The human attention span is shorter than ever, which means your website only has seconds to capture attention. Just like a retail storefront has to convince people to walk in the door, your website must convince people to actively engage with your product or service.
Good website design makes it easy to attract customers, whereas poor design could push them away.
A well-designed website projects professionalism and communicates your brand values. But if your goal is attracting leads, it needs to do more. You need website design for lead generation.
How can your website deliver leads?
With smart website design for lead generation, your website can attract more visitors and turn those visitors into interested customers.
It’s like having a top-performing sales rep working 24 hours a day, 7 days a week. One who knows your buyers inside and out, and can communicate the right information at just the right time to get buyers to take action.
How can your website do that?
1. It must provide the right experience for your buyers. Your website structure and navigation must make it easy for visitors to find what they are looking for. Your page content must be carefully crafted to provide the information visitors want.
2. Your website must be designed to entice visitors to become leads. To do that, we include well-placed calls-to-action (or CTA) offering them high-value content. When a visitor clicks on the call-to-action, they get to a landing page. To get the valuable content they want, visitors complete the landing page form, providing their contact information and sometimes additional information about themselves, their company and their buying intentions. That’s how a website visitor becomes a lead.
How well your website converts visitors into leads is called conversion rate optimization (CRO). It’s an important factor in website design for lead generation.
To effectively drive buyer behavior and get the best conversion rates, website design for lead generation requires a deep understanding of your buyers:
Who are your buyers?
When we have a clear picture of who they are and what they want and need, we can create intentional, conversion-driven site design, page layouts and content.
How do they consume information?
Do they want to read, watch a video, or listen to a podcast? When and where are they looking at your website? More and more traffic is coming from mobile phones. This changes how we create websites to ensure a positive user experience.