11 effective ways to generate more website leads

Key takeaways

• A website lead is a potential customer who has expressed interest in your product or service via your site
• Different types of website leads include email subscriptions, chat interactions, and visitors who download lead magnets like e-books and online courses
• You can attract more website leads by optimizing landing pages and offering clear calls-to-action that speak to consumer interests

Lead generation is a key part of any business’ success. Whether you’re in the early stages of launching your small business or trying to grow an already large customer base, the goals are to generate potential leads and drive more sales.

Your business website is one of the biggest tools to generate new leads. It’s where customers go to learn more about your brand and what you’re selling. But having a website isn’t enough. You’ll need to optimize your site to increase website leads and bring in more potential customers.

The reward for building a lead generation website can be substantial. In a Content Marketing Institute study, 59% of B2B businesses surveyed said website changes contributed to their marketing success over the past year. In addition, 69% of respondents who monitor content performance said that website engagement gave them the most insights into the performance of their content.

Learn how to generate more leads from your website, and understand the different types of website leads so you can better appeal to them. Plus, discover effective strategies to generate better website leads and gain tips to maximize your efforts and expand your customer base.

What is a website lead?

A website lead is a potential client who has expressed interest in your product or service by engaging with your website. The first interaction with this potential customer comes directly from your website—not other channels like social media. In most cases, the potential customer will make a connection by requesting additional information or clicking on a call to action (CTA), such as subscribing to a newsletter or joining an email list.

Website leads are important for your business because they already know something about your products or services. They’ve found your business perhaps through a search engine, by word of mouth, or via advertising. Since website leads have been to your site, they’ve already expressed a level of interest in what you’re selling. You or your marketing and sales teams can capitalize on this interest by creating campaigns tailored to getting them to make a purchase.

A website lead also provides valuable feedback to improve your digital marketing strategies. Analyzing how they arrived on your website (for example, through a paid ad or organic, non-paid traffic), how they spend time on the site, what questions they ask via your contact form, or what actions they take on your site can inform your marketing campaigns and help you build a better lead generation site.

Different types of website leads

Not everyone who visits your website is looking for the same thing. Some potential customers are looking for more information about your products or services. Others are interested in hearing what existing customers have to say about your products before making a purchase.

Understanding different types of website leads can help you tailor marketing and sales processes that allows you to reach out to customers using their preferred contact methods.

Some of the most common types of website leads are:

• Form submissions: Users will fill out contact forms to learn more about products or get updates on the latest offerings
• Email subscriptions: Website visitors will sign up for newsletters and marketing updates
• Chat interactions: Potential customers will engage in live chat conversations to find out more information about products and services in real-time
• Lead magnets: Visitors will download free resources—like e-books, courses, templates, and infographics—in exchange for providing contact information like their email address or phone number
• Social proof: Designed to build credibility and trust, potential customers will read  content like testimonials, reviews, guest posts, case studies, and mentions in the press or at trade shows
• CTAs: Website visitors will click on buttons and linked text that prompt them to take a specific action—like “add to cart,” “get a quote,” or “sign up now”
• Referrals: Visitors will be sent to your site by previous or existing customers

It’s a good idea to use several tools and techniques to generate different website leads. This will help build out your sales funnel with people who are ready to make a purchase as well as potential customers who want more information before making a decision.

How to generate website leads: 11 strategies and tips

It’s no secret that marketing is important for small businesses as it can help with the lead generation process. Follow these 11 tactics to learn how to generate sales leads with a website that can ultimately boost your conversion rate and drive more purchases.

1. Build a lead generation website focused on functionality and usability

A lead gen website is designed to capture information from potential customers. Your small business web design should focus on making it easy for customers to enter their contact information.

To encourage leads to interact with your website, be sure it has the following elements:

• User-friendly web design: An easy-to-navigate site that offers clear CTAs and easy ways to get in touch for more information
• Clean layout with minimal distractions: A simple design with navigation menus and toolbars and limited distractions (such as pop-ups and ads)
• Promotes credibility: Content like testimonials and customer reviews provide social proof about what makes your product or service great; these elements also help establish your brand authority
• Compelling copy: Informative content that encourages the reader to take action while also offering answers to common questions or pain points
• Search engine optimization (SEO): The best lead generation website design loads fast, allows for easy viewing on mobile and desktop, and follows other small business SEO practices

2. Create compelling content

One way to generate website leads is to create engaging and valuable content to attract visitors—known as content marketing. This includes crafting pillar pages that answer the most common customer questions and position your service or product as a solution to their pain points. In addition to these pillar pages, you’ll want to create topic clusters based on keywords your potential customers may be searching for.

