How to build a quality site that generates customers?
20.04.2020 14:31

Finding leads is a major challenge for most companies. Here are some tips to help you get started.

There are about 1.9 billion sites in the world. Generating leads on the Internet is getting harder and more expensive, whether it's buying clicks or using SMM. It is very important that the site works properly, and that there is good navigation for different devices. Do not forget to greet the visitor and show the way to the necessary services, and, most importantly, to the points of calls to action (call-to-action or CTA) - online forms, phones, and orders.

Your website is a place where basic information is shared, it is the basis of all your digital transactions. You need to be very responsible with your website.

Put the customer first

This is obvious and has long been known. Do you think a visitor came to your site to find out something about you or to solve a problem? It is also interesting that when you report your shortcomings, you increase your self-confidence and, in general, your conversion. Sometimes seeing and acting in the interest of others benefits everyone.

Identify who your potential customer (lead) is

Knowing this, you will be able to better set goals and determine the steps that are needed in the sales process. Who is your lead? Who will fill out the form? Who will subscribe to the newsletter? Who will order a callback?

Use adaptive design

I don't know why I wrote this. This has long been known to all. And it seems like it's time to start developing a website that looks good for mobile phones and then adapt it to desktops or tablets.

Phone number, physical address, or at least location

Even if you sell digital products, having a phone will help increase the credibility of your site

However, over time, the interface may become more complex and duplicate features may appear. Make sure the interface is clear

Call to Action (CTA), form on each page

This is the cornerstone of lead generation. Visitors should have an easily accessible form for capturing leads. It is desirable that it was not complicated - the less information is required, especially in the first step, the more likely potential customers will share with you their personal data. Fewer fields. In principle, you only need e-mail. Do not take out fields on a separate page.

The button should be contrasting, stand out against the rest of the page. The difference should be noticeable. Try using the explanation buttons, or place a benefit message next to the button. Most likely, the reaction to the "Get a discount" and "Subscribe" buttons will be different.

The message should be repeated in the case of long pages.

Avoid unnecessary external links on the tunnel pages, keep your attention. Think about each page of the site: what do we want the visitor to do on this page, what is the ultimate goal you want to achieve with this content on this page?

Try personal calls to action

This will require dynamic content on the site, but it's worth it.

Set deadlines for action

Try to motivate visitors to act now more than you ever know. But be honest, do not create a false sense of urgency.

Use deficit tactics

For example, limit the number of places per webinar or the number of customers you can serve per month. If something is in short supply, we want it more

Use closed questions as opposed to open ones

It is easier to recognize something than to remember it

Avoid delayed mistakes

When a user makes a mistake, he receives a message and is forced to return and work again. Check the information entered immediately. Use the built-in check, mark a job well done (or signal that something is wrong) before the user clicks the "send" button. Allow for some mistakes or inaccuracies, for example when writing a phone number that can be written in different ways.

Reviews, preferably with the photo

Reviews give your business more reliability. Photos of real customers or even videos are even better. Someone's approval works better than your ad text.

Video about a product or service

Videos on your site fill the gap between online and offline commerce. And strongly affect the conversion. Tell us about the origin of the product, try to be more personal, not general.

Certificates, licenses, documents

But only those that really distinguish you

Strong, emotional words

Use calls to action, and make true promises. Sell ​​benefits, not features

Use live spoken language

Instead of dry and formal.

Try to sell to avoid losses, not to gain

Often people are afraid of losing something rather than trying to gain something.

Avoid standard templates

The site should generate customers, not just look beautiful. Invest in the best possible site according to your capabilities. A well-designed website also increases trust.

Don't hide important things in context menus

Let the important be in the spotlight

Use a single column design

This gives you more control over how your content is consumed. You can guide the reader in the way you choose. Many columns can be distracting. Tell her a story and finally make a call to action. By the way, telling a story is another way to increase conversions.

Tell a story

The simplest story consists of the following elements: the starting position, a character with certain intentions and a certain problematic situation that is about to arise. This will help remember you better.

