Websites are the nucleus of your marketing stack.
A website is the “thing” you own and control, that is a digital asset that you can review, analyze, tweak, and iterate freely in order to convert someone to a lead after they have a clear understanding of who you are and what you do.
Often times businesses overlook this critical piece of your digital marketing tech stack and let the website be outdated or boring and then complain when their website isn’t getting traction, attention, and conversions.
Think about it: if you had a captive audience looking to you to educate and inspire them and they were met with too much text, boring information, nothing telling them what you do and why you do it, a poor user experience and no clear way to contact you…… um, what were you expecting, seriously?
Businesses need to realize that the time of the organization telling the consumer what’s important is over – the consumers now dictate what they want to learn and how they want to learn in. Our consumer is tech savvy and knows how to find exactly what they want. As marketers, we need to come to terms with the changing of the tide and stop letting 2017 strategies dictate what digital marketing and websites look like, feel like, and the information they provide to the audience.
So what do you need to know about websites in 2024 so you can convert lookers to leads?
User-Friendly Design and Navigation
A user-friendly design and navigation help a website get more leads by improving the overall user experience, making it easier for visitors to find what they need and take action. Enhanced usability, improved user engagement, mobile optimization, reduced friction and SEO benefits all make conversions easier for people on your site. Here’s how you can focus on it:
- Simple Navigation Menu: Ensure visitors can easily find what they are looking for with a well-organized menu.
- Responsive Design: Optimize your website for mobile devices to provide a seamless experience across all screen sizes.
- Fast Loading Speed: Ensure your website loads quickly to prevent visitors from leaving due to slow performance.
Engaging and Relevant Content
Engaging and relevant content helps a website generate more leads by attracting visitors, building trust, educating potential leads, encouraging conversions, nurturing relationships, reducing bounce rates, and building brand loyalty. High-quality content that resonates with your target audience ultimately drives more traffic, increases engagement, and converts visitors into leads. Here’s how you can focus on it:
- High-Quality Visuals: Use professional images and videos that resonate with your audience and support your message.
- Informative and Persuasive Copy: Write clear, concise, and compelling content that addresses your audience’s pain points and provides solutions.
- Lead Magnets: Offer valuable resources (e.g., ebooks, whitepapers, free trials) in exchange for visitors’ contact information to capture leads.
Strong Call-to-Action (CTA)
A strong call-to-action is essential for guiding visitor actions, creating urgency, enhancing user experience, improving conversion rates, providing measurable impact, reinforcing value propositions, building trust, encouraging engagement, supporting lead capture, and aligning with marketing campaigns. By clearly directing visitors on what to do next and emphasizing the benefits, CTAs play a pivotal role in converting visitors into leads, ultimately driving business growth. Here’s how:
- Prominent Placement: Ensure CTAs are easily visible and placed strategically throughout the website.
- Action-Oriented Language: Use clear and compelling language that tells visitors exactly what you want them to do (e.g., “Sign Up Now,” “Get Started,” “Download Free Ebook”).
- Highlighting Benefits: Effective CTAs often emphasize the benefits of taking action, such as “Get Your Free Trial” or “Learn More About Our Services.” This reinforces the value proposition and makes it more compelling for visitors to convert.
Clear and Compelling Value Proposition
A clear and compelling value proposition helps a website get more leads by attracting attention, differentiating from competitors, building trust, resonating with the target audience, encouraging conversions, improving SEO, enhancing marketing campaigns, and supporting lead nurturing. By clearly communicating the unique benefits of your product or service, you can effectively convert visitors into leads and drive business growth. Consider:
- Headlines and Subheadlines: Clearly communicate what your business offers and how it benefits the visitor.
- Unique Selling Points: Highlight what sets your product or service apart from the competition.
- Bullet Points: Use bullet points to list key benefits and features. This makes it easy to scan and digest the information quickly.
- Visuals: Support your value proposition with relevant images, videos, or infographics that illustrate your offering and its benefits.
The absolute truth of the matter is: your website is the cornerstone of your marketing efforts.
It’s a digital asset that you can continuously improve to effectively convert visitors into leads.
Many businesses overlook the importance of maintaining an engaging, user-friendly website, resulting in poor traction and conversions.
Remember, today’s tech-savvy consumers seek educational, inspiring, and seamless online experiences.
Embrace modern strategies to enhance your website with user-friendly design and navigation, engaging and relevant content, strong calls-to-action, and a clear and compelling value proposition.
By focusing on these key elements, you can transform your website into a powerful tool for driving business growth in 2024 and beyond.
Need help? Let’s hop on a call to uncover your marketing hangups and figure out a plan to move past them with solid strategies that create continuous upward motion. Patrick and I have over a decade worth of experience consulting organizations big and small on the right marketing strategies that align with their business goals and how to develop plans to actually execute them.