The Secrets to Growing Your Website’s Leads, Calls & Sales: Tell Them Why They Should Convert For You


You’ve told your site visitors “what” to do – that is, you need them to “complete this quick form,” “call now,” “click here,” etc., and this is good. Being direct with a website visitor will generate far more leads and calls than hoping they figure it all out on their own.

Now you need to also tell them why they should give you their information or pick up the phone and call you.

You see, it’s not enough to have a call-to-action; you also need to have a WIIFM if you expect to maximize your leads, calls and sales from your existing website traffic. WIIFM, for those who’ve not heard this acronym before, means “what’s in it for me.” In this case, we need to answer the “what’s in it for me” when it comes to the consumer.

The “why” they should complete the form or pick up the phone, if you will.

For example, your call-to-action like “click here” should be accompanied by something like “to save time” or “to save money” or “to lock-in today’s price.” You’re telling them what benefit they can expect by taking the action you’re requesting.

Given that tells us that 99% of car buyers expect a hassle when they start the car shopping process, your WIIFMs could also be directed toward removing these hassles. For example, “to get a no-hassle quote” or “to check availability” or “to schedule a priority test drive.”

Before you dive in and start changing all the verbiage on or near your conversion buttons, it’s best to make a list of the possible customer benefits (WIIFMs) that can result from a lead submission or phone call. Such a list might start out looking something like this:

  • Save Time
  • Save Money
  • Remove Hassles
  • Eliminate Haggling
  • Lock-In a Discount
  • Schedule a Test Drive
  • Reduce Dealership Paperwork
  • Get a Trade Value
  • Verify Availability

Once you’ve got a solid list of the consumer WIIFMs, you’re ready to make sure that you’re giving your website visitors plenty of opportunities to submit leads or call your team. (We’ll tackle this in the next post.)

Next up in the series: Give ‘em Lots of Chances

(If you’re catching this series for the first time, you may want to begin with the first post in the series: Before You Change Even One Word on Your Website…)

About TheManager:

Steve Stauning, creator of The Appointment Culture and an expert in Digital Marketing and Website Conversion, is the host of Undeniable Advantage Live!, a monthly live video webcast and customer service training provider hosted at He is also an extremely popular keynote speaker, writer, and industry consultant. Learn more about Steve at