10 Key Points for a Convertible Lead-generation Website Inforgraphic:

10 key points for lead generation websites

Upon release of the infographic, JB Kellogg, Co-CEO at Marketing 360®,  explained, “One of the challenges we face is making sure business owners understand the importance of focusing on lead generation in the website design.  If lead generation is the business goal, that has to be the main focus of the design and content.”

“The best business website designs direct visitors towards taking a specific action. They make it easy to contact the business, and have a clear, compelling offer tied to a call-to-action.”

Marketing 360® collects and reviews millions of data points on local, SMB websites.  Based on their experience, they recommend these 10 elements to be a part of every lead generation website:

1. 1. The 2.5 second rule.  A website has 2.5 seconds to make a first impression and convince people they are in the right place. Customers should immediately be able to tell what the business does, its service areas, and what makes it the best choice.
   2. Incentive to take action.  A lead generation website must make a clear, compelling offer.    Calls-to-action should stand out.  Data shows video greatly increases conversions.  Best practice is 3 calls-to-action above the fold.
   3. Value creation.  It’s not enough just to be there.  Business websites have to address the needs of the visitor and sell.   A clearly stated, unique value proposition is essential on a lead-generation website.
   4. Make it easy to convert.  On a lead-generation website, contact info should always be visible.  Forms should be short and easy to fill out.  The business phone number should be in the header, footer, and sidebar of every page.  Calling with questions and filling contact forms to get more information should be encouraged.
   5. Directional cues.  Strategic website design guides visitor’s eyes.  Arrows, stars, bright colors, and images of people looking towards the the call to action funnel people towards the conversion goal.
   6. Trust builders.  Perceived risk sinks conversion rates.  Websites are a local business’ digital storefront.  It is important to make a professional first impression with a modern, updated website design.  Trust badges including credit card logos, BBB, SSL certificates, and verified reviews put visitors at ease.
   7. Service location.  Ironically, many local businesses don’t clearly identify where they are and service on their website.  Cities, states, and other geographic service areas should prominent.
   8. SEO text.  Keywords targets, services, and locations come together in SEO text.  Each of the main pages should have unique text that search engines can index.
   9. Flow and colors.  There are certain color schemes and design layouts that tend to convert better for particular services.  A professional designer can make recommendations on color palettes for specific businesses.
   10. Design all pages to convert leads.  The above rules apply to every page on a website.  Contact information should always be visible. Category and informational pages also need value creation and strong calls-to-action.

“Business websites with lead-generation goals usually have a simple, clean look.” JB says.  “And this is their strength.  They make it easy for visitors to complete their task.  The beauty is, of course, that when they do they become a lead for the business.”