How to Increase User Engagement with Potential Leads on Your Website

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)

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.

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.