Are you frustrated over the poor lead conversion rate of your website? Anybody will get mad when the lead conversion is not up to the mark. A number of reasons lie behind this. A poor website design is one of them. You can’t find the cure for a disease until you know what is the disease. Therefore, it is important to audit your website in order to find out the drawbacks.
Once you are sure that your website design is the real villain that obstacles your lead conversion, you should start working on it as soon as possible. The redesign is not an easy task. If it is done properly, you will be showered with lead conversions. Otherwise, you will get nothing in return of the money spent on the project. In this article, I have discussed seven tips that can guide to design your website properly to increase the lead conversion.
1. Benchmark the Current Metrics
In the initial stage, it is very important to document the current performance of your website before making any changes. I mean you need to analyze certain areas of your existing site including
- Number of visitors/ unique visitors
- Monthly bounce rate
- Time on site
- Top-performing keywords
- Number of inbound linking domains
- Number of leads or form submissions per month
- Total number of sales generation
- Number of pages indexed
- Number of pages that receive traffic
If you add tools like Google Analytics, you will get access to this information without any hassle. Don’t forget to note which tool you are using for each of the benchmarks mentioned above. These benchmarks you will require later to measure the new website.
2. Responsive Designs
If your website is not responsive till now, you are in great danger. Almost 31% of the total traffic to the top 10 digital properties are driven by the mobile devices. A responsive website design fits any screen, be it a smartphone, tablet, laptop, or desktop, in such a way that makes all the pages, features, and actions easily accessible; it does not matter which browser the user is using. A responsive design will keep you in your customers’ touch all the time.
3. Branding & Messaging
There are certain things which should be crystal clear to you such as your expected branding, messaging, and your unique value proposition. Whenever a visitor enters your website, he or she must be able to easily figure out in a quick scroll what is the key function of your website and how it is going to serve them. Before redesigning, you should consider whether your current branding or messaging helps in getting an increased number of lead conversion. If yes, then you should not tamper with it. If no, then you need to work on it strategically.
It would be better if you can use simple and concise language avoiding industry jargon. It should sound more humane and less robotic.
4. Search Engine Optimization
Is your existing web pages are properly optimized for Search Engine Optimization or SEO? If no, then this is the main thing that is spoiling your lead conversion. If you want higher lead conversion, you need to assure the audience that they will find your website online. When your website is visible to none, how is it possible to attain increased leads?
Therefore, while redesigning, you need to keep certain things in your mind to make your new web pages SEO friendly.
- Document the Most-Searched Pages
You need marketing analytics to find out which of your pages receive the most traffic and inbound links and convert the leads. If you take an attempt at changing any of these valuable pages, you must generate proper 301 redirects.
- 301 Redirect Strategy
Often people forget to create 301 redirects. You can’t afford this mistake. A 301 redirect strategy helps to retain the traffic and link value related to a given page. You should make a spreadsheet to map out the redirects (old and new URLs).
- Keyword Research
Before redesigning a home page or any other page, you should do a thorough keyword research. Select the most effective keyword for each page and assure each page is focused on the particular keyword chosen for it.
5. Competitor’s Action
It’s not good to get obsessed over the competitors, but a little observation on their actions can help you compare your website with your competitors’ to point out the areas in which they are beating you. Then you can improve on those weak areas during the redesigning process.
Apart from these, you can have a look at the ruling website design trends, including
- Simple design
- Flat navigation
- Easy communication
A Final Takeaway
It’s not possible to redesign your website frequently, a costly affair after all. Therefore, whenever you are doing it, you should make sure the optimal benefit out of it. Are you getting nervous? Please don’t! Everything you need to know is discussed here. Just go through the suggestions, execute them, and bring a revolutionary change in your lead conversion.
Do you have any query regarding the issues discussed here? Write to us to clear your doubt!