What drives conversion on a website? The answer is simple if you bear in mind a few key elements: attractive design, great functionality, successful search engine optimisation, use of engaging features and quality content. All of these work together to create a great user experience that will help to maximise traffic and lead generation.

Although all of the elements listed above are important, the content of a website is what really gives users the information they are seeking and will drive lead generation once a user is on your website.

Whether you are a commercial property provider or a local print company, there are a few content fundamentals that apply to all websites hoping to gain more leads.

Eight content essentials for any website

1. Call-to-actions

You’d be amazed at the number of websites that lack call-to-actions. The fewer buttons a user has to click on to perform an action, the more likely they are to do it.

Having relevant call-to-action buttons increases the chance of a user performing an action you want them to complete. Examples of some call-to-actions are ‘Sign Up Now,’ 'Enquire Now' or ‘Buy Now’. Carefully crafting and placing call-to-actions throughout your website will increase your online leads as it guides users in the right direction.

2. Testimonials

Demonstrate your credibility through testimonials. Users are more likely to trust and use a company with great testimonials.

Similarly, conveying any accreditation, industry qualifications or business awards you may have is another great way to build trust. An example of this may be an ISO certification.

3. Case studies or a portfolio

Users often want to see examples of your previous work before they decide to use your services. Case studies allow companies to showcase their best work to potential new clients in a focused way. Case studies are most effective when they incorporate both quality photography and detailed text.

4. Price

Most of the time users want to know one thing – price! If you don’t display any prices, users will be more inclined to visit a competitor’s website where they will be able to get a price straight away.

For some companies, however, it may be difficult to display costs, particularly if you provide bespoke services. A few ideas here would be to list a 'from [price]' or promote that you can provide quick quotes. Online, users want a price and they want it now. 

5. Enhanced contact details

If you want to generate more leads, contact details are vital. As well as your contact page, perhaps consider adding contact details to the website header and footer so users can find them on every page. For certain pages you may even want to add these within the text, for example at the end of a blog post.

6. Quality photography & graphics

We’ve all seen a website that’s teeming with obvious stock photography and overused icons. Wherever possible, try to use real photographs from your business and of your product/services. These will add real value to your website and help to illustrate your company as a real business.

7. Information about your company

A running theme throughout these content tips is credibility. The internet is an easy place for businesses to mask who they really are. In order to stand out from the competition, it can be helpful to have an engaging ‘about’ page that provides users with information about who you are and what you do. Users are likely to choose a company that they feel they can trust. Providing information about your company and team is the best way to do this.

A few ideas to include in your ‘about’ page:

• How long the company has been running
• Any notable awards you have earned
• Where the company is based
• Profiles of your team or your executive board

8. Unique selling point

In a few clicks a user can easily find a competitor’s website. It is important to promote your businesses’ unique selling points throughout your website to communicate why a user should go with your company instead of another. Try to convey these instantly through eye-catching headings and icons to immediately portray these key messages to users. Doing this will help engage users straight away and attempt to keep them on your website for longer.

When planning a new website or updating your existing website, always have the user in mind. Providing content and website pages that supply users with quality information will help to build a user’s trust in your company and can really increase your website’s conversion rate. 


By Alice Turton, marketingmManager at DS Creative 


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