10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

Tired of working every day to bring in leads, only to find they’re not qualified, or aren’t ready to buy? Wish someone would magically drop lists and lists of qualified leads right in your lap? What if we told you that lead generation didn’t have to be so hard?

By making a few adjustments, it’s possible to design a website that qualifies and converts leads, and delivers them directly to your inbox. Sound too good to be true? Let’s talk about what a lead generation website is, and what best practices you can implement to develop a lead generation website that delivers leads right to your inbox 24/7. 

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What is a Lead Generation Website?

A lead generation website is a website that works to convert site visitors into leads. Unlike a traditional website, which might function as a digital brochure for your company, a lead generation website actively educates your visitors, and offers opportunities for them to learn more about your company, your products, and services. As those people travel through their individual buyer journeys, a lead generation website works to convert those who are qualified leads. 

There’s a lot to say about what a lead generation website is and isn’t, so for the sake of simplicity, I’ll boil it down to this: 

 A lead generation website is a website that is designed and optimized to actively convert visitors into educated, qualified leads. 

Why do you want a lead generation website, instead of a digital brochure?

Because when your lead generation website is up and running, it has the potential to deliver qualified leads to your sales team 24/7. There’s no lunchtime or out-of-office for your website. It’s working for you 100% of the time. If you can turn your website into a lead generation website, your company is looking at serious growth. 

01. Start with a solid website

I’m here to tell you that no one will convert on your site if it looks outdated or isn’t functional. 

The first step to a lead generation website is a website that actually works. If you’ve got problems with responsiveness, load time, or just general usability, you’re not going to get the amount of traffic you need to be able to convert quality leads. 

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02. Build trust

Once your website works and looks good, the next step is building trust. This doesn’t mean forcing the hard sell. At this point, you’re just trying to show visitors to your site (people who are nowhere near making a purchasing decision) that you’re a legitimate company with authority in your industry. 

This means showing them who your company is, what you’re about, and providing them with the information they need to make an educated purchasing decision. The two best ways to build trust are: 

  • Testimonials
  • An A+ About Page

Let other people tell your site visitors how great you are. Then, for the people who want to know who you are, show them with your about page. 

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Beyond those two things, you might also consider including any relevant business awards, certifications, or partnerships in visible places like your homepage. 

03. Make contact easy

Once your site works, and you sound legit, we can actually get down to some best practices for a lead generation website. 

One of the most important best practices is to make contact easy. Your site visitors should never have to wonder how to get in touch with you should they have a question. Make sure your contact button, whether it’s “contact us” or “we buy houses,” is in the top right of your nav bar. 

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Then, include other “contact us” opportunities throughout your site. Simple CTAs are one way to go, but just having your contact information in the sidebar or footer of your site can go a long way to make sure you never miss a contact opportunity. 

04. Consider your end goal first

When you’re working to develop a lead generation website, it’s easy to just throw CTAs, forms, and landing pages everywhere to see what sticks. 

But that’s not always going to deliver the leads you want. 

Before you jump into some of these next best practices for a lead generation website, take some time to think about what your end goal is. 

  • What kind of leads do you want? 
  • How do you want them to contact you — phone, email, schedule a meeting with sales?
  • At what point does your sales team actually want to connect directly with a lead?
  • Where does your company need the most support from digital leads? 
  • Do you need more leads in the awareness, consideration, or decision making phase of their buyer’s journey?

Answering these questions will help you determine where you need to put the most effort into your lead generation website. 

05. Add quality forms

One of the easiest ways to convert qualified leads on your lead generation website is to add forms. 

Forms, from a simple contact form to a more complicated request a quote form, give you exactly the information you need to determine whether a lead is qualified and is ready to talk to a salesperson. 

Each of these forms help convert leads in different ways. Click on any image to view it in a larger size. 

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Remember: Good lead generation forms only ask for the information you actually need. If you’ve got an entry-level contact form, you should only ask for a few things, like a name, email, and company name.

If you’re working on a longer form for an end-of-buyer’s-journey quote request, you’ll have a lot more fields, but it’s still important to only require the information you actually need.

Fewer fields = more conversions. 

06. Use conversion opportunities that address each stage of the buyer’s journey

If you’re looking to build a lead generation website that delivers leads 24/7, it’s best practice to implement conversion opportunities that capture leads at every stage of the buyer’s journey. 

For example, let’s say you’re a home builder. You’ll want conversion opportunities for:

  • People who are considering a new home (awareness phase)
  • People who are deciding between building or buying (consideration phase)
  • People who have decided to build and are looking for reputable builders in their desired location (decision-making phase)

If you only have conversion opportunities for people who are ready to build in your area, you’ll probably only get very qualified leads, but you won’t get very many. 

You’re missing out on those leads who are very likely to want to build in your area, but who just haven’t made the decision yet.

It’s a great best practice to ensure your lead generation website presents conversion opportunities to visitors in every stage of their buyer’s journey. This ensures your marketing pipeline is always full of qualified leads who are working their way up to a purchasing decision.

07. Create buyer persona and pillar page-specific content offers

When it comes to lead generation, there’s no best practice more attractive to a site visitor than a content offer. Guides, ebooks, and downloadable content are irresistible to a qualified lead. 

lead generation website example - content offer

Turn your site into a lead generation website by developing content offers that address the specific needs and pain points of your ideal buyer personas. And, round out your content strategy with content offers that bolster each of your content pillar pages. 

For example, if one of your content pillars is kitchen renovations, you should have a downloadable offer that’s relevant to that pillar. Something like a “What’s Your Kitchen Renovation Style Quiz” is attractive to that potential lead who is already reading other content on your site about kitchen renovations.

