Website design is always a popular topic of conversation in the business world. This ever-changing field is a source of constant debate and research. Every business wants to create the perfect website, but everyone has a different definition of what that is. And what works for one business may not work for another, because no two companies share the exact same audience.
If you’re a “bottom line” type of person, then I know what you’re wondering: will my site’s design actually impact my sales? The short answer: Absolutely. And believe it or not, your website design can have a major impact on conversion rates, too.
It’s difficult to convert without leads
One of the most important parts of the inbound marketing equation is the lead generation process. This is the central engine that powers everything else. Leads become sales and sales are how you make money, so your business literally cannot survive without leads. Poor website design can really stall your lead generation, and considering how low the average lead conversion rate is, you really need every lead you can get.
Helping customers advance through the funnel
Within marketing, we often discuss the concept of a funnel. The funnel basically describes the likely path a customer will take before making a purchase with a company. All of our potential customers will pass through this funnel on their way to a purchase, and we want to help them make that transition smoothly.
We can accomplish this through smart website design. For instance, every blog article on your site should be accompanied by a related content offer. That way, when the customer finds a blog article as the result of a Google search, the content offer will be there to help keep them moving forward once they finish reading the article.
Ensuring the customer understands the next steps
This is something we preach pretty heavily here at Rhino. We firmly believe in website design that is intuitive and state-of-the-art, but also incredibly easy to navigate. Your website should be attractive, but that doesn’t mean it has to be overly slick or fancy.
Because at the end of the day, your website’s job is simple: to make sales. Sure, you’ll want to provide some additional content like company history and your address, but overall, the site’s job is to drive sales. And that can be very difficult to do if the visitor doesn’t understand what to do next.
Make it abundantly clear on every single webpage how the visitor can contact your company. Additionally, you should have forms and landing pages throughout the site that will allow the visitor to become a lead. We want to make it as easy as possible for the visitor to begin the lead process. If it becomes too difficult for a visitor to figure it out, it’s likely they’ll become discouraged and abandon the whole process.