For example, if you’re a wedding photographer, your website should include pillar pages on different types of photography like portraits, weddings, landscapes, and other categories you cover. Within these categories, you could write about general topics (like a checklist of questions to ask before booking a wedding photographer) and niche subjects (like how much a wedding photographer costs for an elopement).

You can also add a frequently asked questions (FAQ) section to answer the most common questions you receive from customers. On your FAQ page, include your contact information and a contact form so visitors can reach out with other questions. You or your sales reps can then follow up to move these website leads closer to making a purchasing decision.

To write high-quality content, start by defining your target audience and doing keyword research. Think about what types of information your ideal customers are looking for or keywords they might be searching. Develop a content plan that lays out all of your target keywords and the articles you’ll write to address them.

Publish content regularly so there’s always something new for potential customers to read. In your content, be sure to include internal links to important web pages—like your contact page or sign-up form. When visitors fill this out, you’ll have a new website lead.

3. Build your online reputation with a Yelp Business Page

No matter what industry you’re in, it’s vital to stand out from the competition. One way to do that is to build your online reputation by claiming your Yelp Business Page.

This simple step can make a big impact: 83% of users hire or buy from a business they found on Yelp. To claim your Yelp Page, simply fill out your business information, including your company name, business address, and website. Choose categories and services that fit your offerings and add details in the “From the Business” section, like your company history and specialties.

After you create your Yelp Business Page, take advantage of Yelp’s free tools to connect with potential customers faster. The Request a Quote feature lets leads fill out a form so you can learn more about what they’re looking for while the Request a Call feature enables customers to connect with you on the phone to learn more about your products and services.

Once you fill out your page, you can also run Yelp Ads to get your site in front of even more potential customers as businesses with Yelp Ads get 2.5x more leads.

Bonus content: Hear from the owner of Rescue Air on how he uses Yelp to capture leads and drive long-term ROI.

4. Feature a clear call to action

Along with making your website easy to navigate, it should be clear what action you want visitors to take. That could be signing up for your email newsletter or filling out a quote form, depending on your business. To make it easier to generate web leads, place effective CTAs to guide user actions.

Here’s how to effectively use a CTA button or link:

• Make it a clear action item: Tell visitors exactly what you want them to do using clear language like “sign up now,” “get in touch,” or “get a free estimate.”
• Display it prominently: Your CTA should be visible, ideally at the top of the webpage. Alternatively, you could use a scrolling CTA to keep it visible no matter where the reader is on the page. Use colors that stand out from the background and make it easy to see.
• Use a visually pleasing layout: Use branded colors to make your CTA pop and choose a font that’s easy to read.
• Optimize it for mobile: Be sure to format your CTA so it’s easy to see the entire CTA without it being cut off on mobile devices.
• Reduce distractions: A good CTA involves one action, so don’t make it confusing by adding three or four different actions for the user to take. Keep it simple and reduce distractions by minimizing pop-ups or ads that take attention away from the CTA.

5. Optimize landing pages to convert leads

To optimize your lead generation website design, focus on building landing pages that are easy for visitors to navigate and designed to boost conversion rates. Landing pages (sometimes called lead capture pages) are the pages people “land on” when visiting your site. As such, these pages should include a call to action, such as entering an email address, following your company on social media, or encouraging them to purchase a product.

While the exact landing pages you need may change based on what you’re promoting, most businesses need a home page, contact page, and “about” page where they list products and services. Importantly, this page doesn’t just provide factual information about the business but also shares your brand’s story, history, values, vision, and team members—all of which help to build trust and credibility with customers.

Whatever landing pages you choose to create, make sure there’s a place to display your contact information so potential leads can connect with you. Display your phone number and email address in prominent places and also include a contact form.

6. Use several types of lead capture methods

Different users will engage with different elements of your lead generation website, so use different CTAs and lead capture methods to engage users at all stages of the pipeline. A sign-up form may be useful for visitors who want to know about your next product launch while a discount code might be a better lead capture method for potential customers who are budget-conscious.