08. Consider live chat

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If the goal of a lead generation website is to deliver leads 24/7, live chat is one of the tools that will absolutely get you there.

It’s available all the time, and makes it easy for anyone who has a question about your products or services to ask that question, the minute they think of it. 

They get an answer, and you get a lead, even if it’s 2AM on a Saturday.

Learn more about live chat in this blog on Conversational Marketing.

09. Get creative with CTAs

Contact Us CTAs are important, but they’re also boring. The average internet user is almost blind to the “contact us” CTA because they see it on every site. While you need to have it, it’s a great best practice to also develop more creative CTAs. Check these out:

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As we’ve talked about throughout this blog, the key to a lead generation website is presenting conversion opportunities to anyone who is a qualified lead, at any point of their buyer’s journey. Think back to best practice #4: What are your lead generation goals?

If your sales team prefers to get leads via a call or to schedule a connect call on their calendar, develop that CTA!

Something that says, “Schedule time with our sales team” is considerably more compelling than “contact us”. It’s a lead generation best practice to include varied CTAs, so you provide your site visitors plenty of options, but also so you can see what they respond to most. 

10. Test and optimize, always

Our final best practice for a lead generation website is no surprise — test and optimize, always. 

If you’re looking for a lead generation website, it’s important to remember that your website is never finished. You should always review your data, test new CTAs, and implement new tactics to see how you can improve those conversion rates. 

If one content offer or CTA isn’t working, try something new. A successful lead generation website is always changing and optimizing to meet visitors’ wants and needs. 

Remember: Your Lead Generation Website Can Only Deliver the Leads

Before you go, I want to leave you with one important piece of information when it comes to building a lead generation website. 

Your lead generation website can only deliver the leads. 

It doesn’t matter how many leads that website generates if your marketing and sales teams aren’t equipped to handle those leads. 

Make sure you have the marketing and sales enablement strategies in place to ensure your team can nurture and sell these leads your website is generating. Otherwise, you’re generating leads no one will follow-up with, which means you’re not growing. 

Have a plan in place to handle inbound leads coming from your website, and your team will see significant results. 

Just not sure where to start when it comes to things like CTAs, contact forms, content offers, and other lead generation best practices? The Evenbound team is here to help. Get in touch. We’d love to help walk you through any of these best practices to building a lead generation website. 

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5 Actionable Website Design Tips for Construction Companies

5 Actionable Website Design Tips for Construction Companies

5 Actionable Website Design Tips for Construction Companies

Your construction company’s website is a big part of your business. If you’re like most construction companies, you overhaul it every few years, budgeting for a brand new website that is bright and trendy. But if you’re being honest with us, how much business growth have you seen from any of those brand new websites?
If you’re not sure, or if you’re pretty sure those redesigns didn’t impact business much, if at all, then I’ve got news for you. These 5 actionable website design tips for construction companies can all be implemented easily (and in way less time than a full website redesign) and will work to increase conversions on your site. Check it out:
01. Keep it Simple

When it comes to construction, professionalism is key. You want your clients to know, at first glance, that you’re a construction company that delivers professional projects on budget and on time. A simple website design conveys that clean, confident persona you want, and makes it easy for your potential clients to find exactly the information they’re looking for. 

Whitespace

If you’re looking for a way to improve your website design right now, look at your website’s home page, and take out about 3-5 elements, trading them for white space instead. There’s a reason whitespace was our #1 website design trend of 2020. It forces you to focus on just the items that are most important to your construction company. It also helps draw your visitors and leads to the areas of your site where they can make a conversion.

When you limit the distractions on your site, you end up with a more focused, intentional design. With more focus, your construction company looks more professional, and your website does a better job of directing visitors to conversion points on your site.

02. Make Navigation User-Centric

This website design tip is all about keeping people on your site. Once a visitor is on your construction company’s website, it should be your goal to keep them there. The longer someone stays on your site, reading content, checking out your services, and looking at your previous projects, the more likely they are to make a conversion. Your website’s navigation is key to keeping those visitors on your site.

What Do Buyers Want?

Think about what your ideal buyer is looking for when they come to your site. Chances are, they want to know:

  • What your company history is, and where you build.
  • What kind of construction projects you take do.
  • What your past construction projects looked like.
  • How they can contact you.
There’s an old website design tip floating around that says, “your visitors should never have to click more than twice to get anywhere”. While that’s a great thought — if you have a crazy amount of pages, that’s going to lead to a HUGE navigation menu. Instead, we recommend that you edit, edit, edit. Bring it back to your buyer persona or ideal client once more. What information are they looking for? What information do you want them to get from your site? Boil it down to just the most important components, and streamline your navigation to reflect those top priorities.

Check out these simple navigation menus:

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Everything a visitor or lead might want to know is immediately accessible, and BONUS it’s super easy to make an action.
03. Make it Fast & Responsive

This one is a no-brainer. If your construction company’s site doesn’t load quickly and doesn’t meet visitors on any platform, you’re losing leads. The average internet browser will abandon a site if it doesn’t load in just 3 seconds. And if your site doesn’t respond to different screen sizes? Forget it. Not only will you have problems keeping visitors on your site, but you’re probably going to have issues ranking highly on SERPs.

