Rey Villar presented at the Norvax University Conference on website design elements that generate leads. He discussed three categories of essential elements: specific pages like About Us and Contact Us; page elements like calls to action and contact methods; and site elements like design, navigation, and messaging. Villar emphasized evaluating websites objectively, including common assumptions, and highlighted elements like testimonials, buyers guides, and using carriers to build trust. He concluded the most important factors are applying conversion-focused elements and keeping designs simple.

1. Presented at: Norvax University Conference
November 19-20, 2009
Atlanta, GA
Speaker: Rey Villar

2. Website Design: “Must Have” Elements for Lead Generation
Focus on 3 categories of website elements
Specific Pages
Page Elements
Site Elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
What makes a site achieve
a high conversion rate is
how you apply and use
these elements – not
necessarily how much
money you spend!

3. Website Design: “Must Have” Elements for Lead Generation
Honestly evaluate your current site
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
To effectively evaluate your website, you’ll need to do
away with a few assumptions:
 “I like my website. Why would change it?”
 “I just spent a lot of money to redesign my site. I’m not
going to spend any more on it for a while.”
 “I’m good at selling health insurance, so I must know
health insurance marketing”

4. Website Design: “Must Have” Elements for Lead Generation
Site element priority
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Constantly check for broken links
and non-existent target URLs that
result in 404 pages!

5. Website Design: “Must Have” Elements for Lead Generation
“Must have” pages
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
About Us Contact Us
Privacy
Policy
Buyers
Guide
Company
News
FAQs Glossary Testimonials Site Map

6. Website Design: “Must Have” Elements for Lead Generation
Page: about us
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
The “About Us” pages should contain “specific”
information about your history, mission and principles –
and tell your website visitors...
 Who you are
 What makes you different
 Why they should trust you

7. Website Design: “Must Have” Elements for Lead Generation
Page: contact
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your “Contact Us” page should allow consumers to contact
you they way THEY prefer:
 Local phone number
 Toll-free phone number
 Email
 Mailing address
 Web form

8. Website Design: “Must Have” Elements for Lead Generation
Page: privacy policy
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Privacy Policy should...
 Exceed federal and state legal requirements
 Explain what data you collect
 Confirm how you protect consumer privacy
 Disclose who they can contact with complaints

9. Website Design: “Must Have” Elements for Lead Generation
Honestly evaluate your current site
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
To effectively evaluate your website, you’ll need to do
away with a few assumptions:
 “I like my website. Why would change it?”
 “I just spent a lot of money to redesign my site. I’m not
going to spend any more on it for a while.”
 “I’m good at selling health insurance, so I must know
health insurance marketing”

10. Website Design: “Must Have” Elements for Lead Generation
Page: buyer’s guide
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
A Buyer’s Guide is a big help for those many prospects
who know little about your product:
 Explain each step
 Set expectations
 Include calls to action

11. Website Design: “Must Have” Elements for Lead Generation
Page: company news
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Share your accomplishments and though-leadership content:
 New programs
 New carriers
 New hires
 Events
 Advice and commentary

12. Website Design: “Must Have” Elements for Lead Generation
Page: FAQ
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your FAQ page provides answers for “frequently asked
questions”
 Plain English answers
 FAQ: questions you’ve been asked at least 3 times
 Tech-savvy shoppers go directly to it

13. Website Design: “Must Have” Elements for Lead Generation
Page: glossary
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Glossary page should define every term a consumer
needs to know before purchasing a plan:
 Terms and jargon
 Get a teenager to review your site for unknown terms
 Don’t assume your customers are using the phrases and
jargon as you.

14. Website Design: “Must Have” Elements for Lead Generation
Page: testimonials
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Strong testimonials are magic!
 Written authorization required
 Full name better trusted
 Feature on main pages
 Reauthorize re-writes

15. Website Design: “Must Have” Elements for Lead Generation
Page: sitemap
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Your Site Map lists quick links to all your public pages:
 Bots utilize them
 Help ensure indexing
 Tech-savvy visitors use them

16. Website Design: “Must Have” Elements for Lead Generation
On-page “must have” elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Page
Elements
•Main Call to Action
•Multiple Contact Methods
•Clear Title / Headline
•Trust logos

17. Website Design: “Must Have” Elements for Lead Generation
On-page: primary call to action
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

18. Website Design: “Must Have” Elements for Lead Generation
On-page: multiple contact methods
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

19. Website Design: “Must Have” Elements for Lead Generation
On-page: trust-building logos
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

20. Website Design: “Must Have” Elements for Lead Generation
On-page “must have” elements
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
Recap
•Main Call to Action
•Multiple Contact Methods
•Clear Title / Headline
•Trust logos

21. Website Design: “Must Have” Elements for Lead Generation
Site: design basics
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
 Establish a unique logo/identity
 Use a consistent, readable font
 Select a pleasing color palette
 Provide easy-to-use navigation
 KISS – keep it simple s____

22. Website Design: “Must Have” Elements for Lead Generation
Site: messaging fundamentals
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009
 Edit and proof, repeat
 Speak to visitors at different buying stages
 Organize your products
 Display your carriers
 Text links are short, but descriptive

23. Website Design: “Must Have” Elements for Lead Generation
Site: unique identity and readable font
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

24. Website Design: “Must Have” Elements for Lead Generation
Site: pleasing color palette
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

25. Website Design: “Must Have” Elements for Lead Generation
Site: easy-to-use navigation
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

26. Website Design: “Must Have” Elements for Lead Generation
Site: simplicity and consider visitor stages
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

27. Website Design: “Must Have” Elements for Lead Generation
Site: use carriers for trust building
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

28. Website Design: “Must Have” Elements for Lead Generation
On-page: primary call to action
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Atlanta, GA, 2009

29. Presented at: Norvax University Conference
November 19-20, 2009
Atlanta, GA
Speaker: Rey Villar