Your website is the primary source of lead generation — the process of converting interested consumers into buyers — but too many businesses have no idea how to create a lead-generating website.
You want to design a site that interests potential buyers and convinces them to convert. With a little attention to web design and these tips, you’ll be drawing in the leads.
Define Your Lead and Target Audience
You can’t create a lead-generating website if you’re not even sure who you’re targeting or what kind of leads you want to create. The first step is to figure that out.
Identify your target audience based on demographics like age or gender — then get into their head. What do they want? What are their interests? What kind of leads will appeal to them?
Not sure exactly what constitutes a lead? Here are a few examples.
- Signing up for your newsletter.
- Initiating a live chat or sending an email.
- Filling out a contact form.
- Commenting on a blog post.
- Engaging on social media.
- Visiting a landing page (through a referral link or otherwise).
- Downloading an ebook, report, or other file from your website.
Calls to Action
The key part of any lead is a Call to Action (CTA). CTAs are links using action phrases like “Fill out our form”, “Download our whitepaper”, or “Check it out”. They often take the form of buttons or clickable images.
Use your site’s design to your advantage. Create a CTA with contrasting, eye-grabbing colors distinct from the rest of the page, and strategically use whitespace to highlight it.
Optimize Your Website
When you’re using your website to create conversions or leads, every page should contribute to that goal. You should always be pushing people towards your form, landing page, or whatever you want them to interact with.
This is accomplished through careful web design. If you’re relying on users interacting with a form or phone number, include it, or at the very least a prominent link leading to it, on every page. This can be as simple as a “Contact Us” link in your footer — just make sure users can get to it in one click, no matter where they are.
Also keep in mind site hierarchy and link chains. By strategically linking to internal pages, you can ensure that people end up exactly where you want them — be that your pricing page, a certain blog post, or a form.
Ensure that your site is mobile-friendly, but be wary with how you apply responsiveness. If your footer with important contact links or the banner advertising your ebook disappears on mobile devices, that’s bad. Ensure that your lead generators appear on every screen size.
A big part of generating leads is convincing people that you’re authentic. You can make yourself look more genuine with unique, custom-made web design (avoid using the default WordPress theme), designing a logo for your business, uploading photos of you and your team, and including testimonials.
When users trust you, they’re more likely to engage.
Create Better Leads
Always offer a clear way to contact you. Once you have someone’s contact information and them in a conversation, you’re already halfway to a conversion.
Add a form to your website, whether it’s for simply contacting you or signing up to your newsletter. Implement live chat so you can speak to users quickly and directly. Encourage them to reach out on social media.
Don’t forget about A/B testing. Always test your site, landing pages, and calls to action to help learn what’s really driving conversions. An A/B test can be as simple as modified wording on a CTA or a differently colored button.
Lastly, make sure you have something to give back. People will be much more interested if you’re offering them resources like ebooks, whitepapers, and informative blog posts. Use these tools as leverage when you’re reaching out.
Nurture Your Leads to Create Conversions
A lead is only the first step towards making a curious user into a customer — if you don’t nurture your leads, nothing will come of all your efforts.
Once someone fills out a form or messages you on live chat, they’re already somewhat interested. At this point, they just need a little convincing. Get back to them promptly and prove that your business has what they want. Don’t spam their inbox every day, but follow up if they go silent.
Be engaging, but not annoying. Send a personalized email where you can, and do it as soon as possible. Nurture the leads your website generates, and you’ll be creating conversions in no time.