A great looking website is fantastic but if it’s not converting potential customers visiting your site into the all important lead then what’s the point.
Here are a few simple tips that can help visitors engage with your site and funnel them into leads:
Genuine Content and Images
Visitors will be more put off if they go on a site that looks like a template or even ai generated, it subconsciously makes them feel this isn’t a genuine company. One way to avoid this is using your own images over stock photos where possible and not Chat GDP for text.
Call to Actions
Make sure whatever conversion goal you want your visitor to take that they have easy access to it wherever they are on the site. For instance, if you want the visitor to call you or submit an enquiry form, then have the phone number and contact button easily visible in the header and repeated in the page content with clear and easy ways to click.
Friendly, Engaging, Relevant Imagery
As well as your images being your own, try to also use images that have something your potential customer might relate to. For instance, someone looking for a car garage to repair their BMW would feel more reassured if the site they landed on had a BMW logo on or someone fixing a car that looks like theirs. Even just having a persons face smiling on a picture is supposed to increase conversions by 38%! Images are crucial, so choose them carefully.
Clear Messaging
Make sure as soon as someone lands on your site they instantly know – who you are, what you do and how to contact you. You can then delve further into about your company, your USPs, any reviews, previous work etc to reinforce this as the user scrolls.
Easy Navigation and UI
Ensure that content is easy to find and the site is intuitive to use and streamlined. This means not hiding crucial content under loads of sub navigation or having sliding banners with load of slides that no one clicks through – most 3rd or 4th slides and onwards rarely even get seen. Make the site familiar and easy for the user, if they can’t understand how to use it they will get frustrated and move on. This means using familiar elements like burger menus, obvious buttons, hover states to show a link, legible text, clear images and use of padding. Even smooth and subtle animations can help to guide the user too – subtle being the key word.
Website Speed
Ensuring your site is streamlined to guide users to what they want quick and easily is one thing, but the actual load speed itself is also critical. Users get impatient quick, so the faster you can show them what they want, the better. To improve site speed consider factors such as: optimising images, not having too many large images in a carousel or videos that take time to load, make sure the server the website is running on is fast and reliable, ensure caching is enabled, plugins / add-ons are limited to only what is required, any scripts or code are optimised and have necessary loading symbols or progressive loading in place where needed – so that more crucial elements on your site load first.
A final point to mention is testing – get your colleagues, or even friends and family to run through the site as potential customers and see if they have any questions or concerns. Also ensure to test your call to actions and contact forms work correctly – you don’t want to be losing conversions simply because the email form is down for instance.
