Building a lead generating website
Web design is an ever-evolving journey that your take when in business. In this article, we will outline the 5 features that we believe to be the most important for generating leads through your website.
Your website is your customers first impression, make it count.
It’s how most people perceive your company in this digital era we live in.
We know how hard lead generation is, so why not take on board some of the following tips?
1. Live chat and chat bots
Chat bots are a great addition to any website. You can jump into a conversation with anybody that visits your website in order to advise, direct, help and sometimes even sell. The live chat will usually appear at the bottom of the web page, an automated message like “Can I help you today” will appear and from that, you can begin your conversation.
You act as a digital customer service. It is important that the live chat does not appear on every page of your website as this may be seen as annoying to the user, well it would to me! You should enable your live chat on your homepage and then your services page. As the Homepage is the first page the user will typically see when they click on your website, the live chat pop up should act as a greeting message. For services, it could be offering advice or help to the user regarding your product.
Chat bots are a tool to further develop the live chat feature. A chat bot is a piece of software providing automated, predetermined responses that are programmed to behave like a human would do.
Chat bots are great because they save you time in the long run, by helping to qualify leads and queries automatically. Once set-up all you have to do is occasionally check-in to ensure the messaging is still fit for purpose and then you’re good to go!
2. Dynamic & Smart Call to Action buttons (CTA)
How often do you find yourself drawn to that bright coloured button? I know I have clicked on a green “Buy Now” many occasions. It’s not enough just to add a “Click here” or “Learn more”, CTA’s have been an ever-present in recent times so it is important that your CTA’s are bold, unique and relevant to whatever is on your website, blog, guide etc.
The call to actions role goes way beyond just a colourful button with a command in it, they are in some cases small subtleties that can make a huge difference.
There are 2 types of CTA, primary and secondary.
Primary CTA’s are where you want your customers to take an action e.g “Buy now”, “Apply now”.
Secondary CTA’s is where you’re aiming to educate the users about certain topics or services. For example, “Learn More”, “Keep reading”. The goal here is to provide further information and detail to the customer.
3. Testimonials and Past Work
When buying a new product, how often do you look for recommendations on which is the best one to buy? For me it’s probably around the 90% mark. With so much choice available to us at a click of the button we want to be sure that we’re getting the best value for our money and therefore look for reviews and testimonials to help us make that all important buying decision.
So why aren’t you using your happy customers testimonials to help push your product?
Psychological Science published a study which highlighted that when given a choice between two similar products, most people will opt for the one with the most reviews.
More recently, TrustPilot found that 92% of consumers say buying decisions are influenced by online reviews. They also found that;
72% of consumers will take action after reading a positive review
88% of consumers trust reviews as much as personal recommendations
4. Pop-ups forms
I have a love, hate relationship with pop-ups, but can’t deny they are effective. If used in-correctly pop-ups can be a nuisance for any user. When implemented strategically and with some thought they can be more than useful. The key with a pop-up is to not use them so early on or on every single page. The last thing anybody wants to see are giant pop up ads in their face the second they have logged on to your page.
You should have a trigger set for the pop-up e.g. if they scroll to a particular section on your site, or onto a specific page. Some pop-ups can be extremely useful as they can spark conversations and capture the attention of the user instantly.
5. Test and Test again
The most important take away from this article is to test. Many business owners fail to test a new feature and then are disappointed with results.
A/B testing is the process of comparing two versions of a web page, email, or other marketing assets with just one varying element.
Testing simple features on your websites such as CTA’s, the layout of your landing pages, images and different types of content can have a huge impact on the success of your website. Trial and error until you find the most effective piece.
More and more lead generation websites are being built on a daily basis. As a business owner, it is necessary to be proactive. We all depend on leads to survive and to grow our business’s. Using the tips above will help your lead capturing process and grow your business.