Why Updating Your Website Design Can Greatly Improve Conversion and Lead Generation

As a website owner, you’ve probably educated yourself on the importance of good web design. A good website is not only attractive, but it can be used as an inbound marketing tool, generating leads and converting visitors into customers. While incorporating contact forms, social media buttons, and other elements into your web design are critical, a website cannot simply be designed once and then left untouched. Website design must be regularly reassessed to ensure that it continues to effectively draw customers in. 

Website Conversion Strategies Develop and Change Over Time 

If it’s been a considerable amount of time since you last spoke to your web designer, it may time for an update. Within the last couple of years and even months, new conversion strategies have been developed. If it’s been that long since you last updated your site, you could be missing out on opportunities for more business.

If your business just recently got off the ground, it’s likely that you didn’t have a list of clients that would be willing to give a testimonial on your website when it was first designed. Now, even six months later, that may have changed. Including testimonials or other forms of social validation on your website, is just one of many ways to increase your conversion rates. Prospective clients are much more likely to convert when they can see proof that others have been satisfied with your product or service.

Your Call to Action is Getting Stale 

Over time, you may begin to notice a drop in your click-through rates on your call to action buttons. When you think about it, this is a logical result. The longer your site uses the same call to action, the less effective it will be over time. As visitors return to your site, they become more and more accustomed to the look of the design and begin to ignore certain elements. Refreshing your call to action will bring attention to it again, increasing your chances of conversion.

Visitors Leave Websites that are Hard to Navigate 

If your analytics are showing lots of views on your homepage and not much else, your website design could be to blame. Websites with complicated menus may look nice, but they can deter visitors from further engagement. If a visitor can’t easily find the information they’re looking for, they’ll move onto another site. Many sites are guilty of website navigation mistakes and these kinds of mistakes can be costly.

You Need a Contact Form for Lead Generation 

Having a contact form on your website is essential for generating leads. The contact form opens the lines of communication between you and your prospective client. This is also an opportunity for you to collect the information needed to make the sale. This is why it is important to consider creating a customized contact form for your website, where you can dictate which types of fields to include. You may also want to consider how this information will be managed once it’s received to ensure that you promptly follow up.

Optimize for Different Platforms and Browsers 

Does your website have a mobile version? Does it load on Bing, Google Chrome, Mozilla Firefox, and Internet Explorer? If you can’t immediately answer yes to these questions, a web design update is long overdue. If a visitor is unable to access your homepage, how will he or she read about your business or contact you? 

Written by Thomas Garcia. Thomas loves to spend time with his family in Seattle.

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