Does your business website have a purpose?
Does it accomplish that purpose?
Having website without a purpose is a lot like walking around a crowded place handing out your business cards to people you dont know.
They DONT CARE.
There are many philosophies behind the purpose of your website design and what it will accomplish.
Some businesses focus on using their website as a business card. Others focus on posting and finding information. There are many more uses we will not cover here.
The overwhelming majority of website owners are involved in the sales of products and services. These are the businesses we specialize in working with.
When focusing on sales, your website design should be designed with the purpose of lead generation. What is lead generation and how does it make you more money? Read on to find out…
What is Lead Generation?
Lead generation in internet marketing is an umbrella term describing the process of converting your target audience into customers.
What this means is that the right person is presented with the right information at the right time, leading them to become a sales lead. More on that later…
There are two primary types of lead generation categories as described in internet marketing. Including inbound and outbound lead generation.
Inbound lead generation refers primarily to earning the attention of your prospects through meaningful content creation strategies like blogging, influencer marketing, and permission email marketing.
Outbound lead generation refers to the disruptive form of marketing such as sales calls, video ads, etc.
The overall goal of lead generation is to deliver a sales lead.
A sales lead is a prospect with high intent directed towards a conversion.
This means somebody ready to buy something, sign up for a service, or give their information out. These actions are what we’re after, a conversion.
This person has shown through their behavior that they have high intent to become a customer.
Our goal in generating these sales leads is to turn as many prospects into customers as we can.
In a nutshell, this process covers the premise of internet marketing.
Driving traffic to your website through meaningful content or outbound reach, providing them the necessary information they need to make an informed decision on your website, and converting them into a sales lead or a buyer through an optimized call to action.
The right web design for the job can make or break the system at its core.
Web design for internet marketing is both simple and complex at the same time.
On the website users end, you want the user experience to flow effortlessly and allow them to have their needs met and questions answered as quickly as possible. SIMPLE.
In the back-end of the website, however, sophisticated systems handle the arbitrary tasks of keeping the website running smoothly, track EVERYTHING the users do and, handle data like form submissions, sales, etc.
This is where conversion-driven website design comes in. Designing your website with the overall goal of increasing your conversions using data to make the best decisions possible.
The key to proper conversion-driven web design is to control every aspect of the environment that your prospective customers will experience, and make it smooth and pleasurable.
This process starts at the home page where cold traffic lands on it.
Home Page (Funnel Hub)
In conversion-driven web design, your website’s home page acts as a connection hub to your landing pages.
Generally, the traffic that lands on your homepage is going to be cold traffic. This means the visitors don’t know you or your company, or they know very little about you. Not enough to make a split-second decision to buy from you without some nurturing.
Cold traffic rarely converts on the first visit unless your value proposition is so amazing that they can’t afford to miss out.
You want to focus on sending warmer traffic (people with higher intentions of conversion) to a landing page where you can completely control their buying environment.
Landing pages are KING!
We could AND WILL write many articles on the nuances of landing pages, why they work so well, and why you should be using them…a LOT of them.
Landing pages are pages of your website that are niched down to speak to a specific audience, present a specific offer, at a specific time. If you remember from above that’s the way to generate leads.
Landing pages come in all shapes and sizes, but the primary commonality is they are dedicated to ONE conversion.
Perhaps the most exciting conversion rate optimization technique with landing pages (this can be done with anything website-related really), is called A/B split testing.
A/B split testing involves cloning pages, making one simple change, such as the color scheme of the page or the size of the submit button and testing the two pages against each other. The winner being the page you keep, then split test again!
Generally, there is no primary navigation, no social links, or any other distractions that could potentially pull your visitors away from your conversion action.
The process of using website data and psychology to increase the rate of conversions on your website is called conversion rate optimization.
Conversion Rate Optimization
We cannot make informed decisions based on past experiences or best practices that will be as consistent as using current website user data.
Tracking analytics are a vital component of any online marketing strategy. We want to keep an eye on every visitor and track what they do to make informed decisions on design work, flow, and to optimize conversions.
By using the data reports that we get from all the various things we track, we are better able to optimize the user experience for our target audience and significantly increase conversion rates.
What this means for your business, is that your rates of form submissions, signups, or sales increase.
MORE FORMS = MORE MONEY 🙂
Once our systems are optimized to convert, then it’s time to drive traffic to your website through various forms of marketing.
Our favorite being inbound marketing.
Inbound marketing means the same as the inbound lead generation that we mentioned above. You give out value, and your prospects come to you willingly.
The goal is to produce awesome videos, blog posts, or other content such that your target audience wants to come to hang out at your website and get to know you and your business better, eventually becoming a sales lead.
The reason we are so attracted to inbound marketing is that it’s also considered permission marketing.
What this means is that your prospects are happy to engage with you and your content and give you their permission to contact them.
Think of a business you like that you willingly subscribed to their email list and get excited when an email comes in from them.
That is the power of permission marketing. It allows you to build huge contact lists for your email marketing campaigns (a topic we will cover in another post).
Another category of inbound marketing that excels at driving traffic is search engine optimization or SEO for short.
Search Engine Optimization
Search engine optimization is also an umbrella term describing a multitude of on-site and off-site practices to bring as much traffic as possible to your website from an organic search.
This means that when people in your target audience type a specific question in Google, Bing, or Yahoo, that your website is optimized to provide the best answer possible to their question.
The result is traffic to your website that you don’t have to pay for. And depending on how well you answer their questions in the organic search (if it’s the right information to the right person at the right time), they just might become a sales lead or a conversion.
Lead generation can take many forms and be quite complex.
Some lead generation can be completely contained in social media.
For example, Facebook offers lead forms in their social media advertising campaigns. If you provide the right information you can close a sales lead right there on Facebook!
The primary issue is that without an offer with an amazing value proposition, you’ll often spend more money than you make in lead forms.
Nurturing traffic in social media and sending them to conversion rate optimized landing pages will still be your best bet to convert as many leads as possible.
Lead Generation Web Design
The combination of these systems comprises just a small piece of how web design can be optimized to bring your business more potential qualified leads.
The key is to focus on the customer, provide tons of value, and be able to control their whole online experience from the moment they land on one of your pages, to after the sale with email follow up campaigns.
The sale isn’t over when their credit card gets charged.
You should focus your efforts on building a lifelong business relationship with every customer you serve.
How Does Your Website Stack Up?
Are you tracking your customers and how they interact with your site?
Are you measuring key performance indicators to determine if your sales are on the right track?
Are you continuously automating and optimizing your business to achieve optimal growth?
Are you A/B split testing different site elements to make sure you’re getting the best results for your
Book your FREE Consultation with us and let’s improve your business with lead generation web design.
– Generate more leads consistently
– Increase your conversion rate
– Better serve your ideal clients