Lead generation website design is an approach to one’s website that gets to the point. You want a website that gathers good leads and, hopefully, converts them into customers.
While this sounds great, we also understand using web design for lead generation can feel tough if you’re new to design. That’s why today we’re going to discuss some actionable lead generation strategies to help your website start working for you.
Tip #1: Focus on Strong Lead Generation
Many entrepreneurs, if asked “What is lead generation?”, would likely have an incomplete answer. Many tend to view a person’s attention as the same as them being a lead but it’s more nuanced than that.
When it comes to website design, the easy mistake is to think more hits always means more leads. Of course, a 10,000% increase in hits likely does mean more leads but that kind of jump is rare.
Assuming one’s business is small, the odds are good the marketing budget (including what’s for your website design) may be tight. Efficiency is key.
Ideally, you’re going to want to attract the right kinds of web hits. If you offer luxury, high-end products, a moderate amount of hits from older, higher-income users is better than hits from many younger, poorer users.
The key is identifying your target demographic. Who are the people most likely to desire and purchase what you offer? From there, it is about determining what kind of website appeals to that group.
Tip #2: Remember Your Sales Funnel
Blending well with the tip above, your lead generation website needs to be doing something with those leads. Attracting good leads to a website is excellent for business but only if you can convert those leads to sales.
The good news is that this touches on a somewhat basic business concept: the sales funnel. Even entrepreneurs unfamiliar with the term have engaged with its principles; it is the path we set meant to first attract attention and then convince someone to make a purchase.
The idea of the sales funnel is a simple but important one, easily broken into four stages:
Each stage is about prompting a given user to engage with the stage’s namesake. The Awareness stage is about informing users of your company and its services. The Action stage is about getting a user to perform a certain action (usually make a purchase).
Luckily, a website visitor often has already gone through the Awareness stage, since they found your website. In fact, many of your hits will be in the Interest or even Action stage. They’re on your website for a reason, after all.
Strong lead generation strategies, on the web design level, are going to be about guiding users towards making the decisions you want from them.
This can be challenging at times; coming on too strong can be annoying and intrusive. Often a subtle but consistent approach, such as through the use of good internal links, is better than a heavy-handed one.
Tip #3: Appeal to Emotion
The digital space is a competitive one and you’re never going to beat all competition in all realms. There will always be someone with better prices, service, selection, etc.
While remaining as competitive as possible is also important, one element that can give your website an edge is emotional appeal. Humans are not beings of pure logic; you also need to think about how you make them feel.
Building a website designed to build brand intimacy, a sense of emotional connection to your brand, can do wonders in attracting and converting leads. It can help make people care about what you offer.
This may sound manipulative but it doesn’t have to be done in a dishonest way. The odds are good you believe in your brand and want what you offer to evoke certain feelings.
For example, one common way to appeal to emotions is through patriotism. Another is showing empathy for others, such as through charity work. Even being funny or quirky can foster a sense of strong camaraderie.
Emotional appeal is important but doesn’t have to be superficial. Try to identify something your company supports or believes that you think will connect with your target demographic.
We’ll note, however, that this can backfire if you come off too strong or get too political. Be mindful of topics that may alienate others or cause controversy. At the very least, you don’t want to put off your primary demographic.
Tip #4: Don’t Forget a Strong FAQ
Compared to some of our other tips, this one may seem a bit strange. It is easy to undervalue a good FAQ (Frequently Asked Questions) page.
Many leads don’t want to talk to someone in your company. It’s a little too inconvenient and a little too awkward. Most leads don’t need what you’re offering and are instead only curious; it doesn’t take much for them to leave.
A far easier to sell to someone with questions is an FAQ. No phone call, no wait; they check the page and, if it has their question, they get an answer.
In terms of difficulty, this is easy to do too. All you need is a list of questions you have been asked regularly or are otherwise important. Often a member of your sales or customer service team will be able to easily provide.
Even better, this saves your company time. Even if a lead was willing to call, checking your FAQ means your company gets one less phone call. You lose almost nothing and gain time, an invaluable resource in business.
Tip #5: Check Your Analytics
Many people aren’t aware that Google offers a number of free tools to analyze one’s website. These can help you gather a whole suite of data and important insights into how your website is doing.
Information like your website’s bounce rate and how long people are spending in a given session is invaluable to understanding how you’re doing. These tools also make sorting through this data fairly easy.
