Lead generation is a vital part of your website. Your leads will only be as good as the website that produces them. With this in mind our blog this week looks at our top tips for improving your website to increase your lead generation.

Lead generation

What are leads?

A lead is a person who has expressed interest in your service or product in some way or form, such as by filling in a form on a website or maybe joining a relevant mailing list.

These leads are essential for any business. Rather than just cold calling people out of the blue, you are able to target those people who already have an interest in your service or product making them much more likely to convert to a sale.

What is lead generation?

This explanation from Hubspot is great,

Lead generation is the process of attracting and converting strangers and prospects into those leads we just talked about.

So what are the best ways for you to generate leads from your website?

Post forms on every page

The more forms that are easily accessible on your website the easier it is to gain leads.

The less information you ask for on a form the more likely people will fill in the personal information required. Likewise, the further through your website someone goes, the more likely they are to fill out more valuable information. This requires a carefully thought out form on each page.

Build trust with photos and testimonials

A good testimonial adds trust and impact to your brand. In 2014, 78% of people said they would trust online reviews of a product or service as much as the recommendation of a friend. Testimonials are essentially your companies online reviews.

When deciding which testimonials to put on your site the following from industry leader VIEO Design is useful,

Authentic testimonials don’t sound overly polished, manipulative, or “sales-y,” so don’t be afraid of testimonials that aren’t glowing, unqualified praise.

Remember, it’s not just about your product or service – testimonials about your customer service are valuable too. If a customer had a problem and you fixed it, don’t be afraid to share that—it helps future customers feel secure in doing business with you.

Adding photos or even videos that aren’t too bandwidth heavy, is a great way to enhance your testimonials, visual content is increasingly popular on every platform so don’t miss this opportunity to add some relevant photos.

Use (credible) trust seals.

Here is a great description of trust seals from Wikipedia,

A trust seal is a seal granted by an entity to website or businesses for display. Often the purpose is demonstrate to customers that this business is concerned with security and their business identity. The requirements for the displaying merchant vary, but typically involve a dedication to good security practices or the use of secure methods for transactions or most importantly verified existence of the company. Trust seals can come in a variety of forms, including data security seals, business verified seals and privacy seals and are available from a variety of companies, for a fee. A Trust seal can be either active or passive. Most seals are validated when they are created and remain so for a specific duration of time, post expiry of which the business/process has to be re-validated.

It can be difficult to measure the conversion rates from having a trust seal on your site, rather than installing a seal for visual benefits, use one that is backed up by a guarantee to the buyer. A good example is Oriental Furniture who used a BuySafe trust seal, meaning among other things, that customers were protected to the value of £10,000 if their details were stolen via the site, it was shown that the trust seal increased conversion rates by 7.6%.

Use call-to-actions and power words.

A call-to-action (CTA) is a button or link that you place on your website to drive prospective customers to become leads by filling out a form on a landing page. A CTA is the link between the regular content that your potential customer is interested in, and a page with a more high-value offer on it (the landing page) that is relevant and interesting enough to persuade your visitor to complete a short form.

The above from industry-leading, digital marketers Hubspot is a great explanation of the value of a call to action.

For the purpose of lead generation, your CTA should be in locations on your website that see a lot of new visitor traffic, like your blog. Your CTA is best placed at the end of the post, in the sidebar or as a banner. Your CTA could be something like,

  • Download my free ebook now
  • Start a free trial
  • Make an appointment
  • Get a free consultation

Power words are great to use in your CTA. Action verbs such as ‘have’, ‘feel’ and ‘get’ are good because of the compelling action of their active tone. Using time sensitive words in your CTA can also help, words such as ‘now’ ‘before’ and ‘today’ can all increase the click-through rate on your CTA button.


We hope this blog has been of use. If you have any questions or would like to talk to us about your website design or marketing you can call us on 0800 612 1098 or contact us here 


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