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Web design for lead generation

Guide
by James Holloway Agency Partnership Director

We already know that there are a number of elements that make up good web design: SEO factors, aesthetic design, user experience… but it’s important to always bear in mind your end goal. Are you trying to make sales, book meetings, or to get registrations/sign-ups? Whatever your goal, every page on your site should guide visitors towards it, ultimately converting them into customers.

Create a clear journey

Planning your content should be strategic and different landing pages should be the beginning of different journeys towards the same goal. For example, a user landing on a blog that you have shared will have different intentions to someone landing on your home page via Google or your services page via an email campaign.

Those landing on a blog post may not have heard of you, may not be interested in your services, and may not even be relevant at all. In a lot of cases – you might find that bounce rate is high, however, there will be some users that could potentially convert so it’s important to guide them in the right way. You can do this by adding a line at the bottom that briefly states what you offer and links to a page or download with further reading.

If someone has clicked through to your home page via Google, it is likely that they are searching for something so make sure that you provide clear information about what you do. Your home page sits at the top of the marketing funnel and should make visitors want to learn more about your business and what you do. Consider including a call to action that leads them to more or recurrent information such as ‘register for a free consultation’, ‘subscribe to our newsletter’, or ‘start your free trial’/ It’s possible that the user might want to contact you straight away so make it easy for them to get in touch.

Visitors from targeted email campaigns might be the easiest to sell to, particularly if they are existing customers or if your email had clear sales messaging. Ensure that the landing page encourages an action rather than letting those visitors dwindle off.

Capture those leads

Incorporate clear call -to-actions (CTAs) throughout your website. Use contrasting colours from the rest of your site to ensure that they stand out and include action words to prompt visitors. Lead capture forms are important for actions such as downloading an e-book or information sheet so that you can gauge interest and monitor those individuals that are nearer to the end of the marketing funnel. This type of CTA is a good one to use at the bottom of blog posts or product pages to nudge users towards a next step without being overly pushy.

Consider live chat features

Chatbots have become more popular over the past year. With 43% of consumers preferring live chat over other contact methods, it’s worth considering using it on your site.

Don’t forget to nurture!

Getting leads is great but they aren’t going to magically convert, you’ll need to nurture them through the sales funnel. If they have signed up to your newsletter then great, you can feed them regular content and offers. If they’ve downloaded a particular e-book or product sheet, then you have an idea of what they are interested in already and can tailor any follow-up calls or emails accordingly.

Need some help bringing your designs to life? Get in touch with us at Gooey for expert development support.