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How optimised website design can generate more leads for your business

In today’s digital world, your website serves as the cornerstone of your brand’s online presence. It’s the primary touchpoint for potential customers and plays a pivotal role in the lead generation process. Yet an ineffective website design can turn potential customers away, seriously hindering your business growth.

Perhaps you’ve found yourself complaining at how your site doesn’t display your products or services as effectively as it could? Or maybe, every time you view your website, the outdated design highlights a stark comparison to your competitors’ vibrant, modern sites? The user interface and navigation might feel just as ancient – more likely to frustrate visitors than to offer them a satisfying digital journey. With no real updates being made since the day it was first launched.

Errors may pop up more frequently than you’d like, causing credibility damage every time your customers encounter one. Despite your initial excitement about a ‘mobile-first’ design, you may now find the site doesn’t quite measure up across all devices.

To top it all off, traffic and leads are dropping, leaving you to wonder where things are going wrong.

If any of these pain points resonate with you, you’re not alone.

Your website’s content, layout, navigation, ease of use, and ability to quickly find information all directly impact your conversions and ROI. With so much riding on your website, it’s critical to get the design right. An intuitive, user-friendly website makes it easy for visitors to find what they need. If customers struggle to navigate your site or can’t locate information, they’ll likely leave and seek out one of your competitors. On the other hand, a clean, professional design reassures visitors that you’re a credible business worth engaging with.

In this blog, we’ll explore the impact of website design on lead generation and how partnering with an expert digital marketing agency like Relative can revamp your online presence to drive results.

Understanding common roadblocks


Many small nuances in website design can significantly impact user experience and conversion rates. Here are just some of the things that could be going wrong:

  • Non-responsive design: In our mobile-led world, a website that doesn’t look good, or provide a smooth browsing experience across all devices, risks losing potential leads to competitors with more user-friendly interfaces.
  • Outdated visuals and user experience (UX): Design trends evolve and change, a website stuck in the past that has very obviously not been updated or refreshed recently can fail to make that crucial good first impression.
  • Confusing or lack of call to actions (CTAs): Visitors need clear instructions on what to do next; otherwise, they’re likely to leave without taking any action. CTAs should be clear, prominent, and direct customers to make enquiries or get in touch.
  • Slow load times: Statistics suggest that potential leads abandon websites that take longer than three seconds to load. A delay in page load could mean a lost opportunity if potential customers become bored and/or frustrated and bounce from your site.
  • Text-heavy pages without breaks: Pages crammed with text can overwhelm visitors, causing them to disengage. Informative text is good for SEO, but could put off audiences by overwhelming them.
  • Cluttered navigation: Overcomplicated menus make it hard for users to find what they are looking for, increasing the likelihood of frustration and disengagement with your site.

Optimising for mobile


Arguably the most important thing to consider in this day and age is mobile optimisation and responsiveness.

Some key elements to focus on for mobile optimisation include:

  • Tap targets: Buttons and links should be large enough for easy tapping on touch screens.
  • Navigation: The navigation menu should be clear and concise to allow fast access to key pages. Avoid overcrowded menus.
  • Page layouts: Content should adapt to narrower mobile viewports by stacking elements vertically.
  • Text size: Use larger font sizes to aid readability on small screens.
  • Page speed: Sites should load quickly even on spotty mobile connections.

By ensuring your website design follows responsive design best practices and provides an excellent user experience on mobile, you can connect with many more potential customers and generate greater leads.

The cost of neglecting your website’s design

Poor website design doesn’t just affect user experience; it has real financial implications:

  • Lost leads and sales: Websites that don’t meet user expectations have higher bounce rates, leading to lost sales opportunities.
  • Damaged brand image: First impressions last, and a poorly designed website can tarnish a brand’s credibility.
  • Increased acquisition costs: A non-performing website will require more expenditure to attract the same number of leads.

However, there’s good news. With strategic design improvements, these roadblocks can be turned into pathways for success.

The role of a digital marketing agency in enhancing your website



Working with a digital marketing agency like Relative can transform your website from a simple digital brochure into a dynamic lead-generating platform:

  • Mobile optimisation: Ensuring your site looks great and functions perfectly on any device, capturing the over 50% of traffic coming from mobile users. Making your website accessible to a wider audience and increase the chances of lead conversion.
  • Modern design and intuitive experience: Staying up to date of the latest trends to make that essential positive first impression.
  • Clear and persuasive CTAs: Crafting CTAs that guide users seamlessly through the buyer’s journey.
  • Speed enhancements: Implementing technical fixes that make your website lightning fast.

We don’t just stop there; we will monitor and continuously optimise your site over time. As Google updates its algorithms or new technologies emerge, we tweak the site to maximise conversions. We can also test variations of design elements through A/B testing to improve metrics. And of course consistent SEO updates.

The Relative advantage

At Relative, we harness over a decade of experience to create websites tailored to your specific brand and objectives. Our strategic approach commences with a thorough understanding of your business goals, followed by the delivery of an intuitive, engaging user experience. Our services include:

  • A discovery meeting, which incorporates a strategic review, research, and planning, is conducted to formulate a well-considered project strategy.
  • Develop a comprehensive strategy and brief for visual and written content.
  • Content architecture and wireframes: To ensure content makes sense at a glance.
  • Custom design, graphics, illustrations, imagery, and icons: For a unique and captivating visual appeal.
  • UI/UX design: Bridging the gap between user needs and business goals.
  • Website Development with SEO in mind: Merging beautiful design with functionality and visibility.

Our process: from concept to launch


Transforming your online presence is a journey we take seriously. Here’s how we do it:

  • Strategy development: Aligning your website’s purpose with your business objectives.
  • Design execution: With a clear strategy in place, we bring your vision to life with a focus on conversion-driven design.
  • Development: Integrating the latest technological advancements to build a robust and secure website.
  • Rigorous testing: To ensure seamless functionality across platforms.
  • Launch and optimisation: Going live is just the beginning – we stay consistently engaged to monitor and optimise your site.

Jumpstart your website’s performance

Don’t let a poor website design be the weak link in your business. Chat to Relative. Our steam of designers and creatives are all set to help you navigate the digital terrain effortlessly. Whether it’s a spruce-up or an overhaul, we will craft a website that’s not just functional but a true extension of your brand ethos.

Ready to transform your website into a lead-generation powerhouse? Get in touch for a free consultation. We’ll analyse your current site, identify areas for improvement, and chart out a path to a high-performing website that not only attracts but captivates your target audience.

Luke Burnett profile picture

About the author

Luke is Relative’s Senior Project Manager, with experience of delivering projects from traditional press and high-volume print campaigns, to SEO & content marketing, and website design & development. His role involves building relationships and working closely with clients, design and digital development teams.

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