5 Web Design Oversights That Can Throttle Your Lead Generation – And How To Fix Them
Over 1.8 billion shoppers purchased goods online in 2018. It is expected that by 2021, online shopping will be a $4.8 trillion market. And it doesn’t need to be explained how your website is crucial to the success of your business.
A great website is the one that entices lead generation and increases revenue. If your site is poorly structured and not designed to capture leads, you’ll most likely earn only little revenue from it. It does not matter how much effort and cost you place in product development or in content creation.
If you are facing a lead generation crisis, you are not alone. More than 60% of marketers say that lead generation is one of the most difficult tasks on their plate. The good news is that a few tweaks to your web design can shoot up your conversions.
In this article, we will go over five common web design mistakes that could be adversely affecting your lead generation effort, and what you can do to fix them.
1. Lack of social proof
Online entrepreneurs love to make hefty promises and statements about their products or services. It is okay to believe in your product, but it is quite another for other people to buy into your claims.
So how do you get your leads to consider that your product or service is as good as you claim it is? Publish the opinion of other users or influencers on your website.
In marketing terms, this opinion or recognition is known as social proof. It can be a game-changer when it comes to lead generation. Here’s how you can “social proof” your site:
- Add testimonials: Testimonials can supercharge your whole marketing strategy. You can get social proof from experts in your field, celebrities, user stories, or a large number of user reviews. See how it’s done on 10to8’s homepage:
- Splash those badges: Add badges, certifications, or seals that will establish the credibility of your claims. Apart from testimonials, Kristi Hines, a well-know business blogger, and content marketer, also smartly uses badges on her homepage like this:
- Drop logos on your landing pages: Mainstream media logos can be a significant source of leads. Logos from respected websites in your niche can also do the trick. Whenever you’re featured in a big publication, drop a badge on your money pages. See how we at WebsiteToolTester use it in the footer of our homepage:
- Social media: An easy way to enjoy the power of social proof is via social media. By establishing a large number of followers and engagement on social channels, you leave the impression that what you are saying is worth listening to. YouTube views, subscription count, and social media share statistics are all great sources of social proof. Using social proof on landing pages and other money pages is a great way to improve lead generation.
2. Weak Call-to-Action game
A call-to-action, also known as CTA, guides your website customers’ actions. If there is a particular step that you would like visitors to your pages to take, you need to direct them appropriately.
A clear call-to-action is the perfect website tour guide that will turn unsuspecting visitors into qualified leads.
A tiny, almost invisible email entry form is not a good call-to-action. Your CTAs must be optimized. Here’s how:
- The CTA should have an offer your visitors cannot turn down. You can accomplish this by using very persuasive but straight to the point text. The text should be action-packed too. Eliminate boring words like ‘enter’, or ‘submit’ for action words like ‘sign up’, ‘reserve’, ‘get’ or ‘try’.
- Ensure that your CTA copy delivers a sense of urgency to your leads. A simple word like ‘now’ or a phrase like ‘get 50% off today only’ can bring awe-inspiring click-throughs. You can also try limited time offer pop up CTAs with countdown clock features to bring out the offer’s scarcity nature.
- Button colors should be eye-catching. Oranges and greens perform the best, but they might not work with your website’s color palette. Use contrasting colors to ensure that your CTAs stand out.
- Always place a CTA above the fold. Not everyone will scroll down when checking out your site. Having a CTA above the fold makes it easy to find, and can convert a regular web visitor in seconds.
- Size matters, so make sure the headline and buttons are big enough to be noticed.
Netflix does all these things perfectly with excellent copy and an enticing, clear CTA.
While all of the above tips are important, they do not cover everything you need to know about designing a high-converting CTA. For more info, here’s an in-depth guide on creating a powerful call-to-action.
3. Poor SEO
Organic traffic is a great substitute for paid traffic. Speaking of which, 25% of people now use ad blockers that are slowly disabling the impact of paid ads. If your SEO, consequently, fails you, then you are going to miss a large number of free organic leads.
Whether you’re focusing on local SEO or you have an international audience, here’s how to make sure your website is properly optimized:
- Do some keyword research then place your main keywords strategically. There’s no SEO without keywords. Sometimes, to include relevant keywords on your website, you will have to adjust the design and copy of some pages so you can use the keywords naturally. Get started with keyword research and content keyword mapping with this guide.
- Optimize your site architecture. Good site architecture makes it easier for search engine spiders to crawl your site. It also enhances your web visitors’ user experience.
