Web design projects are complicated. They have lots of requirements, stakeholders and decisions. But the most important success factor, lead generation, is actually simpler than it seems.

Assuming you’ve attracted the right visitor, there are really just two two things that determine if they click on your call to action.

1. Clarity: Answering your visitors questions, handling their objections

2. Persuasion: Using supportive evidence, leveraging psychology and bias

This brief guide is a straightforward method for improving your conversion rates by focusing on those two key factors and rethinking how you present your pages.

If the visitor is even a little bit confused, their back button pulls their mouse like a magnet up and to the left, toward the exit. Remember, your visitor has many options. If they came from Google, they saw tons of those options on the previous screen.

We’ll break down the elements in detail. But first, let’s lay them out visually on an example of a high-converting page with B2B lead generation goals.

First, Clarity: The words they are looking for…

If you’ve never watched a session recording of a visitor browsing your website, you’re like the shopkeeper who has never seen a customer walk through the store. You can’t fully appreciate how fast visitors move. It’s incredible.

When your page loads, 100% of visitors start scanning, looking for certain words. They start at the top. They look in the navigation, the header, the subheads and in the paragraphs. And yes, that’s typically the order in which they scan your page. That’s the so-called “visual hierarchy” of your words.

If the visitor is even a little bit confused, their back button pulls their mouse like a magnet up and to the left, toward the exit. Remember, your visitor has many options. If they came from Google, they saw tons of those options on the previous screen.

These are closely related. Objections are really just unspoken questions. But because objection handling is so important, we’ll keep it separate.

Let’s start with 1a, answering their questions. The questions you need to answer depends on your buyer and your offer. Knowing their needs is the key to clarity. You can discover them through research, client interviews, talking to sales reps, competitive analysis and building AI personas. Until you know their needs, you really don’t know how to write your page.

Second, Persuasion: The words you want them to see

If you’ve never watched a session recording of a visitor browsing your website, you’re like the shopkeeper who has never seen a customer walk through the store. You can’t fully appreciate how fast visitors move. It’s incredible.

When your page loads, 100% of visitors start scanning, looking for certain words. They start at the top. They look in the navigation, the header, the subheads and in the paragraphs. And yes, that’s typically the order in which they scan your page. That’s the so-called “visual hierarchy” of your words.

If the visitor is even a little bit confused, their back button pulls their mouse like a magnet up and to the left, toward the exit. Remember, your visitor has many options. If they came from Google, they saw tons of those options on the previous screen.

Let’s start with 1a, answering their questions. The questions you need to answer depends on your buyer and your offer. Knowing their needs is the key to clarity. You can discover them through research, client interviews, talking to sales reps, competitive analysis and building AI personas. Until you know their needs, you really don’t know how to write your page.