You’ll know if your site is responsive or not by pulling it up on your phone or tablet. How does it look? If it’s tough to read, scroll, or navigate, you’ve got some changes to make. You can test site speed with just about any free tool on the internet. We recommend HubSpot’s Website Grader because it’ll tell you not just what’s wrong, but also how to fix it.
HubSpot Website Grader Competitive Analysis Tool
Image Size

A common problem construction companies face when it comes to site speed is huge image sizes. You want to share images of your amazing construction projects, but those images can take forever to load.

This is actually an easy fix. If you’re having site speed issues, a great place to start is implementing a quick plugin like Smush, which will easily compress images for you so they load a lot faster. You can also take the time to compress each image before you upload to your site going forward, so you don’t deal with lagging in the future. If you want your website to draw in and convert leads, it has to deliver a seamless experience. Site speed and responsiveness are key here. 
04. Make Conversion Points Obvious

Minimalist color palettes with bold accent colors are in, and for good reason. Your construction company’s website is more than just a brochure, right? You want visitors and leads to take an action — call you, send an email, download a content offer, or fill out a lead qualifying form. Website design can help you out here in a serious way.

Minimal Color Palette

If you make use of a generally minimalist color pallet and utilize white space correctly, then anytime you insert a bold pop of color on a button or CTA, your site visitor’s eyes are immediately drawn there. This is a quick, actionable website design tip, but it’s one that’s remarkably effective. If you’re trying to improve conversions, the way you stylize those conversion points can have serious impact.

Check out these examples:

Our home page makes use of a largely black and white color palette. That is, until you get to a bright orange pop of color at the bottom of the page. 
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Hometown Development’s navigation bar is another great example. The two boldest things on their navigation are their logo, and their “free cash offer” button. That’s exactly where a site visitor’s eyes will go when they land on the site. 
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Your website exists to capture new leads for your construction company. Once you’ve got your color palette down, here are 6 more website design elements that boost conversions.
05. Never Stop Improving

For any company, construction included, it’s easy to think of your website as this big thing that you design, develop, and launch — end of story. The truth is, your website should be a living representation of your construction company that is constantly changing and improving. If this is a new concept for you, check out our blog on Growth Driven Website Design.

The idea here is that 1) a website is a huge project and 2) the internet is constantly changing. What was awesome website design in 2020 probably isn’t going to be as exciting in 2021. A lot of construction companies get hung up on developing the perfect website — so hung up that the project takes years, and by the time it’s finally launched, you’re already behind.

Function Over Perfection

The key to successful website design that works for you is small, constant improvements. It’s more important that you have a functional website than it is you have a perfect website. For now at least, work with what you’ve got. Make changes in the places you know will improve user experience and increase conversions. Then, watch and see how those improvements impact your digital marketing strategy. With that data in hand, you can continue to make changes that deliver significant results.

Don’t feel like you have to change your construction company’s website all at once. While a big change is good every once in a while, it’s always more important that you have a functional website that is serving your leads and contacts rather than a perfect website.

I hope these 5 actionable website design tips help you make effective improvements to your construction company’s website! If you run into any questions while you’re at it, or if you’re just not seeing the results you expected, give the Evenbound team a call. We’re always happy to help.

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Website Design Best Practices For Manufacturers

Website Design Best Practices For Manufacturers

Website Design Best Practices For Manufacturers

Pretty is as Pretty Does: Great Website Design is More Than Just Beautiful

It sounds like an old line (and it might be) but it’s true. A beautiful website might impress all who gaze upon it, but it’s not bringing you new visitors or leads to look at your manufacturing company’s website. 

We’ve written a lot about why you shouldn’t just waste money on another website redesign, and about what makes a great website, but today, we want to talk about a few website design best practices for manufacturers. 

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These best practices focus on what makes for great design, but also, what design elements can make your manufacturing website work for you by drawing in qualified traffic and converting leads. 

If you’re a manufacturer planning a new website or a website redesign, here are a few best practices and key website elements to make sure are included in your new site:

Search Engine Optimization (SEO)

We have written magnum opuses on website SEO for manufacturers, and so have a million other digital marketing experts (see here and Moz, for a complete beginner’s guide to SEO), so we won’t belabor this point. 

We will say that if you want your website to generate leads, you need to implement SEO tactics. Search engine optimization is absolutely necessary if you want to rank well, rank ahead of your competition, or generate digital leads. A couple of web design best practices to keep in mind regarding SEO include:

  • Pick Keywords and Key Topics – Figure out what you want to rank for (we suggest keywords relevant to your company that have a high search volume and low competition) and make sure your website is built out to match those keywords and topics. 
  • Check on Site SpeedIf your site isn’t speedy, people will ditch. Use Google’s PageSpeed Tool to see how you’re doing, and to get recommendations on how you can improve. 
  • Eliminate Duplicate ContentThis is a tough one for manufacturers because you tend to have technical content, manufacturer descriptions, and product guides that a ton of people copy and use. Do what you can to make sure that the content on your site is original, and you’ll see better performance. 
  • Pay Attention to Meta Data – Title tags, meta descriptions, image alt text, and other little technical updates can go a long way to improve your search engine performance. If you don’t know what these are, check out this guide to SEO Meta Tags, and get to work!

 

We’re not spending a ton of time here because there’s a lot of info out there about SEO, and also because it’s not strictly a website design best practice. That said, if you want to see eyeballs on your site, it’s worth it to invest in some quality SEO updates. 

Intelligent Design From Your Logo to Landing Pages

What do I mean by intelligent design? 

I mean solid, clear branding, and a design that funnels visitors through the buyer’s journey. 

Wait, design does that?

Yep. We’ve talked about it before in our blog about website design elements that boost conversions

A quality design and intuitive color palette works to draw your customers’ eyes where you want them.

