How to Structure the Content on Your Website to Gain Leads
The importance of a well-developed website with a strong design is paramount towards generating and securing more leads. The goal of using well planned structured content and layout is to draw an optimal audience to your virtual storefront. To be successful at gaining more leads, and converting them into paying customers, you must understand your audience and how they will potentially navigate through your website.
To generate stronger leads give people the opportunity to interact with your business quickly and easily. Chatbots, contact forms and phone numbers are all elements you can integrate on your web pages.  Use a clear call-to-action that direct users to the end goal like scheduling a demo, booking a consult or making a purchase. The key to achieving your business goals is to design your website content strategically and clearly based on your buyer personas.
Your online presence is only going to be as strong as you make it! Structuring content on your website that brings in more leads is vital to the growth and exposure of your online presence.  A professional digital marketing team can work with you in creating a strong and successful website that will acheive your company goals with the proper tracking in place to allow for data driven decisions.
Read more to find out what elements your website should contain to gain more leads to reach the right customers.
 How to Structure the Content on Your Website to Gain Leads

It’s all in the Title:

Make your title catchy and strong. Once a viewer is on your homepage or landing page you have about 2 seconds to grab their interest. You want a title or welcome message that keeps the user interested and stops them from leaving due to slow loading time. Use active, powerful and descriptive words in the title with a clear call to action. Try to avoid “welcome….”, and instead, focus on what problem your product or service solves for your customer.

Strong Call to Action Button:

Create bold call to action buttons that guide the user into making a quick decision. This directed call to action will answer the question “What do I do next?” and generate more leads. Take Netflix, for example. They have a clear title that creates a sense of urgency, with a call to action that engages their leads to make an instant decision.

Search Engine Optimization:

Search Engine Optimization (SEO) is an effective way to  gain valuable leads based on the keywords you optimize for.  Using an experienced marketer with a strong SEO background can greatly benefit your business. They will work with you as a consultant to understand your business and what keywords your customers are using to find a product or service like yours, who your main online competitors are and what the likelihood is that you can rank on page 1 for certain keyword phrases. Often, there are add-ons to your website called plugins that will help you further optimize your site.
WordPress has a plug-in called Yoast which is a popular SEO plugin. Yoast will give you an SEO score and prompt you where to make improvements to rank higher on search engines.
 How to Structure the Content on Your Website to Gain Leads

Landing Page Optimization:

Landing pages are designed to make your viewer take action and convert site visitors into direct sales. Display signup forms, clear and colourful call to action buttons, free consultations, and any other important information on your landing page.
Once you’ve identified how to persuade your audience to take action then you need to work with your agency to prioritize goals for your landing pages. This is where you assign a value to your clicks. Once you’ve valued what actions on your website brings you closer to a sale or achieving another important goal, you’re on your way to making informed decisions on perfecting your sites to get the best results.
Free resources, like MailChimp, offer landing page templates, which can be easily customized to suit your business. You can find more comprehensive landing pages at UnBounce, Leadpages and Instapage.

Posting Forms on Every Page:

Create easy access to the lead generation form and keep the required information to a minimum. Place a smaller form on every page to break up longer questionnaires. Users are reluctant to share personal information so when it is required, keep it simple and short. Most Website templates have forms you can add to any page but talk to your agency to know where and when to add a form.
According to, the majority of people who don’t fill out a form on your website feel like you are requiring too much information. Try to keep it simple.

Post Testimonials and customer reviews:

Testimonials and customer reviews create authenticity and sincerity. Sincere testimonials boost your website’s credibility by giving your customers confidence in the quality of your products and services. Place relevant testimonials and reviews alongside specific products to support quality and satisfaction. For websites that don’t sell products reviews on the homepage can provide social proof to your visitors of your good work.

Trust Seals:

Online shoppers are aware of the potential for identity theft and fraud through website purchases. Using a trust seal gives peace of mind to the buyer. If you’re a product based business, BuySafe guarantees delivery of items up to a maximum dollar amount. Try adding PayPal as a purchase option on your website, so people don’t have to share their credit card information directly with you.
If you don’t sell products you can add accreditations and association seals to your website. Well-known client logos can also build trust in your audience that you are a credible company worth doing business with.

Utilizing white space:

Too much or too little white space on a website can turn off visitors.
Creating pages with very little whitespace are visually distracting because you don’t know where to focus your attention. Your website should not over stimulate your viewer!
Unnecessary, large gaps of whitespace causes your customer to keep scrolling and scrolling and scrolling.
Check out this article for more information on designing for optimal whitespace.

Testing and Analytics Software:

Use good testing and analytics software such as Kissmetrics or Google Website Optimizer, which analyses how visitors interact on your website.  A/B test your website to increase lead generation.  Regular testing of your online promotional and marketing strategies will give you the comparative results before making changes. Test the things that will have the biggest impact, make the necessary changes, and then implement them for increased profits and leads.

Add Video:

The use of video greatly increases conversion rates. Keep videos informative, trustworthy, direct, and engaging. Videos are a worthwhile way to deliver information in a short amount of time and create a human contact. You can add a link from your video on YouTube or Vimeo to link back to your landing page. We don’t recommend self-hosting videos, due to the impact on your page loading time.

Create Blogs:

Blog posts are a great way to engage your traffic with specific and useful information on the products and services you supply. Write blogs using targeted keywords and phrases that Google will recognize for SEO. Blogs are great to link to social media and email lists as well. Research shows that site traffic is 55% higher on sites that incorporate blogs.

Inbound marketing strategies combining videos, blogs, social media, and email links show a significant increase in search engine results. Don’t leave it to chance and create a website using a template from a do-it-yourself website builder. Contact Engagement Marketing for assistance in creating a website with a strategic design that will have you standing out from the crowd and generating more leads!

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