longer an Old Lead Bucket.

Reactivate Old Leads. Don't discard old leads; re-engage them with targeted strategies. Use a simple, personalized email to gauge their continued interest. Avoid using overly designed email templates that look like ads.

Email Marketing Strategy. The key is to use a scalpel, not an axe. The best strategy is to go deep on a couple of repeatable tactics that work for you as opposed to going wide and throwing a ton of things against the wall to see if they stick. You can't crack The Conversion Code without a blueprint.

Email Marketing Best Practices:

• Send simple, personalized emails
• Ask a clear question to encourage a response
• Provide valuable content related to their interests
• Use user tracking to personalize follow-up messages

Ads as a Lead Follow-Up Tool. As I covered in the chapter on Facebook, retargeting your database of leads with ads containing content, conversion, and closing marketing messages brings a new and impactful way to stay in front of Internet leads, beyond email, SMS, and phone calls.

8. Perfect the First Minute of a Sales Call

Every sale is won or lost before it's ever pitched.

Take Control Immediately. The first minute of a sales call is crucial. Take control by using a proven script and hyper-personalizing your approach. Use information gathered from social media and other sources to impress the lead and build rapport.

The Two-Step Precall Lead “Stalk”:

• Google search the lead's email address
• Review their social media profiles

Key Elements of a Perfect First Minute:

• Hyper-personalized greeting
• Clear statement of purpose
• Request to grab a pen and paper
• Delivery of your contact information
• Transition to a qualifying question

The best salespeople are listening, taking notes, and have a genuine interest in their prospect's situation; they are not just waiting for the other person to stop talking.

9. Dig Deep to Uncover Customer Needs

Dig deep or go to sleep.

Meaningful Conversations. Increase talk time by having meaningful conversations. Ask open-ended questions to uncover the lead's emotional and logical reasons for buying. Take detailed notes and use their responses later in your pitch.

Digging Deep Technique:

• Ask scripted qualifying questions
• Follow up with unscripted, probing questions
• Listen intently to their responses
• Identify their emotional and logical reasons for buying

The best salespeople are listening, taking notes, and have a genuine interest in their prospect's situation; they are not just waiting for the other person to stop talking.

10. Build Trust and Handle Objections Proactively

Yes is not an accident.

Build Trust Quickly. Build trust by cobranding with reputable organizations and sharing impressive statistics. Keep your message simple and focused to avoid sounding like a scam.

Proactively Uncover Objections:

• Ask if there's any reason they wouldn't be able to move forward
• Address objections before starting your pitch
• Use the ARC (Acknowledge, Respond, Close) technique to handle objections

The goal is to eliminate objections before they arise, making the closing process smoother and more effective.

11. Close with Confidence and a Proven Script

You're in charge.

Transition Smoothly. Avoid asking "So, what do you think?" Instead, use a confident closing statement like, "Great! So, here's what happens next…"

The Two-Step Close:

• Trial Close: Ask a question that implies they're moving forward
• Slot Close: Offer two choices, both of which result in a sale

Always Be Closing. With each module of Feature, Benefit, Tie-Down you complete, you are closing during your pitch, as opposed to just one big close at the end. These “minicloses” force the lead to agree that they need and want what you sell before you ask them to buy it with your “real close” at the end.

12. Convert Closed Sales into Referrals

Every word counts.

Turn Customers into Advocates. Maximize the value of each sale by turning closed leads into referral sources. Send out Net Promoter Score (NPS) surveys to identify your happiest customers.

Referral Generation Strategy:

• Send NPS surveys to current and past clients
• Identify promoters (9s and 10s)
• Follow up with a check-in call
• Send a handwritten thank-you note
• Ask for referrals

Remember that every lead is now an Internet lead and will check you out online either pre- or post-call before buying. So always take it from the top!

Last updated: February 23, 2025