The main reason most people come to me with a web redesign? They want to grow their business. They want more customers, more views, more sales.

While I love a pretty website, it’s useless if it isn’t doing its job. So what’s the difference between a site that generates business and one that doesn’t?

Every piece of content or marketing collateral your brand puts out should have a purpose. It should have an end goal. What steps do you want the person who sees it to take? How do you want them to react? This is incredibly important to think about before you even get started!

There’s a lot that goes into building a website that converts users into customers. Here are some things to keep in mind:

 

Use clear call-to-actions

Call to actions are a must. Basically, a call to action is an invitation to the user to take some sort of action – whether it’s buying a product, booking an appointment, or signing up for a list.

Telling someone to do something can feel weird, but the reality is they likely aren’t going to do it if you don’t tell them to.

Good call to actions are clear, well-designed, and stand out on the page. You want to draw the attention of the person who’s visiting your site. Avoid generic call to actions like “Buy now”. We’ve seen it a million times, so there’s little effect. Also, don’t be afraid to use humour!

 

Think about the user’s journey

Strategic web marketing involves putting yourself in your user’s shoes, and guiding them with cues to the areas of your site you want traffic.

Tell them where to go with the use of links, call-to-actions and the way that your content is organized. 

Think about the steps they take when they get onto your website. Use this to develop a process for generating leads.

 

Track your analytics

If you don’t have Google Analytics set up on your site, you need it now. By tracking your analytics you can check out what pages people are looking at on your site and how long they’re staying on those pages (and so much more).

The reason this is important is that it gives you insight into how people are interacting with your website and can help you adapt your strategy to gain more leads.

 

Create landing pages

A landing page is a stand-alone page that someone will “land” on when clicking on a marketing call to action. Some landing pages are dedicated to a specific promotion. Lead generation landing pages generally include a form of some kind. For example, you might see landing pages designed especially for giveaways or for email marketing lists. This is a great way to get more specific in targeting your potential leads. 

 

Keep on testing

It’s OK if you don’t hit the nail on the head in the first go. The ideal strategy for lead generation takes research, time and testing. Don’t be afraid to try something new. Take what you learn from your analytics and see how you can make adjustments to your website that will bring in more leads.

You can also spend time reading blogs and stay up to date with best practices. The learning never stops!

If you’re feeling overwhelmed with trying to generate leads to your site, take a deep breath. It doesn’t have to be this way! Feel free to reach out to me so that we can discuss how we can turn your website into your biggest asset.