"How do I convert website visitors into leads?"
It's one of the most common questions we hear from from our clients, and there's not one single answer - there are a lot of them! That's why we suggest using a website redesign checklist to make sure you don't miss an opportunity to bring in traffic and convert your website visitors into leads.
Effective web design is both an art and a science, and all too often, I see websites that aren't focused on the science.
An award-winning-website that doesn't convert visitors into customers is not increasing your sales. Your next website redesign is the perfect opportunity to ensure that your website is both attractive and effective. Here are some tips to help you in your quest!
Conversion Tip #1: It All Starts with Your Buyer Persona
The best way to ensure that your website converts visitors into customers is to build it around your ideal buyer. Forget about what you want to see on your next website; what does your ideal customer want to see? If you take the time to research and define your buyer persona, you won't make these mistakes I've seen recently:
- A website that should be targeted to a predominantly female audience, yet has a very masculine look and feel
- A website intended for an older demographic that is way too "techie" and difficult to navigate
- A website for business executives that is too "touchy-feely" to appeal to the target market
- A website for a younger audience that did not incorporate social media or plan for mobile viewers
There are many different ways your buyer persona can impact your website redesign choices, and everything from your website colors to your fonts should be carefully selected with your ideal customer in mind.
Effective calls-to-action (CTAs) are the critical conversion points of your website.
While many website redesigns I see have more clear CTAs than in previous years, they are typically only "contact us" CTAs that will only be used by visitors who are already at the stage of reaching out.
The conversion problem here is that the majority of your website visitors are not yet ready to make contact. Research indicates customers are typically 60% through the sales process before contacting you, and guess what? They are using your company website to research and decide if they even want to make contact.
Since most of your visitors are not yet to the "bottom of the funnel" and ready to talk, you need to include clear CTAs for other stages of the sales cycle on your website. What solutions are your website visitors looking for? What problems does your product or service solve? Your website should make these things clear and easy to find.
To convert visitors into customers, you must first convert visitors into leads. For your website to convert more visitors, it needs to offer content for the various stages visitors may be in:
- Top of the Funnel - Awareness and Education
- Middle of the Funnel - Evaluation and Comparison
- Bottom of the Funnel - Ready to Purchase
Really effective CTAs require a lot of planning to stand out and clearly communicate the right message. A warning here - creating stand-out CTAs will cause emotional distress for the typical designer, but let's face it, web design that doesn't drive customers is wasted money.
Designers using the inbound marketing methodology have adapted to thinking beyond what is taught in design school. We have a whole blog post dedicated to creating awesome CTAs if you would like more specifics on the topic.
Conversion Tip #3: Create Effective Landing Pages
So, your new website will have eye-catching CTAs to grab your visitor's attention. Now what? Now you need some effective landing pages to go with them. Your landing pages should be built around an offer and have an online form. Your visitor fills out the form to download or access the offer, and voilà, now you have a lead!
You will only have your visitor's attention for a few seconds, so make sure to be clear about what the offer is and the value it has. Your goal is to have your website visitor quickly see how the information you're offering will help them. If you don't plan out killer landing pages, your visitor will move on.
Conversion Tip #4: Inspect and Test
Even the best laid plans still need to be tested. Once your website redesign is live and kicking, the work to get more customers doesn't stop. Inspect what you expected to happen on your website using free tools like Google Analytics or marketing software like HubSpot to see how your CTAs are performing, and which pages on your website convert the most leads.
- If your CTAs are getting plenty of views but visitors aren't clicking, double-check that your CTAs follow data-driven best practices.
- If your CTAs are getting clicks, but visitors aren't filling out the forms on your landing pages, check that your landing pages are up to snuff.
- If you are getting plenty of leads but the leads aren't your ideal buyer persona, double check that the content on your blog and website really speak to the problems your buyer is trying to solve.
I hope these tips were helpful. If you'd like to dive in to more details for getting the best results from your next website redesign, check out our ebook dedicated to the subject!