Website Lead Generation and Conversion Guide
Introduction: It All Starts with Your Website
Your website is your first opportunity to make the first, best impression with potential customers
by providing the information, answers and experience they expect. Is your site optimized to attract
visitors and convert traffic into high-quality leads? When it comes to web design, SEO, calls-to-
action and other digital marketing tactics, it’s important to start with the foundational elements.
This eBook covers all the essentials to effectively optimize your website for lead generation and
Basic Website Discovery Questions
Your website builds more than credibility. It generates leads, 24 x 7 x 365. So how can you
tell whether or not you’re taking full advantage of that opportunity? Ask yourself the
following important questions:
#1 Is my homepage effective?
In order to determine whether or not your website is built like a marketing engine, you first
and foremost need to know your hierarchy. Keep it simple: Have one main goal, and have a
In addition, focus on branding and credibility. For instance, you can leverage client
testimonials—and avoid stock imagery if you can to keep your brand story authentic.
When it comes to messaging, keep it concise. Your website copy should be short and
focused on your value proposition.
Before you can get more eyes on your website, you need to drive search traffic through
search engine optimization (SEO)—which includes on-page SEO. Make your H1 and H2
headings clear, and include relevant keywords as well as your business location. And don’t
forget to add meta descriptions.
The image below depicts an example of an effective homepage layout that conveys the
right message for the company.
#2 Is your navigation well organized?
Good website navigation starts with a sitemap. When creating your sitemap, ask yourself
whether certain elements fit in the main navigation.
In addition, you should leverage your utility navigation. These links should be practical and
informational, such as contact number, customer login, link to support, payment portal, etc.
Here’s an example of well-organized website navigation.
Beyond the Basics: How to Stand Out to Site Visitors
Now that you understand the foundations of a conversion-optimized website, let’s go one
step further with these nine important elements that can make your homepage really stand
out to prospects.
1. Value Proposition
How do you help your customers? What problems do you solve? What makes you great?
The answers to these questions all help form a concise statement about your business,
known as a value proposition. In less than 10 words, you should be able to answer the
question: “Why should I buy from you?” When it comes to value props, the best are clear, simple and powerful. It should cut to the core of what you do and emphasize why there’s no
better option for the customer than you.
Often overlooked, the site structure and navigation will determine how easily your customers
can find the information they need to determine if they want to move forward with your
services. Site navigation needs to be easy to understand and intuitive, so prospects can to
reach the areas they’d like to explore as easily as possible. When visitors arrive at your website,
you only have seconds to capture their attention. A frustrating experience with your navigation
will force them to bounce. In general, you’ll want to be sure not to bury your content in
excessive menu structures or abstract descriptions of what people are looking for.
3. Calls-to-Action (CTAs)
One of the most important steps in the conversion process is to provide a way of guiding your
audience to take the next step. Give visitors the chance to convert by placing easily visible links
or buttons throughout your site that have clear and active language as to what to do next.
Clearly explain what to do to take the next step (e.g., click here to learn more; request a demo
now; speak to a representative today, etc.). Pro-tip: Use CTAs for key conversions in your
What sets you apart from your competition? What does your business specialize in or do best?
Compile a set of items that make you stand out from your competitors, and any advantages
you are able to provide for prospective customers. Each of these items should be about a
sentence long and written in such a way that your visitors will remember, whether it’s that you
resolve 99% of client issues or provide doctor’s offices with complete security services. If you
are not sure what your key differentiators are, you can take this statement and fill in the blanks:
“My company is the only ___________, that does ___________ for ___________.” You may have more
than one answer, which is a good thing. You can compile those one, two or three
differentiators and make a very attractive section for your homepage that’ll be a strong area of
5. Products and Services Synopsis
A concise list of your products and services that can expand to show more detail will help
inform your prospects in a fast and efficient manner. Remember, your homepage is only a brief
synopsis of your business, so save the deeper content for other pages (and gated content), so
that your visitors will want to dig deeper into the rest of your website if they are interested.
6. Featured Content
If you have any downloadable content, such as infographics, eBooks, blog articles, videos, etc.,
that are intended to help your audience be successful in using your product, make sure you
designate a section to them near the top half of your homepage. These should be your best
pieces of content, so you can put your best foot forward. Sharing these not only proves to your
visitors that you are there to help them, but also tells them that you are a voice in your
7. Images and Video
Today, beautiful images and well-produced video are essential to delivering the story of your
business. While also breaking up blocks of text, they should be integrated seamlessly to merge
text and imagery to convey a complete message. They help visitors visualize and connect with
your product and allow them to see how it can help them. Videos are a great way to inform and
engage visitors in a short period of time and are best used to get concepts across that would
otherwise be difficult to explain.
8. Customer Success Stories
All the pitches and sales material in the world will never be as powerful as honest customer
feedback, so it’s essential to capture positive reviews, case studies of major success and
testimonials your clients have provided to let them speak on your behalf. Customer
testimonials drive validation to your solutions, and can be a strong driver of conversion.
9. Social Media
Get social! Effective use of social media platforms can help the public engage with your brand
and get to know the people who are delivering your services. It increases awareness of your
brand in places where your target audience members are having meaningful conversations.
Conversion Opportunities: Moving Leads Down the Page and Down the Funnel
Once website visitors start reading your well-constructed homepage, it’s only natural to want to
learn more! Once that visitor clicks a CTA, they’re then brought to a landing page. A landing
page is a page on your website that’s designed to convert visitors into leads, usually via a form
that asks visitors to input basic information about themselves (name, company, email, etc.) in
exchange for an offering or download of some kind.
There are two basic types of landing pages: Click Through Landing Pages and Lead Generation
Landing Pages. A Click Through page has the goal of getting visitors to click through to
another page—something often seen on e-commerce websites—whereas a Lead Generation
page is focused largely on capturing user information. In exchange for filling out a form, users
may receive access to a free software trial, a physical item like a t-shirt, registration for an
upcoming webinar, a content download, or anything in-between.
Key Landing Page Elements
Here’s a quick look at what’s included on a typical landing page:
1. Start with a clear, informative header
2. Explain the offer and emphasize its value, and remember to keep it concise
3. Don’t overwhelm readers with too many form fields—you should only include fields that are
relevant to the offer
4. Ensure all content is visible above the “fold” so readers don’t have to scroll down the page
5. Experiment with relevant images, videos or graphics to capture a visitor’s attention
A landing page’s conversion rate represents the percentage of visitors that filled out the form
on the page. This is one of the most important metrics to track when reviewing your landing
pages, as it gives you an idea as to whether the language, images and information on your
page are clear, digestible and inviting enough to encourage visitors to submit their information.
Pro-tip: You can increase gated downloads by tweaking form length, page copy, page layout
and form placement.
There’s a lot that can be done with landing pages, especially once you’ve got the basics down
and are ready to do some more advanced testing. Keep trying different things to see what
works best for your target audience.
Putting the Pieces Together to Solve Your Customers’ Problems
To summarize, once you’re able to build an effective homepage, organize your navigation, offer
compelling calls-to-action, and deliver content that converts, your lead funnel will undoubtedly
fuel a healthy business growth trajectory. Your ideal customers will connect with what your
website conveys—especially now that you understand what it takes to resonate with them!