A company’s website is often the first touchpoint for new visitors coming to learn more about its services. It is the main representation of the company’s solution to a problem, the primary resource for curious consumers.

A website can make you or break you, so why wouldn’t you want it to be awesome? When someone arrives to your site, don’t you want them to stay for a bit? How can you use your website to convert online visitors into leads?

To start, offer an immediate and personalized content experience with which your audience can interact. “Experience” is the key word there – you need to provide more than just an information dump. Take your audience on a journey. Teach them something they didn’t already know.

The most effective way to accomplish that goal is to get them participating.

The limits of interactive content are seemingly endless. As marketers become more familiar with the technology and tinker with their creations, we continue to see more personalized, innovative, and unique approaches to demand generation for a product or service.

The interactive content industry is starting to get big – like, really big.

Even newspapers – you know, those things that get delivered to your front porch every morning with yesterday’s news that you read on your smartphone a couple hours ago – are getting in on the action.

In 2014, The Wall Street Journal made a commitment to interactivity with its WSJ Interactive video series. After clicking on a video, the viewer can then click on related articles, watch relevant clips, and survey market data in real time, among various other things – all without having to leave the full-screen experience of the original video.

Online interactivity requires relatively new technology, but it is becoming increasingly easy to build and integrate into marketing mixes. Sometimes, it’s just as simple as copying and pasting specific lines of code into your browser.

You don’t need to be a developer to implement interactivity on your company’s website. There’s no need to be scared, because it’s far more accessible than you might think.

Take your audience on a journey. Teach them something they didn’t already know.

Need some inspiration? Check out how this diverse range of companies are getting interactive right on their own websites. Note the placement of the assets in given locations on the sites, the colors used to make the calls-to-action (CTAs) stand out, and things that make the assets themselves awesome.

I. Surveys, Quizzes, and Assessments

1. Zipcar: Is Zipcar for You?


With a CTA located right at the top of Zipcar’s home page, this assessment helps potential customers determine how car-sharing would benefit them.


This content makes frequent use of pictures, has a sleek layout, and covers each of the major concerns that a customer may have. Note the creative CTA on the calculator – “do the math” is more attention-grabbing than something plain and boring.

2. Dos Equis: Interesting Index


Having retired its “Most Interesting Man in the World” spokesperson earlier this year (only to reintroduce the character this fall), Dos Equis turned the attention to its customers with this interactive assessment. The assessment gets creative with its CTAs (“prove it,” “see where you rank”), and the content is a great opportunity for consumers to interact with the company on a more fun level.

3. Paycor: See How Paycor Fits You


Right next to the name of the company, Paycor gives viewers the chance to see how they can benefit from its services. A bar drops down and allows the viewer to specify details about his or her organization before getting redirected to another page whose content matches what the viewer might be looking for.

4. Northstar Travel: What’s New in Los Cabos Quiz


A well-designed interactive quiz that gets viewers acquainted with one of Northstar’s travel destinations, this piece of content makes participants think and engage with the company on a more critical level than they usually would. Everybody loves a vacation – let this quiz take you away to palm trees, a cool breeze, and endless sunny days on the beach.

5. Intronis: State of the MSP Industry Survey


Intronis’s interactive tools, which include this survey, two quizzes and a calculator, are grouped together with its more traditional pieces of content under the “resources” tab in the menu bar. This survey helps the company detect trends affecting the dynamic information technology channel. The benefit for participants? They get the first look at the results of the survey, and all those who partook were entered to win an Apple TV.

6. Paradigm Life: Infinite 101 eCourse


A highlighted CTA located right in the middle of the home page leads you to the signup page for Infinite 101, an online educational course that leads the viewer through Paradigm Life’s “Perpetual Wealth Strategy.” Within that course is an interactive quiz that gauges the participant’s financial literacy.


While not directly accessible from the top fold of the website, Paradigm Life’s main focus is first giving value to their visitors by offering a course, and letting them learn a little bit about themselves.

Interactive content can foster a community, start a conversation, and enhance a dialogue

II. Calculators and Simulations

7. Bankrate Student Loan Calculator


At the top of its home page, just to the side of the company’s logo, Bankrate provides a link to its vast array of financial calculators. These tools, which range from a mortgage calculator to a cost of living calculator, are big value for a viewer looking to make an important financial decision in the coming months.

8. Credit Karma: Credit Score Simulator


Under the “tools” option in the menu bar, Credit Karma offers five different calculators or simulators.


The blue CTAs encourage action (“try it!”) and the calculators themselves help users make informed decisions about their finances.

9. Runzheimer: How Much Could You Save?


There are a number of ways to access this piece of interactive content from Runzheimer’s home page – you could either click on the CTA for a free assessment at the top right of the page, or you could access it in the rotation feature below the menu bar. The red CTA pops off the screen, and both options draw your attention immediately.

III. Interactive Infographics

10. Tampa Bay Times: “Failure Factories”


The first part of a Pulitzer Prize-winning news series, this interactive investigative report outlines how the actions of the Pinellas County School Board have led to five elementary schools in Florida becoming some of the worst in the nation. The colorful interactive graphs, charts, and maps paint a much clearer picture of the issue than words could do by themselves.

11. General Electric: World in Motion


With “World in Motion,” GE built an interactive map pinpointing all the locations across the globe in which the company is promoting innovation and creating change. For example, in the Boston area, GE’s research hub has facilitated the adoption of an enhanced process for analyzing water by power and water industry players. This content engages the viewer on a more intimate level, one that traditional content does not reach as consistently.

12. Rosetta Stone: Interactive Demo


The most prominent feature on Rosetta Stone’s website – located front and center and highlighted with yellow – is the CTA for the company’s interactive demo. With an attention-grabbing photo and text that promotes action from the viewer (“Results Matter”), Rosetta Stone encourages potential customers the chance to try out its product for free with an interactive tutorial.

13. The Washington Post: “The Waypoint: A Visual Journey Through Lesbos, the Gateway of Europe”


The Post creates a stunning full-screen experience with this example, one that grabs the reader’s attention with impressive visuals that have rarely been seen before. This content also goes a step further in engaging the senses by making heavy use of audio. Listening to the splashing of the open waters and hearing the stories of migrants to Europe transports the reader from his or her desktop computer to the smuggling lifeboats themselves.

Engage Your Audience With Interactivity

Interactive content is special because it allows a company to engage with its audience on a more intimate, personal level. It gives the company an opportunity to flex its creative muscles and build something awesome that its viewers haven’t seen before. Interactive content can foster a community, start a conversation, and enhance a dialogue.

So what are you waiting for? Get busy creating!