This document discusses 7 design trends that can help websites generate more leads in 2020: 1) Using calculators that provide useful insights but gate full results to encourage contact information submission, 2) Embedding gated assets in the navigation, 3) Using scalable vector graphics for animations, 4) Implementing micro-interactions to engage users, 5) Adding persistent calls to action, 6) Personalizing the experience through second-person writing and consumer-like approaches, and 7) Focusing on concise storytelling about key benefits rather than sharing all information up front. These trends are aimed at keeping users engaged on websites and encouraging them to provide contact details.

1. WebEnertia > Insights
7 DESIGN TRENDS THAT WILL
HELP YOU GENERATE MORE
LEADS.

2. NEW OPPORTUNITIES TO
DELIVER BETTER
ENGAGEMENT ON YOUR
B2B WEBSITE.
A fresh approaches to web design offers you

3. WebEnertia,Inc. 3
Delivering leads with calculators
Embedding assets in the navigation
Making moves with motion
The magnetic draw of micro-interactions
More calls to action
Personalizing the experience
Confidence in storytelling
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7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Table of Contents

4. Checkout these trends that can help keep people on your site longer
and encourage them to give you information.

5. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Delivering leads with calculators
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Today’s calculators are all about providing the kind of depth of detail that inspires visitors to hand over their contact info. These calculators are the
most powerful tool for this since everyone wants to save money.
- Be strategic: give users a taste of the insights but gate the full results
Content That Inspires Audience to Give Up Info
ROI Calculators

6. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Embedding assets in the navigation
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Marketers are getting more aggressive in getting assets out there and getting contact information in return.
- The latest location for gated assets? In the navigation.
- most B2B site success is measured in terms of form fill
Use Assets More Effectively
Gated Content

7. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Making moves with motion
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- Animations can cause sites to load slowly and can be problematic for responsive designs and different device types.
- SVG is gives companies an option for detailed graphics that remain at 100% resolution no matter the scale.
Engage Audience and Keep Them on the Site
Scalable Vector Graphics (SVG)

8. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
The magnetic draw of micro-interactions
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A great way to keep people’s attention and gamify the experience by filling in check marks or tracking progress through a site.
- Keeps visitors engaged with the content, keeping them reading, and adding to site stickiness
Micro-interactions on Websites
Enhance storytelling with small animations triggered by hovering or scrolling

9. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
More calls to action
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These are buttons or forms that follow the user throughout their visit to a site.
- Always visible
- Invitation to engage is always front and center
- We’re seeing more side CTAs these days
Popular Tools
Sticky CTA’s

10. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Personalizing the experience
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When your customers can see themselves in your solution, you have a better opportunity to connect.
- We are encountering more:
- Second-person in writing
- Consumer-like approaches (shorter content and person-to-person appeals)
Less Corporate. More Human.
Relationships are Key

11. 7DesignTrendsThatWillHelpYouGenerateMoreLeadsin2020.
Confidence in storytelling
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Many companies have the false belief that if they don’t share EVERYTHING they know or offer right up front, they might lose a lead
- end up with a busy site and a confusing message
Tell Your Story Concisely
What are Your Key Benefits? Why Should They Buy From You?

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