Service & CX

How the design of your website improves lead generation

5 min read


In the first part of this three-part blog series, we highlighted the importance of optimising your website for Google, creating high-quality content and including calls-to-action to drive visitor activity.

In the second part of this three-part blog series, we will discuss your website’s structure and design – and how these elements can help you to build a website visitor’s trust, encourage them to engage with your business, and help you to improve your website lead generation.


Step 4. Scrolling is OK – don’t worry about it!

In the past, the thought of website scrolling was met with terror – the idea of scrolling continuously down a page was insane! The scrolling wheel on your mouse was hardly ever used whilst browsing – and remained in an almost pristine condition.

However now, this is no longer true.

Smartphones, in particular, have transformed the way in which people interact with websites. Clicking through numerous pages to find information is no longer a practical approach. Instead, websites are opting for beautiful, deep scroll designs and a website filled with valuable content mobile users can scroll through with little to no effort.

The idea is that deep scrolling websites make it easy for website visitors, no matter the device, to navigate around the website. It also gives business’ the opportunity to create incredible, interactive website designs that increase user engagement and interest.

Scrolling is cool – don’t think otherwise!

Step 5. Avoid generic images!

If you want to build authenticity and encourage website visitors to choose your business, you need to photograph your own people or no people. Do not plaster stock photos from Shutterstock everywhere on your site!

The idea is that by taking photographs of your employees – whether these photos are during a company event, lunch, meeting, training session or other – you can build the ‘human’ side of your business and appeal to your website visitors. After all, people buy from people, right?

Would you trust a business that had no photos of its own people and used stock imagery throughout its website? No.

We’re not saying don’t use imagery from Shutterstock or similar, but please please please ensure they are high-quality and accurately represent what it is you are trying to say. After all – a picture speaks a thousand words!

Step 6. Support cool design with solid varied content

If your website is flashy but lacks substance, you won’t retain the interest of website visitors for long. Having a flashy website is no replacement for a solid company description and carefully considered content.

You want to use your website’s design and aesthetic to attract people and make it easy to follow. Then, you engage your website visitors through a good description of what it is your business does and how it can help them. Once you have engaged your website visitors, you need to maintain their interest by using a broad range of content, including blogs, articles, news pieces, opinions, case studies, customer success stories, whitepapers, eBooks, video and much, much more. By including these content assets, you give your website visitors the opportunity to investigate further and engage with your business.

But remember, different people will respond in different ways to different types of content – therefore you should produce a wide array of content and include that content on your website.

And there you have it. Three more tips to help your website lead generation. In the last part of this three-part blog series, we will explore your website’s messaging and how you track engagement on your website to inform your decisions.

If you're looking for more information on HubSpot Website Design and how building your site in HubSpot can help you increase sales lead generation, please click here.  

Not using HubSpot yet?

Book a demo with our team today.

Latest Insights

Marketing & Growth

19 min read

Essential HubSpot workflows you should implement today (July 2024)

HubSpot workflows are the perfect way to automate professional processes. We unpack our favourite HubSpot workflows to showcase how useful they are.

Read more

Marketing & Growth

24 min read

Your guide to building multi-language websites in HubSpot

Explore how to create multilingual websites in HubSpot Content Hub, how best to use them, and best practices for maximising their impact.

Read more

Sales & CRM

91 min read

The true cost of HubSpot: Exploring HubSpot's Total Cost of Ownership

This guide takes a look at the total cost of ownership (TCO) of HubSpot as well as the TCO of Marketing Hub, Sales Hub, Service Hub and Content Hub.

Read more

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more