If you’re considering investing in a new website, you may be wondering whether it will actually bring you more leads or sales. It’s a common question – a new website is a significant investment, and it’s natural to want to understand what return you can expect from it.
A well-built website plays an important role in winning new business. It’s often the first proper interaction someone has with your company, at least if they’ve discovered you online. It shapes their first impression, communicates trust and explains what you do and why you’re worth choosing. Service pages that clearly outline your offerings, your process and your benefits help visitors understand whether you’re right for them and can encourage them to take the next step, such as making an enquiry, requesting a quote or making a purchase.
The design and usability of your new website also matter. A website that loads quickly, works well on mobile, is easy to navigate and feels professional helps to remove friction from the buying process. Having ongoing maintenance in place too keeps the site secure, stable and performing well, which supports user confidence and conversion over time.
However, there’s a common misunderstanding that launching a new website alone will automatically generate enquiries or sales, or send you shooting straight to the top position in Google. In reality, a website can be thought of as a shopfront and the shop floor. It’s the place where people decide whether to trust you and buy from you, but before any of that can happen, people need to actually find the shop in the first place.
Without visitors (traffic) to your website, even the most attractive and persuasive site can’t generate results. Among other digital marketing strategies, search engine optimisation (SEO) plays a key role in making sure your site is visible when people are actively searching for the services or products you offer.
Effective SEO involves technical optimisation, relevant content and a strategy that targets the questions and problems your potential customers are already searching for. When done properly, this increases the likelihood that your website appears in front of the right audience at the right time – but this is a long-term, ongoing process, and can’t simply be ‘sprinkled’ onto a new website.
Even with SEO or another marketing strategy to drive traffic in place, once people arrive on your website, conversion becomes the next challenge. Just like a new website, having traffic alone doesn’t equal success either. Visitors need clear information, reassurance and guidance towards taking action. Well-structured service pages, clear calls to action and content that speaks directly to your customer’s needs all contribute to turning visits into enquiries or sales.
If a site attracts visitors but fails to explain its value clearly, or makes it difficult to take the next step, those visitors will leave without converting. This is why businesses that focus only on design or only on traffic often struggle to see real results. The two must work together, and this should be considered when choosing a website provider.
For most businesses, the best chances of success come from treating a new website as part of a wider online marketing strategy. The website should provide the foundation, and SEO, content marketing and ongoing optimisation build off this and drive people to it. A website designed with the user journey and conversion-driving messaging in mind will then help turn those visitors into customers.
In short, a new website can absolutely support lead generation and sales, but it’s no guarantee. A new website works best when it’s combined with a clear plan to attract the right traffic for your business and to persuade those visitors to act.
At Engage Web, we build high-quality websites designed to convert, and we can support you post-launch with ongoing digital marketing campaigns to help secure you leads and sales. Speak to us today to find out more.
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