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Designing a website to convert leads to new customers

Considerations for designing a website that converts leads to new customers 

Ensure that the main objective of your website is clear and easily understood by visitors. 

Ensure you are providing what your customers need. If the web designer fails to do this it could cost them business, as well as make potential web visitors leave your web page.

All pages on a website should have a purpose. Be sure they are not just “fluff” pages, but rather contribute to driving users towards making a purchase

Make a site map or a list of all page titles and URLs on your website. Then go through one by one, and make sure they are doing their job to help users.

Make sure the website is not only catering to sales but also creating brand awareness, communication, and connection with the target audience.

Does your content attract your target audience? 

The web designer should always consider the target audience and what they want/need from your website. The web designer should always look at a web site in terms of the value they are providing to the web visitor in exchange for their name and email address. This is what web visitors call “conversion”. If you have a web page with no purpose other than being a self promotional vehicle to sell your product, it won’t convert web visitors into subscribers.

Ensure your web site is not only attractive but also fast and user-friendly.

Does your web design look good?

A web page should look appealing to online visitors, as well as be consistent across all web pages on your website. The web designer should create a theme throughout the web site that fits with the objective of the web site.

Is web site content well structured?

The web designer should ensure that web visitors can easily navigate throughout your web site, and that web pages are easy to understand. The web developer has several options when it comes to page layout. You can have a fixed-width design or fluid-width design. Your choice will be determined by the amount of web page elements you wish to include.

Is it informative and engaging enough that they want to return?

A web site’s web content should be engaging and informative. Users should come back multiple times after their first visit to the web site; coming back for more information, products or services. This can improve your customer lifetime value through repurchases while cutting down on your advertising expenses.

Going the extra mile with web site content

Informative website content should always be updated and fresh, keeping web visitors coming back for more. The web designer should ensure that web pages are easy to find on search engines as this is a key factor in gaining web traffic.  It should be written in clear, plain English so web visitors can easily understand them.

Does your website help to create an idea of what you’re all about and how they’ll benefit from using your products/services?

A web designer should create web content that highlights the key benefits of their product/service, as well as provide information around what your web site is all about. This can also help inform users beforehand of any potential downsides or making a purchase on your web site.

Do you have a clear call-to-action that is easy for users to find and understand?

A web designer should make it easy for web visitors to find the web call-to-action on their web site. This can be done through creating a clear path, making web calls-to-action appear early in the web content or using other marketing techniques that are beneficial to your website.

Is there a sense of trust established on your site through quality content, user reviews, security badges, privacy?

A web designer should always keep web security in mind. This involves any web page that asks for user information or payment details. One way to help web users feel secure.


  • Understand what your website is trying to achieve
  • Know your target audience and design for them
  • Simplify the design and make it easy to navigate
  • Use clear, concise language throughout the website
  • Place important information (such as contact details) in easily accessible places
  • Make sure the website is responsive and looks good on all devices


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A website is a complex piece of digital real estate that needs to be designed with the user in mind. By understanding how people think and using design principles that appeal to human psychology, you can create a website that converts browsers into paying customers.

If you’re looking for help creating a website that sells, contact Adept Creative – we’ve been designing high-converting websites for over 15 years!

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