Optimizing Your Page Footer For Faster Lead Conversions

04.24.2018 1 comment

What does a footer bring to your webpage?  According to this study, your site visitors scroll down a webpage before it loads completely.

This means that the below-the-fold area gets the most views, while the rest of your page’s content gets lesser audience.

But if the footer is at the end of your page, is still it of any relevance to your website? The truth of the matter is that the footer is a relevant part of your page.

It can work as your website’s safety net. Visitors who scroll further are most likely not seeing what they need on your page’s body, so your footer might just save the day. It can include your sitemap, terms and conditions, privacy policy, social media links, or contact details.

If, like many others, you have neglected your page footer, here are ways you can optimize it to convert your leads:

                                 1. Place your visitor and your business goals on your page footer

Your business needs to generate a sale, while your visitors need a free demo or would want to schedule a meeting about your service. Or it can be that your organization needs more help for an ongoing project.

You can accomplish both of these goals by placing them on the footer.

The key here is to include business and customer goals that match. Think of it as hitting two birds with one stone.

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See: This is a sample of a fat footer from the YMCA-NSW website. Note how the two goals align—the site visitors’ goals are to “Find Your Y” and to “Get Involved”, while the organization aims to have users donate or volunteer for their cause.

                              2. Build your footer as your landing page’s menu

Landing pages are designed for one purpose—that is, to persuade site visitors to click on your CTA button, whether that is to sign up for your webinar or to schedule a call with you.

If you put your main message on the landing page, you can, however, still lead them to visit your main website by placing your site’s navigation map on the footer.

Design-wise, if you’re aiming for a minimalistic look for your website, placing the navigation map on the footer is a good idea. It reduces clutter on the page and it gives focus on your landing page’s content. This way, your visitors will read what matters most. And if they ever need to navigate your site for more information, they can easily find it in your footer.

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See: Better Home Gardens’ sweepstakes landing page, apart from calling attention to the CTA button, also provided links to Meredith Corporation at its footer area. This increases the possibility of generating curiosity and therefore, clicks.

                                3. Utilize the footer by adding your primary call to action

What do you want your visitors to do upon viewing every inch of your site? Do you want them to join your cause? Do you want them to enroll in a course? Or do you want them to buy a product?

Your call-to-action dictates what you want your viewers to do while they are on your page. You may want your visitors to sign up for a weekly newsletter, to go for a free trial, or to subscribe to your social media channels to keep them updated.

Even if you have a call-to-action on your website’s above the fold, placing it on your footer will remind your visitors again of what their intentions are for visiting your site.

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See: Here’s how Girls Who Code effectively used their footer. They placed two call to actions on their footer—“Find programs near me” and “Join our mailing list.” The site owners have made it clear that they want their visitors to be involved. Just remember to limit yourself to one or two call to actions in your footer, so your visitors won’t be overwhelmed with what to do while they stay on your site.

                              4. Put links to social media channels.

Who does not want to have a wide social media following? Whether you’re running a non-profit or a full-blown business, you want people to know about your brand.

For big and small businesses and organizations, having a good social media presence helps in boosting brand awareness and reputation. A smart and effective way to promote your social media pages is by linking your channels (or by placing “follow” icons) on your website’s footer.

Even if visitors don’t click on it, placing these icons on your footer will give them an impression that your business can be reached via other platforms.

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See: Here’s how Malala placed their social media icons below their CTAs.  It draws the eye by using contrasting colors against its background, allowing it to stand out and encourage clicks.

                           5. Put your organization’s mission or vision

Not all of your site’s visitors know what your organization is about, even if they have already reached the end of your page. You can still stir your visitor’s interest in your cause by placing your organization’s mission or vision on your footer.

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See: HeForShe purposefully re-introduced their readers about their organization’s cause by putting their mission statement on their site’s footer. This reminds site visitors who they are, what they do, and how to help them.

Put That Space To Good Use

The footer may not be as catchy as the above-the-fold, but it does bring several advantages to your brand’s website. Following these tips will not just improve your website’s user interface and user experience, it will also help your brand accomplish your core goals.


Written by:

Nera H Cruz


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