It is crucial for your website to have clear messages and stand out ‘call-to-action’ (CTA) messages. Making sure your pages have the right hierarchy and colour palettes will help to direct the user’s eye in the direction you’re aiming for.

If your main goal is to generate leads from your website, then the user journey needs to include a clear path to your contact details or a contact form. The contact form needs to be designed well to encourage users to submit their question and personal details.

Here’s a few tips to improve the success rate of lead generation:

Don’t overdo the form: If the form is too long, users are unlikely to waste their time plodding through it all. Keep the initial contact simple and you will increase your chances of being able to ask more questions later!

Appropriate questions: Users also won’t want to give away too many personal details! Asking for information too detailed or specific will drive people away. Build trust first.

Give pointers: If you do have a more complex form, help the user along the way. You also don’t want to be sifting through answers that aren’t relevant to what you’re needing. Put a small description field to expand on the information you’d like.

Upsize your CTA: Make sure the CTA of the form is clear. If you have room for a bit of personality in your content, try a quirky heading or submit button. Users will be more likely to engage with a clear or entertaining question.

Ensure trust: Pop a message on the form to confirm that you won’t be using their details for anything other than what they’ve asked of you and that it won’t end up on some marketing list!

User friendly: Test the form thoroughly to ensure the messages are going to the right place and any automated emails have been updated and branded.

All pretty simple to follow and get right! Users tend to have a very short attention span these days so you need to catch their attention, maintain their attention and quick persuade them to get in touch. Remove clutter and keep it simple.