If you are not completely satisfied with this post…

There are lots of reasons that someone wouldn’t fill out your lead form, even if your white paper or Webinar are free.


“I’m going to get a sales call”


“I’m going to get a bunch of spam”


“I may not be able to join the Webinar”


“They’re asking for too much information”


“I don’t really know this company”

Well, even in business-to-business lead generation, you can “reverse” the perceived risk of completing a form, and I cover several ways to do this in my Search Engine Land column "Six Risk Reversal Tactics For B2B Lead Generation.”

In general, you can reverse risk by


  • Telling prospect how you will treat their data

  • Telling prospects what to expect if they complete the form

Read the full article for some ways to communicate these messages.

Brian Massey

Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.
Brian Massey
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