What are the qualities of a website that generates leads

Contact Us
Carissa Coles
VP of Social & Digital at EmergeLocal

Have you heard this statement before?

“I spent ($1000, $2,000, $5,000, $7000…) on my website and it looks really nice, but I don ‘t get leads from it.”

We’ve heard it many, many times.

Nothing aggravates me more than someone spending lots of money on a website that is designed to look nice instead of conversions.

Who cares if it looks nice if it doesn’t generate leads?

You’ll realize that it is a total waste.

The lesson here is to think through the entire process when you make an investment into your business.

Every website has a different ultimate goal. You want a website that generates:

  • Leads
  • Purchases
  • Subscriptions
  • Downloads
  • Registration

Most of the websites I’ve encountered, the ultimate goal is to generate LEADS.

So we need to make sure the website is set up to deliver us what we want which is leads.

In this article, I’ll discuss the top criteria of a website that deliver leads on a regular and consistent basis:

What are the qualities of a website that generates leads

Make sure that you are driving traffic to your website

Whatever you’re doing to promote your product or service, always find a way to direct your potential visitors to your website.

Your website is your physical store (virtually). It’s where people can learn more about what you offer.

Imagine this, the more people will visit our website, the more likely they will buy from you.

It’s also good for SEO because Google will treat your website as an authority if you get more visitors and they stay at the same time.

In the long run, you can also take advantage of the retargeting. I’ll not tackle this one here, there’s an explanation about it here.

Your website is super simple and easy to navigate

When designing a website, always remember that you’re designing for your visitor, not yourself.

You don’t want your visitor to browse the pages of your website and pull their hair because they can’t figure out what to click or do next.

If this happens, they’ll leave your website and you lose one potential customer already.

The “next step” where your visitor needs to do before the actual sale

Your website should focus on the next logical step in a sales process and that is opting in for something of value to the visitor (not an actual sale).

For example, you’re selling a house and lot, the next logical step is to schedule for a free site tripping.

It’s not the outcome when you close the deal but it’s closest to what your ultimate goal is.

Another example is you are a car salesman, what’s the next logical step? Think about it.

It would be a test drive.

By thinking the next logical step, you can create an enticing offer that you can use to generate leads.

Speaks and behaves like a real human

Want your company to stand out in 2017 and beyond? Try adding a human element to your brand.

Forget about the “Our mission at Freedom’s Training School is to provide high-quality training atmosphere… blah blah blah”.

Bryan Kramer, CEO of PureMatter said that there is no more B2B or B2C: It’s Human to Human.

Humans strive for simplicity despite our innate complexity.

Your website’s goal is to deliver your message to your potential visitors in a way they can easily understand it.

Conclusion

Anyone can spend money on a good looking website.

Investing money into a website that looks good and delivers leads… well it’s another story. It’s a smart investment.

Our moral lesson here is to think through each project and ask yourself the end goal.

*Photo by Kevin Chan on Unsplash

Carissa Coles

VP of Social & Digital at EmergeLocal

Leave a Reply

Your email address will not be published. Required fields are marked *