Key Takeaways
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:
FAQ
What is "The Conversion Code" by Chris Smith about?
- Modern Sales & Marketing Blueprint: The Conversion Code is a step-by-step guide for marketers and salespeople to capture and convert internet leads into closed sales at the highest possible rate.
- Focus on Internet Leads: The book addresses the unique challenges and opportunities of generating, nurturing, and closing online leads in today’s digital landscape.
- Three-Part Framework: It is structured around three main pillars: capturing internet leads, creating quality appointments, and closing more sales.
- Actionable, Proven Strategies: Chris Smith shares real-world scripts, techniques, and tools he used to generate millions in sales for himself and clients.
Why should I read "The Conversion Code" by Chris Smith?
- Immediate ROI for Sales & Marketing: The book provides actionable tactics that can quickly increase your website traffic, lead flow, and sales conversions.
- Bridges Marketing and Sales: It’s ideal for both marketers who want to generate better leads and salespeople who want to close more deals, especially in internet-driven businesses.
- Real-World Experience: Chris Smith draws from his experience working for billion-dollar companies and his own successful startup, offering practical, field-tested advice.
- Addresses Modern Challenges: The book is tailored for the post-social media, mobile-first era, making it highly relevant for today’s business environment.
What are the key takeaways from "The Conversion Code" by Chris Smith?
- Design Trumps Content for Conversion: While content is important, great design and purposeful landing pages are more critical for capturing and converting leads.
- Speed and Tenacity Win: Fast, persistent follow-up (especially within the first five minutes) dramatically increases conversion rates for internet leads.
- Conversations Create Closings: Picking up the phone and having real conversations is essential; automation alone is not enough to close sales.
- Every Word Counts: Whether in ads, emails, or sales calls, precise, well-crafted language is vital for success.
- Analytics Are Overrated: Focus on metrics that matter—leads, appointments, and sales—not vanity metrics like reach or likes.
How does Chris Smith define "The Conversion Code" method?
- Step-by-Step Blueprint: The Conversion Code is a formula for generating demand, capturing leads, creating appointments, and closing sales in the internet era.
- Three-Part Process: It consists of (1) capturing internet leads through optimized websites, landing pages, and ads; (2) creating quality appointments using CRM, SMS, and marketing automation; and (3) closing more sales with proven scripts and techniques.
- Purposeful, Not Passive: The method emphasizes proactive, intentional actions at every stage, from lead generation to follow-up and closing.
- Integration of Tools and People: It combines technology (like CRM and automation) with human effort (calls, personalized messages) for maximum effectiveness.
What are the "Conversion Code Creeds" and why are they important?
- Guiding Principles: The Conversion Code Creeds are foundational beliefs for marketers, schedulers, and closers, designed to keep you focused on what matters.
- Marketer’s Creed: "Leads are people too," "Image is everything," "Facebook is the Internet," "Analytics are overrated," "Every word counts."
- Scheduler’s Creed: "Every second matters," "Zero cold calls," "Human companies win," "The fortune is in the follow-up," "Every word counts."
- Closer’s Creed: "Yes is not an accident," "Conversations create clients," "Dig deep or go to sleep," "You’re in charge," "Every word counts."
- Focus and Execution: These creeds help you avoid distractions, prioritize quality, and execute consistently for better results.
How does "The Conversion Code" by Chris Smith recommend capturing internet leads effectively?
- Conversion-First Design: Prioritize trust-building design, one-column layouts, social proof, and clear calls to action on your website and landing pages.
- Landing Pages Over Websites: Use focused landing pages with a single purpose to maximize lead capture, especially for paid traffic.
- Lead Magnets: Offer valuable resources (guides, checklists, webinars, etc.) in exchange for contact information.
- Retargeting Non-Converters: Use retargeting ads to follow up with visitors who don’t convert on their first visit, increasing chances of future conversion.
What are Chris Smith’s best practices for optimizing content for lead generation, social media, and SEO?
