Lead generators must strike a delicate balance between using powerful Consumer engagement methods and calls-to-action designed to convert visitors to traffic & leads vs. the need to be informative, transparent, truthful – and “compliant” – in everything they say. The dynamic nature of modern marketing methods require balance and must be continually monitored, regardless of the marketing vehicle:
Brand Owned & Operated (“O&O” websites)
Includes marketing methods driving consumers to branded landing pages and/or known brand websites that are owned and operated by the LQA members. Each member agrees that it will pay close attention to the user experience therein. The consumer experience must not only fulfill all compliance requirements, but also provide pre-education to verify specific topical intent and help the consumer understand the product or service prior to submitting a form request-to-contact, or being directly connected to a sales person.
Shopping & Data Services
Within a branded user shopping experience, each LQA member’s lead-generating property must offer clear choices to the consumer by representing valid and available market selections, which are in turn represented by willing and available lead buyers. The user experience must not simply list the choices, but also undertake best efforts to match consumer preferences to available choices in an intelligent manner, including the use of market-available (e.g. LQA-member) data, search tools, and AI-enabled algorithms which can enhance the comparison shopping experience. Presented product/service choices must be automatically updated by the member sites as the consumer preference inputs dictate.