In today’s digital world, having an effective lead generation strategy is crucial for business growth. With more customers starting their buying journey online, your website needs to attract and convert high-quality leads to drive revenue.
But creating an optimized lead gen site takes work. You need compelling content, clear calls-to-action, robust lead capture forms, and analytics to track results. Do it right, and you’ll generate a consistent pipeline of interested prospects. Do it wrong, and you’ll waste time and money.
This guide will walk you through the essential elements for building a high-converting lead generation website. Follow these best practices, and you’ll be on your way to growing your business online.
Set Clear Goals and KPIs
Like any marketing initiative, you need to start by defining your goals and key performance indicators (KPIs). What does lead generation success look like for your business? Some examples of potential goals:
- Generate 50 new sales qualified leads per month
- Increase lead conversion rate from 5% to 8%
- Lower cost per lead to under $50
Having quantified goals will give your lead gen strategy focus. And tracking KPIs like lead volume, cost per lead, and conversion rate will help you continuously optimize results.
Be sure to align your goals across sales and marketing. Getting lots of low-quality leads won’t do much good. The shared focus should be on driving revenue through high-converting prospects.
Optimize Your Website for Conversions
Your website needs to quickly convey what your business does, why it matters, and how visitors can engage further. Every page should focus on leading visitors towards a conversion goal.
Here are some best practices for optimizing your site for lead gen:
Compelling Copy and Content
Your copywriting and content marketing should address your ideal customer’s pain points and demonstrate how your solution can help. Use concise yet persuasive language focused on benefits.
Blog posts, guides, and other content assets should similarly solve your audience’s needs and establish your expertise. Make content consumption and downloads easy by minimizing required contact info.
Calls-to-action (CTAs) urge visitors to take a desired action. Strategically place CTAs in above-the-fold areas near relevant content. Use action words like “Start Your Free Trial” or “Request a Demo” that convey the next step. Make the buttons colorful and eye-catching.
Targeted Lead Capture Forms
When a visitor is engaged, use a lead capture form to convert interest into a sales prospect. Only request essential info like name, email, and phone number. Offer an enticing lead magnet like a demo, coupon, or content download in exchange for contact details.
Cohesive Branding and Messaging
Consistency across your website builds credibility and recognition. Use the same logo, color scheme, fonts, and messaging everywhere. Reinforce your differentiators like “Cutting-edge AI for faster results” throughout the site.
With growing mobile usage, your website needs a responsive design and mobile CTA placement. Check loading speeds on desktop and mobile. Leverage mobile pop-ups and lead ad units to capture prospects on the go.
Promote Your Content to Attract Visitors
Building a great website is only the first step. You need to drive qualified users to your new lead gen pages through marketing and outreach.
Blog, Social Media, and Email
Regularly publish new blog content focused on buyer interests. Promote each post on social networks and email lists to engage your audience. Sending a cohesive omnichannel message will maximize reach.
SEO and Paid Search
Most web visits start from a search engine. Having an effective SEO strategy improves organic rankings and traffic. Pay-per-click ads let you target relevant keywords and geo-locations too.
Setup pixels to track website visitors and serve follow-up ads across the web. Retargeting helps reconnect with prospects who left without converting.
Proactively engaging prospects via cold calls, emails, or messages can convert many untapped leads. While manual outreach takes significant work, sales acceleration tools can automate the process.
Continually Optimize Results
With your new lead gen site live, the work has just begun. You need to monitor performance and make ongoing improvements.
Review Analytics Data
Platforms like Google Analytics give you data on traffic sources, lead volume, conversion rates, and more. Analyze this to identify successes and weak points. See what content and channels are generating the most prospects.
A/B Test Improvements
Try webpage variations like different headlines or CTA placements to see what increases conversions. You can A/B test sending one lead magnet offer vs. another in your forms too.
Assess Lead Quality
Look beyond lead quantity alone. Are the prospects relevant for your sales team? Analyze lead quality based on customer fit, intent signals, and early engagement.
Follow Up Quickly
Leads go stale fast. Contact new sign-ups ASAP to start qualifying and nurturing them down the funnel before momentum fades.
Key Tools and Platforms
The right technology provides the infrastructure to capture, track, and nurture prospects. Here are some top tools for optimizing your lead gen site:
- Website Builder: Squarespace, Wix, WordPress, Webflow
- Email Marketing: MailChimp, Constant Contact, ConvertKit
- Lead Capture: HubSpot, Leadpages, Unbounce
- CRM: Salesforce, HubSpot CRM, Zoho
- SEO: Ahrefs, SEMRush, Moz, Yoast SEO
- Paid Ads: Google Ads, Facebook Ads, Bing Ads
- Analytics: Google Analytics, Mixpanel, Heap Analytics
Evaluate different solutions to find the combination that best supports your lead gen workflows. Many offer free trials to test out features.
Ready to Drive More Leads?
Attracting and converting high-intent website visitors is critical to sales success. By following the strategies outlined above, you can build an optimized lead generation machine primed for growth.
- Set conversion-focused goals and KPIs
- Create targeted, mobile-friendly landing pages
- Produce relevant content for promotion
- Analyze performance and continuously improve
With the right preparation and process, your website will be equipped to generate a steady influx of quality prospects for your business.
Now it’s time to execute! Use these tips and tools to boost website conversions starting today. Every new lead you capture brings you one step closer to revenue and growth.