- Lead Generation: Embed lead magnets within blog posts and site content; use opt-in forms and pop-ups strategically.
- Social Media Optimization: Use compelling images, hashtags, and mentions; encourage sharing with social buttons; and target specific groups or influencers.
- SEO Basics: Use keyword research, cross-linking, optimized headlines, and subheadings (H1, H2, H3 tags); include outbound links to authoritative sites.
- Content Structure: Write longer-form, storytelling-driven blog posts (1,500+ words) with strong headlines and featured images for better engagement and ranking.
How does "The Conversion Code" approach Facebook marketing and advertising for lead generation?
- Facebook as the New Internet: Treat Facebook as the primary platform for reaching and engaging your audience.
- Three-Layer Ad Funnel: Use content marketing ads for awareness (Magic Million), conversion ads for lead capture (Chunky Middle), and closing ads for sales (Sweet Spot).
- Custom Audiences: Build and target audiences based on website visitors, email lists, and engagement levels.
- Ad Essentials: Focus on eye-catching images, concise copy, strong calls to action, and mobile optimization; test different ad types like boosted posts, carousel ads, and lead ads.
What strategies does Chris Smith recommend for following up and creating quality appointments from internet leads?
- Speed and Persistence: Call new leads within five minutes and follow up multiple times (at least six attempts) for best results.
- Multi-Channel Follow-Up: Use a combination of phone calls, SMS (which often outperforms email), and personalized emails to reach leads.
- CRM and Automation: Leverage CRM tools to automate reminders, track engagement, and trigger follow-up actions based on lead behavior.
- Behavior-Based Triggers: Use user tracking and retargeting to identify and prioritize leads who are most engaged for follow-up.
What is the sales call script and closing process recommended in "The Conversion Code"?
- Pre-Call Stalking: Research leads using Google, email, and social media to personalize your opening and establish credibility.
- Gain Control Early: Start the call by asking the lead to grab a pen and paper, establishing authority and engagement.
- ARP Technique: Acknowledge, Respond, and Pivot when faced with initial objections or questions.
- Dig Deep: Ask qualifying and emotional questions to uncover true motivations, then use the Five Yes Technique and Feature-Benefit-Tie-Down method to build momentum toward the close.
- Two-Step Close: Use a trial close followed by a slot close (giving two options, both leading to a yes), and handle objections with the ARC (Acknowledge, Respond, Close) method.
What metrics and analytics does Chris Smith say actually matter in "The Conversion Code"?
- Focus on Results: Track total leads, appointments, and closed sales as your primary metrics.
- Website & Landing Page Metrics: Monitor unique visitors, conversion rates, cost per lead, and top-performing pages.
- Email Metrics: Pay attention to open rates, click-through rates, reply rates, and unsubscribe rates.
- Facebook Metrics: Prioritize link clicks, click-through rates, reach, impressions, relevance score, and frequency.
- Gut and Growth (G2): Ultimately, trust your gut and measure real business growth over vanity metrics.
What are the best quotes from "The Conversion Code" by Chris Smith and what do they mean?
- "Conversations create closings." – Emphasizes the importance of real, human interaction in converting leads to sales.
- "With great power comes great responsibility." – Reminds readers to use advanced sales techniques ethically.
- "Every word counts." – Stresses the critical impact of precise language in marketing and sales.
- "Innovation is rewarded, but execution is worshipped." – Highlights that taking action on proven strategies is more valuable than just having good ideas.
- "Dig deep or go to sleep." – Encourages salespeople to ask probing questions and build rapport, as shallow conversations rarely lead to sales.
Review Summary
The Conversion Code receives largely positive reviews, with readers praising its practical advice on lead generation, digital marketing, and sales techniques. Many find it valuable for businesses seeking to improve online conversions and sales processes. The book is commended for its actionable insights, up-to-date strategies, and comprehensive coverage of topics like landing pages, social media, and closing sales. Some readers note that while the first half is more engaging, the overall content is beneficial for both beginners and experienced marketers.
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