How to Convert Your Leads into Customers
- Lead Generation

How to Convert Your Leads into Customers

About Us Pages and Other Site Nav Ideas: How to Convert Your Leads into Customers

If the pandemic has taught us anything, it’s that a company’s digital presence can help boost business profits— under the condition the website is user-friendly and informative. A company website is critical to the success of your business because it can help expand your customer base and creates credibility. Of particular importance is your “About Us” page, which we will dive into below, along with other features you should include on your website.

Include helpful technology to facilitate conversation on your website

When a potential customer visits your site, they’ll likely have a few questions about your product or services. To make their experience as seamless as possible, it’s a good idea to implement a way to answer their questions effectively and quickly. 

One great way to engage potential consumers is by setting up a chatbot that can answer commonly asked questions. You might also want to consider crafting a community page where people can post their questions and write about their experience with your business. You can also add a live chat option on your site if you have the staff available to do so. 

The ability to get information directly to the customer means there’s a smaller chance of misinformation or miscommunication about your business, products, or services. 

Plus, when you regularly interact with customers, you create a valuable feedback channel that can provide you with the ability to improve your product or service. And, you can anticipate any issues by recognizing common misconceptions about your product or service and clearing up any problems.

Another simple way to help customers learn about your product or service is by putting together an FAQ page. Not only will this provide valuable information for customers, but it also offers ample opportunity for SEO if you utilize well-chosen keywords.

Make sure your website works well on both desktop and mobile.

Although most people around the world use the internet, everyone has varying levels of technological understanding. To overcome this obstacle, it’s critical to set up a site that’s easy to navigate and straightforward. You don’t want to turn away potential customers who are confused by the framework of your website or worse, who can’t figure out how to buy your company’s offerings. 

The site navigation is an essential part of how easy your website is to use. Here’s an example of a website that uses simple navigation and user-friendly site design.

As you can see, this company gives you a wealth of information with just four links. You can peruse what the different dental plans might cost you, see potential dentists in your area, join the service, and read more about the company. 

If you’ve been reviewing your website and you think there’s room for improvement, it’s relatively easy to make changes on your own — but it might be worth the cost to hire a professional web developer.  Some questions you should ask yourself while you’re auditing your site’s effectiveness can be found below:

  • Is the information on your page helpful? 
  • Do your forms and web pages load quickly?
  • Are the links and related content relevant? 
  • Is there a call-to-action on each of your pages?
  • Is your website both mobile-friendly and desktop-friendly? 
  • Does your website work on different browsers? 

Creating a compelling “About Us” page

You might not give much thought to your “About Us” page — and that’s a serious oversight. Your About Us page is your chance to tell visitors who you are, what your company does, how your company does it, and why it matters in the first place. 

Here are a few tips to consider when creating the About Us page:

  • Keep it informative but concise: This isn’t the time to talk about the history of bikes if you’re a bicycle company. Give the consumers a highlight reel of you and your company.
  • Stay approachable: Unless you’re a hundred-year-old banking institution, you need to relate to your target audience. Keep the copy on your page relatable and conversational!
  • Consider adding testimonials: Do you have a ton of positive, glowing reviews? Highlight a few of them on your page.
  • Create opportunities to move up-funnel: Your About Us page is often a deciding factor before a customer takes a “next step” toward buying a product. So, make sure the page has calls-to-action and is easy to navigate to encourage the sale.

Leverage lead generation forms

Lead generation forms are a way to understand better what a customer wants. They might be in the form of a questionnaire, a prequalification page, or click-through forms. These forms capture personal data and contact information you can use to follow-up with the customer. 

There are two main benefits to this strategy. The first benefit is that it gives your sales team a resource filled with customers who are nearing the end of their buying journey. The second benefit is that they reveal incredible insights into your customer base. You can figure out how customers are learning about your business and even discover areas of your website that can be better optimized through lead gen forms.

Use paid advertising

This is the final step in the process. After you’ve cleaned up your company website, it’s essential to get people to the actual site. After all, just because you’ve designed what you think is the best website in the world, that doesn’t guarantee you’ll get any eyeballs on the page. To circumvent this, consider dedicating part of your business budget to paid advertising. There are tons of ways to strategize your paid advertising campaign from Google ads to social media advertising targeting a specific demographic. Whatever method you choose, make sure it makes sense from a business standpoint. 

Conclusion: A Good Site is Priceless

It’s hard to put an exact price tag on a great company website. If you have a lot of non-local customers or want to expand your customer base, your website is often the first thing that potential clients see. If the site isn’t up to snuff, it can turn away first-time visitors. But with a well-designed, easy-to-navigate website, you can lure in customers and keep them coming back for more.

Samantha Rupp

Samantha Rupp holds a Bachelor of Science in Business Administration and is the managing editor for She lives in San Diego, California, and enjoys spending time on the beach, reading up on current industry trends, and traveling.

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