Strategically implemented search engine optimisation (SEO) and search engine marketing (SEM) are a vital part of any digital marketing strategy and can be extremely effective ways of increasing and driving high quality traffic to a website. But what’s the point in having a clever search strategy if your website isn’t equally as clever – yeah, they’ve found you, but now you need to keep them engaged to continue the lead generation process, or whatever function your website provides to assist in achieving your marketing objectives.

The experience a visitor has on your website is a critical part of the overall customer experience. If it’s the first interaction they have with your company, it will almost certainly determine the relationship they have with your brand and can mean the difference between acquiring and retaining customers and prospects – or deterring them from ever returning! 

Here are six tips to assist you with creating an engaging website that maximises lead generation and creates a loyal customer base who will return time and time again:

1. Build a database of your existing and potential customers. This can be achieved through registering for an e-newsletter, a seminar you are holding, an industry news service you provide or downloading company whitepapers or articles. 

2. Actively engage visitors on your site. A great way of keeping your visitors on your site for longer is by creating interactivity and encouraging dialogue. This can be achieved through forums, encouraging user comments on blog posts, a feedback mechanism, polls – about your company, industry or even a relevant social issue.

3. Keep it fresh and interesting. There is nothing worse than a static site that looks like a marketing brochure, a website needs to be constantly evolving and ready for customers. Use your website as a resource or information hub for visitors and customers. Things like regularly updated blogs are a good reason for a return – even if it’s not to make ‘purchase’ it can works as a brand engagement tool. 

4. Prompt a call to action through your design. Encourage visitors to bookmark your site, to ‘join’ or ‘register’ or ‘buy now’ – make it visible, accessible and intuitive. 

5. Offer higher levels of customer service than you would at a physical store. If relevant , provide a troubleshooting section and FAQs. Provide a mechanism where visitors can ask for help or enquire for more information but be sure there is someone at the other end to maintain this. People often go online because they want information fast – so give them what they want and you can almost guarantee repeat business.

6. Don’t let design out way functionality and usability. Make sure your site features consistent and intuitive navigation, there is no point having a flashy design if the visitor can’t find where anything is – keep it simple and obvious.