How to build a website that converts leads – 9 secret tips – Part 2

Is your website converting?

This is the second part of our article on secret tips for building a lead generating website. In the last part we covered making every page of your website work as a landing page and how important it is to have contact details and forms.

In this part we touch on making sure your site is ready for digital marketing, optimised for SEO, looks great, works great and is fully owned by you.

Secret 5 – Build it so that it’s ready for SEO and digital marketing campaigns

I strongly believe that everyone can save time and money if the job is done once and done right. Every website developed by Dux Digital has the capacity to run a digital marketing campaign – even if it’s not currently part of the plan.

I feel disappointed when new clients with beautifully designed websites come to me, and I have to tell them that despite the fact that their site looks great, they’re not going to get conversions because it’s not optimised to accept leads (i.e. no contact numbers or forms).

Earlier in the article I talked about the importance of contact numbers and form fields – but the bits you can’t see but Google can are equally important. Making sure your code is optimised for SEO upfront and installing plugins like Yoast will ensure your new website is up and generating leads as quickly as possible.

Secret 6 – Good design

When you look into it you’ll notice there’s a difference between sites that are designed for users and sites that are designed for award panel judges. The latter will most likely look amazing, but probably won’t win you any business… which one would you choose?

One of my top tips for designing a website is consider the end user. I like to start with a wireframe (a digital sketch), this allows us to work together to place all of the important elements on the page and get the hierarchy and usability right before we even fire up Photoshop.

Sadly there are sites that are so poorly designed that they are also never going to win you any business. Because your site reflects your business, in my opinion it’s just as important (if not more) than your physical office/store.

My advice is to take the time to invest in a website that will give your business credibility and positively portray the image of the business you’ve worked so hard to build.

Secret 7 – Have a blog

Google loves content… The simple act of placing a blog on your site is a great way to get new keyword rich content indexed. However, make sure that anything you publish is written naturally as Google can tell if you’re keyword stuffing.

If you’re time poor or not a natural writer, a good SEO copywriter is an inexpensive and effective way to get regular content onto your site and can improve your Google ranking.

Secret 8 – Google Analytics and Tag Manager.

I’m a fan of Tag Manager, it’s a great tool for Digital Marketers, letting them add code to your website without the need to go back to the developer. It takes seconds to implement and is worth it, as it will allow you to accurately track your campaigns, and that’s essential if you’re serious about digital marketing.

I also think Google Analytics is a must have. The code sits inside the Tag Manager container and will give you invaluable insight into the performance of your website.

Secret 9 – Choose a good CMS and make sure you own your site.

Although this might seem like a no brainer, but even now I see clients that are locked into a proprietary CMS. This means every time they want to change something on their site they have to go back to the original developer.

I use and recommend WordPress – Currently 25% of internet uses it too so you’ll be in good company.

The other benefit is that you’re not locked into one developer… so should there ever be a falling out with your development company, if you have WordPress it’s easier to move on.

Lastly, read the fine print of your contract and make sure you own your site. Unfortunately I’ve seen too many clients who don’t own their site and have ended up having to pay to rebuild their site, because their old developer owns it. That, in my opinion, is a total waste of money and completely avoidable!