POSTED BY Danielle Holmes | Sep 16, 2022
What’s the difference between a flashy website and a compelling website? Leads. Flash may look great when you present it to a client, but it takes on-point banding, persuasive copy, stunning visuals, and glitch-free code to generate leads.
And we’re here to help you know what your next website needs!
What is Lead Generation?
A lead is anyone who comes to your website and fills out a form. This form will include basic contact information such as name, number, and email, but could also include more in-depth information such as job position and specific inquiries or needs. Usually, the lead receives some sort of offer in exchange for filling out the form: either a discount off a purchase or a content offer like an ebook or white page. Lead generation is simply how you’re bringing leads, aka potential customers, to your business. If you’re interested in diversifying where you find leads, we’ve talked about that before.
5 Web Design Essentials for Lead Generation
UX - Create a User First Site
What is a user first site? It’s a site that prioritizes what your user needs. It’s easy to see a website as a love story or representation of your brand. The reality is that a website is the information your potential customer needs to say yes AND the ability to purchase or schedule a consultation. We’re always thinking of clear ways to present information and the fewest clicks for a customer to say, “Yes!”
Our recommendations:
- Include an easy to access, simple navigation
- Make sure there are opportunities throughout a page for a viewer to say, “Yes!”
- Don’t clutter the page – white space makes content easier to read
- Check load speed
- Make sure all links and buttons work
Compelling Visuals and Design
You get 50ms to make a first impression. That’s it. Your potential customers load your website, and in less than a minute, they’ve formed a hard-to-shake opinion about your brand or product. And if your design and visuals aren’t set up to work for you, they’re working against you. Customers need to find your site compelling before they click to buy or contact.
Our recommendations:
- Use custom photos
- Pay for custom design, not a template
- Use infographics and video to improve storytelling
- Follow the 1/3 ratio for white space to other content
- Buttons and Calls to Action should stand out
Above the Fold Information
Just like a newspaper includes its most important information above the fold, your website should have your core information in what potential customers see when they land on the page. This information should include what you do, who you are, who you serve, and a way to take the next step. The next step could be buying a product, contacting a service based business, or subscribing for something.
What goes above the fold:
- Your logo or business name
- What you do
- Who you serve
- Clear CTA
Include Multiple CTAs on Every Page
You want to make the client’s on-page experience easy. Make it easy for them to buy your product, find more information, and get in contact with you. But, every buyer will have a slightly different buyer’s journey. Some might need to read your about page and testimonials before they click buy. Some people may be sold based on the first look of your website. The Call-to-Action (CTA) buttons across your site are how a customer says, “Yes.” And since all these buyers may look at different parts of your website or page, make sure there are multiple CTAs on every page.
Our recommendations:
- Use active language on buttons
- Use descriptive language on buttons
- Keep text concise
- Make sure buttons are large and stand out from the page
- Use CTAs for more than buying; use them to help clients navigate to other pages on your site
Show Your Credibility
The internet is a wild place. Potential customers need to know your business is real and that you are experts to buy from. Showcasing credibility isn’t difficult. If your business is accredited, show your accreditation on the site. Include a module for customer testimonials. People are more confident to purchase or get in contact when they know someone else had a good experience. And if it fits your industry, showcase partners.
Our recommendations:
- Include accreditation badges
- Show partner organizations
- Include client testimonials
- Show your process
If you’re looking through this list, wondering where your website stands, we’d love to do an audit on your site.
SHARE THIS POST:
About the writer, Danielle Holmes
Danielle has been telling stories her whole life. And for the last five years she’s been telling the stories of entrepreneurs, small businesses, and companies bringing quality products and services to customers. Danielle got her start in academia. With degrees in English and anthropology, she spent more than half a decade learning how to ask questions, tell stories, and do thorough research. Her approach uses ethnographic interview and coding techniques to better understand brands and clients. She listens for key words, recurring topics, and core ideas to know the client and their ideal audience. She uses that data and understanding to tell stories—true to brands—that create loyal customers.