Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Elements of a Great They Ask, You Answer Website

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Lead Generation
Close
Elements of a Great They Ask, You Answer Website

Free Course:

Elements of a Great They Ask, You Answer Website
Start the Course
Elements of a Great They Ask, You Answer Website
Free Website Course
View Elements of a Great They Ask, You Answer Website
Elements of a Great They Ask, You Answer Website

Free Course:

Transform your website into your best salesperson and get set up for inbound marketing success!

In this course, you’ll learn:

  • What content and features your website needs to succeed with inbound marketing
  • How to design your website to best educate your audience
  • How to gradually make improvements or redesign entire elements of the website

How to Increase User Engagement with Potential Leads on Your Website

By Christine Austin

Christine Austin also recommends this free course, Elements of a Great They Ask, You Answer Website.

How to Increase User Engagement with Potential Leads on Your Website Blog Feature

Think of a website as your storefront.

Tens of hundreds of people pass by it each day, and maybe even decided to visit, but if they aren’t staying long enough to purchase anything, then the amount of people in your store just doesn't matter.

You need to get these people to engage.

This digital revolution has made it a necessity to impress and entertain users while we have them, especially since you ty

pically only have 15 seconds to do so. (Time Magazine)

Free Course: Elements of a Great They Ask, You Answer Website

While it’s tempting to believe that the high traffic numbers speak for themselves, that data alone just doesn't cut it anymore. You need to figure out what areas on your website peak your users’ interest.

To start getting a solid understanding, here are several ways to increase your potential leads’ engagement on your website through dynamic content and eye catching design and interactions.

Tell A Story

Storytelling allows you the chance to introduce your company, the brand, and describe what makes you stand out from the rest of the internet noise.

While five paragraphs of content or a simple bulleted list with pictures would get the point across, basic layouts like this are just too dry for your users. You need to present your brand in a more dynamic and personable way utilizing clean design and lean content.

Depending on how you tell your story, you can influence how users perceive your company.

To create the most impactful influence, it's important to appear transparent in your content and imagery.

Your content should clearly explain what your company does, your product(s), and it's value to the customer. Images supporting this should show your company in a positive light and your product looking its best (or in use if applicable).

Who to look at: Adidas does an excellent job displaying its product, history, and the relationships it has created with its customers. They even provide a video at the top that gives the emotions they want their brand and fashion style to evoke. This allows users to develop their first impression of the brand before even reading much into the content.

addidas-engagement.png

Friendly Forms

One of the core methods your website secures engagement is through allowing users to download certain resources your website offers.

While your users may desire your offer, you’re not going to get them to convert on it if they must fill out a long, bland, and messy form.

To minimize pain for the customer, create conversion paths to the form that flows efficiently. The form itself should have short labels with only the most necessary fields that are aligned fairly tightly, especially if it’s on the longer side.

Consider using eye catching colors to help make certain sections stand out as well as adding interactive elements, such as pop up error messages if users forget to fill out a specific field.

Who to look at: Apple is no stranger to doing things beautifully simple and it's no different for their forms. While creating an Apple ID requires users to fill out a long form, Apple keeps the fields small and separates everything into neat sections. If you do something incorrectly, an error is displayed immediately, rather than having to submit the form first.

apple-1.png
 

Interact with Users During Post-Download

Interaction with users doesn't end after they choose to download a few of your offers or a free trial of your product, you need to continue to keep the engagement going by sparking a conversation with them.

Emailing users thanking them for their time spent downloading and interacting with your content increases the opportunity that they will likely return and engage in a more consultative way.

If your user downloaded a product instead, it’s important to create a dialogue to understand if the product met their expectations, and if not, where there is room for improvement. This reveals your company's desire to listen to feedback and increases your chances of them purchasing your product over a competitor's.

While this activity may appear more tedious it will inevitably give you valuable insights into the reasons people chose to sample your products and offers over others, allowing you a chance to improve it for future customers.

Who to look at: Rather than using email, Hotjar engages with users using an in-software chat feature which allows users to receive quick responses from representatives standing by. The chat also has the image of who you are talking to, adding a clear human connection to the conversation. The chat itself is also visually stimulating and emanates a more personable feel compared to traditional email.

 
hotjar.png
 

Display Product/Offer Recommendations

Chances are you don't have just one product or offer on your website. You probably have a variety of them and would be thrilled if your users could convert on or purchase more than one.

So why not show them where these other products and offers are? Especially ones they may be more inclined to search for next.

To help facilitate this, try adding recommendations to items that most pertain to what they are currently viewing.

If you are a ecommerce website and your user is buying white blouses, try recommending them to other white blouses they may prefer as well as other matching accessories. If you have a beginners guide to SEO ebook users can downloaded, try recommending a more advanced SEO ebook on the thank you page.  

Who to look at: Best Buy has two areas below its individual product pages specifying items users also bought and viewed. This helps secure user engagement by helping them narrow down exactly what product works best for them as well as what products may also be necessary before they make their final purchase.

 
best-buy.png
Elements of a Great They Ask, You Answer Website
Elements of a Great They Ask, You Answer Website

Free Course:

Elements of a Great They Ask, You Answer Website

Transform your website into your best salesperson and get set up for inbound marketing success!

In this course, you’ll learn:

  • What content and features your website needs to succeed with inbound marketing
  • How to design your website to best educate your audience
  • How to gradually make improvements or redesign entire elements of the website

Topics:

Lead Generation
Web Design
Published on May 27, 2015

Recent Articles

44 Landing Page Examples to Inspire Yours in 2022
December 31, 2021 • 12 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
14 tips for optimizing your business blog articles for conversions
April 12, 2021 • 10 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate? (updated for 2021)
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads [Updated for 2021]
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
Increase landing page conversions with these 3 simple, powerful hacks
February 25, 2021 • 8 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read