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Great website design can increase the quality and quantity of your leads, so it is important to design each page to optimize lead generation.
The process begins when a visitor clicks a call-to-action (CTA) on one of your pages. This action will take them to a landing page with a form used to collect their contact information. Once they fill out the form and click to submit, they will then see a “Thank You” page.
With this process in mind, you should to design each page of your website with the goal of improving lead generation, strengthening your trust factor and increasing conversions.
1. Conduct a Thorough Traffic Audit
Review your website analytics to determine where most of your online traffic is coming from. The three most common sources of new web traffic are usually blog articles, social media posts and click-throughs from email marketing. Once you determine what is driving the most traffic to your site, make sure to optimize those landing pages to keep your visitors’ attention.
2. Display Your Phone Number Throughout
Listing your phone number on the “Contact Us” page isn’t enough. You should be displaying your phone number in a minimum of three places on your website. Add it to the top of the home page, in the footer of a page or in the center of a longer page that has more content. It is also a good idea to have a “Call Now” button that is linked with your phone number so visitors on their mobile devices can click to call.
3. Position Your Calls-to-Action (CTAs)
Some people will visit your website without a specific purpose or goal in mind. Incorporating CTAs into your web pages can help turn those casual visitors into leads. If you want someone to sign up for your newsletter, put a large button on the page. Make sure the entire button is clickable. If you want to collect a visitor’s contact details, add a form to a page with an incentive for them to do so, such as receiving a free eBook.
The most important aspect of your web design that will impact lead generation is proper placement of your CTAs. Studies show that the optimal location for your CTA depends on the length and complexity of the elements on the page. For short pages with minimal visuals and information, you should put the CTA above the fold. For longer pages where a visitor needs to scroll or read more, or watch a video, place the CTA below the fold.
Add a clear CTA to every high traffic page on your website.
Common types of CTAs include:
4. Separate Departmental Messaging and Contact Information
If your business has a variety of divisions, such as sales, marketing or technical support, do your best to keep the messaging and contact information for these departments separate. Give each section its own page and clearly mark all buttons and tabs.
5. Utilize Your Blog Articles
A great way to generate more interest in your business and gain qualified leads is by creating blog content that includes a download for a free white paper or e-book. You can ask a visitor to enter their email address to receive the download, while offering them insider insights on a topic they are interested in. A person will be more likely to visit your website again if they knows they can find valuable information or solutions on your blog.
6. Send Kick-Back Emails
Even though your website will generate a “Thank You” page each time you capture a visitor’s contact information, it is also a good idea to send a kick-back email. This email will be generated when a visitor submits a form. Besides saying “Thank You” again in this email, try including a freebie or special offer. Offering a discount on a product or service, a free download, or a link to an article of interest can increase engagement and click-throughs, leading to higher conversion rates.
7. Maximize Your Search Engine Optimization (SEO)
SEO is one of the best things you can do to generate leads over time. SEO involves identifying keywords people use to search for your product or service and using those keywords in your website content. This is imperative because where your site appears in search engine results is dependent upon how it ranks for those keywords. With maintained SEO, your website will generate qualified leads.
Your website design is crucial for building trust with potential inbound leads and converting them into customers, so all your website pages should be designed to optimize conversions.
Need help designing your website for optimal lead generation? We are recognized as a Top Website Design Company on DesignRush. Call 214-699-4391 today!
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