It also solidifies your brand in the mind of your leads — an important characteristic for manufacturers, where you’re typically competing with just a few key brands. If your is the most recognizable, buyers are likely to keep you in mind when they’re ready to make a purchasing decision.

A few intelligent website design best practices to keep in mind include:  

  • Keep your branding consistent. Your logo should always look the same. Use the same color palette, font, and general design guidelines across every platform. 
  • White space is your friend. It’s easy for manufacturing websites to become overrun with text and highly technical content. It’s okay to have a decent amount of content but use white space to break it up. Letting your website breathe will go a long way to make visitors feel more comfortable, and less overwhelmed on your site. 

  • Use strong elements sparingly, and with intention. It’s great to have a few bold colors in your color palette, but be sure you’re using them sparingly. On any given page, you shouldn’t be trying to pull your visitor’s eyes in more than one or two key directions. Calls to action and chatbots are two great examples.

A little bit of intuitive design can go a long way. When your design is consistent across platforms, you’ll start to build that brand awareness that’s so important in manufacturing industries.

When you use intelligent design on your website, you’ll highlight call-to-action buttons and forms on landing pages, helping those potential leads convert that much faster. 

Eye- Catching CTAs

This goes to our point about intelligent design. A well-designed website with a consistent, smart color palette can do a lot to pull the eyes of your leads and visitors to the information that’s most important to you. 

When it comes to a manufacturing website, conversions are everything. 

There’s only so much technical information you can put out there before your leads are going to need personal one-on-one help from your marketing or sales team. 

CTAs, or calls-to-action, are what work to convert those visitors into leads. 

By designing calls-to-action that are bright, bold, and eye-catching, you can ensure that whenever your visitors have a question, there’s a CTA opportunity for them to reach out. 

The key to lead generation is providing the right content, to the right person, at the right time. Click To Tweet

You’ve already got two out of three — someone who cares about what you have to say is on your site (they’re the right person). If they’re there for any length of time, that means they’ve found some sort of content they care about (the right content). 

Your CTA delivers that third component — the right time.  

If that lead has a question about what they’re reading, or better yet, has decided they want to talk to a salesperson, a well-placed and well-designed CTA will catch their eye. 

This is exactly the right time to convert that lead, and your CTA is clearly visible and ready to help them out. 

This is one of the reasons it’s so important not to discount design when you’re developing or redesigning a website. If your CTAs are easy to see and navigate to, you’ll see conversions off of pages that offer the right content. If they’re poorly designed or hidden on your page, you’re missing out on qualified leads. 

Strategic Navigation

Manufacturers are notorious for crazy navigation menus. And we get it — you’ve got a lot of products, case studies, brochures, and materials for people to look at. That’s all awesome content, and you do want people to see it. 

It just doesn’t all have to be in your top menu. 

When a visitor shows up to your site and they see a menu with 15 different options, it’s overwhelming. It’s tough to find what they’re looking for, and it might even turn them away. 

Implementing strategic navigation is a website design best practice that works to funnel site visitors exactly where you want them. Work to narrow your navigation or menu bar down to just four or five options, and a contact button. 

And honestly, the simpler the better. “Products”, “Solutions”, “About Us” and your traditional standbys are all great for your top-menu navigation because they’re what your visitors expect. Navigation isn’t the place to reinvent the wheel. 

And if you have more stuff than what fits in your new, strategic navigation bar? Don’t forget the footer! Your website footer is a great place to add a few extra links if you really need them. 

Responsive Design

One key website design best practice that manufacturers can’t overlook is a responsive design. The goal of your website is to draw in qualified leads, right? 

It’ll have a hard time doing it if it’s not designed to meet visitors where they’re at. 

Mobile devices account for more than half of all internet traffic. 

What does that mean for your manufacturing website?

It has to be responsive.

Visitors will navigate away from a website that doesn’t meet their device. What’s more, you’ll lose in search engine rankings without a responsive site. 

Websites that are not responsive rank much lower on search engines than websites that do. This is a problem in two ways:

  1. You won’t get much traffic (read: qualified leads) to your website
  2. Your competitors will outrank you

As we’ve mentioned before, most manufacturing industries are pretty competitive. Even if your competitor’s website isn’t that great, they’re going to rank higher if theirs is responsive, and yours is not. 

In an industry where exposure and reputation really matter, this is an issue, and it’s one that’s pretty easily solved. 

Designing your website on a responsive theme can provide huge dividends, both in your company’s authority, and in the qualified traffic you’re able to draw in. 

Content That Speaks to Your Ideal Buyer

Manufacturers are great at technical content. Your sales team probably has stacks or digital files full of product brochures that run through the specs of any product or part you sell.

The problem with that content is that it’s not always digestible, and it’s also not always the content your buyers want. 

Depending on where your leads are in the buyer’s journey, a product guide might not answer the questions they have about your product. It’s important to develop content that speaks directly to the questions and concerns your ideal buyer has. 

Not sure who your ideal buyer is? We’ve got a Step-By-Step Guide to Defining Your Buyer Persona here to help you out. 

Yes, sometimes that means technical content, but it also means developing content that builds your authority. Content that shows your visitors and potential buyers that you have the best, most helpful information, and are an authority in the industry is what will help you build positive relationships that close sales. 

Think about what would be helpful to you if you were in your ideal buyer’s shoes

Is is it a guide that helps them figure out which of your products is best for them? Maybe it’s a simple glossary of the technical terms they’ll need to know. 

Whatever it is, take some time to build out a bit of quality content that is genuinely helpful. 

