A website is the base point of your online lead generation strategy. It is the first place that a customer comes to get all of the information they need about your company, product or service. It is also the place that you take a person from a “looker” to an actual customer. Conversions happen here. You have to keep a constant vigil on how your website is working in order to obtain those leads. And, you have to make sure that everything is up to date and on trend in order to stay fresh and continue to get new customers. There is a checkpoint that you can develop to stay on top of your website so that you are always up to date and your lead generation numbers do not fall.
First, make sure that your first page makes a strong impression. When someone lands on that front page, does it make them want to search further or does it make them move on? That first impression is vital to your success and it has to stand out from all of the rest that are out there on the internet. This is the visitors first interaction with your brand and they need to feel like “this is it”!
Because design, technology and preferences change over time, you will have to stay on top of what is “hot” today. Check out what others are doing with their pages, with their layout, colors and information. Does yours keep up? Fresh is the key word. You don’t have to change everything everyday, but a new header on the top of your entry page or a new photo changed monthly could make your site more interesting to the visitor. Sites that succeed use bold fonts that are easy to read and the latest trends in colors used throughout the site. If you have brand colors, make sure they are very bold ones that are paired with other colors that make a stunning combination.
Images should be sharp and uplifting. Show “winning” situations with your smiling staff and use people in your banner image. The images, including videos, that you use should tell the story of your brand while also relating to and speaking to your visitors. Your copy on your first page should be welcoming and immediately show the benefits for the customer. And then, invite them to explore the rest of your site. The layout should be very square and grid like so that the eye will easily travel through the page and not bounce around. The headline of each page should tell the visitor where they are and what to expect. Use your brand colors throughout.
Once you have captured the attention of the visitor, take them through the site and to lead generation forms. If you are selling several different services or products, they should each have their own page on the site. On the bottom of the page or in a lower corner, create a “more information” form that they can fill out and “click” to send in to you. Of course, in your header or banner, include all of your contact information and all social media sites.
Now, your website is out there and ready for business. So, the next thing you do is make it search engine ready. Search engine optimization, or SEO, is the way to attract new visitors, customers and subscribers to your website. When someone is looking for a product or service that you have, your site needs to pop up on the first couple of pages of google or any other search engine. These positions change constantly due to a multitude of issues. First, you have to be noticed by the search engine. Search engine indexing which decides placement, happen when you optimize your website and your pages by adding new content such as changing the headers or adding a blog. Blogging several times a week with fresh content not only keeps you right there at the front of the search engine crowd, but it keeps your clients, customers and visitors informed with fresh content and information. Blogs also can offer deals, specials and coupons.
Another thing to consider while developing your website, is to make sure that it will work on a cell phone. Many people gave up full computers and just use their cellphones as their internet user. In 2016, mobile phones and tablets were at 50% of all internet usage worldwide. So, you site has to be phone ready. And in order to do that, the design of your website needs to be a responsive design. This means that it is easy to read and to navigate across all devices, from desktop computers and laptops to tablets and smartphones. Responsive design is a way to create a web page that uses flexible layouts and flexible images. You want to build a web page that detects the visitor's screen size and orientation and change the layout accordingly. It speeds page loading and is easier to navigate to all of your informative content. There are many website building services, both for hire or do it yourself, that offer responsive web design platforms.
Next, the navigation of your website is very important because you don’t want to lose a visitor on the way. Intuitive navigation is necessary to guide the visitor to the pages that they want to go. In order to generate the right leads, you have to tell the visitor where to go next and that should be done very simply. There should be a flow that takes them on a path that makes sense to the visitor. The products or services that you offer will dictate this journey. There should be a menu on each page so that they know where they are going and where they have been. Drop downs are nice but can be cumbersome. You should include a search bar on each page in case the visitor gets lost. There should be links and suggestions in a side box that takes them to other pages or even to your social media sites where perhaps, an interesting discussion took place. You can include a sticky navigation menu that never moves from page to page. And you can use a Next Step or coming up next box that informs the visitor where they are in their progress.
And finally, the most important feature of all on your website is the call to action button. The visitor came to your site for a reason. They came to research or they are considering buying, or they are thinking about signing up for a class, taking a job, enlisting your service and they got all the details. You gave them all the opportunities possible to explain why you are the best business for the job. Now, it is time for them to take the action. You have to be very precise and clear about what you want them to do next. Instructions need to be simple and contact information needs to be right at the front. This information has to be on every page of your website. Send them in one direction no matter what page they land on. Create a button that can not be missed. Use words that clearly state the benefits of signing up, calling in or buying now.
Websites and their design can seem like a complicated affair. But, when you get the pieces put together, many of them will be repeated on each page. Being bold, colorful, simple and to the point with an added call to action, can make every visitor sign up on the spot!
The key to spreading your online visibility and establishing business credibility is a well-built website that reflects your products and services in an organized, modern, and aesthetically pleasing design. We at Everest Direct Mail and Marketing, can help you boost your online presence by creating an original website, fit to your business’ specific needs. We know that no two businesses are alike – so we won’t just throw your content into a basic pre-created template. Our experienced web designers will work with you to make sure each page reflects your products, services, and anything else you’d like to include. We guarantee we’ll provide you with a website you will be proud of, that reflects your professionalism, pride, and hard work you put into your business.