Is Your Website Leaking Leads? Try This..

A potential customer visits your website. You have a few seconds to capture his/her attention. If you’re not telling a simple story that stirs emotions then you’re letting leads leak.

A study by the London School of Business found that people retain information on a website 2x better if it is presented as a story.

So, how do you tell a compelling story on your website’s homepage that communicates what your company does, your value proposition, and drives leads?

Get to the point

According to Chartbeat, on average, 55% of visitors spend fewer than 15 seconds on a website. So, your homepage should immediately, in no more than two sentences, answer these two questions:

  • What pain points do you solve for your customers?
  • How does your business add value to your customers’ lives?

Airbnb does this brilliantly. In just a few words, it carries across the idea that no one wants to feel like a tourist while on vacation. Nay, we want the authentic experience, hence “live there” not visit there. The second sentence expands on “live there” to say that you can book “homes” in over 191 countries.

Stir emotions

Emotions matter even more than logic and reason. According to CEB Global, 71% of buyers who see personal value will purchase a product or service.

Images and videos are a great way to capture the imagination and inspire in an instant. 2015 Webby Award winner VisitCalifornia.com features a gorgeous shot of the Bay at sunset with wildflowers in the foreground and the iconic Golden Gate Bridge in the back. This image pulls at the heartstrings while sparking desire and even a certain nostalgia.

Good luck finding someone who doesn’t want to plan a trip to California after seeing this.

Lead the eye

As the Head of Digital Strategy at EIGHT25MEDIA I spend a lot of time thinking about UI because its imperative to strategically guide visitors to take action. On our client, Phizuu’s website, the first thing the eye sees is a simple, clear statement: “Mobile apps & websites for musicians & festivals”, followed by a 2nd sentence: “Just $49 a month”, which conveys the low barrier to entry. Then, the eye travels down to find the logos of high-profile artists and festivals Phizuu has worked with. Finally, there are 3 calls to action to Sign Up (2) or Contact Us.

Have a clear call to action

Consider: what do you want your visitor to do and what does your visitor want to do?

Asking someone to buy your product right off the bat may be a little too hasty — maybe the first call to action should be watch a video or get a free trial. Whatever you decide, it’s important that the call to action be simple and clear.

Operator, an iPhone app that connects you to a personal shopper, has a very straightforward call to action on their website: enter your phone number to get a download link for the app. This saves users from having to search the app store. For those who aren’t quite yet ready to commit to downloading the app there’s a secondary call to action to watch a video about Operator’s benefits.

Follow these rules and you’ll increase brand recall, visitor engagement and website conversion rates!

Does your website’s homepage have all or some of these elements? Are there any I’ve missed? Share with me in the comments.