How to turn your Website into a Lead Generation Tool

Here's how to make your website deliver for you.

By Rog HowPosted in Ideas

A website should always have a clear purpose: to sell something, generate interest, or provide information.

If you need your site to generate leads for your business, then this should be considered in every aspect of the site design. Here's how to make it work for you, and a brief overview of what I cover in the following article.


  • Base branding
  • Customer personas
  • Keyword research for SEO
  • Site and page architecture
  • Lead Capture
  • Drive traffic
  • Observe and refine

Get your Base Brand sorted

Before considering lead generation, it’s important to first be sure that the baseline brand identity communicates clearly and holds the trust of its customers. A brand strategy or positioning exercise is the best way to do this, to define what makes up the brand, what makes it unique and how customers perceive it. The visual branding and tone-of-voice will then need adjusting if customers aren't getting the right feel or message.

Build User Personas

Brands should always have a clear idea of who they are targeting, and for web this is no different. User personas focus on what information likely buyers will be looking for, and what key benefits of your product is relevant to them.

Find this out by interviewing your customers to build a picture of what a typical customer looks like, what is important to them and what challenges they face. This information will help when making decisions in the website design process as well as content strategy.

Keyword Research for SEO

When planning website adjustments or rebuilds, it really pays to spend some time to make a comprehensive keyword hit-list, so it can be used to inform any changes to page and site architecture.

Persona work will really help here, as you are trying to get into the mind of your customer and work out what they will be searching the web for when looking for a product of service like yours. There are lots of tools out there that can help like the Google keyword planner.

Plan Site & Page Architecture

Site architecture is the overall map or plan of your pages and how they relate to each other. Lead generation sites might comprise of landing pages - that generate traffic, information pages - that raise interest, and conversion pages - that generate leads.

These are not necessarily mutually exclusive as a CTA could live on every page, but having an idea of what main purpose of each page will help to design the user journey.

Plot user journeys

A user journey might go something like this…

  1. Search for a term in Google
  2. Find your great article about it (landing page)
  3. Read, then be interested by X services (product information page)
  4. Read, then see a link about a free guide that looks useful (conversation page)
  5. Boom! - lead captured for the sales funnel

A landing page might be a blog article, or a how-to guide. Pages that capture traffic from search engines by addressing a particular question that is relevant to your audience.

Traffic is great but we also want the user to find out about our great product, so we send then to a product page relevant to the article. Here we might build in a link to the pure conversion page where we collect the lead information.

Capture the lead

A user is very unlikely to just give you their details if you just ask for them. 'Contact us’ is not a very compelling or effective message. So creating a digital asset that you can use as a reward in exchange for a potential customers details. This reward should be something of value to your target customer.

Like a white paper or infographic about their industry. Having a very clear customer persona really helps to inform what will grab the attention of the right person here.

Driving Traffic

Now you have a great lead capturing funnel, you need some traffic. This can come from search engines, referral links, social media or advertising, but without traffic your funnel is useless, so you need to come up with a way to get the right people to your site.

There is not a right way to do this as it completely depends on your business. See some of our tips on how to improve content strategy and how to improve your social media strategy for some pointers.

Watch, Learn and Refine

When you first designed your 'funnel', you imagined it would work in a certain way. Now it's important to check if it is! Use Google Analytics and a session recorder like Inspectlet or Hotjar to see if people are using your site the way you imagined.

It may be that the CTA you created isn’t clear enough or doesn’t work well on mobile. Without checking, you won’t know if your strategy is working or not. If it isn’t tweak, refine and improve until it does - you'll get there in the end I assure you. And it will all be worth it.

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