5 Redesign Tips to Make Your Website a Lead Generating Machine
We’ve been on the topic of redesigning your website for a couple weeks now, and today we want to discuss how you can redesign your website to increase the number of leads you receive from it. The brainstorming process for redesigning your website should always begin with considering your audience and objective. The first question you should ask is “Who are you trying to attract to your business?” And then, “What is your objective once they’ve landed on your website?” For the majority of our dealers, their customer, a contractor in need of a particular piece of equipment, is the target. And the objective should always be to generate a purchase, rental, or service at your dealership, capturing their interest through a lead form so you can make a connection with them.
So, what role does redesigning your website take in making this happen? Well, certain design features entice visitors to take action, and we want to share with you some of the most universal design features for lead generation.
If you’ve followed our blog for some time you’re probably familiar with the term call-to-action by now (CTA). Thoughtfully placed call to actions should be visible throughout your website, on your inventory page, your service page, and especially on your contact page. Make sure these buttons are both eye-catching and readable and entice a visitor to actually take action.
Although some might think of it as just a design trend, white space can greatly assist in holding the attention of your website visitors and guiding them towards your CTA’s. Not sure what white space is? Check out this HubSpot article. By making sure the CTA’s not crowded by other content or media, this breathing room allows your visitors to better take in what your website is trying to communicate in digestible sections. The alternative is that your website might come across as disorganized or overwhelming, with content clumped together or just listed out, frustrating your visitor and likely bouncing from your website.
Emblems and Trust Seals
Whatever industry you serve, there are associations and other organizations that can affirm your credibility to those who might not be familiar with your dealership. Including the emblems of these associations or of any accolades you’ve accomplished is a great way to promote your brand in a humble way on your homepage and attract website visitors to trust your business. Trust seals, like the ones shown below, are another way to accomplish this. Although for most of our dealers, e-commerce is not a feature of their website, where trust seals are commonly associated with buyers trust, there are still ways in which you can show your trustworthy. For example, you might consider your service or rental page. You can earn your prospect’s trust by assuring prospective customers that their satisfaction is guaranteed in an eye-catching design. Make sure these are well placed, like at the bottom of your homepage, and not gaudily displayed too large or in an unusual spot.
Lead Forms are the one website feature that we do not encourage you to hold back from. Place a lead form on every page of your website where it makes sense, whether it’s a newsletter sign up or email promotion sign up on your homepage, or a contact form on your contact page and specific inventory pages, there are many options for your website to capture lead information. For the majority of our dealers, these lead forms are everything in terms of “sealing the deal” online.
Consider how powerful your content is on the pages of your website that matter most. Landing pages, as we’ve written about recently, are where your content should be both strong and convincing. Again, creating the space for that language to be heard means cutting down on text and using action language such as get, do, and have, rather than passive language such as may produce, imagine having, etc. This actionable language will actually draw visitors towards taking the next step towards doing business with you.
By reshaping your website’s design with the intention of inviting visitors to engage with your business, your ability to generate leads will likely skyrocket. Thoughtfully incorporating these features we’ve mentioned will surely help you to do this but there are so many ideas beyond these as well. If you’d like to discuss other ideas for lead generation through website design leave us a comment below. We’d love to hear from you!