Web Designing Company Websites: Your Gateway to More Leads and Clients

Window shopping is dead. Brick and mortar is struggling for survival.

This was not always the case. Back in the day, you would walk down main street and go from one store to another. What would make you decide to go into one?

Maybe an outstanding display. Showing you the right things in the right sequence and timing.

Well, in the digital world, your website is your storefront and its design is your window display. 

Each piece needs to be planned out and fit in your overall strategy to achieve your ultimate goal: get more qualified leads, clients and ultimately more revenue.

Why Strategic Web Design is Key to Snagging Leads

The process of selling is roughly the same regardless of it being digital or in person. In both you need to structure your offer and qualify potential prospects.

The main difference will be how this offer is displayed to your potential customers and how your story is presented to them.

A website tells a story. You need to guide your users through a journey and make sure you get them to the right destination.

With that in mind, remember:

- First Impressions are Everything: Just like a flashy storefront, your website's design can make or break a visitor's first impression. If your site looks outdated or clunky, potential leads might click away before you even get a chance to show them what you're all about.

- Seamless User Experience (UX): A website that's easy to navigate and enjoyable to use keeps people around longer, increasing the chances they'll turn into leads.

- Being Seen is Being Remembered: Good design isn't just about looks; it also helps your site show up on search engines, bringing more eyes and potential leads your way.

Assuming these basic items are covered, we can now move to the secret sauce. What really makes sites convert and become money making machines for a company, making them real digital assets.

How to structure your site to be your gateway to more leads and clients

If you have achieved a reasonable amount of success in your field, it should come as a no-brainer that the first thing you need to define is your objective.

What is your main objective for the website? Are you looking to get leads? Or are you trying to convert leads into customers?

You need to have a clear goal in mind.

Once you have your goal, then your website should be structured as a series of smaller steps, each one taking your visitor closer to the mutual desired outcome.

There is a reason this person has landed on your website. You should reassure them that they are in the right place.

Each section, each paragraph should roll your visitor forward to your mutual desired outcome:

For the prospect, solving their pain. For you, providing the solution (or the road to the solution) for it.

A website geared to generate leads is not the same as a product page where you want to make sales from prequalified/ad traffic.

Define your objective first. Make sure it’s crystal clear and then optimise every step and section.

There is a reason click funnels are as successful as they are: the sheer simplicity of guiding the visitor to take one action is powerful.

Granted, click funnels are probably NOT a solution for every business, specially not for businesses that offer complex solutions to complex problems, but the principle still stands.

How do you fine tune your sections to get the best out of them?

Take a data driven approach.

Taking a data driven approach to improve your results

Your decisions about how well a piece of copy, section or CTA are converting should be backed up by data.

The good thing about websites is that it can be very easy to track the user interaction with different parts of your website. You can record sessions, clicks, mouse movements, etc.

In practice, you can know everything that happens from when a visitor gets to your site to when a session finishes.

This can be as trivial as changing the CTA copy or colour and as complex as how different variations of a product perform.

A/B testing is a standard practice when you are trying to decide between different options. Recording user sessions is another one.

Depending on what you are trying to achieve you’ll go with one solution or another, but always working with data that validates your choices.

Even when conducting A/B tests it might be the case that you get a lot of bounced visitors, regardless of what options you are testing.

Once you’ve found the optimal combination between your different sections, you should be at the point of being able to ‘convert’ your visitors into a potential customer.

Turning Browsers into Buyers

As a rule of thumb, when a visitor gets to your site, you should aim to:

Get Their Details: Use smart, non-intrusive methods to gather contact information from your visitors.

There are multiple strategies that can be used for this purpose: from offering discounts to free guides, reports or access to exclusive content. 

Build Trust: Share testimonials, case studies, and accolades to show you're trustworthy and capable.

Part of your site should display what your service, product or coaching can achieve for your potential customers.

Stay in Touch: Use follow-up emails and other strategies to nurture leads and persuade them to choose you.

This also ties in with building trust and gathering your prospect details. An important decision might not be made by your visitor on the spot, however keeping a fluent communication via email will build a relationship over time.

It’s important to produce relevant content not only for your website to be found but also to inform and help potential clients make a decision.

Always Improving: Regularly check your website's performance and tweak it to keep those conversion rates climbing.

Based on your traffic, A/B tests, session data and any other data points you might collect, you should constantly aim to improve. It’s easy to hit a plateau, but constantly improving based on data will keep your website and client list growing.

The bottom line

Think of your company's website as your most potent marketing tool. It's not just about looking good; it's about creating an online space that draws people in, tells them what you're all about, and convinces them to take the next step.

With the right design and strategy, your website can become a lead-generating machine that keeps your business thriving in the digital world.

Investing in your website is the first step to turning those virtual window-shoppers into real-life clients.