In today’s fast-paced world, every business or individual has a basic website. Sadly, most of these websites are poorly designed or not focused on lead generation. These types of website are not going to help your business or your reputation.
So, the first question that comes to mind is: should your website focus on design or leads?
My website looks great but I am not generating enough sales
Studies of user behaviour by ImpleMedia have found that first impressions are 94% design-related. So, website design is important but if it is not generating sales or revenue then the design is of no use. We usually hear from customers that they want a fresh look for their website. If that is the only requirement there are many cheap solutions available. However, if you want to invest in a website to boost your business, the website should focus on generating leads and converting sales. For example, avoiding website designs that are too complex as they often turn visitors away. In fact, this is one of the reasons some incredibly good-looking websites fail to deliver sales.
Your website should focus on leads, not design
Investing in a well-designed website that builds interest and converts leads is a great way to boost your business. Therefore, your website must be designed correctly so it attracts more leads for your business.
According to research by Peep Laja, the founder of ConversionXL, it takes about 50 milliseconds for visitors to determine whether they like your website and will stay, or don’t like it and will leave. So, the first impression of your website matters. From the first impression, your visitors should immediately know that what they are looking for is likely to be on your website. In order to do that, let’s take a look at the tactics you can use on your website to get leads:
Include offers like downloadable eBooks, guides, and checklists on your website. Videos are also a great way to engage customers.
Place Calls-To-Action (CTAs) in strategic locations throughout your website. For example, they can be installed as a sidebar ad where the customer can fill out their contact information. This is a great way to generate leads when you have people looking to find out more information about your products or services.
Smart content provides the buyer with relevant content based on their interests or the stage they are at in the buying cycle. Smart content best practice is to move your website to a content management system so you can update the content on a daily basis. Also, writing a blog at least twice a week can help attract more traffic.
The layout of your website is also critical to generating more leads. The right layout means the correct placement of content. This will help your visitors to concentrate on the areas that will help them the most. Some of the tips that you should keep in mind include:
- Always keep your message simple and to the point.
- Place CTAs strategically throughout your site.
- Place CTAs on all pages.
- Use social proof like client lists or testimonials.
- Don’t forget to include graphics where appropriate. Otherwise, your website will bore your visitors.
Landing pages are the last point of contact before a visitor fills out a form. They should use the same design as the rest of the pages with a few differences. Things you should keep in mind when designing landing pages include:
- Keep the layout of the landing page simple
- Don’t include the top navigation to reduce distractions
- Use short forms to gather contact information
- Make the form button text more creative than “Submit”. For example, use phrases like “Get Your eBook” or “Free Mock-up”
- Keep content on the right but keep it short
- Use appealing visuals