web design for lead generation

Web Design For Lead Generation

We all know web design is important for a number of business goals, but what about web design for lead generation? Generating leads is something all organizations want to do. Where does web design fit into this goal, and how can it help with the entire lead generation process?

Today we are covering why solid web design is so important for lead generation. We will also provide you with five actionable tips for structuring your web design for more leads. Let’s get started!

Why Web Design Is Important for Lead Generation

First, we need to understand why good web design is so important for lead generation.

Here are five reasons you need to take it seriously. 

User Experience (UX) Matters

A well-designed website is more than just aesthetics. Rather, it affects every aspect of the user experience. Pay attention to it (and improve it where you can) and you lower overall bounce rates and create an experience that people actually enjoy. The fact is, lead generation requires a decent user experience – and good web design is you make it happen.

Credibility And Trust

Assuming your web design creates a positive user experience, it will also build a certain amount of credibility. Let’s face it: whether you like it or not, a potential lead’ first impression of your organization is almost assuredly going to come online. This means that a good website isn’t important just to look good – but to inspire trust, as well. Think of your own experience online: would you fully buy into an organization’s mission if their web design was terrible? Neither would we!

Consistent Branding

Related to our last point, good web design also creates a consistent brand. This is essential for reliable lead generation. For example, imagine your homepage looking completely different from the landing page somebody ends up on before they give you their email address. This creates a certain amount of mental dissonance. The result? Less trust in your brand, and a site design that lacks attention to clarity – and fewer leads. 

Mobile Optimization

More and more people are using their smartphones to access your website. In fact, over 55% of people use a phone for the majority of their internet searches. The end result? More people interacting with your site on a smaller screen. If you want to appeal to this portion of your audience, mobile optimization isn’t just a checkbox – it’s a non-negotiable. This is where web design can help.

Social Proof

Lastly, web design is vital to lead generation because it allows for one of the most important elements of “convincing”: social proof. Humans are social beings – we seldom make decisions in isolation. Social proof is not a mere collection of testimonials; it’s what people need to see before they become leads. And the best place to put this social proof? Your website, of course – but only if you have a handle on good web design fundamentals! 

Now we understand a few of the reasons you need to pay attention to web design for lead generation. Let’s now continue on to 10 of our most actionable tips.

Web Design For Lead Generation: 5 Tips

1) Optimize Landing Pages

Each landing page is a chance to craft an experience. Succeed here, and you are already doing most of the work in convincing somebody to become a lead. So, how exactly do you optimize your landing pages? The biggest rule to follow is consistency; each landing page you have should match the source somebody came from before. If you want more information on what this looks like in practice, be sure to check out our ultimate guide to high converting landing pages

2) Establish a Visual Hierarchy For CTAs

What exactly do you want your site visitor to do? Likely, depending on the exact person, you will have a few different answers. This is where prioritization comes in handy, and the point where you need to establish a “visual hierarchy.” What do you most want somebody to do on your site? Sign up for your newsletter? Download a lead magnet? Submit a form for a free consultation? Whatever it is, be sure your top priority is the most prominent on display.

3) Tell Visual Stories

Good web design is more than just a few fancy visuals. Do it right, and you have the potential to tell a convincing story. A story that not only informs your visitor, but converts them into a lead. How you do this, of course, will depend on what your organization does. Case studies are always a good place to start, but when it comes to effective storytelling, you have quite a few options. Don’t know where to start? Be sure to read up on the fundamentals of storytelling.

4) Create Navigation Simplicity

It goes without saying, but good web design is simple web design. There’s a reason companies like Apple have such simple websites: they work. They are clean and convincing, and inherently look more professional. Plus, as it applies to lead generation, the easier a website is to navigate, the quicker somebody becomes a lead. After all, let’s be honest: overwhelm a site visitor, and your odds of converting them into a lead are slim to none.

5) A/B Test For Design Elements

Lastly – test everything. We’ve pointed out the value of testing in many of our blog posts. Testing is how you see what works, cut what doesn’t, and iterate further on what does. That said, testing is particularly essential when it comes to web design for lead generation. This can include everything from color schemes to button placements. You never know what’s going to make a huge difference in your lead generation.

Are you an enterprise, nonprofit or small business looking for help on your website? Give us a shout! We provide a free consultation. Email us at info@lughstudio.com or call us at (718) 855-1919!

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