The more answers your ideal leads can find on your website, the more often they’ll come back, and the more likely they are to purchase from you when they’re ready to make a decision.

Intuitive Content Layout

Great content is one key to a great manufacturing website, but an intuitive content layout is the website design best practice that will ensure your leads are reading that great content. 

Today’s internet user is not a hard-core reader. No one, not even content strategists like me, read every word in every blog post, case study, or article. 

What they do is skim. 

If your web design strategy includes a content layout that calls attention to the most important parts of your blogs and guides, you can guarantee those leads are reading the information that you know is most important to them. 

A great content layout is the difference between someone glancing at your blog and navigating away and someone filling out a conversion form that turns them into a lead. 

Develop a content layout with lots of whitespace, regular images, media, and headers to break up large blocks of text. 

This will help ensure your site visitors are reading as much of your content as possible. The more they read, the more likely they are to stick to your site, and keep coming back. 

Not sure what great content layout looks like? Take a look at our pillar page for Website Design. There’s a ton of content on this page, but because we’ve got an awesome lead designer, Laura, none of it feels overwhelming. 

You get one little bite-sized piece of content at a time, along with some cool motion and visuals. This encourages you to keep reading — who doesn’t have time for one more little sentence? 

In that way, our pillar pages are working to keep visitors on the page with a killer content layout. 

Motion, Interactivity, and Video

Jumping off the last point: motion, interactivity, and especially video are key web design elements for any manufacturing website. 

You’ve got a facility, right? A plant, a factory, a shop? 

Whatever you call it, you make things. Chances are you’ve got some cool machines and some cool people working for you. Take a video of them, and include it in your web design! 

Video is quickly becoming one of the top web design best practices for any industry, but it’s especially effective for manufacturers because you have things going on. 

What’s more, it’s probably ten times easier to explain your product in a video than it is in a lengthy brochure. 

Video — along with interactivity and motion on your site — works to keep people on your website. 

And, as we’ve mentioned before, the longer someone is on your site, the more likely they are to convert. 

For manufacturers, yes, cool scrolling headers and a bit of motion on the page are great, but we really can’t stress video enough. 

We’ve worked with many B2B manufacturers, and video always works to boost conversions. 

People love to see how things work, and if they can watch a 30-second video over reading a product brochure, they're going to do it every time. Click To Tweet 

If you’re the one with the 30-second video on your site, you’re going to be the one to get the lead. 

Interactive Chatbots

Most B2B manufacturers serve a highly technical industry. 

Whether your site visitors are looking for the right product for their application, or aren’t sure which parts they need for their particular machine, chatbots are a great way to ensure your company is always available to answer those questions, whenever they come up. 

Chatbots can be set to specific product pages and customized in a million different ways to fit your manufacturing company’s needs. 

Are there questions you get all the time about your product line that can be answered easily? Do you have a helpful guide or content that solves some of those questions?

You can set a chatbot up to address any of these problems. Not only does this help you convert leads, but it frees up both your sales and marketing teams from answering simple questions over and over. 

Website Design Best Practices for Manufacturers

Web design isn’t always easy for manufacturers. If you’re new to the process, it can be tough to marry highly technical products and components with a creative, intuitive design that also works to draw in and convert leads. Implementing some of these website design best practices should help. 

Not sure where to start? We get it. Form and function aren’t always easy to put together. We’ve been designing websites that work for manufacturers for decades. If you’re ready for a website that delivers qualified leads directly to your sales team, we’re ready to help.

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6 Website Design Elements that Boost Conversions

6 Website Design Elements that Boost Conversions

6 Website Design Elements that Boost Conversions

Here at Evenbound, we’re all about function. We don’t believe in beautiful websites that just don’t work. We do believe in great design. Website design can make or break your website. And let’s not forget that your website is at the center of your digital marketing strategy. If you don’t have a great website, you’re not going to see digital conversions. 

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Here are a few key website design elements you need to tune-up if you’re looking to boost conversions:

#1 Clear Navigation

Your web designer has total power to direct your visitors wherever he or she wants. Navigation is a huge component of driving conversions. Those items that you include in your menu bar can make or break a visitor’s experience on your site. They’re also a great way to make it really clear exactly what you do. Navigation is a key website design element that you can optimize specifically for the purpose of increased conversions.

If you’re building a website and you want to optimize conversions, minimize what’s on your top navigation menu. If you have 5 different dropdowns with 7 different options each all in the top header, you’re not making it easy for your visitors to figure out where they want to go. 

Try to narrow your navigation down to just a few options, and make sure that at least one of those options leads to a contact page or a click to call link. 

I am going to call out our navigation for a second here because it’s got a cool feature that’s all about conversions. If you hover over the “Let’s Talk” button on our top navigation, you’ll see it pulls up a dropdown. 

Let's Talk

There are four options here: Give us a Call, Send Us a Message, Schedule a Meeting, and Live Chat. 

All of these actions lead to a conversion, but it offers that contact option in the way that best suits the user. If they’re ready to talk now, they can call us immediately. If they’re busy, they have an option to schedule a meeting or a call whenever is right for them. If they’re on the fence, they can just drop us a line. 

This website design element makes it easy for people to contact us however they want. They have the options they need, but in a way that’s well designed and that doesn’t feel cluttered. 

#2 Content Layout

Let’s be real here. I could write all day, but if we didn’t have a killer layout from our lead designer Laura, you wouldn’t read half of this stuff. Chances are you’re already skimming anyway. Thanks to Laura you’ll at least read the headlines, the stuff in bold, and maybe a few bullet points.

