Matt Miller | January 02, 2024
Generating leads is a critical part of any business' marketing strategy, and your website is key to getting it done. It is often the first point of contact between a potential customer and your business. Therefore, it is essential to have a website design that not only looks great but also converts visitors into quality leads.
So how do you design a lead-generation machine that addresses your customer's pain points, offers solutions, and provides a great user experience? Let’s find out.
No matter how well your organization knows its customers, we often discover new challenges and pain points when conducting market research. This critical step helps guide your content marketing strategy, which might include blog posts, case studies, white papers, webinars, and so forth, that resonate with your audience and provide solutions to their problems.
A strategic content marketing plan provides two main benefits. It can help:
Another critical element of lead generation website design is user experience. A user-friendly website is easy to navigate and provides a seamless experience. A difficult-to-navigate website can lead to visitors leaving your website without taking any action.
To create a user-friendly website, you should focus on the following elements:
Now let’s take what we’ve learned about user experience and apply it throughout our website design.
Your homepage must have an impact to capture your audience’s attention. Thoughtfully incorporate the following elements to grab users’ attention and provide a seamless transition to engaging and educational content.
Additionally, the inclusion of strategically placed opt-in forms, a mobile-friendly design, and the use of analytics and tracking tools will further enhance your ability to measure, refine, and ultimately maximize the ability of your homepage to help generate valuable leads.
One thing we must remember, however, is that many – if not most – visitors do not start their on-site journey on your homepage. Many will arrive directly onto a search-optimized content page or on one of your site’s landing pages, most likely from an email marketing campaign or a paid or social media ad. It’s vital those experiences are optimized for conversion, as well.
Landing pages have one purpose: persuade site visitors to convert. The design, copy and call-to-action should work together to make converting easy and painless. Within five seconds, visitors should understand the page’s purpose and what they gain by converting.
An opt-in form, which we’ll discuss next, should fall above the fold (without much scrolling) if possible, and the page should include a clear call-to-action along with additional information about the offer. Removing navigation can help facilitate conversions, and it doesn't hurt the user experience since visitors who arrive on landing pages usually have high intent.
Here are your focal points for high-conversion landing pages:
An organized call-to-action strategy is essential when designing a lead generation website. Each CTA should be clear, concise, and active, incorporating messaging that underscores the value of the offer or its urgency and scarcity.
Follow these CTA tips to enhance the effectiveness of your CTAs, ensuring they resonate with your target audience and drive desired actions.
Pop-up forms are a popular tool used by marketers to capture leads. These forms appear as a window that pops up on the screen when a visitor lands on a particular page or performs a specific action. They’re often used to collect prospect’s information, including email addresses, names, and phone numbers. You can then use that information to build a database of potential customers or subscribers, which can be used to further promote your products or services.
When designing a pop-up form, it's important to make it visually appealing and easy to use. The form should be clearly visible on the page and not obstruct any important information. Make it simple and quick to fill out, with only the necessary fields required. Incentivizing visitors by offering a free e-book, discount code, or other valuable content can also help increase conversions.
It's important to use pop-up forms strategically, as too many or poorly timed pop-ups can frustrate visitors and lead to high bounce rates. A/B testing can help determine the most effective placement, timing, and design of your pop-up forms.
Conversational marketing involves engaging with website visitors in real-time through conversational interfaces such as chatbots or live chat. It allows businesses to communicate with visitors in a more personalized and conversational manner, which can be an effective way to capture leads. Conversational marketing can be used to provide quick answers to questions, offer product recommendations, or provide personalized assistance to visitors.
Chatbots that help guide visitors through the sales funnel are an effective use of conversational marketing that prospects are becoming comfortable with. By asking visitors questions about their needs and preferences, chatbots can recommend products or services that are relevant to them, which can increase the likelihood of a sale. You can also use chatbots to collect contact information, such as email addresses or phone numbers, which can be used to follow up with visitors later.
Live chat is another effective conversational marketing lead gen strategy. By offering visitors the option to chat with a live representative, businesses can provide personalized assistance and answer any questions visitors may have. You can also collect contact information and provide visitors with additional resources or incentives to convert them into leads.
Finally, to design a lead generation website that converts visitors into quality leads, you need to focus on improving your website's conversion rate, or the percentage of visitors taking a desired action on your website, such as filling out a form or making a purchase.
Here are some tips for improving your website's conversion rate:
By focusing on these elements, you can improve your website's conversion rate and generate more quality leads for your business.
Designing a lead generation website requires a deep understanding of your target audience's pain points, a focus on providing solutions to customers’ problems and a user experience that is both engaging and user-friendly.
By keeping these considerations in mind when designing your website, you can create a lead generation machine that drives traffic, engages visitors, and converts leads into customers.
Interested in learning more about designing a lead-generating and well-designed website? Give our web development and technology team a call.
6 Reigning Reasons Content Operations Matters to Your Organization
Set Goals to Measure a PR Program
Should We be Excited or Scared by Artificial Intelligence? Yes.
Matt Miller is a Senior UX Designer at Falls & Co. As a creative lead with 20+ years of experience in visual and experience design, Matt is an expert in delivering seamless digital user experiences across touchpoints of customers’ journeys, and he has deep experience crafting user interfaces that are visually compelling while delivering results.