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5 Ways How Web Design Affects Lead Conversion

For some businesses, a well-performing, attractive, and user-friendly website serves the same purpose as a storefront. Websites serve the same function regardless of whether you sell a product or a service. This is why lead conversion rates are such a critical metric to monitor. Your primary goal as a website owner should be to convert as many leads as possible. That being said, numerous factors will influence your conversion rate, one of which is the design of your website. Therefore, to help you better understand how to tackle this problem, we will discuss the five ways web design affects lead conversion.

What Lead Conversion Is

Simply put, lead conversion is the process of converting a potential buyer(Lead) into an actual buyer(customer). Depending on the type of product or service you offer, your leads may be hyper-specific, or they could be all of the visitors that come to your website. If the ladder is your target audience, you must create a website that will pique their interest and persuade them to take action. This can be challenging, especially if your lead has never encountered your brand. However, if you have a well-designed and user-friendly website, it will go a long way toward assisting you in converting that lead. Still, converting a lead does not always imply convincing them to buy something; it can also be as an email newsletter sign-up. Regardless, if you want to succeed with this, you must have a good website.

1. Readability

A legible website with clarity, high-contrast font, and logical information structure makes it simpler for the user to absorb the material and grasp the website’s aims. To create a well-synchronized design, a designer should ensure that the header, sub-heading, and significant text are distinct from one another while remaining balanced. This means using diverse fonts, font sizes, and colors. Consistent fonts on a website assist the user in intuitively understanding the motivation behind them. The usage of proper words is another crucial part of readability. According to several polls, these days, people have more options than ever before but a shorter attention span. This is where effective copywriting comes into play; effective copywriting leads to a better website. Some of the ways how good copywriting can help are:

  • It helps with telling a complete story.
  • Copywriting helps with explaining your goals and your brand.
  • It helps your customer understand your product or service.
  • Copy elevates, directs, and influences the success of a website.

All of these elements come together to increase the likelihood of lead conversions. Therefore, you must ensure that you combine elements for the best results. This applies not only to readability but to all of the other elements we will discuss.

2. Simple Navigation Flow

The less complicated your website is, the better. If you implement a good navigation design, you will ensure that your visitors can access every part of the website you want them to visit. Too many website owners make the mistake of creating pages without thinking about page-to-page flow. It can overwhelm your visitors if you don’t have a good navigation flow. Too many options and difficult navigation may drastically reduce a website’s conversion rate. To create a well-flowing website, you must implement everything, from breadcrumb navigation to dropdown menus and tabs. The key to good navigation is to make the flow clear, straightforward, predictable, and constant.

Photo of woman creating a simple navigation flow

3. Call to Action

One of the most important aspects of lead conversion that fall under website design is Call to Action prompts. A well-designed call-to-action button should be convincing and straightforward. These prompts will be the final step of every conversion you make. They are the buttons that your potential clients click on as the last step in their conversion. However, to use this tool, you need to implement it in the right way. The design of your website will dictate what the right way is. For the best call-to-action placements, you must grasp the user’s objectives and assess how each step of your potential customer’s journey contributes to it. The idea is to give all buttons the appropriate visual weight and to make the flow intuitive.

Man in white shirt using a credit card to purchase from his laptop

4. Web Design Affects SEO

The most effective way to boost your conversion rate is to increase the number of people who visit your website. The best way to accomplish this is to improve your SEO rating. Fortunately, one of the most effective ways to boost your SEO rating is to ensure that your website’s design is solid. A well-designed website allows you to provide comprehensive, helpful, and accurate material. It also shortens reading times, enhances engagement, and raises your site’s rating. This suggests that a higher SERP (search engine results page) ranking is often directly correlated with effective website design. As a result, one of the best things you can do to improve your lead conversion is to incorporate SEO into your web design process.

5. Website Speed

Website speed is critical in a variety of ways. The first reason it is vital is that Google considers website speed one of the most crucial ranking factors. Google strives to serve well-performing sites to increase consumer trust in its services and products. The second reason is that if your website takes a long time to load, your visitors will most likely abandon it. You don’t get a second chance to make a first impression. If your website takes more than three seconds to load, your bounce rate will rise. If your site has speed and connectivity troubles, customers may not even be able to load the product or service page. We don’t need to explain why this can hurt your conversion rate. However, you won’t have bounce rate issues if you design your website carefully without using uncompressed images, excessive plugins, or inappropriate hosting services.

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These are the five ways how web design affects lead conversion. As you can see, there is a lot of overlap between how your website looks, how users interact with it, and how Google ranks it. All of these factors are critical, and if you can manage them, you will be able to maximize your lead conversion.

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