Your website is the headquarters of all your online marketing. It’s the first thing most people will find when they search for your business.
Between 70% and 80% of all consumers say that they research businesses online before buying products. In addition, 38% say that they’ll navigate away from a website if it is poorly designed.
It’s not a good idea to throw together a basic business website that doesn’t help you to generate new leads for your business. Your design must be user-friendly and intentional. Here are some tips to help you out.
Choose the Right Domain Name
It’s always surprising how many small businesses choose confusing or difficult-to-remember domain names for their business websites. Your domain name must be:
- Descriptive of your business
- Easy to type and spell (skip the dashes and weird abbreviations)
- Easy to remember
In addition to the name itself, you should also focus on finding a domain name that’s got one of the most popular extensions. These include:
- .com (by far the most popular)
Less popular options, such as .info or .us, can confuse potential leads and make them choose a competitor over you.
Leave dashes and other punctuation out of your domain name and try to keep it short – under 15 characters is ideal. However, a lot of shorter domain names aren’t available and you’re better off choosing a .com name with a longer root than a shorter name with a less-common extension.
Design a Killer Home Page
In many cases, your home page will be the first thing a visitor to your site sees. That means it must be clear, attractive, and easy to read and navigate.
Your home page is like the cover of a book. It’s got to be welcoming and intriguing. You should have concise and compelling copy that explains who you are and what you do. You’ll also need original, meaningful images that sell your business.
We’ll talk more about calls to action later, but your home page absolutely needs a clear CTA and an irresistible offer, as well. The CTA should appear above the fold for the best results.
Boost Your SEO
Optimizing for voice search should also be a priority. That means choosing long-tail keywords that are highly focused and specific. Make sure that the content on your website answers the most commonly asked questions about your business and products.
You should also use Schema markup to ensure that it’s easy for Google, Bing, and other search engines to scan and index your site.
Tell Visitors What to Do Next
If that’s the case with your site, it’s time to ramp up your calls to action to make them obvious, easy to find, and simple to fill out. Here’s what I recommend:
- Include a call to action on every page
- Make sure your forms have the fewest possible number of fields
- Auto-complete fields whenever possible
- Tailor the CTA to the page it’s on
- Use strong verbs and wording that makes it clear what the user will get if they fill out your form
The point is, you want it to be easy for people to contact you.
Build Multiple Landing Pages
Each landing page should be specific to a common search query. Why? Because it can be confusing if you try to pack too much information on a single page. If someone comes to your site looking for tires, they shouldn’t have to wade through tons of content about mufflers and brakes.
HubSpot’s research shows that businesses with 30 or more landing pages perform best in organic search and lead generation. 30 might be too many for your business, but you should give some thought to creating specific pages that speak directly to a searcher’s intentions and needs.
Focus on the User Experience
Creating the right user experience includes:
- Creating clear, easy-to-find menus that appear on every page of your site
- Using lots of white space to make your content easy to read
- Breaking up text with images
- Using short, easy-to-read sentences
- Building a system of internal links
Use Your Content to Generate Leads
Come up with topics by asking:
- What problems does my business solve?
- Why do people need help with X problem?
- What’s different about my business?
- What surprising benefits come with patronizing my business?
There’s no reason that your website can’t be generating leads every day. The tips we’ve outlined here will help you take your lackluster site and turn it into a lead-generating superhero.