Writing for the web is a different ball game. Audiences just don’t read straight through anything anymore. Study after study has shown that headlines, bold headers, and maybe a few paragraphs get serious attention from the average web browser. Beyond that, I’ve got to come up with something really good to keep your attention.

Design helps out with this A TON. Content layout is a website design element you just can’t overlook.

You’ll notice that well-designed websites do what they can to put out strong content, but accept that most readers aren’t going to hang on every single word. The way your web designer lays out your content has a huge impact on how much of that content gets read. 

The better your layout, the more people will read it. And the longer you have people reading content and sticking to your pages, the more likely you are to get a conversion. 

#3 Strong, Recognizable Branding

When people know who you are, they’re comfortable converting. If they make it to your site and say, “oh yeah, I know these guys”, they’re not going to worry over submitting an email address or making a conversion — they’re comfortable enough to just do it. That’s a website design element we like to call branding.

If your site looks totally different from your content on social media or your logo elsewhere, then you will run into problems getting those conversions. People don’t recognize your brand, so they won’t feel comfortable making a conversion.

Again, quality web design can help here. Your designer can create an overarching design that reflects your brand, and carry those same design qualities across all of your digital platforms.

From your profile picture on Facebook to your Instagram feed, it’s important that whenever a potential lead runs into your company, they recognize you immediately as the same company they ran into on your website or somewhere else. 

#4 Intuitive, Intentional Color Palette

Your color palette is one of those web design elements that doesn’t need to blow anybody’s mind, but is easily noticed if it’s done wrong. 

When done right, a well-designed website that makes use of an intentional color palette does a great job of encouraging conversions. It’s a web design element that tends to get looked over, but it’s actually quite useful. 

Using pops of color on calls-to-action and important information, you’re working to guide the user’s eye exactly where you want it to go.

Not to toot our own horn here, but our new site is a good example of an intentional color palette. Take a look:

evenbound-home-page

The main colors are bold black and white. In this screenshot of our home page, you can see that the CTA is highlighted in a bright pop of blue. This does the work of drawing attention to that CTA, which is where we want people to go to make a conversion. 

Your color palette can work similarly. Choose options that reflect your brand and your logo, but don’t feel like you need to get crazy. Your color palette should highlight key information and make it easy for visitors to navigate to the places on your site where they can make a conversion. 

#5 White Space

White space is a huge web design trend in 2020. It doesn’t just make your website look better, it’s also a great tool to boost conversion. 

It’s also a great way to increase your time on page. If you’ve ever taken a look at the sites of content marketing experts like Neil Patel, you’ll notice they use plenty of whitespace throughout their website, but especially on content-heavy pages like blogs. 

This doesn’t just work to make for an aesthetically pleasing blog. It’s also a key way to increase time on page. The more whitespace you have on content pages, the more people will read. 

Today’s consumer can look at about two or three lines of text at a time. Any more than that is overwhelming. Whitespace works to break up lots of text, guiding those readers farther and farther into your website. 

SEOs and digital marketers know that the longer someone is on your website, the more likely they are to convert. 

#6 Responsive Design

If your website isn’t responsive, you’re missing out on a key website design element that will lead to conversions. Responsive design is one of the most basic needs of any website. 

More than half of all internet traffic comes from mobile devices. If your website isn’t designed for those viewers, you’re missing out on a huge portion of qualified leads who could be converting.

Those leads will come to your site, notice it looks terrible on their phone or tablet, and move on to another site that offers the same information in a better format. Then your competition gets that conversion, and you miss out.

It's a shame that I've still got to say it, but if your site isn't responsive, you're losing. Click To Tweet When I say a “responsive site”, I don’t just mean a website that has a mobile version and a desktop version. 

Screens come in so many shapes and sizes. It’s important to ensure that your site is designed to adapt beautifully to any screen in any size. That’s truly responsive design, and that’s design that will boost conversions.

Website design elements can and will boost your conversion rate.

Functional, clear design with an intuitive digital marketing strategy and a website that’s optimized for search engines, is an unstoppable combination that always leads to growth. If you’re not sure why your website isn’t converting, or if you’re looking for ways to boost that conversion rate, let us know. We’re here to help. 

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Top Web Design Trends of 2020

Top Web Design Trends of 2020

Top Web Design Trends of 2020

There’s a lot of new going on already in 2020, but one thing we’re particularly excited for here at Evenbound is new web design trends! Since we recently rebranded and updated our entire website, web design is something we’ve had on the brain for a while now. 

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We thought we’d take some of the lessons we’ve learned about new and upcoming trends in web design, and put them into this blog. So without further ado, here are some of the top web design trends for 2020: 

Solid Frames of White Space

If we could pick just one favorite web design trend of 2020, it would definitely be white space.  (Or clean, minimalist themes. Who could pick just one favorite?) Old, clunky websites with huge blocks of text just aren’t cute, and they’re really hard to look at and navigate. 

2020 is the year of minimalism, and that means plenty of white space, which we love. Click To Tweet White space offers immediate, clear organization, and makes it easier for the user to digest everything that’s on the page. 

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For all of our SEO fans out there, it’s also a great way to increase your time-on-page. The more whitespace your design has, the more likely a reader is going to stick around. Since they’re getting little bite-sized pieces of information that don’t feel taxing to read, they’re more likely to keep on reading. 

Minimalist Navigation

Great web design makes the user’s life easier. One trend that’s working hard to help site visitors out in 2020 is minimalist navigation. Designers are taking old, bulky dropdowns and bloated menus and turning them into sleek navigation options. Take this menu from Google as an example: with just four available buttons, it’s hard to get lost on this site. 

