December 4, 2016

Lead generating machine: is your website actively helping your business grow?

Your website, when done right, can be one of the most effective lead generation tools in your arsenal. But not just any landing page design will get the job done. To get those leads moving through the funnel, focus on creating a stellar user experience.

Pay Attention to Color Choices

Color theory is an important part of web design. Color evokes emotion, so it’s important to choose colors that evoke the right emotions with your audience. Blues and greens are calming, while red can increase the appetite and blood pressure. You’ll need to use contrasting colors with your call to action buttons, to draw the eye to that area of the page. Use the brightest colors in your chosen palette for the buttons.

Keep it Simple – Clutter Kills Conversions

Not only could extravagant images clutter the page and draw user attention away from the important parts, too many assets on the page could dramatically affect the page loading time, which kills conversion rates. Research shows a one second delay in page load time could cause a 7% loss in conversions, while also leading to a 16% decrease in customer satisfaction, and 11% fewer page views.

Cut to the Chase

Did you know the average attention span is only 8 seconds? Even a goldfish has a longer attention span! The fastest way to get people to stop paying attention to you is to waste time. People came to your page for a reason, so make sure you address that reason right off the bat, and don’t make people have to look deeply for the information they’re looking for. If they can’t find it quickly on your page, they will simply go to another source.

Provide Social Proof

Include user reviews and testimonials. Research shows 61% of people read online reviews before making a purchase decision. And, Nielsen reports 66% of people trust those customer opinions posted online, with brand-managed online channels the most trusted advertising format at 70% of users having at least somewhat trust in the websites.

Next time you pass one of the Golden Arches, look closely at their sign. “Billions and billions served.” That’s social proof.

Browse TripAdvisor and login with your Facebook account. Suddenly, you’ll see all the places your friends have visited or tried. Suddenly feeling the need to go try that restaurant? That’s the power of social proof.

Ever looked at the star ratings on an app in Google Play® or iTunes®? Have you ever seen a free app and then changed your mind based on what you’ve read? You’re using social proof to make your decision about whether or not to download that app.

Integrate Your Customer Relationship Management (CRM) Platform

If you’re not already using a CRM, it’s a good idea to choose one that integrates with as many of your systems and tools as possible, including your website. A CRM with web forms can help automate your lead management process. With this feature, when a user enters their contact information into the form on your webpage, that information will automatically transfer to your CRM to start your sales funnel.

Your website must evolve and adapt based on the customer data you gather from a number of sources: your CRM, web analytics, social analytics, sales, and more. With an integrated CRM, you’ll have an easier time analyzing data so you’ll know when changes may be necessary.

Layout Matters

A little effort goes a long way in terms of conversions. When you create content that’s easier to scan (by using headings, clearly delineated blocks of text, and carefully placed images), your layout can automatically call more attention to your offer. Visual appeal matters, and if you’re not sure what will work best for your audience, split test.

Take a few minutes to look at your landing pages. How many of these marks are you hitting? What are your conversion rates? What could you change on the page to turn your website into a lead generating machine?

About Megan Totka 13 Articles
Megan Totka is the Chief Editor for chamberofcommerce.com, which helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.