Large click areas

Easier to click. They can go beyond a button or a link.

Strive for visual clarity

Structure the information. Distinguish important information from less important. Indents, alignment, color, font size and other things affect the visual perception, increase readability. Avoid ambiguity.

Group related things

Do not scatter the elements used together, use logic. Increase usability.

Use of free space

You don't have to fill all the spaces over and over to better show the right messages. However, make sure that there are not too large gaps between pieces of information, that there is no feeling that this is the end and the visitor missed something important. This mainly applies to displaying the site on different devices. Also, try wider fields. When elements are separated, they are perceived more independently and do not turn into "porridge". This increases readability. This is good for lists, tables, paragraphs, and sets of elements.


Share useful information for potential customers, give free advice. This will build a strong relationship.

Offer to download additional materials

On some blogs. If a potential customer is interested in this topic, they will probably want to download additional materials with even more absorption into the topic, and at the same time give you their email address. Don't forget to send a return letter after that with relevant, appropriate suggestions.

A demo or some candy

Product demo, free trial, free month of service - make a small good gesture. Obviously, people need to get acquainted with your product somehow.

Smart autocomplete

If possible, fill in the form fields instead of the visitor and allow autofill. And never force users to provide you with the information they have previously provided. This is a common technique that allows visitors to move faster through the forms and respect their time.

Be consistent

Don't force your visitors to relearn. Buttons, sliders should look and behave as expected. Also, anticipate the intentions of visitors. The simplest example is the behavior of a drop-down complex menu with sub-items - when the user tries to get to the sub-item diagonally, he should not be disappointed that the menu has disappeared or turned into something else.

Try not to contradict the customs

Icons for menus, settings, or searches may be similar to common icons. The cross closing window we expect to see in the upper right corner in most cases. If you break the customs, then think it over.


An important element for generating shareware traffic to the site. The company blog also confirms that you are experts and innovators.

Online chat

Using online chat can increase lead generation in any industry. Sometimes people don't want to speak but prefer to write. It is also a very good chance for a direct dialogue with a potential client, with all the benefits of such communication. Standard hints for a chat visitor may be appropriate to break the ice and be more involved in communication.

Support Forum

Or frequently asked questions. It is desirable to have for many reasons.

Speed ​​is very important

Provide it with technical means, optimizing code and images. Also, work with a sense of anticipation - occupy the visitor with something while something is loading.

Use landing micro-pages

Use keyboard shortcuts

For example J and K for the next and previous pages, like Google and Twitter

Exaggerate performance

Our motivation grows when we are close to the end.

Gradually open the information

Do not overload the shaft on just one screen.

Ask for a small favor at the beginning

Big commitments scare people. Start with something small, then ask for more. This tactic is called "foot in the door". Ask for payment only for a month, instead of for the whole year. Work without a contract.

Use unobtrusive tips

Avoid modal windows with hints. In order not to distract precious attention from the main goal.

Sign icons

Avoid free interpretation. People also do not have time to decode icons, especially not very common.

Calm down again

At the stage of closing the deal, it is not necessary to remind once again about the guarantee, free delivery, that the payment is safe, the satisfaction of the purchase and more. Positive accents are important.

Show the price in a favorable light

At the very least, use the words "total", "only", "affordable price". Write $1 a day instead of $30 a month. The illusion of nine is also a good option instead of round numbers. Also, $49 is better than $49.00.


Instead of just stating the successful completion of the action you want, thank - it will make your business more humane and allow you to ask the customer for the next action. Use the thank-you screen to push for future action.

Send return emails

Once you have received the lead, send a return thank you note. This will increase conversions. You can also include in such letters not only gratitude but also a new call to action (CTA) or encourage to share experiences on social networks.

Take care of the obtained leads

We know that not every lead will turn into a customer. We need to take care of the lead. You need to start with a return letter with valuable content that meets his interests. And then you need to learn more about lead and communicate accordingly.

