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Website Design
Why Aesthetically Guided Design can do more harm than good.
What Is Good Design?
Good design stimulates a positive human response. In business, you need to make sure that the response, and subsequent reactions lead to a measurable return on investment.
We all have strong opinions about what looks good. The colour, the shape, the contrast levels and so on. But designing a website that is your tool for lead generation has to be guided primarily by what works, not what looks visually appealing to a CEO. We now have decades of metrics that tell us beyond doubt, what kind of designs leads to the most interactions, engagement and conversions. So DIY website builders beware, turn your website into a work of art that only stimulates your own visual cortex and it could end up as that expensive silky brochure that no one ever reads.
6 Vital Signs of a Well Designed Lead Gen Site
Lead Capture Forms
One lead capture form isn't really enough. We know that long forms cause drop-off and that
websites with more forms can learn which ones work best and then adjust placements and form designs to increase conversion rates even further.
Audience Centric Content
Who are your potential customers? What can you say to that will encourage them to follow your breadcrumb trail and become a qualified lead? Writing content that engages your audience comes down to understanding who they are.
Landing Pages
A landing page has a very particular purpose. Usually it's to capture a lead prospect. They work best in tandem with paid advertising that drives interested web users to a dedicated landing page. 68% of B2B businesses use strategic landing pages to garner new sales leads ( Marketo)
Case Studies
What have you done for your existing clients? This is where you can showcase the best of what you do with evidence that it has made a difference. Case studies should read like stories and are a great way to demonstrate how great your are.
Success Stories
What better to persuade someone that your product or service is something they need. Your customer success stories are a great place to put CTAs too.
Call To Action
You need to scatter these throughout well structured content until you can look a the analytical data to determine which CTAs are working best. The ones with the lowest Click Through Rates can be removed or replaced or modified visually.
Websites Get Sick Too.
How Healthy Is Yours?
