You can have amazing web design and fancy logo, but if your website isn’t set up to convert leads, it is worthless. Many businesses will spend money on SEO packages to get their website to rank higher on Google, but without a lead generating website, all of those people coming to your site won't know what to do. To generate leads for your business, every website needs to clearly tell people, above the fold, what they are supposed to do while on the site. You want to guide people through your website and create a smooth and seamless user experience.
Successful websites need to have a balance between design and function. Great web design focuses on aesthetics while also using strategies that will increase the conversion rate of visitors to leads. Aesthetics are really important in a successful website because it communicates to people about your brand, but great design without strategy will result in low conversion rates. If your website isn't performing the way that you want and your conversion rate is low, the problem may be in the website design.
Here are 4 ways to convert people on your website:
Fast Page Loading
There is nothing worse than a slow website. Sitting a waiting for a page to load is one of the most common reasons for people to stop browsing on a website. It’s even worse if they are trying to buy something. When a visitor to your website is ready to buy, it is crucial that your pages load quickly to keep them from getting distracted and navigating away from the purchase they were about to make. According to KissMetrics, 40% of people abandon a website that takes more than 3 seconds to load.
Before people buy a product or service, they will want to see what other people have said about the product they are about to purchase. People trust what others say more than they trust what you say, so including customer reviews is a must. A study done by BrightLocal found that 88% of people have read reviews to determine the quality of a local business. Your online reputation hinges on what people are saying about you and it directly effects whether people buy your product or not. Including positive testimonials on your website will increase your sales dramatically.
In order to convert website visitors into customers, your website must have a clear call-to-action. Whether you want people to buy, shop, or subscribe, whatever you want people to do on your website, make it really easy to do. Call-to-action buttons guide a customer through your website to create a great user experience.
Use Landing Pages
When a website visitor clicks on a call-to-action they are then taken to a landing page. Landing pages are web pages that are designed to gather information from the visitor and also give them the offer that they were expecting to receive. Landing pages are basically your online sales reps. A landing page generally consists of a headline, a paragraph to communicate benefits, and a submission form. The goal is to limit distractions and direct the visitor to fill out the form. Using landing pages correctly can drastically increase your website conversions
Your website can be a powerful tool to generate and convert leads for your business. If you are only using it to display information, you may be missing out on potential sales. It is important to have a strategy for your website to walk users through a guided experience that leads them into buying your product. This expereince should make easy for users to find the information they will want and also make it easy to buy.