Ueno is another great example. As soon as you scroll below the fold, the menu minimizes into just two little lines, helping keep the menu from breaking up the design of the rest of the page. But, as soon as you click the lines, their full menu pops right up, ensuring the viewer doesn’t lose any functionality. 

Minimalist Design With Maximized Text and Headers

It’s 2020 and words are back in! (Thank goodness, my content writing job kind of depends on it.) We’ve talked about how minimalist design is taking over, but with that comes a new focus on big text and massive headers. 

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This is a design trend that really works to help the reader. It makes it easy for visitors and causal scrollers to see what’s most important on a page, and quickly jump to the sections that answer their questions. 

From a design standpoint, this is a trend that brings impact. When your website is designed with a minimalist style, and all elements are clean, neutral, and sleek, a bold header seriously stands out. The combination delivers an updated, modern feel that makes your website look professional, without being boring. 

Soft Shadows, Layers, and Floating Elements

In 2020, design is all about taking busyness and clutter out but keeping visual interest in. Click To Tweet Though most sites have been stripped down to a clean, minimalist design, we’re adding fun and depth to those clean looks with shadows, layers, and floating elements.

You can see here on our site how our images look like they’re floating off the page, and our HubSpot Gold badge is layered on top of the image. HubSpot’s page has a similar effect, layering the most important image on top of more subtle backgrounds to really make it stand out on the page. 

This trend does a great job of making a site look beautiful and interesting, without getting too cluttered or overwhelming for the user. These elements also work to show your user where they should be putting their focus.

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Motion and Interactivity

In 2020, flat websites are over. Exciting, interactive, and visual websites are taking charge by adding motion to the average web-user’s experience. You’ve already seen a bit of motion here on the Evenbound site, as visual elements slide in from the left, right, top, and bottom of the page. If you head to Ueno’s website, you’ll see elements moving everywhere on their site, but in a way that adds to the user’s experience, rather than distracting from it. 

Interactivity is also a big up-and-coming trend. It’s taking off a little bit slower, because it takes more work to implement, but when done properly it’s a great design element to wow visitors, and to keep them engaging with your site. Again, Ueno has mastered this element with “The Interview“. The image below gives you a quick idea of what that looks like, but head on over to their site if you want to interact with it yourself. 

ueno-playground-web-design-trend

Text-Only Heroes

Big headers and text are popular this year, but a new trend that’s really taking hold in 2020 is text-only heroes. This is a great way to get a message across, it’s visually very clean, and it offers the added benefit of being light and fast to load. Massive header images have been slowing down page speed for years, so it’ll be nice to see some super-responsive, bold heroes. 

Illustrations

Illustrations in web design are one of the most popular trends of 2020. The contrast between handmade and digital visual elements is a hot trend right now, and people are loving the visual interest that cute illustrations bring to an otherwise clean and minimalist site.  

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Chatbots

It’s possible that chatbots don’t exactly fit into “design”, but they are an important top trend for websites in 2020. And, since you have to design them, we’re keeping them in this blog. 

Chatbots essentially bridge the gap between you and your consumer. They offer up an instant form of communication that makes it easy for consumers to ask questions the minute they think of them. 

The best chatbots are simple and specific. Check out these three examples below. None of them are obtrusive, but they all invite the visitor to engage with the website in a specific, meaningful way. 

Accessibility for Visitors with Disabilities

When we talk about digital accessibility, we’re talking about building and designing websites in a way that’s inclusive to individuals who have visual, motor, auditory, speech, or cognitive disabilities. Here’s a great resource if you’d like some in-depth info about how to easily design your website for everyone

In 2020, the internet is only getting more popular, and since the majority of us use it every day, it’s important that we make our website accessible to everyone. For web designers, that means designing with accessibility in mind. Adding features like larger text size, as you can see we did for this client below, go a long way in helping everyone use the internet with ease.

Other digital accessibility features you’re going to see more of this year include, but certainly aren’t limited to: 

    • Designing with greater color contrast so those with visual disabilities can still see every aspect of your website. 
    • Including labels and instructions with form fields so the visually impaired can understand what they need to type in each form field. 
    • Web design that allows for keyboard navigation

Web Design Trends in 2020 Put the User First

This year’s most popular design trends have one thing in common — they’re all working to help deliver a better, more seamless experience for the user.

Clean, minimalist designs make it easy to notice and understand the information on a web page that is most important. Interactive elements and motion also help draw attention to key images and portions of a page, without making a subtle design feel cluttered. All of these trends are working together to ensure you are able to quickly identify, and navigate to, the information you need to answer your questions or solve your pain points. 

With web design trends like these, the internet is only becoming more accessible and user-friendly, and we’re sure here for it. And in case you haven’t already, be sure to click around our new website to see some of these new web design trends in action!

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6 Website Design Tips for SMBs

6 Website Design Tips for SMBs

6 Website Design Tips for SMBs

Small to mid-sized businesses have unique needs and constraints when it comes to designing a website. More so than with larger businesses, who can hire their own in-house web design teams, SMBs have the challenge of finding a great web designer or firm, keeping on top of the process, and, of course, finding money in the budget for the project.

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Here are 5 website design tips for SMBs to help guide you through the process.

#1 Remember That it’s Always a Work in Progress

A website is never really “done.” Which is exactly the opposite of what you want to hear, but it’s true. The internet is constantly and rapidly changing, as is the way people interact with it. This means that your website needs to roll with the punches and be adaptable to change.

