When it comes to converting visitors into valuable leads on your business website, every detail counts. At Boni Technology, we specialise in designing websites that not only look professional but also deliver results through proven SEO and conversion optimisation techniques. Below, we explore ten key areas that, when executed well, dramatically improve your website’s lead conversion rates.
1. ‘Above the Fold’ Content
The first thing visitors see when they land on your website is crucial. An excellent website clearly presents a headline and sub-headline with an immediate call to action right above the fold — the part of the page visible without scrolling. This section must swiftly answer the four critical questions: Who is this for? What do you do? Why should the visitor care? And what should they do next? By making these answers obvious and compelling, visitors feel confident and motivated to engage further.
2. Engaging Video Content
Video is a powerful medium to connect with your audience on a human level. Top-performing websites feature engaging, personable videos placed prominently on the page. These videos should directly address the four critical questions mentioned earlier, helping visitors understand your business and how you can solve their problems. A well-crafted video not only builds trust but also keeps visitors on your site longer, increasing the chance they become leads.
3. Real, Supportive Images
Images are more than just decoration — they convey your brand’s authenticity and credibility. Excellent websites use real photos throughout, steering clear of generic stock images. These visuals support your messaging by ‘humanising’ your business, featuring actual customers, staff, or project results. Showing the ‘after’ effect or success stories visually can have a significant emotional impact, encouraging visitors to trust you.
4. Clear and Concise Main Menu
Navigation should be simple and purposeful. The best sites position the company logo clearly in the top left corner and restrict menu items to essentials only. Importantly, your phone number (or tracking number) should be visible, with a prominent main call to action (CTA) placed in the top right. This structure ensures visitors can effortlessly find what they need or reach out, reducing friction that often causes drop-offs.
5. Showcasing Personality
Your website should reflect the unique personality of your business. Including a photo of the business owner and videos that capture the essence of your company’s character are excellent ways to create a connection. Featuring real people throughout the site adds soul and distinctiveness, making your business memorable. After all, people prefer to do business with people, not faceless corporations.
6. Multiple and Compelling Calls to Action
Visitors need clear direction on what to do next. Websites that excel provide consistent primary and secondary calls to action, repeated at least three times on the page. These CTAs must be compelling and clearly worded to inspire action, whether it’s making a phone call, filling out a contact form, or requesting a quote. Effective CTAs reduce hesitation and guide visitors smoothly through the conversion journey.
7. Customer-Centric Body Copy
The body content of your website should be carefully crafted to focus on the visitor’s needs rather than just your company’s features. Excellent websites use text, images, and videos to explain how the product or service works, who benefits, and what steps the visitor should take next. Clear visual breaks and compelling, customer-centric copy that uses “you” more than “we” help maintain engagement and make the visitor feel valued.
8. Building Trust Through Testimonials and Logos
Trust is a decisive factor for many prospects. Prominently displaying logos of existing customers, sharing customer stories with headlines and names, and integrating feeds from independent review sites provide powerful social proof. Including award-winning or finalist logos further reassures visitors of your credibility and quality, all of which help convert sceptical visitors into confident leads.
9. Comprehensive and Useful Footer
The footer often gets overlooked but is an essential element of a professional website. A well-designed footer includes expanded navigation options, physical business address, links to contact pages, privacy policy, terms of service, and a resource directory for flagship content. Such details not only improve user experience but also boost your site’s authority and SEO, both of which contribute to better lead generation.
10. Proper Tracking and Analytics
You cannot improve what you don’t measure. Installing Google Analytics properly and using a unique tracking number enables you to monitor visitor behaviour, assess the performance of your calls to action, and understand which marketing efforts drive leads. Reliable tracking is the backbone of ongoing optimisation, helping you make informed decisions to increase conversions continually.
Ready to turn your website into a powerful lead generation tool?
At Boni Technology, we specialise in creating websites that not only look great but convert visitors into customers. Whether you need a brand-new design or expert SEO to boost your visibility, we’re here to help your business grow.
Contact us today to discuss your project and see how we can transform your online presence into a lead-converting machine.