- Speed up your website. Google considers loading speed a strong ranking factor. Get your site loading up as fast as possible. Note that the type of web host you choose can also affect how fast or slow your site will be (and can be a cause of different technical issues), which is why many businesses look to switch to more reliable hosting service providers.
SEO optimization is an unskippable step for any business that wants to earn leads through organic traffic. There’s simply no other way around it.
4. Poor web page structure and navigation issues
A website should be designed with lead generation in mind. Avoid clutter, as well as information overload. If your website looks outdated, consider a professional redesign. Avoiding any boring cookie-cutter themes.
To optimize your website’s navigation, ensure that your design does not ruin its usability. Here are a few things that can help with structure and navigation:
- Your hypertext should stand out.
- Make sure your navigation bar is organized and in tune with the structure of your website.
- If you choose to include a sidebar, let it stand out in a sea of other website elements.
- Avoid witty tricks when it comes to navigation elements. Every word used should be easy to understand.
- Add useful information in the footer. People normally rush there for useful navigation links.
- Sometimes less is more. Be careful when experimenting with animation and cool-looking transitions. People are used to standard navigation bars and if you stray away too far from that you could lose some leads as casual visitors won’t put a lot of effort into figuring out how to navigate around – they will just leave.
Keep in mind that mobile responsive website is critical to lead generation on many websites as mobile devices alone are responsible for over 50% of the traffic that comes to an average site.
Mobile users are a finicky lot, though. Data shows that 53% of them will abandon a website that takes more than 3 seconds to load. And the same will happen if your website loads fast but the elements break after the first scroll because you didn’t optimize it for mobile devices.
5. Lack of optimized landing pages
I’ve talked a lot about landing pages here. But, does your website have one? Do you even need a landing page?
The answer is: absolutely!
People coming from an ad or from search engines will land on a specific page on your site. When they land on that page, you want them to take a certain action. You probably want them to buy something, subscribe to your mailing list, watch a demo, request a quote, sign up or register for an event, etc.
You shouldn’t just assume that people are going to do the thing you want intuitively after reading a couple of posts on your blog. Some that are really in need of your service could, but the rest will need a nudge. And that’s what landing pages are for.
Landing pages must be beautifully designed and splashed with a persuasive copy. It should have:
- No navigation elements
- A hero image
- A call-to-action above the fold and other CTAs below the fold
- Larger fonts
- Catchy headlines
- Social proof
- Using a video is optional (but can increase your conversion rates by 86%)
- A sense of urgency
- Appealing button colors
- A list of benefits
Here are a few additional landing page design tips you should keep in mind to optimize conversions.
Let’s check out some excellent landing pages:
FreshBooks is an invoicing and accounting tool. Its landing page above clearly shows that. Look at the way it uses numbers to appeal to its niche market. Have you noticed that the geeky lady above is looking right at the call to action button? Yes, this is a perfectly optimized landing page for this niche market.
Here’s another example:
TransferWise offers a cheap, groundbreaking way to send money abroad. There’s just so much to love in its landing page above. Let’s explore a few powerful features:
- Catchy title: This clearly appeals to people who want a cheap and fast money transfer method
- Social proof: If 6 million people have trusted TransferWise, why shouldn’t you? Including the number of customers is powerful social proof right there. Note that you should only use customer numbers as social proof only if the numbers make sense. Having something like “3 customers” on your copy won’t help you. Another social proof element here is “FCA regulated”. Money issues need trust. And regulation builds trust.
- CTAs: Though witty, TransferWise has not one, not two, but three CTAs above the fold on its landing page.
- Clear benefits: Here you can clearly see that it’s fast and cheap. You see exactly how much you’d save if you use this instead of doing a bank transfer. And the fact that the money will get to the recipient in one hour.
There is no excuse for not using landing pages on your website. Even if you’re on a shoestring budget, there are plenty of free landing page builders out there that can get the job done.
It would be counterproductive to build a website, and not optimize it for maximum ROI. Like other successful online entrepreneurs, you want more traffic, subscriptions, clients, sales, and product evangelists. So use the above tips to supercharge your lead generation efforts.
Did we miss something from the list? Or do you have questions about the tips? Let us know in the comment section!
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Robert’s passion has always been web tools that make your life easier. That’s why he founded the WebsiteToolTester, where you can find reviews and tutorials for the world’s best website builders and e-commerce platforms.
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