Turning Your Website From Good Looking to High Performing Lead Generator
Good web design is vital for any organisation. Your online presence is your shop window. It is the way many of your potential customers will interact with your business. However, having a well designed, good looking website is not enough. You need to ensure your website is working for you as an effective lead generator. That it is bringing you the sales you need. Poor web design is inexcusable. All too many businesses have an online presence which does not engage with the correct target audience, is out of date or incorrect. Take a long look at your website and ask yourself. Would this attract you to engage with your organisation? Was your online content built with lead conversion at its heart?
Web Design For Search Optimization
In the past, your website could be used as a passive entity. Somewhere you could describe your company. Expecting users to read and absorb information about your firm before engaging with you. Now you need to engage with your potential client more directly. You need to engage with their specific situation and target their needs directly. Providing rapid routes to conversion. In the first instance you need to ensure your web design is built with search engines in mind. Without this your potential customers cannot find you. Search Engine Optimisation (SEO) should be a key part of your inbound marketing strategy. Individuals who engaged with your site from a search are considerably more likely to be receptive to your products and services. You need to ensure you have done all you can to capture and target relevant search phrases. SEO is more powerful than other forms of targeting. Research by imforza.com has shown that over 70% of users ignore adverts placed on search results. Favouring instead so called ‘organic links’. The more you can do to ensure you highly listed in the organic results is vital. To create effective SEO you need to know and define your target audience. Their age, gender and education and why they need your product or service. From this you can target specific keywords and ensure your online reflects these. This is not a case of seeding your site with keywords. Search engines have evolved from being simple bots to advanced artificial intelligence. These look for high quality content. You need to ensure your titles, headers and descriptions are accurate and reflect your keywords. You must have high quality and regularly updated content which includes the keywords. This should include blogs and articles.
Ensuring Your Web Design Delivers Leads
Once you know that your site can be found. You need to ensure you are engaging with visitors and turning them into leads. Here are five top tips to enable your site to drive leads.
The average web user has a short attention span measured in seconds. It is for this reason that you should consider employing a landing page. A landing page is the first page a visitor sees when they hit your site. It should quickly answer the questions they will be considering:
Am I interested in this site?
What should I do? – Is there a clear ‘call to action’
You can create a landing page which engages the visitor with a simple description of your product or service – the ‘offer’. This should be simple with minimal clear content that delivers value to them and a clear call to action. The call to action is a form which captures the individuals details such as their name and email address. It allows them to engage immediately and allows you to capture them as a lead. You could consider an offer as a discount for their first purchase or a download, for example an ebook which offers value.
Ensure you have your phone number and address listed. This will not only add reassurance that this is real website. It will also allow the individual to visit to your location. Many searches on smartphones are for local providers. Showing that you are local can increase engagement.
It should go without saying that mobile internet is massive. Despite this there are still many sites which cannot be effectively viewed on a mobile device. If a user cannot read a site on their phone or tablet they will go and find the next one which they can! Don’t lose potential leads for something as simple as having an effective mobile site.
People what to know that you offer an excellent service and that you can be trusted. One of the best ways to demonstrate this is to have reviews on your website. These could be testimonials you gather yourself from your customers. Or reviews on third party sites including TripAdvisor or Trustpilot. These can show it is not just you saying that you do a good job, but this is proven by satisfied customers.
The internet does not stand still. You need to be sure that you are running effective analytical tools to track your target audience. Where are your leads being generated and what are the most effective keywords. In this way you tailor and update your SEO strategy and content to ensure you remain effective