The Anatomy of a Lead Generating Website

anatomy-of-lead-generating-website_1000x576.jpgYour website is your digital liaison between your business and your current and potential customers. It’s a place to provide your products and services and creating a digital experience to nurture your visitors, leads and customers.  

Did you know that 90% of buying decisions are influenced by visual factors. However, if your website is performing any of the following, you may be hampering their experience, affecting their decision to buy from you.  

  • Cluttered Navigation
  • Bland Headlines and Copy
  • Non-existent or Non-useful CTAs
  • Confusing User Experience
  • Nurtures Doubt and Distrust Immediately: lack of logo, testimonials, social media

As you can probably tell, these are the 5 do's for bad website design. Consider this, if your website exemplifies any of the above examples, your company is GREATLY missing out.  Because, 94% of people cite website design as the reason they mistrusted or rejected a website. That's HUGE!

Yet despite this potentially detrimental number, there's also positive potential here. Imagine instead if you have good website design then that 94% could become recurring visitors and potential leads. So, let's instead breakdown the 5 do’s of great website design so that during your next redesign project you can have a great, lead generating and nurturing website.

Do #1 - Have Clean Navigation

A survey found that 44 out of every 100 visitors to small websites found the navigation complicated or tricky. So if your website’s navigation bar is not initially, noticeable at first glance to your audience or is cluttered with too many options, it’s time to clean it up.

Your navigation bar should be visible to your visitors immediately. Don’t have them look around for it. Group all your important navigations above the fold of your website.

Above the fold is the part of the page that your eye catches onto immediately before you scroll down. So make your visitors take action with your navigation. Put your informational links towards the left of the bar and your actionable links towards the right. If you want them to visit your About page, put it next to your Home navigation link on the left hand side. If you want them to contact you, put your Contact link on the right hand side.  Because people read from left to right, they naturally expect action links on the right-hand side of the navigation bar because moving right suggests moving forward.

However, when creating the links to your navigation bar, don’t go overboard. Gather your pages and group them by common, recognizable topics. For example, if you have a page called Meet the Team and another page called Meet Our Founder, then these two pages will be sub-navigations under your About navigation link. Don’t overwhelm your audience with too many places to go. A navigation bar with five to seven channel items is sufficient organization for most websites.

Just remember to keep your navigation clean with 5 to 7 eye-catching links that will give your visitors information and for them to take action.

Do #2 - Have Impactful Content

Think about your website for a moment. Specifically think about the types of headlines and copy that is live on your page right now. If your content is only talking about you, then your content is boring. The reason why it’s boring is because when a visitor comes to your site their main objective is most likely not to buy from you right away.

Instead attract them to your content. Provide them with a how-to or different ways to tackle a problem. For example, a website development company may provide their visitor with a 10 step downloadable website assessment. That way, the visitor can decide if they need a website redesign. Just the objective of your headline is not to sell, but to connect with your reader. And this doesn’t just apply to headlines but also to the rest of your content. Don't sell all your eggs right away. Connect with your reader by giving them content that will keep them coming back to your site for more.

Do #3 - Have Actionable Calls-to-Action

Even though action is implied, some websites don’t provide calls-to-action or CTAs that make their visitors take action. Execute an assessment for your own CTAs. Do they make you want to take action i.e. download your content offers or sign up for your newsletter? It’s great to have attractive content. But, with all this great traffic that your content is getting, make sure your CTAs not only provide content to your visitor but that your CTA headlines and copy attract your visitors to take action.  So utilize your CTAs in order to convert your frequent visitors into sales ready leads.

Do #4 - Have A Straightforward User Experience

It goes without saying that we live in direct and fast paced society. With that mind, if, for example, your website takes a long time to load, is not mobile friendly or your content doesn’t take them where they want to go, your website is cultivating a terrible user experience for your visitors.

It’s estimated that as many as 50% of sales are lost because potential customers can’t find what they’re looking for. So guide them by using your site to create a great digital experience for your visitors that loads fast, is easily accessible on all devices and your content clearly takes them through your site without 404 error pages and broken links. Ultimately, the goal of your site is to find ways to cultivate a great user experience that will allow your visitors to build trust with your brand.

Do #5 - Build and Nurture Trust Immediately

48% of people cited a website's design as the top factor in determining business credibility. So build and nurture trust immediately with your audience. Simple ways to do this are:
  • Display your logo in order to establish your brand identity immediately
  • Make sure your fonts, colors and images are consistent with your brand
  • Use customer surveys to gather current testimonials that you can showcase on a web page
  • Provide your contact information especially in the footer of your website so that your visitors can easily connect with you
  • Build conversations with your audience on social media by asking them about their pain points, providing solutions and allowing past and current customers to  ask questions or praise your products and services

When you have clean navigation, impactful content and actionable CTAs, you are cultivating a user experience that builds and nurtures trust with your audience in order to keep them excited and coming back for more of your content. Ultimately, by incorporating these 5 do’s of great website design, you are working towards building an effective lead generating and nurturing machine.

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Topics: Online Design, Website Development, Marketing

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