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10 Reasons Why Design Matters in Lead Generation

Humans are visual creatures, which means when they see something, it produces an emotion. We create and experience an emotional reaction to the visuals we see online, that’s why design has to be aesthetic & functional to create better human emotions, which are the key factors towards a great lead generation strategy.

Design and functionality

“You never get a second chance at making a first impression.” And that’s why it's important to focus on making the right first impression when marketing your business on all online platforms, be it a website, social media, newsletter, email campaign, google ads, etc. Your marketing efforts all together would combine and contribute towards the overall lead generation.

You can use lead generation software to generate leads and maintain them.

A right decision that fulfills functionality is the key to a promising lead generation strategy. The ability to capture potential customers' interest and convert them into loyal customers is what separates successful businesses from unsuccessful ones.

While most businesses somehow focus on design, they overlook functionality. Design is not just about aesthetics; it has to be functional as well to attract and retain customers.

In this article, we will explore 10 reasons why design matters in lead generation.

Design Creates a Strong First Impression

The first impression is everything, especially when it comes to generating leads. A poorly designed website or marketing material can instantly turn off potential customers, making them look elsewhere for a solution to their needs.

Website Design

A well-designed website that is visually appealing, easy to navigate, and user-friendly can instantly capture the attention of a potential customer and convey a sense of professionalism and credibility. This practice can increase the chances of converting visitors into leads.

Here is an example Moooi website, which is visually appealing and captures the attention for the first time.


Landing Page Design

Landing pages are designed to funnel down the leads, and a creatively designed landing page can significantly improve conversion rates. According to HubSpot’s marketing benchmarks report, companies with at least 15 effective landing pages increase their leads by 55%. And elements of a landing page aren’t all that difficult. You can turn the iPad into a drawing tablet and design from there itself.


Social Media Design

The design of your social media posts can impact the overall success of your campaigns. They are important for the overall brand awareness of your company. For example, an Instagram aesthetic feed exponentially increases the chances of your profile being remembered by your audience.

According to a study by Buffer, visual content is 40 times more likely to get shared on social media than other types of content.

Design Communicates Brand Identity

Design is an essential component of brand identity as it visually communicates a brand's values, personality, and unique attributes to its target audience. It also helps potential customers connect with the brand on a deeper level, leading to increased trust, loyalty, and, ultimately, more leads.

According to Harvard Business Review, 64% of consumers say that shared values are the primary reason they have a relationship with a brand.

Design Creates a Consistent Brand Experience

According to a study by Lucidpress, up to 33% of revenue can increase by presenting a consistent brand experience. And, that’s why consistency is key when it comes to generating leads. A consistent brand experience across all channels can help potential customers recognize and remember a brand more easily.

Consistent design elements such as color, typography, and imagery can help create a cohesive brand experience, increasing the likelihood of generating leads. Even financial websites are in need of website design. A well-designed website conveys professionalism and competence, which are essential traits for any successful financial institution.

Design Makes Information Easier to Digest

Design can make complex information easier to digest. Design elements such as whitespace, infographics, flow chart, diagrams, typography, and color can help highlight the most important information, making it easier for potential customers to absorb.

According to a lab study conducted by Wichita State University, the use of white space or negative space is the empty space around functional elements on a website, increasing comprehension by almost 20% and improving the clarity of the content, thus a great UX.

Whitespace improves reliability and clarity and enhances overall elegance, just like this on the homepage of Tom Ford’s website,


Design Increases User Engagement

The ‘feel’ aspect of the design is crucial, and it speaks volumes. Based on the website design, people can choose to browse through it or choose to ‘hit’ that back button. That’s why it’s important to how a visitor responds to an interface, service, or product.

Design can increase user engagement, resulting in more leads. Design elements such as animation, interactive elements, and gamification can make the user experience more enjoyable, improving increased engagement and, ultimately, more leads.


Design Helps with Search Engine Optimization (SEO)

Design can help with search engine optimization (SEO). Search engines look at factors such as website speed, mobile-friendliness, and user experience when ranking websites. Well-designed websites tend to have better user experiences, leading to longer page visits and decreased bounce rates. This can ultimately lead to higher search engine rankings, leading to more leads.

Mobile-Friendly Design

With more than 50% of internet traffic coming from mobile devices, having a mobile-friendly design is essential.

User-Friendly Navigation

Having a clear and easy-to-use navigation menu can help visitors find what they are looking for quickly. A study by Forrester Research found that 50% of potential sales are lost because visitors can't find the information they are looking for.

Fast Loading Speeds

A fast-loading website can improve user experience, reduce bounce rates, and improve search engine rankings. According to Google, as page load time goes from one second to five seconds, the probability of a bounce increases by 90%.


Design Helps To Establish Authority

The design establishes a brand's authority in its industry. A well-designed website, marketing material, or infographic can help communicate a brand's expertise and knowledge, leading to increased trust and credibility with potential customers. This can ultimately lead to more leads as potential customers seek out the brand for solutions to their needs.

Adobe reports that 38% of people will abandon a website if the content or layout is unappealing. This means that businesses that do not prioritize design may be losing potential leads.


Design Build Emotional Connections

The design builds emotional connections with potential customers. Well-designed websites and marketing materials can create emotional connections through design elements such as color, imagery, and typography.

A study by Motista found that emotionally connected customers have a 306% higher lifetime value than customers who are merely satisfied. Emotional connections can lead to increased trust, loyalty, and, ultimately, more leads.


Design Helps with Conversion Rate Optimization (CRO)

Design helps in Conversion Rate Optimization (CRO) in lead generation by influencing user behavior, building trust, and guiding visitors toward taking a desired action.

A study by Forrester Research found that a well-designed interface could increase a website's conversion rate by up to 200%.

  • Strong calls-to-action: CTAs that are clear and visually appealing, are the ones that stand out on the page. According to a study by HubSpot, companies with CTAs on their homepage see a 30% increase in lead capture compared to those without CTAs.
  • Trust signals: Design can help create trust signals, which can increase the conversion rate. For example, using customer reviews, trust badges, and secure payment methods can help increase trust in the brand. According to a study by Baymard, trust badges can increase the conversion rate by up to 72.05%.

For instance: Hubspot's website is a great example of how design can aid CRO in lead generation. This website has a visually appealing design with clear and concise messaging, which attracts visitors and encourages them to explore the site further.

Design Helps with Retargeting

Retargeting is the process of advertising to people who have already shown interest in your brand or products, such as by visiting your website or social media profiles. It is a powerful tool for lead generation because it allows you to target people who are already familiar with your brand and have expressed interest in what you offer.



One of the most effective ways to retarget users is by personalizing your marketing materials to their interests and behaviors.


Email Design

It is an important aspect of retargeting efforts in lead generation. By prioritizing personalized subject lines and interactive content, using clear CTAs, optimizing images, and incorporating visually engaging design elements, businesses can increase the effectiveness of their email campaigns and improve their chances of generating quality leads.


Final Thoughts

Design is not just about making something look pretty; it is about whether or not it fulfills the functionality. Design is an integral part of lead generation. By understanding the importance of design in marketing and implementing it effectively, businesses can attract and convert leads into customers more efficiently.

Design matters - whether you're a small business owner or a marketing professional, and it can make all the difference in your lead generation efforts.

Pics.io Team
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