Our client, RTP Construction, came to us wanting an upgraded website. Their previous home-made site was poorly constructed and suffered from many issues.
Most notably, it was built on Squarespace, which as discussed in this blog post, is not suitable for serious businesses needing traffic and leads.
Our objective for new clients is to produce visibility and traffic…leading to targeted leads and new customers or clients.
The latest flashy “design trends” tend to actually hurt website conversion, ease of maintenance, and lead generation results. Read more about why from my blog post: Why You Should Never Hire a Web Designer.
After completion of the new RTP Construction site, they started receiving basement finishing leads only two days after launch—more on that at the end of this post.
Let’s go over what really matters for maximum lead generation success, which is the bottom line when it comes to business growth online.
- Super fast page loading
- Mobile-first, distraction free, single column layout
- High quality, professionally designed logo that conveys your unique brand
- Horizontal scrolling navigation for optimal user experience
- Highly optimized typography for easy content consumption
- Engaging, unique, and informative content that conveys value
- Video content separates you from the competition in most markets
- Very easy to find contact info (especially service/ranking pages)
- Heavy internal linking to promote high click through and time on site
- See the full feature list
The result is a much more effective website that will eventually function as our client’s most valuable business asset. Your website should grow your business, not just function as an online brochure or business card.
Now let’s expand on some of these features:
Lightning Fast Page Loads
In today’s fast-paced, low attention span world, nothing is more important than fast page loading as internet users have become more and more sensitive to site speed.
That’s why we use the best performing WordPress theme framework available. Every page on the site loads in less than a second—even on slow mobile browsers.
Check out the 0.7 second “fully loaded time” in this GTmetrix website performance report. Considering the average site loads in 7 seconds (according to GTmetrix), RTP Construction loads ten times faster than average.
Currently, 60% of website traffic (and growing) is mobile traffic, meaning mobile phone usage has overtaken desktop and laptop usage. Mobile-first design takes responsive websites a step further by actually prioritizing mobile viewports over desktop.
The RTP Construction website looks just as good—if not better—on mobile phone browsers than it does on laptop or desktop browsers. The browsing experience is as good as it gets on any device.
Distraction Free, Single Column Layout
The more options people are given, the less likely they will make a decision—and in the case of website visitors—take an action and contact you.
The majority of business websites these days inundate users with too much info (TMI). Too many pages to wade through, content columns, navigation links, images, and functionality (fly in text, etc). This ultimately winds up confusing and distracting visitors who end up not contacting you.
By contrast, RTP Construction features a centered, single column layout that eliminates this possibility and offers a distraction free, uncluttered viewing experience. Everything you’re looking for, especially contact options, is front and center without the confusion.
High Quality, Professionally Designed Logo
This is a huge difference maker, especially in the home services and construction markets.
Caveat: Name branded websites (like this one) work with a simple text logo, but business/company sites absolutely must have a polished logo.
I generate A LOT of client prospect leads through a form with a website field, so I know first hand how poor most local business websites are. Hardly any of them include a $300 – $500 professionally designed logo. Surprisingly, this is a detail that only leading businesses bother with—which is why they’re leading businesses!
Your prospective customers can see through your home-made, unbranded website from a mile away, and they run—not walk—to your competitors with an appealing logo and brand identity.
Horizontal Scrolling Navigation
This is another website optimization that only design pros with OCD even consider…
Most mobile-ready websites feature a wonky “hamburger” menu that 90% of website visitors don’t even see. But for some reason this trend is survived by “copycat” web designers (99% of the web designer population).
In the unlikely event that a visitor sees and uses a hamburger menu, the entire screen is covered up by a navigation overlay, which interrupts the user experience and is extremely annoying!
By contrast, the RTP Construction website navigation features a horizontal scrolling menu bar, which mimics the behavior of iOS on the iPhone, along with mobile apps you’re already used to, such as, YouTube, Instagram, etc.
Golden Ratio Typography
Golden what? GRT offers perfect typography with optimal font size, line height, and even characters per line (CPL), all optimized for the width of the screen each individual user is on.
The result is vastly better and easier content consumption by viewers. I’m sure you can see the difference yourself just reading this article…
Revenue Generating Results
All these website details are meaningless without real world, revenue generating results, right?
So let’s put a bow on this case study.
On 3/12/20 at 7:54 PM, only two days after we completed the RTP Construction website, they received a red hot basement remodeling lead (their specialty service).
On 3/20/20 at 9:02 PM, only eight days later, they received their second basement remodeling lead.
We haven’t even started building this client’s inbound link profile yet and the leads are already coming in.
This goes to show that the quality of your website is a huge favor when it comes to lead generation potential. Most business owners think a website is a website, and that any website service or platform will do.
Not the case at all!!
I’ve used many website platforms over the years. Some platforms have much better traffic building ability. My favorite is WordPress, which we use exclusively with our expert website services.
Here’s what the client had to say:
My company had an existing web site but it failed to drive any traffic or leads for my construction business. I got in touch with Chris and he developed a new site that looks great and loads on any device super quick. The site is now producing leads for my company and I could not be happier with the result! I highly recommend Chris for your website and marketing needs!
Nothing brings me more enjoyment than seeing results like these for clients.
Want to shortcut your way to lead generation and business success? Schedule a call with me below to get the ball rolling.