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4 Simple Web Design Techniques for Better Lead Generation

Roses are FF1919, violets are 1C86EE, Futura is a controversial font choice but Comic Sans is just wrong.

But seriously, why is great web design still such a big deal and how does it translate into better sales results?

Great Design Knows the Visitor Already

Even if you’re a new business you will have some sense of your ideal customer. So make sure you do your research and form an accurate, detailed picture of the customer by answering questions like:

  • What do they do on a typical day?
  • What are their biggest challenges/pain points?
  • What information do they use to make a purchasing decision and how is the decision made?

Knowing your visitor means knowing what to put on the page. If your customer can’t approve the purchase themselves, for example, then you need cater for their information needs and those of the boss.

Great Design Knows a Mix of Content is Best

 

A website needs a compelling proposition, a good story. This very rarely (read almost never) happens via large blocks of text. A website must cater to readers and scanners, but prioritise scanners because they are the large majority of site visitors.

Scanners will pause on page where there is a break in text, this happens with:

●     Links

●     Images

●     Videos

●     Infographic/Stats

●     Downloads

 

 

 

 

confusing floor tiles

 

So if you want them to take away one or two key points, use something other than text to convey that point. Think about what gets people’s attention and weave that into your compelling (product) story.

Great Design Knows That People Do Business with People

 

Seems sensible right? So many websites forget this by:

 

●     Using 100% obvious stock imagery

●     Not having a clear way to contact a real person

 

tree in front of garage door

Everyone on the web has a mobile phone, and all phones have a camera function. Take photos of your team, your work environment, your city, take photos of real things that will connect your customers to you.

There are some amazing news tool out there for automating Q&A, service issues and lead generation but you must still provide an opportunity to talk with a real person.

Prioritise other contact methods on your website if you need to, but make sure they can talk to a real person when they need to. Even just having the option makes converting a visitor into lead more likely.

Great Design Keeps Asking, “So What?”

So now that we’re clear that on your website you need to:

  • Know your ideal customer
  • Use a mix of interactive content to reach them
  • Emphasise connection on a human level

You must still give them a clear reason and a method to take the next step.

 

The all important call to action needs your consideration. They’ve read down the page, maybe they’ve even clicked on a link or two, but they have not moved into the lead category. 

drawer design fail

Compelling (product) stories should lead to good business opportunity and a well-designed website should help you do that.

Right when they are about to ask, “so what?” give them something good in return. Insight they can’t get elsewhere, a stat they’ve never seen before, a report they didn’t have to do themselves.

Avoid Design Fail

Avoiding #designfail with these 4 important techniques is really about applying common sense when designing your website, because lost business is no laughing matter.

How to Protect Your Website & Brand from Hackers

Tough to admit as digital marketers, but our website was hacked a few years ago. It was frustrating, time-intensive to fix and mostly embarrassing.

We hung our heads for a bit, but then realised our experience could actually benefit others. We had taken our website security for granted but the process of restoring our online reputation painted a clear picture of what we, and other WordPress sites could do to strongly discourage future hacking attempts.

While some of the information below is unique to our WordPress security service it is a strong guide for anyone needing to  keep their online reputation safe.

WK-Wordpress-Security

 

 

Artificial Intelligence on the web

Using artificial intelligence, with a complicated algorithm of logics and code, companies employing this method can create a website in minutes.  WIX claims they are testing the use of this software in their builds. Using this technology, WIX, like other DIY website builders, can save a great deal of time and money, but will the end results be what the client needs and likes?

 

Here’s how it works:

 

You’re asked a set of standard questions to determine the nature of your business and what kind of website you would need to build. This will determine the layout, design and content as well as overall branding that should work best for your situation. Neither you nor a team of web developers (actual people) need to code anything.  AI does it for you from design to organization and you can focus on what content you think will best grab your audience. If that feels like magic, it almost is.

 

Can a small business use it?

 

Yes, but probably through working with a bigger business like a WIX or GRID if and when they bring this technology to the public.  It’s a costly endeavor and not fully proven. There will be issues with using AI to create websites. The art of customizing a site that really reflects the personality of a business could be lost in this kind of programming not to mention a lot of programming jobs that pay the bills of human beings and their families but it could save time and money for the end user.

 

What are chat bots?

Chatbots are a hot new trend
Bots are simple artificial intelligence systems that you interact with via text. It can be something as simple as asking what the weather will be like in Portland Oregon (rainy, most likely) or more complicated like seeking advice on your internet connection issues.
A Bot might handle things that would usually require a phone call, web search, or mobile app. Things like banking, making reservations, movies times, games, can all be handled by a Bot.

 

Which chat bots actually learn from user interaction?

 

Bots with Machine Learning have an artificial brain. They understand natural language, not only their programmed commands. Every time they converse with actual people, they get “smarter”.

When they crash, they re-program and learn from their previous mistakes. This happens as they interact more and more with people. This is how they differ from normal computers that can only solve problems they are programmed to solve.  AI means artificial intelligence so Bots continue to learn and evolve.

 

What are the trends for 2017 that everyone can use?

 

AI will be a hot topic in the coming year. As we move into the new year and beyond, AI will provide new technology for the home, office, hospital and more. Perhaps the next time you go to your favorite restaurant, your order will be taken by a bot and their website will have been built by AI power.

Power to the Digital Punt

As the horses, jockeys and visiting royalty gather we are reminded of the great Australian urge to gamble. Do we love a winning result or the addiction of the possible?

Status Quo, Good Enough?

We think it’s both and in the digital world a punt can seem scary, and better that money wasn’t spent without a good result rather than risk a few hundred dollars on something that could just turn into something successful.

Digital, Built to Your Measurements

The cool part about digital is that it can be measured. Adword dollars can be linked to sales, return on website enhancement dollars can be measure directly by improved on site visitor statistics and sales leads, and it should be that way.

Champagne Now or Later?

It would be nice if those results showed up in fancy frocks, suit & tie with a bottle of champagne like your Melbourne Cup bet. Or maybe you treat your staff to a great Melbourne Cup party next year because today was the day you bet on your business success and won.

The Power of the Punt

It is possible to win with digital, in fact, its a certainty.