How to Improve Your Website to Increase Lead Conversions

Calls to Action that Compel

Clicking on a CTA is one of the most vital steps your visitors can take in the conversion process, which is why they should be included in every piece of content on your website. Without clicking on a call to action, visitors will never get the opportunity to fill out a contact form unless they go straight to one that you’ve posted elsewhere on your website.

If you want more visitors to click on your CTAs, they have to be compelling and placed throughout the site.

A website designer can help you design a perfect call to action. A CTA should stand out on a web page and provide a simple but specific explanation about what it does. For example, if you are offering your visitors a statistical analysis, a CTA that says, “Get the Report” will probably be more effective than one that just says, “Click Here.”

For example:

If you like, you can also include a subtext underneath the button to explain exactly what your visitor is getting. This text can take the form of a guarantee, a testimonial, or the benefits of the content behind the CTA. This is especially useful if you know you’ve designed a great CTA but you still aren’t receiving many clicks on it. A subtext can be a way of reassuring your visitors that you’ll meet their expectations.

Forms of Beauty

You’ve designed some killer CTAs and your visitors are clicking on them. But are they filling out contact forms and turning into leads? The truth is, nobody likes filling out forms. If your forms contain too many fields or ask for the wrong information, your visitors are likely to abandon them.

Fields that ask for a visitor’s age, address, or phone number can be problematic because not everyone will be as willing to give out this information. Sometimes your best course of action is to ask for a name, an email, and a reason for their interest. In doing this, you risk losing the opportunity to learn valuable information. It’s a small price to pay to improve your website and gain actionable leads.

Making your forms simple and beautiful can also help with lead conversion. You can do this by designing your page so the form is the central object featured, using clear language concerning what information you are asking for, and utilizing your whitespace.

Mobile Appreciation

Google now receives more searches by users on mobile devices than they do by users on desktop computers. Additionally, the number of mobile-only internet users has surpassed those who only browse on their desktops. You can expect these trends to continue into the future as the world’s technology gets smaller and smaller. Therefore, if your website isn’t optimized for mobile, you are going to miss out on some serious conversion opportunities.

If you aren’t sure where to start, a great web designer can help you prepare your website for mobile. Without mobile optimization, your site can turn into a jumbled mess when accessed through a smartphone or a tablet. You want your visitors to be able to browse with ease, engage with your CTAs, and fill out your forms regardless of what device they are using to access the web.

Scientific Research

Once you improve your website, you can monitor your metrics over time. This will help you determine if what you’ve done is more effective. If you have the time and the resources, you can even develop multiple prototypes to perform a/b testing for your landing pages, you’re CTAs, and your forms, then conduct tests to see which prototypes are the most effective.

Seeing an abundance of traffic on your website is hopeful, but if that traffic isn’t converting then your business is missing out on the real opportunity that website traffic produces. Improving your website to increase lead conversions is a matter of simplification, trimming, and strategy. Most important: It's usually an ongoing process. You may find that your website is successfully converting leads for a time. If those leads begin to dry up, take another look at your website’s conversion methods and try out some new ones.