There are few things more frustrating than having a website that is not generating the leads you’re expecting it to.
We are told time and time again that websites are the easiest, most cost-effective, and quickest ways to generate leads, so what are you supposed to do when you find that your website is struggling to get potential clients for your business?
There are a couple of things to be on the lookout for when designing or updating your website to improve its lead generation purposes.
make it look good
- Create interesting, memorable and engaging content
- Use easy to read fonts
- Add a hero banner
- Use white space
Designing your website for the people that matter most is the best advice you could apply. With shorter attention spans visitors will quickly scan the page, picking out key words, sentences and images. Make sure you have easy to read fonts and that the important information is “above the fold”. Your home page should quickly and clearly communicate your core message.
Many financial services websites strive to include large pieces of information that make it difficult to read, but if you can’t reduce the content add plenty of white spaces to break it up. Make use of headings and sub headings, dot points and bold text to allow skim readers to understand your main points.
Make sure the content you are publishing on your website is geared to attract the leads you’re looking for. Blogs that answer the frequently asked questions of your ideal client will convince potential leads that you understand them. Keeping the visuals aspects of your site “on brand” will impart a feeling of reliability to potential clients. Avoiding using stock imagery and consider having modern real life photos and videos, they will go a long way to building a connection with potential clients.
make it easy to navigate
- User friendly
- Clear menus
- Keep it simple
Website organisation is important. Create your site with the user (your ideal client) in mind. Visitors need to be able to browse what they’re looking for with ease. Any information should be no more than 2 clicks away. Cluttered websites come across as unprofessional and insincere, which can be detrimental to generating leads.
As too is having large pop-ups seeking sign ups with unlocatable exit buttons. Website users have become savvy and by using unrecognisable, although impressive, features it only confuses and distracts users from the main purpose of your site.
use call to actions
- Let users know what you want them to do
Potential leads will not submit their information if it’s not clear that they’re supposed to. Large buttons with the required actions (SIGN UP / CONTACT US / DOWNLOAD NOW) are helpful in directing users to take action.
There should be a clear call to action on each page.
make it easy to be found
- mobile friendly
Fewer people are going to find your website if it’s not one of the top results on a web search. Search Engine Optimisation (SEO) is made up of on page, off page and technical data and will make a big difference in your website ranking on page 1.
SEO is a complex series of tasks that require on going commitment to get (and stay) on page 1. Understanding and implementing these processes should be on every website owners to do list. Alternatively outsourcing this service to the experts is wise, although SEO is a long game. With over 80% of the population using smartphones your site MUST be mobile responsive for the search engines to rank your site and for visitors to view your information, without it you risk visitors choosing a competitor.
social proof it
- Social media
Regardless of referrals, people will still seek validation that they are making the right decision in using your services. Using recent reviews/testimonials on your website will provide that confirmation for potential leads to submit their contact information. In this social age, clients want to get to know, like and trust you before doing business with you, and having an active social media presence does that. Your social media links need to be on your site in a prominent position.
make it stay good
Finally, there’s no point going to great lengths to create a well designed and optimised site if you don’t maintain it. Regular updates should be done to keep your website secure, functioning and looking its best, supporting your business and helping improve your SEO and Google Rankings.
Website maintenance is crucial. It’s important and can save you time, money and unnecessary trouble in the long run.
Simply, your website is one of the best ways to generate leads for your financial services business.
Merely putting up a website isn’t enough, regularly updating your site with fresh, keyword-focused content will improve its overall performance and help drive organic traffic and ultimately leads.
If you are looking to design or update your website and wish to include lead generation options but are unsure where or how to start, contact us for a consult.