Your website shouldn’t just be a digital brochure—it should be your hardest-working salesperson. If your site looks good but isn’t bringing in leads, it’s time to rethink your approach. Let’s break down how to turn your website into a lead generation machine that works around the clock.
Start with a Clear Value Proposition
Visitors should instantly understand what you do and why it matters. Your homepage headline and sub header should answer the questions: “What problem do you solve?” and “Why should someone choose you?”. If you showed your website to someone who didn’t know what you did – would they be able to understand your business from looking at the first line? You should then take this through into all of your other pages on the website. Review all of the pages on your site and ask yourself – is it obvious what I am offering from this one leading statement?
💡 Tip: Keep it clear, and benefit-focused. Think “We help busy professionals get fit without the gym” rather than “Welcome to FitCo.”
Use Strong Lead Generation Calls-to-Action (CTAs)
A great website guides visitors toward taking the next step. Every page should have a clear, compelling call-to-action—whether it’s signing up for a newsletter, booking a call, or downloading a resource. You should pepper the content with calls to action in the content as well as placing sign up forms and buttons in strategic places throughout the site to drive people to get in touch at the right times.
💡 Tip: CTAs should stand out visually and use action words: “Start Your Free Trial,” “Get the Guide,” or “Book a Free Demo.” are all great examples.
Offer Samples Or Free Resources
To give people an idea of your products / services – try offering free samples, or provide resources that will help someone make up their mind to choose you over your competitors. With physical products, samples work best but you can try to get creative with it and find ways for people to try your product out without needing to ship it to them. If you’re a consultant then eBooks and downloadable resources work well too.
Optimise for Speed and Mobile
If people hit your website but immediately bounce off because it’s too slow – that’s an instant waste of marketing! Make sure your website is fast, and works well across mobile and desktop – as well as across browsers. It’s easy to forget that your potential customers might be using a different computer to you – so what looks good on your device might be a complete disaster when other people are viewing it.
💡 Tip: Use tools like PageSpeed Insights to check your performance and make improvements.
Add Social Proof
People trust other people more than they trust brands. Include testimonials, reviews, case studies, or client logos to show that others have had great results with your product or service. You don’t need to use a service like TrustPilot (although that would definitely help) you can just include a carousel of testimonials with images at the bottom of some pages to let people know they can trust you.
💡 Tip: If you are quoting a person, make sure to include the persons photo alongside the review – it really helps with trust when people can see a photo next to a person rather than just an anonymous quote.
Final Thoughts on Lead Generation
Making your lead generation website work for you can seem like a daunting task – but it really doesn’t have to be. Think about what you would like to see if you were buying your product or service – and make sure that is readily available to your potential customers as soon as they hit your website. Ensure they can easily find a way to get in touch with you, or make a purchase and do everything you can to ensure people on the website can trust you are who you say you are.