Michael Epps Utley 
Most businesses today have attractive websites that perform reasonably well on most devices. The issue is that many of them aren’t generating the leads — or the customers — they need to operate profitably.
This guide explains what a lead generation website is, things you can do to increase the number of leads you bring in, and steps you can take to convert more of them.
What Is a Lead Generation Website?
A lead generation website is designed to collect information from prospective customers, known as leads. The information often includes:
Name
Email address
Phone number
Qualifying questions (answers to questions to help determine whether the person is likely to make a purchase)
Typically, websites have one or more pages called “landing pages” to collect leads. It’s also possible to create an entire website dedicated to generating leads.
The ultimate purpose of lead-generating websites is to convert visitors into leads and eventually paying customers.
Five Tips to Build High Conversion Lead Generation Websites
Here are five proven strategies for creating stellar lead-generation digital experiences.
1. Optimize Page Load Time
A study from Portent reports that a site that loads in one second or less will have a lead conversion rate three times higher than one that takes five seconds to load. That statistic should compel you to check and improve your website’s load time (it is common belief that a load time over two seconds is the limit most visitors will tolerate).
To optimize site speed:
Reduce third-party scripts
Limit CSS, HTML, and JavaScript
Reduce the size and number of images and videos on pages
Find a high-quality website hosting provider that offers fast load speeds
Leverage caching plugins
Ensure your site is fully mobile-optimized
Fix 404 errors
Also, look into server services that will ensure your website loads quickly and delivers an optimal user experience. Using one could increase lead conversions.
2. Develop Engaging Landing Pages
Common features of the best lead-generation digital experiences include:
Eye-catching visuals. Landing pages typically have extremely high bounce rates, sometimes up to 90 percent. Attractive visual elements will encourage visitors to experience more of a page.
Superior copywriting. Even though visual elements are the priority when building a website optimized for lead generation, written components are critical. Compelling copywriting engages visitors and persuades them to become leads. Make it a point to address their pain points and explain how your offer will solve them. Doing so will build empathy and increase the number of leads you generate.
Clear calls to action. Ensure your calls to action are always clear and direct. In the end, they are what drive visitors to submit their information.
3. Include Interactive Content
Most websites are static, read-only experiences. However, it can be a good idea to include interactive elements like quizzes, online assessments, and chatbots on landing pages. Quizzes and experiences can help visitors discover why your product or service is right for them, and chatbots can help answer questions and address concerns that could prevent people from becoming leads.
If your current landing pages don’t produce leads at the level you expect, you might want to use interactive content to make them more engaging.
4. Include Trust Signals
Coming across as credible is a critical component of driving conversions. People won’t submit contact information or do business with firms they don’t trust. That’s why you must include trust signals on your lead-generation websites and landing pages.
Trust signals include online ratings, reviews, and customer testimonials, which help prove your company is good to do business with. Social proof is another way to build trust. If you receive positive comments about your business on social media, including a social media feed on your website could be wise. Awards and endorsements from respected people and organizations are other ways to demonstrate your company’s integrity and value.
Trust signals are valuable because they don’t come from you; they come from others. Buyers are more likely to purchase from companies that are endorsed by people like them and organizations they respect.
5. Nurture Leads
Developing an effective lead-generation website might get you a lot of new contact information. However, those contacts won't purchase from you if you don’t reach out to them. This is where lead nurturing comes in.
Lead nurturing is the process of building real-world and virtual relationships with leads. The ultimate goal is to convert them into purchasers.
Some tactics you can use to engage with leads include:
Personalized email marketing. Segment your leads based on the campaign they came in through and what you know about them. Send them emails addressing their pain points and explain how your business can help them. Or send them content that demonstrates your company’s knowledge and expertise. You can also send coupons and other offers to encourage your leads to become customers.
Social media. Ask people to follow your business on social media on your landing pages and lead forms. By doing so, they will regularly see information about your company online. Ensure some posts align with your lead generation offers to move leads farther into the buying process.
Calls. If you collect phone numbers on your lead forms, follow up immediately with a phone call. Many people will not call your business themselves, but prompt phone follow-ups could help transform many of them into customers.
Tip. Speed is vital when it comes to converting leads. If you don’t get back to people quickly, even in as little as five minutes, they could move on to a competitor. If you are committed to a lead generation program, its success depends on the timeliness of your response to them.
Website Lead Generation: The Final Word
Lead generation is an ever-evolving field.
Some emerging opportunities include:
Voice search optimization. As more people turn to voice searches, optimizing your website for them is critical. This will help drive more traffic to it, which could convert into additional leads.
Increased personalization. Many businesses are moving to advertising campaigns and lead generation forms that address specific consumer pain points and offer highly targeted solutions. People are more likely to engage with offers that are meant for them.
Artificial intelligence (AI). Many online searches are now powered by or take place in AI engines. It might seem difficult to compete with the speed of AI, but consider that many users aren’t satisfied with the answers they receive from AI. By bolstering your website’s authority in your field, you can become the go-to source for information.
If your website isn’t generating enough leads, or leads aren’t converting at the levels you want, it could be because of your landing pages, forms, or follow-up process. Leverage the strategies and tactics in this guide to gain more high-quality sales contacts and customers.
