Lead Generation vs E-commerce Websites: What’s the Real Difference?
These days, most business websites can be split into two categories: e-commerce and lead generation. While these sites often share similar design elements and goals, the way they go about it is completely different. Yes, it’s all about the ‘how’. The customer journey on these websites couldn’t be more different, and designers create different ways to support businesses to hit their conversion targets. So, without any further ado, let’s take a closer look at both sites. So, ‘what’s the point of a
These days, most business websites can be split into two categories: e-commerce and lead generation. While these sites often share similar design elements and goals, the way they go about it is completely different.
Yes, it’s all about the ‘how’. The customer journey on these websites couldn’t be more different, and designers create different ways to support businesses to hit their conversion targets. So, without any further ado, let’s take a closer look at both sites.
Lead Generation Websites
So, ‘what’s the point of a lead generation website?’ I hear you ask. Well, it’s simple. Lead generation sites exist to extract and collect information from visitors. Most developers build these sites based on conversions that are action-related, like booking in a consultation and filling out forms.
The content on these sites tends to be focused on the business establishing its authority in their specific sector, whatever that might be. Lead gen sites are far more prevalent in service-based industries like recruitment and hiring, web development, or law. So if someone is looking to make multiple injury claims, they’ll be seeking reassurance that it’s a business (and therefore a website) they can trust.
Ideally, a lead generation website should be the first stage of a business’ client journey/process, where prospective customers can book in their first consultation, which may involve a briefing call or outlining a case.
E-Commerce Websites
The purpose of e-commerce websites is to sell products directly to customers online. That’s it – not exactly rocket science. E-commerce sites need to be designed to make it easy for customers to browse the products they sell and to create a frictionless checkout experience that makes the payment process seamless.
These websites are extremely common nowadays – whether they’re for massive high street retailers or smaller independent setups – for many, they are the primary sales channel. This is because buying products online is often a lot more convenient for most customers. Building an e-commerce site is also a practical option for businesses that are looking to expand into new international territories.
E-commerce websites tend to have the same features, like a search bar placed at the top of the screen, or a navigation menu on either the top right or top left of the homepage, which categorises products. On top of this, designers will need to create plenty of space to showcase product images and descriptions, prices, and reviews.
Web Design
At this point, it shouldn’t come as a surprise to hear that lead generation websites and e-commerce websites have different priorities because of their contrasting business objectives: one seeks to hook visitors and start a medium/long-term process with a higher price tag, while the other wants to sell a product right now.
The visual design of a lead generation sit will often need to create a professional, often corporate atmosphere befitting of the serious nature of the work they do, while also embedding other trust indicators that reassure visitors, with content that does the same while also informing prospective customers.
E-commerce sites, on the other hand, are all about putting the product front and centre and prioritising shopping efficiency above everything else. They all have clear product grids, along with navigational tools like a search bar, and sorting and filtering systems.
