Results focused web design strategies leveraging Webflow

A website shouldn’t just be a glorified business card that sits on the internet. If it is designed and developed strategically, it can become one of the most important parts of your customer acquisition machine. We’re sharing a few of the results focused web strategies we use to design and build websites that are not only beautiful, but powerful as well. We build sites with Webflow because we’ve found that it is the best option in terms of customizability and scalability for the vast majority of our clients who are building sites that are tools for growing their businesses.

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Define measurable goals for your website

You can’t measure success if you haven’t outlined what success looks like. Goals can be a business goal, like a revenue target or a number of sales, or it can be a marketing and sales goal, like a monthly number of qualified leads.

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Once you have defined your goals, you should determine what to count as conversions. Conversions are something you’ll track that you’ve determined are Key Performance Indicators (KPIs) that fuel success. Consider your business, your sales cycle, and how customers move through the decision making process as you outline the conversions you want to measure. Conversions should be measurable with data. At View Marketing, we use Databox to track aggregate data from sources including, but not limited to: GA4, Google Ads, LinkedIn, Instagram, Facebook, X, and more. Some common conversions we track include form fills, calls, newsletter sign-ups, purchases, etc.

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As you track over time, trends will emerge that will inform what leads to a conversion and the number of conversions you need to reach your goal. For example, a business with a large minimum project size and long sales cycle may have a goal of driving two qualified leads per month that the sales team can then nurture. We may see over time that in order to get this many leads, we need at least 3000 site visitors per month and an average of 10 form fills. Once you have this data, you can adjust your promotional strategies to turn your site into a lead generation tool.

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Build the results focused web design after SEO research to optimize the sitemap from the start

If you’re embarking on a new website design, you have a golden opportunity to design with data first, meaning you can develop a site map that takes full advantage of SEO opportunities. 

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For example, while benchmarking competitors’ current SEO rankings, you may find that they rank high on keywords that include specific use cases. Let’s say you have a product that can be used in the medical, laboratory, and veterinary industries. You find during research that keywords with these industries plus your technology get a healthy search volume each month and have low to medium competition. This would be an ideal opportunity to define industry-specific webpages in your sitemap and optimize those pages with the industry-specific keywords.

Additionally, research will inform other content and structural decisions regarding the importance of including a blog on your site, for instance, or if location-based pages should be built to capture local searches.

Once the design and sitemap is set for your new website, building it to be optimized for SEO to fully take advantage of organic search opportunities is the next step. We have found Webflow to be an ideal platform for many B2B companies and startups in particular because of its integrated SEO functionality and clean code generation.

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Determine your calls to action

What do you want your prospects to do? They’re not going to do it unless you ask. Think about what that ask is. Is it to meet with you? Then consider integrating a meeting scheduling tool. Is it to send you an email asking for more information? Then consider a detailed form that connects with a CRM like Hubspot where that prospect will be nurtured by sales and/or marketing. Do you want them to visit your booth? Then consider having them sign up for details on where it is and incentivize them to follow through.

Think about which calls to action should be on which pages and how often. Should they be pinned to always be accessible? What’s the right amount to add without being obnoxious? Whatever your calls to action are, make sure to track them. Are visitors signing up for meetings more than filling forms? Which pages get these conversions? Can other pages be optimized to perform like the high converting pages?

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There is a lot to consider, but CTAs are a vital part of results driven web design strategies.

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These are just a few of the things we have top of mind as we build results-focused websites in Webflow for our clients. If you are planning a web project and would like to speak to our team, send us a message. We’d love to hear about your goals.

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