Page Builder Sandwich helps you, well… build websites.
Keeping your audience reeled into your page (and successfully generating leads) is a different story altogether, though.
Don’t get us wrong. Lots of sites can achieve this without a worry, but that’s usually because they spend a significant amount of time and research doing just that.
In contrast, some sites admittedly have a little trouble pulling it off, and more often than not, some of them don’t know where to begin. But don’t worry – Page Builder Sandwich will try to lend you a hand with that very same thing.
Why is it Important to Generate Leads?
One crucial thing to remember is that generating leads takes more than just buying a domain and setting a website up.
Now, before we get too into it, take note that Page Builder Sandwich isn’t a marketing website.
但无论如何，重要的是要明白潜在客户的获取背后是有科学依据的。虽然我们自己不是数字营销人员，但必须指出，成功的潜在客户转化也与设计和内容的恰当执行密切相关。而这正是我们大显身手的地方。
“但是你们能在营销方面提供什么帮助呢？”
Great question! A few weeks ago we began corresponding with Straight North, a blog that specializes in digital marketing and lead conversion. They’ve given us some really tips which we hope you guys find helpful in your site-building journey.
Now, remember that there could be lots of factors as to why your website isn’t generating the amount of leads you’d like. The first step is to identify what these factors are, and hopefully, this list can help you out with doing just that.
TIP #1: Create Content that Stimulates Action
According to Straight North, 84% of website conversions occur on the first visit, and only 11% convert in the second.
换句话说，第一印象至关重要。
就像糟糕的试镜不会让演员获得主角一样，用户对你网站的初次访问可能会决定你的成败。
That’s why it’s you and your team’s job to try and convince people to stay glued to your page.
Straight North suggests that posting copy and content (both text and images) is a great way to catch your visitors’ attention. Remember to always allot sufficient time to research on what makes good copy and good content, and never underestimate either.
以下几个网站可能会在你成功获取潜在客户的旅程中为你提供帮助：
- Interet Marketing Encyclopedia of Lead Generation
- Lead Generation: A Beginner’s Guide to Generating Business Leads the Inbound Way Don’t Get Left Behind: The 6 Most Effective Lead Generation Tactics For Content Marketers
- Don’t Get Left Behind: The 6 Most Effective Lead Generation Tactics For Content Marketers
How PBS Can Help:
Wow your site visitors by using interactive PBS elements like the Carousel, or use Parallax Scrolling, and Video Backgrounds to catch their attention. Remember to execute their placement in a balanced way though, as to not overwhelm your audience.
TIP #2: Intuitive Navigation
In the realm of web development and site-building, intuitiveness in the user interface (or UI) is key.
This means that when your visitors or users find their way around your site by intuition (i.e. easy site-navigation and straightforward instructions), they’re more likely to stay glued on your site.
现在，如果浏览你的网站变成了一种令人沮丧的体验，访客很可能不会停留足够长的时间来倾听你要表达的内容以及你能为他们提供什么。
Straight North adds that getting too “clever and creative” with navigation labels is a bad idea, and suggest that you use terms like “Contact Us” for call-to-action buttons, rather than using vague labels like “Interact!” or “Dialog.” Remember that bombarding your site with too much jargon can cause frustration to your audience as well.
So as long as navigating through your website comes to the user as second nature, then you have one less thing to worry about when trying to convert leads.
How PBS Can Help:
Page Builder Sandwich’s UI is highly intuitive, and is akin to using a Word processor (like Google Docs and Microsoft Word). Check out our demo to get some inspiration on how you can apply intuitive changes to your site, too!
OTHER PAGE BUILDERS …have too much stuff going on.
PAGE BUILDER SANDWICH …gets straight to the point.
TIP #3: Use Relevant, Custom Imagery
Your images and how they’re presented also matter, and they matter a lot.
While it may seem trivial to some, uploading boring stock images, stretched out/pixelzed photos, or badly-presented typography is a huge factor that dictates whether your visitors stay on your site, or move to a better, more credible-looking alternative.
How PBS Can Help:
Because it’s WordPress-run, PBS lets you post high-quality photos in your website. As long as you have the right image dimensions, you shouldn’t have a problem with posting photos.
Additional lifehack: You can also check out Pexels.com and Unsplash.com to get awesome, high-quality stock photos!
TIP #4: Persuasive Credibility Elements
Skepticism is a huge conversion killer.
That’s why more often than not, it’s always a good idea to add in elements that back up your credibility as a website (or business), like testimonials from credible sources, and logos of reputable companies or groups that you’ve worked with. So use customer testimonials, show logos of well-known customers, and include third-party mentions in your content.
How PBS Can Help:
Use PBS features to vouch for you. Display your customers’ testimonials in a Carousel, or use the Featurette element to showcase third-party mentions, or make use of the column element to effectively display logos of your well-known customers (like in the graphic above).
