How to Design Web Pages that Drive Leads and Sales

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Creating a website is relatively easy. However, getting relevant traffic to that website can cost a lot of money, time and effort – usually a combination of all three!

Once you have established various sources of traffic to your website, it is crucial that the User Experience (UX) is optimised – otherwise visitors will just leave your site straight away. For example, if your site takes more than 3 seconds to load, you will lose a huge chunk of traffic before the site has even resolved.

Analysing the behaviour of that traffic and conducting experiments to improve the number of leads and sales a website generates, has in the past, been more of an after-thought. With the cost per click or visitor of online ads generally going up each year across all platforms; Conversion Rate Optimisation (CRO) has become more of a priority.

Search Engine Optimisation too; is becoming more difficult with Google Ads taking up more and more of search engine results page real estate, there’s no quick-win with generating traffic – so you better know how to convert those that do come to your site!

It is important to test your landing page performance, using software such as Google Optimize, VWO and/or Hotjar. For your tests to provide meaningful data, however, you will also need to be generating significant amounts of traffic. Whether you have lots of traffic or not – it’s still good to know some fundamental principles when it comes to web design and conversion rate.

Use a Value Proposition in a Headline

According to Neil Patel, you should put your value proposition in the headline. A value proposition outlines the value that your product or service can offer – for example, Slack use the proposition of “Be more productive at Work, with less effort”, whilst MailChimp uses the proposition of “Send Better Email”. Make it short and to the point, not more than 9 words.

There can be some conflict here – between SEO and CRO. A technical SEO expert will no doubt tell you to include a keyword or search term in the main header (or < h1 > tag), which may or may not be possible with your chosen value proposition. Use a headline that integrates both if possible, or make specific landing pages (i.e. separate webpages) for different sources of traffic. You may design a specific page for example, just for Google organic traffic with a keyword in the headline and then another for all paid form of traffic with a value proposition in the headline.

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