5 Lead Gen Essentials For Web Design

A website that looks great but doesn't convert is like a sports car without an engine – impressive but ineffective. Flashy design may wow your clients, but when it comes down to business growth, it’s the leads that truly matter.

That's why we're sharing the five lead gen essentials for web design. From creating a user-first site to showcasing credibility, these strategies will transform your website into a lead-generating machine. Whether you're looking to refresh your existing site or build a new one, let’s discover how to turn visitors into sales.

What is Lead Generation?

When someone visits your website and fills out a form, they become a lead. This form typically captures basic contact information (name, number, email) and may also collect more detailed data (job position, budget, specific needs). 

In exchange for sharing their information, leads usually receive an incentive, such as a discount or valuable content like an eBook or whitepaper. 

Essentially, lead generation is the process of attracting potential customers to your business through strategic efforts. By incorporating these 5 web design essentials, you’ll have a lead-generating machine that’s sure to drive business growth. 

5 Web Design Essentials for Lead Generation

UX - Create a User First Site

When it comes to website design, it's easy to get caught up in showcasing your brand's personality. But the harsh reality is that users don't care about your brand story – they care about how your business can solve their problems. 

That’s why it’s so critical to make a user first site – a site that prioritizes what your user needs.

How critical you may ask? 70% of e-commerce customers abandon purchases because of bad UX, whereas on the flipside a better UX design can increase conversion by up to 400%.

Our recommendations:

• Simplify navigation: A cluttered menu is overwhelming so ensure your navigation is easy to…well…navigate.
• Reduce friction: Slow load times kill conversions and a lack of opportunities to say “Yes!” to your offering adds insult to injury. 
• Increase readability: Don’t clutter the page – white space makes content easier to read.
• Ensure usability: Broken links and buttons are frustrating. Make sure all links are in good working order. 
• Don’t neglect the mobile user: The smartphone is the new desktop, so make sure your website presents a solid mobile-friendly experience.
  

Compelling Visuals and Design

At this point in time, we all know it only takes milliseconds (0.05 seconds to be more exact) to make a digital first impression on a website or app. But did you also know that a landing page that had a video on it was shown to increase conversions by as much as 86%?

Essentially, a well-crafted website is no longer a nicety, but a necessity.

Our recommendations:

• Ditch the Templates: Invest in custom design to stand out from the crowd.
• Visual Storytelling: Combine infographics, video, and compelling copy.
• Balance Content: Maintain a 1/3 ratio of white space to keep users focused.
• Prominent CTAs: Make buttons and calls-to-action POP!
• Authentic Visuals: Use custom photography as well as user-generated content to build trust.

Above the Fold Information

In the digital age, the fold is still a crucial design element. 

Just like newspapers reserve their most important headlines for above the fold, your website should prioritize its core information in the visible area. This information should include what you do, who you are, who you serve, and a way to take the next step. 

To maximize the impact of your above-the-fold content, include these critical elements:

• Clear Brand Identity: Display your logo or business name prominently.
• Value Proposition: Concisely explain what you do and its benefits.
• Target Audience: Identify who you serve to establish relevance.
• Call-to-Action (CTA): Provide a clear next step, such as:
  • • Buy Now
    • Schedule a Consultation
    • Subscribe for Exclusive Content
    • Learn More

Include Multiple CTAs on Every Page

Every buyer's journey is unique, and making it easy for clients to navigate and take action is crucial. Some users may be sold on your product or service after a single glance, while others may need to explore your About page, testimonials, or blog.

That's where the art of the Call-to-Action (CTAs) comes in. 

By including multiple CTAs on every page, you'll provide users with a clear path forward, regardless of their entry point.

Our recommendations:

• Use active language on buttons, such as “Get Started,” “Learn More,” or “Let’s Connect.”
• Use descriptive language to clearly communicate what the user will receive.
• Keep text concise and focused.
• Make sure buttons are large and visually appealing.
• Use CTAs for more than buying; use them to help clients navigate to other pages on your site.
• Prompt newsletter sign-ups or contact requests.
• Facilitate social sharing.

Show Your Credibility

In the wild west of the internet, establishing trust with potential customers is crucial. In fact, research shows that customers trust online reviews as much as personal recommendations. With so many online options, it's easy to get lost in the noise. So, what sets successful businesses apart? Credibility.

Our recommendations:

• Accreditation Badges: Display recognized industry certifications, such as Better Business Bureau or industry-specific accreditations.
• Client Testimonials: Share real customer experiences, showcasing satisfaction and success.
• Partner Showcase: Highlight partnerships with reputable organizations, demonstrating your network and expertise.
• Transparent Process: Illustrate your workflow, highlighting quality control and attention to detail.

As you embark on your website optimization journey, remember that every tweak, every test, and every refinement brings you closer to your goals. Staying focused on your customers' needs is a powerful first step in driving conversions, building trust, and propelling your business forward.