Consider these lead capture methods to generate more leads from your website:

• Pop-up forms: Strategically (and judiciously) use pop-ups to get users to sign up for emails from your company or to follow your account on social media platforms like LinkedIn or Instagram.
• Exit-intent offers: Offer enticing incentives, such as discounts or freebies, when users are about to leave your site.
• Interactive tools: Offer quizzes, calculators, or assessments to increase user engagement and provide information that makes them more likely to make a purchase or opt in to an action.
• Sticky navigation bar: Use a navigation bar that’s pinned to the top of a page and remains visible even when users scroll—that way, it’s always visible no matter where they are on the page. It should feature a specific call to action, like buying a product or subscribing via email.

7. Implement effective lead magnets

Lead magnets offer free information to potential leads, making it easier to get answers so they can decide if your products or services fit their needs. They help you gather contact information so you (or your sales team) can follow up and cultivate relationships as these potential clients move through the sales pipeline.

Try these lead magnet ideas to drive more conversions:

• Free ebooks, guides, or whitepapers: Offer in-depth resources on topics that matter to your target audience, and tie in your products or services as a solution.
• Webinars or events: Invite website leads to attend informative sessions led by yourself, team leads, or other industry experts.
• Exclusive discounts: Provide incentives for purchases, including members-only discounts, referral programs, and one-time coupon codes, to encourage users to make a purchase now—and not put it off until later.

8. Nurture leads at all stages of the sales pipeline

Learning how to generate more leads from your website means moving your potential customers through every stage of the sales funnel. For instance, you can implement inbound lead generation strategies like messaging on live chat or sending email marketing campaigns to those who have already expressed an interest in your company. Likewise, you can use outbound lead generation strategies like cold calls or cold emails to increase your outreach.

Once you start reaching leads, nurture them to encourage them to take a specific action. Lead nurturing is the process of attracting potential customers who aren’t quite ready to buy. By connecting with these leads through targeted and personalized communication, you can build relationships and provide information that encourages them to make a purchase.

9. Track and manage leads using a CRM system

Customer relationship management (CRM) software can be a powerful lead generation tool to help you manage and track leads efficiently. CRM systems are great for small business owners as they help you track basic website lead information like customer name, email address, and phone number.

More than that, most CRMs offer a high degree of customization so you (or your salespeople) can build buyer personas, segment customers into more specific groups, and add notes to each profile. A CRM makes it easier for the sales team to conduct lead scoring and tailor outreach campaigns for high-quality leads. Plus, you can keep track of all interactions with potential and current customers to garner better insights into your processes.

10. Use metrics to analyze website lead data

Analyzing data related to website leads offers invaluable insights into user behavior, preferences, and the effectiveness of your lead generation efforts. Use a free resource like Bing Webmaster Toolset to gain insights into SEO-related metrics based on your website visitors and their actions. This data lets you see how customers navigate your site and what matters most to them. Over time, trends will emerge, showing you which campaigns are effective and which ones need more attention.

You can also use a tool like Hotjar to watch real-life recordings of how users navigate your website. With this behavioral information, you can identify frustration areas—like pages that don’t scroll well—to optimize your site for better usability. You can also use these tools to run A/B testing to see which CTAs have the highest engagement.

11. Update your site for search engine optimization

When creating a lead generation website, you want to make conversions as easy as possible for your visitors. That means eliminating friction points that may cause them to click away from your site. When you optimize website elements and pages, you can improve your chances of converting visitors into leads.

Try these ideas to optimize your site:

• Improve website speed: Use image compressing tools to reduce photo file sizes, which helps pages load faster and offers a better user experience.
• Increase mobile responsiveness: Opt for a mobile-friendly website theme to ensure your CTAs and text are formatted correctly on mobile devices. Most website builders like WordPress offer extensions and plugins to instantly optimize all of your pages for mobile viewing.
• Use keywords so customers find your site: Use keywords (describing your niche, industry, or services) in your page titles, URLs, and the first 100 words of your content. Use a free keyword research tool to find ideas based on your industry—like “best auto shop in Houston” or “cheap haircuts in Santa Clara.”

Use these website lead strategies to drive business

When you learn how to generate more leads from your website, you have a better chance of converting new leads into paying customers. Whether you’re optimizing landing pages for search engines or including clear CTAs to sign up for an email list or purchase a product, these are some of the best website lead strategies to help you connect with new customers who visit your site.

For more ways to maximize your lead generation efforts, learn about online advertising to help you reach new audiences and attract more people to your website. With targeted advertising campaigns, you can send potential customers to specific website pages to learn more about your products or services and make a final purchase decision.