The simple truth is that without looking at this data, your website is being designed in the dark. In order to generate leads, you need to adapt based on what seems to be working and what doesn’t.
This all said, making meaningful choices based on one’s analytics can be hard for the untrained eye. Using web design services like ours is a good way around this. Our team can explain changes that may help or even make those changes for you.
Iconic Web Headquarter’s experts, along with our more professional-grade analytic tools, can be a great way to gain an edge. Google’s analytic tools are useful but can be limited if you intend for your site to remain competitive.
That isn’t just bias talking either. Most entrepreneurs are not website designers. Without an immense amount of work, it can be difficult to process data found through limited tools and know what changes you ought to make.
Meanwhile, we have a dedicated team that can do the same job with better tools. It’s not impossible to do on one’s own, and trying to do so is a fine place to start, but it may not produce the best results even if they’re still good.
Tip #6: B2B is a (Slightly) Different Ballgame
While most of these tips have been somewhat universal, they’ve also had a B2C (business-to-customer) slant to them. If you operate B2B (business-to-business), tailoring your approach is going to be important.
Business owners (and their decision-makers) are still humans. The concept of the sales funnel still works and emotional appeal still has its place. However, their goals are often quite different compared to a B2C interaction.
First, many businesses approach potential purchases with more care. While not universal, it can be expected they likely have more hard facts at their disposal. This makes them resistant (not immune) to emotional appeal.
Second, your site may need to appeal to multiple parties to form a genuine lead. One person may look at your site but need to confirm the purchase with a different party. This becomes more true the more expensive what you offer.
Designing for B2B lead generation is still very achievable. The approach just can’t be identical to that of B2C lead generation.
Even more so than normal, a giver user is likely to check multiple companies with similar offerings to yours, so standing out is important. Knowing they may have seen your competitors, why should they choose you?
If this sounds similar to the B2C approach, it is. However, it’s going to be a less casual decision on the part of your site visitor. For them to turn into a genuine lead, you really need to set yourself apart and sound like a quality business to partner with, for however short or long a time.
Tip #7: You’ll Probably Want a Blog
To get a bit technical, good lead generation web design tends to involve blog content. This is because of something called SEO (Search Engine Optimization).
As the name implies, SEO is about optimizing your website for search engines, the primary way people find websites. If you sell car parts, you want people searching for car parts to, ideally, see your website come up as a result.
This is where blogs can play a critical role. While SEO is a topic worthy of its own article, one element of it is what are called keywords. These are the words and phrases people search for on Google.
Any website that wants to generate leads (or be seen at all) needs to try and rank highly for keywords related to their site. However, it’s difficult to get many of these keywords onto a website without producing a lot of written content.
There are more reasons to set up a blog too. Content that Google detects as popular and helpful tends to rank better. It’s often easier to make blog content that detects as such rather than, for example, an About Us page.
On top of all this, blogs are a net gain for visitors and can be used to guide them to other pages on the site. A strong blog is good for SEO, good for visitors, and helps you get your intended message across.
Tip #8: Get the Hard Work Done for You
We touched briefly on it when it came to analytics, but lead generation companies like ours are an option that bears discussion in its own section too.
A business owner’s resistance to using such a service is understandable. Services cost money and making your own website doesn’t. However, that isn’t the whole equation.
Much like in any kind of marketing, the notion of spending money to make money is about efficiency. Can you save more money designing your own site than a well-reviewed web design company can make you over time?
For most entrepreneurs, we’d argue the answer is no. If you have a business to run, the odds are good you don’t have the time or team to make a great website.
On top of that, the skills required to make a good website are not the same as the ones required to start and run a business. Almost anyone can learn almost anything but that takes months, if not years, of study and practice.
If we design a website that generates a huge spike in leads and conversions, you’ll make your money back in short order. From there, the odds are quite high you’re going to see far more profit than your self-designed website was going to.
We’re transparent about costs too, if that’s your concern. Check out our cost calculator for an estimate and then talk to us about your specific needs and budget.
Strong Lead Generation Website Design Means More Sales
Strong lead generation website design is an important part of succeeding in our digital age. The unfortunate part about that is it’s also a skill set not every business owner has.
If you’d like help improving your website, or need one made from scratch, we can help. At Iconic Web Headquarters, our experts can help get you a website that sees a higher amount of visitors more likely to make a purchase.
If you’re interested, contact us about what you want your website to do for you!