A well-designed website that considers the user has the potential to be a powerful lead-driving tool. By providing an engaging user experience, compelling content and clear calls to action, your website can guide visitors through the conversion funnel, effectively converting prospects into qualified leads.
We’ve put together some best practices, industry insights and fresh strategies to consider when optimizing your website for lead generation.
The foundation: Tips for turning website visitors into leads
Go for absorption, not attention: Digestibility and scannability are key. Tell visitors what you do and why they should care right away.
Prioritize intuitive navigation: Empathize with the user by designing a clear, well-organized menu structure and intuitive information architecture that they can navigate seamlessly.
Mobile-friendly, always: Mobile devices now account for over half of all web traffic globally. Think deeply about the user’s mobile experience and consider input optimization and smart mobile navigation.
Create a comprehensive and custom content strategy: Focus on a content strategy that addresses every stage of the sales journey. Make sure you are providing trendy and timely content with attention to volume and variety.
Craft clear calls to action: Craft your CTAs in a way that sets users’ expectations. Prepare them for their next step and set a timeline for response.
Keep forms concise and useful: Set up your forms so that your sales and marketing teams get the data they need. Be explicitly clear and use auto fill as much as possible to make form completion intuitive for the user.
Level up: Innovative strategies for enhanced lead generation
Once you have the foundations in place, it’s time to build off the basics with emerging tools and tech that elevate your web design even more.
Live chat: Implementing chatbots and live chat features can provide real-time assistance, answer common questions and offer product recommendations. Pro tip: be sure you know your customer well enough that you are giving them relevant prompts.
Interactive content: Engage visitors with interactive content such as quizzes, calculators and surveys. This not only captures valuable lead information but also provides personalized insights that enhance the user experience.
Micro-animations and UI storytelling: Infuse your website with subtle micro-animations and UI storytelling to guide visitors and spark emotional connections. Features can now come to life with gentle animations or a user interface that visually narrates the benefits of your product.
Reminder: Optimize, optimize, optimize
Whether you’re approaching a complete website overhaul, or seeking to modify existing pages, keep these final reminders in mind:
Speed matters: Website loading times can make or break a visitor's experience. Use website speed testing tools like Google PageSpeed Insights, Pingdom and GTmetrix to identify and address any slowdowns.
Personalization makes a difference: Carefully curated data can tell you so much about your potential customers and how to message them. By leveraging this data, you can craft a personalized user experience that caters to their individual needs and interests.
SEO and keyword optimization: With organic search, the experience with your brand doesn’t begin with your website, it starts at your browser. You have to be willing to rank for the words that your customers search for.
It’s all about getting better: Website optimization is a journey, not a destination. Utilize website analytics tools to track user behavior, conversion rates, and other key metrics. This valuable data provides insights to help you refine your website and keep it optimized for lead generation.
User testing: User testing, such as surveys or tree testing, will surprise you every time. We often get caught up in our own industry language and end up making assumptions. Even a minimal amount of user testing around your core audience can be incredibly useful.
Remember, optimizing your website for lead generation is an ongoing process. Alloy’s user experience team are experts at refining every aspect of a website - from crafting intuitive UX to developing content that converts visitors into leads. See how we created a frictionless experience for Tricentis, leading to a 200% increase in website performance and a 376% increase in MQLs.