In today’s digital age, your website serves as the primary gateway for potential customers to get to know your brand, explore your services, and ultimately make decisions that drive your business forward. Optimizing lead generation and enhancing the overall user experience are crucial steps in keeping visitors engaged and guiding them toward desired actions. Research shows that websites featuring over 30 landing pages generate over seven times more leads compared to sites with just one to five landing pages. By creating multiple landing pages tailored to different campaigns, products, or services, you can increase your chances of converting visitors into leads and customers.

At our May Business at Breakfast we were joined by Jordan Hawn of Hawn Consulting for a presentation focused on equipping participants with the skills to evaluate their website’s effectiveness, analyze data, and make informed decisions to improve user experience and achieve business goals.

Jordan discussed three things to keep in mind when optimizing your business website:

  1. Offer valuable lead magnets
  2. Streamline prospect needs assessment
  3. Optimize calls to action (CTA’s) and messaging

Jordan conducted a live demonstration of a high-level website audit, highlighting critical areas for improvement. He noted that the website in question was too cluttered, which overwhelmed visitors and detracted from the overall user experience. To address this, he suggested replacing generic campaigns with personal examples of individuals who had benefited from the foundation’s services. This human touch can create a more emotional connection with visitors, making them more likely to engage.

Actionable suggestions to enhance user experience:

  • Simplify Navigation: Streamline the menu and reduce the number of options to prevent decision fatigue.
  • Personalized Content: Share real-life success stories and testimonials that resonate with your audience.
  • Clear Call to Action: Add a prominent button to make it easier for visitors to donate, ensuring it’s visible and compelling.

By following these guidelines and continuously auditing your website, you can create a more effective online presence that not only attracts visitors but also converts them into loyal customers. Remember, your website is a reflection of your brand—make sure it shines.

Find out how Jordan can help update your website to enhance user experience here: Hawn Consulting – Strategic Brand and Marketing