“Digital design is like painting, except the paint never dries.” ~ Neville Brody
Unlike what some people think, design it’s not only about making your website beautiful; design is about making your website easy to use to help your visitors, and effective so your business can grow thanks to conversion.
Always Keep The User Experience Top of Mind
If your website is not helping your business grow – more traffic, new leads, or even more sales – chances are your website is not conversion oriented.
Your website is not guiding your visitors from one stage to another of the buying cycle to get them to your goal: gather their information so you can grow your list and keep in touch with them – who already showed interest in what you have to offer – to eventually convert them into delighted customers. AKA get more sales!
If you feel that your website is just a url that nobody is visiting, or worse, a page which that is not telling your visitors what to do next, take a look at the following design recommendation to optimize your website for lead generation.
1. Use forms
If there was only one thing you have to choose for your website to do, that is gather your lead’s contact information. As a business, you can’t afford to lose track of people who may be interested in hiring your services or buying your products. That’s why website forms are so important when designing your website for lead generation.
Having a form will allow you to grow your email list and stay in touch with your prospects, in the long run, to eventually convert them.
That doesn’t mean that you have to add a website form to every single page, neither the information required should cover all your database fields.
Keep in mind that very long forms tend to make people think twice about giving you the information, so make sure you always require the minimum contact information needed.
If the form is a newsletter subscription, is better to keep it short and sweet, only ask for name and email. However, if the form is to download a lead magnet, you may require a bit more information on your prospects like company or role. Don’t hesitate to add those fields, too, just keep it at a minimum.
2. Include Call to Action
When a visitor lands on your website, they need to find the information they’re looking for as well as knowing what to do next.
Call to actions are links that prompt your visitors to take action. It could be asking them to book a discovery call with your company, download a lead magnet, read a blog post, check out another page on your website, join a promo from an affiliate… Whatever you need them to do to achieve your marketing goals while helping them get the information they need to move to the next stage of the funnel.
If you don’t use a call to action on your website, your page goal would only be informative. Giving your visitors information is fine, but if they don’t know what to do with it, they will never act.
3. Get some Social Proof
When it comes to gain trust, even if you know your company is the best, if you say so, people are not going to believe it. You need other people to say it. Ask your customers for reviews and share their testimonials with your website visitors, so they know you are experienced and what kind of results you’re able to deliver.
Sharing other people’s words is going to help you gain trust, so new visitors know you’re not a scum or somebody that’s overselling what can actually deliver.
Also, showcase your best work, which will make leads and prospects feel closer to the end result they may have if they decide to buy from you or hire your services.
The best place to add a testimonials section is your homepage and your services page.
4. One purpose per page
You, I, and a lot of other people don’t read when browsing the web.
Reading patterns on-screen show that humans skim the information looking for words that may help them solve the problem they have, or find the answer to their questions.
People have a very short attention span, that’s why you should keep the information on your page clear, concise, and well structured, so people can find what they’re looking for in bite size text chunks.
This means that the way you organize and categorize the information on your site is very important, so people understand what’s most important and what’s less important. Following the rule one page, one purpose will help you keep your visitor focus on what they’re reading and will make it easier for you to walk them through the page to achieve your goal.
5. Blog, please
Blog is the fuel for your website traffic.
Updating your blog in a constant basis will help your website rank on search engines for specific keywords related to your market niche, it also will drive traffic to your site and attract new leads, plus it is a source of social media channel updates and a thermometer of what your audience wants to read or has interest on.
Never underestimate the power of the blog.
If you haven’t been considering these five lead generation elements in your website design, make sure you integrate them.