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Your company’s website design is the heart of any online marketing or sales effort in the digital age. Your website design is the place where all your paid search ads, social media and email campaigns will ultimately go. These campaigns may bring prospects to your site, but the ultimate goal of your website’s website is to convert them into qualified leads.


This guide will help you design a website that is optimized for lead generation and conversion. This guide will help you:

  • Learn why people leave your website
  • Cartography of the consumer journey
  • Apply design principles effectively
  • Present content in a meaningful way
  • convert your website visitors into leads

Prospects are leaving your website because of this

Your website is crucial to a sale. 81% of consumers research online before purchasing any goods or services. Your business might offer amazing services but prospects won’t be able to find them easily on your website.

It is possible to find yourself in a situation in which, despite all the traffic your website receives, no qualified leads are coming into your site. These are common reasons why people leave your website and don’t take the next step in your sales funnel.

Old Design

Modern and modern designs can communicate that you care about your company and are trustworthy. A tired and outdated design shows that you are not professional and in touch with current customers.

Unsimple Navigation

Websites that are not designed with the customer journey in mind look messy. There is no clear path to take the customer from research to action.

Congested Content

Prospects will leave your site if they see too many images and text, and there is not enough white space.

Inadequate Call-to-Action

Prospects won’t be able to see the next step if there is no call-to-action or unclear navigation structure.

Your website’s purpose is to give people a chance to get to know you and expand on the marketing campaigns they have seen.

How can you make your prospects’ information as simple as possible about your products? Information and design are interrelated. The information you provide and the way you present it will impact how fast prospects can find the information they need and make a purchase decision.

Design Point of View


The most important design principle to ensure logical flow is hierarchy. Hierarchy is the order and prioritization content to communicate a message. Order and size can signify hierarchy.

Pro tip: The larger the item, the more it will be understood. Prioritization will be given to the first item.


Your website is just as important as your storefront. Your brand should be consistent with the way you present your website.

Pro Tip: Use your logo, colors and slogan to align your website with your business.

Four Best Practices to Present Content Meaningfully

Information should be made more accessible and less intimidating. Information can be broken down into smaller chunks to make it easier and more understandable. These allow you to scan and skim your website.

Keep your services short and simple. This is the meat of your company and what your prospects are here for.

You can be different with benefits. To show your clients what sets you apart from the rest, illustrate the benefits of your services. Your business solves a problem many clients have.

Answer Questions Before they’re asked. Your website is the ideal place to provide answers to frequently asked questions so prospects can benefit.

Get Action through Your Website

After prospects land on your website Point A (or any other point), the featured information guides them from curiosity to desire to take action. They become more interested in the information and want to take action. CTA (call-to-action) is the best channel to help them do this. It allows them to go from Point A on your landing page to Point B and achieve the desired outcome. Call-to-action transforms prospects into qualified leads, and is the perfect end to their journey through your website.

What is a call-to-action?

CTAs are links between information you provide prospects and higher-value pages, such as appointment booking pages. A CTA is a link between your information for prospects and a higher value page, such as an appointment booking page. Any commercial or advertisement without one makes you wonder what the point of it. The same applies to your website.

CTAs are usually in the form a button that logically flows from the information. CTAs can be clicked to take prospects to another page where they can perform the desired action. A “Contact Us” button could link to a form the visitor fills out. Call-to-actions such as “Download Free” allow the visitor to download an asset like an eBook.

How to Create an Effective CTA

CTAs that work effectively convey urgency and can include sales language or a time limit to encourage prospects to click them. Effective CTAs include:

Visually interesting

Pro Tip: Use a bright, bold color that contrasts with the background and complements the other colors on your website. It will stand out on your website and make it “call” to visitors to click on it.


Pro Tip: Make sure to include an action verb for your prospect. Prospects will click on your CTA if you use attractive sales language like “free” and/or a short timeframe.


Pro Tip: Keep the CTA brief and simple. Your prospects will have read many pages on your website. It is easier to act when the instructions are clear.


Pro tip: Give your CTA button an extended shape with rounded corners to make it look more like a button. This makes it easier for web users to see that it is supposed to be clicked on. A drop shadow can make your CTA button stand out against the background.

Don’t Forget Mobile

According to comScore Inc. nearly 60% of Americans now have web-enabled smartphones. These same consumers are using their phones to shop online as well as through mobile apps.

Mobile-friendly websites are essential for online success. This means that they look great on mobile phones and work well. Make your mobile website scrollable by one thumb and eliminate unnecessary fluff. It is essential that click-to call be enabled for your mobile call-to action. You can do this by linking your phone number to your website. Prospects can click the link while browsing your website to dial your number immediately.

Use the anchor tag syntax “tel” to hyperlink your number. If Providentia’s number is used, the anchor tag syntax “tel” will be used. Call us Now (888) 220-8057. Your website’s hyperlink will look exactly like the one before it. It will say Call Us Now (888 229-8057) and the linked phone number is tel:. Clicking it on the mobile site will cause your phone to dial us.

Use More Tools to your Advantage

Connect with More Channels

Giving prospects the ability to contact you directly, instead of using a Contact Us form can make a big difference in your business. You can increase your leads by offering real-time booking so prospects can schedule appointments on their own terms. Chat applications can also be useful for prospects to make their experience more engaging and interactive. offers more information.

Side launchers reduce scrolling

A landing page’s scrolling element can sometimes prove to be a problem. A landing page’s layout can sometimes be too complicated and prospects might lose interest. Side launchers are a way to help companies that have experienced this. This is a page that displays additional information on your website, including a FAQ, calls-to action, appointment booking and other useful information. offers more information.

7 Key Takeaways

These seven key points are the easiest way to turn your website into a senior lead generation and conversion machine.

  1. Understanding Why Visitors Are Leaving Your Website. You must recognize and act on the fact your website is not engaging visitors enough. This could be due to outdated design, confusing navigation, unstructured content, or a lack if calls-to-action.
  2. The Consumer Journey Map. To guide your visitors along their journey, from Point A (landing on your website) to Point B (the desired end action), layout your website in a logical way. Your website can be thought of as a map, and your visitors as being on a journey. This will help you create a sales funnel that has clearly defined channels to take your customers to the next step.
  3. Use Design Principles. Your website should be built according to the hierarchy principle. This means that the most important content should be the largest, and the most important content should be ordered first. Your website should be aligned with your business. Use brand colors, slogans and images wherever appropriate.
  4. Use Content to Make a Difference. You should present your content in a meaningful way. Use headlines, subheads and short paragraphs to keep your prospects interested. Keep your services simple and distinguish yourself from your competitors. Display FAQs to cut down on the time that your prospects spend researching and buying.
  5. With Calls-to Action, you can drive action. CTAs should be visually appealing, action-oriented and concise to give your visitors an easy way to close their journey. To draw more attention to your CTA, use bold colors and short, catchy text.
  6. Optimize for Mobile. Optimize for Mobile. To make your mobile website more user-friendly, add click-to call capabilities.
  7. Use Additional Tools. You can increase the number of leads that you receive by offering real-time booking. Give prospects an interactive online experience with a chat app. Keep visitors engaged by minimizing scrolling on your website with the help of side launchers.

These seven key points will ensure that your website is ready to capture and convert more leads into clients in no time.