Is your website driving new business into your firm?

The key with powerful websites isn't so much what they look like, but what visitors do when they arrive. Here are a few quick tips for fixing your website so it drives more qualified prospects to you.

1. Simplify navigation

Focus on having simple navigation that will take people from your home page to exactly where you want them to go. Most visitors will go to 1.3 pages on a website (including your home page) with the 2nd most popular place being the about us page (they really want to know who you are). What else do you want them to see? Establish links driving visitors to other interesting information inside your site.

2. Target the highest common denominator 

No one wants to know you can work with everyone — they only want to know you can work with them. Who do you really want to attract? Focus your messaging on the best, highest common denominator prospect, not everyone. Using this strategy will avoid targeting your messaging to broadly.

3. Use authentic pictures

Use pictures of actual people who work in your office. Marketing Experiments performed a test comparing the use of stock photography versus real imagery on a website and each of their effects on lead generation. What they found was that photos of real people outperformed stock photos by 95 percent. Why? Because stock images tend to be irrelevant.

Related: Does your insurance agency website need a makeover? Avoid these mistakes