Unlike the standard, static marketing assets of the past, like billboards or pamphlets, your website is dynamic. Visitors aren’t just looking at an image or reading text—they’re looking at your images, reading your text, submitting forms, clicking on menus and links, and hitting the call button. This means that all of those things need to be working, all the time and that those things can break or become outdated, and they’ll need to be updated.

Plus, the internet loves things that are new. Regularly adding and refreshing your website design and content are critical to providing website visitors with the best experience and to achieve your desired ranking in search results.  

#2 Hire a Professional to Design your Site

We cannot stress this enough: Hire a professional to design your site. There are a lot of reasons why you should do this, but the most compelling are that your site is too important to DIY and that when it comes to website design, you’re usually getting what you pay for.

Yes, there are a lot of programs out there that claim to allow you to design beautiful custom sites for free, and some of them are great—for bloggers or personal websites. 

If you have a niche Etsy business knitting Game of Thrones costumes for cats, and you think it’s time for a website, one of those free website builders is probably a good tool for you. 

You don’t have the budget or the need for anything truly custom on your site, and you’re not going to lose potential customers with a less than perfect user experience on your site—if someone really wants a GoT cat costume, you’re probably the only place they can get it.

But if you’re running a small to mid-sized business that operates more in the professional realm, those free website builders don’t have what you need. 

While they claim to offer custom sites, you’re provided with a limited range of templates to choose from, most of which are fairly basic in their appearance and functionality. You might be able to customize those templates, to an extent, if you’re skilled with CSS (and often, embark on a paid subscription with the solution). And, quite frankly, there are a lot of things those free website building platforms just can’t support, things like external landing pages, employee or client portals, and complicated site maps with extensive menus and pathways.

#3 No Really, Hire a Professional

Okay, so you might see this and think, “that’s fine, I won’t use a free website building platform. But I still don’t have to hire a pro. The IT team/person can code a website for us for free.” Please, we beseech you, do not do this. 

While we’re sure that your IT team is full of skilled professionals with great levels of talent, this isn’t a great idea for a couple of reasons:

The first being that a custom hard-coded website will be inaccessible to non-coders. If your IT team builds it, there won’t be a user interface that say, HR can log into to update the job postings. All changes will have to go through someone who knows how to code.

Additionally, if the person or people who built your site ever leave your company, you could be left with a website on your hands that no one can update, and in the worst-case scenario, a PR nightmare when a disgruntled employee who built the site has complete control over it.

Especially since you run an SMB, you don’t have the bandwidth or the payroll to have all your website design handled in-house. But hiring a website designer can provide you a high-quality, attractive, functional website that you can access and update. 

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#4 Choose a Good Platform to Build it in

We already touched on this a little in the previous section, but don’t use a free website builder. It’s not going to be a robust solution or give you all the functionality that you need. Instead, choose a platform that is going to give you all the functionality you need, and be something that you can use. So stay away from Wix.com and opt for something a little more heavy-duty, like Drupal, Joomla, or WordPress.

There are a lot of internal stakeholders in a company website, even in an SMB. After all, a website isn’t just a marketing or sales tool, it’s also an asset for customer service, HR, employees, and other people and departments internally. 

This can mean that there are a lot of cooks in the kitchen; HR needs to update job postings, customer service needs to live chat with site visitors who have questions, the marketing manager needs to log in to approve and post blog posts, etc. 

All of these people (and more) need login credentials, so your site’s backend needs to accommodate that. But not only do these people need to log in to the back end, they need to have clearly defined permissions, and they also need to be able to find and do what they need to do, without having to become coders themselves. The back end UX needs to be almost as good as the front end UX to ensure that all of the moving parts keep moving in sync.

#5 Make Sure That You Can Make Changes

This goes back to what we said before about hiring a professional and not hard-coding a site, as well as choosing a good platform to build your website in. It even hearkens back to point #1: remember that it’s always a work in progress. You’re going to need to make changes to your website—all the time. You need to make sure it’s easy to do that.

For the things you can change internally (updating some text, etc.), you need to make sure the platform you build your site with and the content management system (CMS) has multiple logins and permission levels, and that it’s user-friendly.

For the bigger things, you need to make sure that you can easily get those changed when you need to. Part of that is having a good relationship with your website designer. Are they transparent and communicative? Do they follow through and stick to the schedule? 

Another aspect is using a CMS like WordPress that’s somewhat universal. If your web designer goes on vacation or the firm you were using shutters its doors, you’ll need a site that another designer can access and update as the need arises.

#6 Work With Your Website Designer

Designing a website is not something your website designer can do in a vacuum. You’re going to have to provide your designer with information to go on—more than just your company name, your logos, and the pages that you want. Your website designer is going to need to have a sense of not only what your company does but how you do it, and what your brand is. This includes your logos and colors, but encompasses so much more, like the tone of your content and the kind of language you use, as well as the most intuitive ways to structure the information on your site.

Your website designer is going to need to get a sense of your company’s identity, so that your site can adequately communicate your brand identity to website visitors and your future customers. The designer is creating the site, but it needs to look and read and navigate in a way that is authentic to your brand, relevant to your industry, and inviting to your potential clients. The designer is going to need your collaboration and cooperation to do this.

So, share as much information as you can about your company, your processes, and your needs and vision for your new website design. They’re also going to need access to things like originals of your logos, brand style guides, and other image assets. Any marketing materials or other public-facing company documents can also be useful to your website designer, too.

Thinking about building a website for your SMB? We’d love to help. We’ve got serious experience building sites for SMBs in a variety of industries, from manufacturing to home building to construction. We’d love to help build yours too

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