Effective Web Design Can Optimize Lead Generation: Here’s How
Most marketers believe investing in an attractive and functional website design is enough to captivate visitors and convert them into leads. While your website does need to function optimally and aesthetically appeal to potential customers, that alone does not necessarily ensure optimal lead generation.
We’re here to highlight some of the things you should consider when you’re looking into building a website to optimize lead generation:
1. Use basic CTAs on your homepage
The design and layout of your website may attract customer interest, but your CTA, or Call to Action, helps retain it. It’s important that you keep CTAs on your home or landing page(s) simple and straightforward. You do not want to bombard your customers with information and ask them to make multiple decisions right from the jump.
If you offer free consultations, or accept clients on an appointment basis, implement a simple CTA, such as a “Book Your Free Consultation” or “Book an Appointment” button, to guide your visitors towards a particular action. You can also use CTAs to encourage visitors to subscribe to your newsletter or sign up for updates!
2. Incorporate a live chat feature on your site
If your customers are confused about the products or services you offer, they will delay taking action. Install a live chat tool on pages where customers may need extra assistance or information to take action. This can provide insight into your customers’ interests and questions, allowing you to hone in on your marketing skills to cater to their specific needs.
Depending on the complexity of the questions posed, you can even try integrating your customer service team with your new live chat feature. Your visitors will get a personalized customer experience, making them more likely to convert into paying customers!
3. Identify which pages attract the most leads
Run reports and analyze data to determine which pages on your website have the most traffic and optimal conversion rates. Figure out why your customers might flock to a specific page- which CTAs receive the most clicks? What type of content leads to an actionable response? Which pages get shared the most? And so on. Try to mimic these strategies on pages that don’t receive as much traffic, and boost your website’s lead generation abilities.
4. Optimize the lead generation process
No matter how visitors find your website, once they’re on it, your site must offer the best to ensure that visitors stay. For example, a visitor could have locally searched for a service you provide, and ended up on that particular service page on your website. You need to ensure that this page has simple but engaging content about your service to keep your visitor interested, but not an overwhelming amount that makes them want to close the tab quickly to escape.
Your pages should have appropriate CTAs, and potentially some relevant blogs and/or resources about the service(s) being offered. You can also feature some of your recent projects and include a contact form in case clients have questions that need answering. Helping your customer find what they’re looking for in one place can make conversions a lot less complicated for both parties.