Present data in a user-friendly way

No need to force visitors to count. For example, instead of writing when a customer has subscribed to an annual subscription, write how many days are left until the end of the service. The most common example of human reflection is a change made 5 minutes ago, instead of 12:09 20/04/2020.

Emphasize the visitor's freedom of choice

People can act more decisively when they are convinced that it is their choice and they control their will.

Use variable rewards

Technique based on behavioral psychology. People will more often try to do something for the sake of an unknown reward, including its absence.

Use attention-grabbing elements everywhere

Any opportunity to draw attention to the desired action will not be superfluous. There are a lot of known features: larger element size, contrast, field illumination, autofocus, custom shapes, floating shapes, pointers and arrows. Of course, you should not overdo it, but it is worth strengthening the main CTA. The table should show the difference between the most important parameters and help to make one decision.

Use collectibles

People love to collect things. Show how several things have a synergistic effect. Also, if you show the actions already taken by the buyer, it can be considered an achievement. The motivation to assemble a complete set increases when the final number of elements of the set is known.

Set expectations

Inform when the next task will be completed. What step you take, when you get something, how much time is left - all these little promises build trust. Set expectations and do not betray them. It is desirable to exceed expectations.

Use humor

It may not always work for certain cases. However, if appropriate, then why not cheer up your users. This leads to a closer emotional connection with consumers and can also help to be calmer when you screw up something.

Simplify comparisons

Simplify the selection process. The best way is to narrow down the choice to a single solution. Reduce the number of parameters to be compared. This reduces confusion. Do not write different comparable parameters in one line - structure the data.

Recommend and limit the choice

I mean - do not abuse too many choices. The wider the choice, the harder it is to make. Also, the user does not want to take responsibility for difficult and unobvious choices. To avoid paralysis in such cases - try to push a certain choice.

Provide feedback

Report a successful visitor action. This calms and reduces uncertainty.

Be yourself

Authenticity is better than fake. Most people feel lies right away. Authenticity helps build trust. Your photo instead of a photo of a model laughing for some reason, the presence of not very favorable reviews instead of just super, real and not round numbers - all this will make you more believable.

Try progressive redaction

The idea is that over time, regular users learn your interface and you need to adapt it to that. Some interface elements become less important over time, as do some CTAs. An instant chat icon with support, for example, may become less annoying when the user has used it and is aware of its presence.

Explain even the obvious from your point of view

What seems obvious to you may not be the case for some of your visitors. This is especially true of forms. They require descriptions, explanations, tips. Why do you ask for this information, where can you find it, what are the requirements, give an example of filling in, etc. And don't use placeholders.

Be concise

That is, talk about the important thing briefly, keeping your attention. Avoid unnecessary words. Write in short sentences. Wrote - check if you can shorten it.

Allow bug fixes or corrections

Everyone makes mistakes. Don't be tough. Let it be possible to fix or change something instead of starting over. The user interface should allow you to change orders, change the delivery address, etc.

Use visitor segmentation

Show more relevant content depending on the user. Did it come from a social network or a search engine? What country is she from? Also use previously provided information by visitors themselves for segmentation.

Use unobtrusive pop-ups

For example, remind users who have returned to the site of things they left in the cart or wish list. Or provide some useful information, including cross-suggestions and buying tips. Or propose to subscribe to a newsletter with something really useful and free, or to subscribe to alerts about an event in the future (such as when the next webinar is or when a missing item goes on sale again), here are the new leads. You can also promote a special offer here. Or leave feedback, especially if the visitor interrupts the purchase process.

Make lots of landing pages.

According to one survey, companies with 30+ landing pages on their website received 7 times more leads than companies with 1 to 5 landing pages.

Measure the performance of each lead generator.

Optimize every step of the lead generation process. As soon as a visitor lands on your website, immediately study the conversion path.


None of these tips will work properly until you test it in your unique situation. Use a variety of solutions available on the market - A / B testing, heat cards, videos, trends, conversions. Test, test, test - only tests will show what is good for you, but keeping in mind all the above tips you will be able to reach the goal faster and easier.


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