TIP #5: Get Personal!
Straight North says that using a lighter, casual tone makes all the difference when writing content (such as articles and bio’s) on your site. This lets your users know that you’re human too, and not just some bot trying to get a run for their money (which we hope you aren’t).
How PBS Can Help:
While this part is entirely up to you and your team, it wouldn’t hurt to use elements such as the Featurette, Gallery, and Image Box to liven up your bio’s as well. Adding in other PBS elements like Social Media Icons can help put a personal touch to your pages, too.
TIP #6: Irresistible Calls-to-Action
Calls-to-Action (CTA) are a crucial part of generating leads.
You will FAIL to capture first-visit conversions unless you ASK. – Straight North
Just asking isn’t enough, though. According to Straight North, your calls-to-action should be executed both “skillfully and persuasively”.
The trick is to have effective Calls-to-Actions plus a good combination of smart consistent placement, offers that give off substance, time-sensitive offers (giving them offers for a set, limited time will give them a sense of urgency), and most importantly, guaranteed offers.
You want your site to trust you. “Take away all arguments for delay, and conversions will increase”, Straight North says.
How PBS Can Help:
PBS’ Call-to-Action Button – as well as other elements such as the Countdown and Page Heading element – can help ease your burden regarding this task.
Executing them correctly is up to you and your team though, so make sure to give time to research about CTA placements and other marketing tips.
以下是一些可以帮助提升你的 CTA（行动号召）效果的资源：
- The 25 Best Words to Use in Your Call-To-Action Buttons
- 31 Call-to-Action Examples You Can’t Help But Click
- 17 Best Practices for Crazy-Effective Call-To-Action Buttons
TIP #7: User-Friendly Forms
用户通过你网站上的表单提交其信息，归根结底是衡量潜在客户转化是否成功的标准。
This is why placing user-friendly contact forms on your site is of the utmost importance. They’re the ultimate “make-or-break stage of a great conversion opportunity”, says Straight North.
So don’t intimidate your site visitors by overwhelming them with too many question forms, or have them exhaust too much energy, like having them type long sentences instead of choosing their answers from a drop-down list.
Letting them know that you value their privacy is also a must. Be sure to place clean, good-looking forms on your site so as to boost credibility.
How PBS Can Help:
With PBS’ Shortcode Mapper feature, you can place awesome, reputable contact forms like Advanced Custom Fields (ACF) and Contact Form 7 on your site.
TIP #8: Prominently Displayed Phone Numbers (or Contact Details)
如果你属于通过电话提供支持的企业类型，那么始终在显眼位置展示电话号码是必不可少的。Straight North 还补充道，投资免费电话号码也能有效促进转化。
如果你像我们一样是一家科技公司，那么在网站上展示你的电子邮件地址（或访客可以联系到你的其他方式）也是一个好主意。
How PBS Can Help:
PBS’ Full Page Niche-Based Templates have fields that let you feature phone numbers and other contact information more prominently, so that your visitors can reach you right away.
TIP #9: Continuous Testing
Straight North attests to the importance of site maintenance and testing: “No matter how good your website is in converting leads, it can always be better.”
这对任何网站都是如此，而不仅仅是试图转化潜在客户的网站。确保你的网站处于最佳状态，并且你的客户始终满意，将有助于你的业务走得更远。
How PBS Can Help:
This one is up to you, but if you’d like a tip: the PBS Team continuously tests the site and page builder for any bugs, and always work to make sure you guys are satisfied. We don’t exactly have a feature for making sure you do regular tests on your site, so this one’s entirely up to you and your team. Do it, and do it well!
TIP #10: Mobile-Friendly Design
Almost everyone has a cellphone or tablet; but while only 23 percent of lead conversion rates come from mobile devices, it absolutely will not do to ignore any sort of potential conversions, no matter the percentage (leads are still leads, after all).
“Users converting from desktop view may have seen the site initially on a mobile device,” Straight North says. “Mobile conversions are (also) likely to grow as mobile Internet access continues to soar at the expense of desktops.”
How PBS Can Help:
Page Builder Sandwich is Mobile Responsive. You can view PBS-built sites on mobile, as well as check previews of your mobile site directly through desktop while editing. This way, you won’t have to keep switching to your phone in order to check if your site looks good on mobile.
Everything Matters in Site-Building
At the root of it all, it’s very, very important to understand that everything on your website – down to the smallest of details – has an impact on your audience.
The quality of your copy, images, your layout – all of it matters, and it matters a lot.
人们在尝试获取潜在客户时常犯的最大错误之一正是这一点：将构成网站的细小方面（如设计、文案和其他内容）视为理所当然。
Hopefully your website garners the success it very well deserves; it’s been built with PBS, after all. 
祝你和你的所有事业一切顺利，并一如既往地感谢你使用 Page Builder Sandwich！
建站愉快！