There are a lot of ways to get people to your website, but all the traffic in the world means nothing if you can't convert them into leads.  This is exactly why you need a well-designed website for your business.  By funneling your website visitors, a solid website can be a great marketing tool for generating leads and boosting conversion rates.

Take a good look at your current website

First, check each page on your website, especially your landing page, and think "Does this page help me to generate more leads?" 

You can start with a few simple questions:
"Does this page clearly guide my website visitors to take action?"
"Do I have CTAs for lead generation on this page?"
"Do my website visitors understand what action to take next from this page?"

You can also use tools like Google Analytics to see your website visitors' behavior.  If a lot of visitors leave on one specific page, it probably needs some optimization.

Add a form to generate leads

A quick way to generate leads is adding a form on your landing page.  This is also one of the easiest way to collect contact information for your potential customers or clients.  The people who give you contact information voluntarily are probably very interested in what you offer.  This is why it's one of the best ways to generate leads efficiently.  An easy-to-use form plays an important role here.  If it's too confusing to your visitors, you will end up with many incomplete forms and not even know about it.

You should also provide your contact information on your website, in case someone doesn't have time to fill out the form or prefers to talk to a real person.  Even if you have a contact form, there are people that still prefer regular old email.

On the landing page of Georgia Senate Democratic Caucus, there is a clear subscription box which helps them to collect their supporters' email addresses.  This is a dead simple form which just asks for an email; it doesn't require a million fields and the connected subscribe button is intuitive and meaningful.

Georgia Senate Democratic Caucus subscription form

You can also make your form a popup box like Ikea.  Although some people find popup boxes annoying, it works as a very strong call-to-action.  It not only helps you get more subscribers, but also may help recover abandoned visitors.

IKEA subscription form

Call-to-action (CTA)

If you want to generate more leads and get more sales, you definitely need call-to-action buttons on your website.  Website visitors sometimes are just casually browsing.  You need to guide them with eye-catching CTAs.  Not all of your website visitors know what they need to do next, so you should use these CTAs buttons to guide them to their next action, in order to move them further down the funnel.  This doesn't mean you should put CTA buttons everywhere on the site.  On the contrary, you should keep have not more than three CTA buttons in the viewport of the screen at one time.  Otherwise, it's overwhelming and confusing for your website visitors and you end up with no real call to action at all.

Below is the landing page for Jobber.  Their CTA buttons guide website visitor forward and give clear options for the next action their visitors should take.  They also have a fixed CTA button with a vibrant contrasting orange on the top right corner, which keeps funneling visitors even when they're not on the landing page.  This button should be the primary action you want your website visitor to do the most.  


Think about what actions you want your website visitors to take, and build an intuitive funnel.  You should also keep testing how it works through tools like Google Analytics, and modify your CTA buttons when you find problems.  Sometimes by only changing the wording or the button placement, you can make a big difference for the button click rate.

Display testimonials

Positive testimonials from your customers, clients, suppliers or industry experts are an effective and powerful marketing tool for getting more business.  Third-party validation lets your website visitors know that your services or your products are as awesome as you claim and they can trust you.  Another great thing about adding testimonials on your website is that it is very easy to to do.  If possible, add a real photo of your customers or clients, making your testimonials more trust-worthy.A testimonial on Echo 5 Atlanta Web Design's website

If you don't have any testimonials on your products or services, it's time to start reaching out to your customers or clients.  Ask them for a short testimonial and get permission to post it on your website.  To make it easier, you can prepare an email template to ask for a short testimonial and just send a copy to your customers or clients every time at the end of the project or after they have purchased your product.  You can also ask companies which you've previously worked with to write a short paragraph about their positive experience.

Live chat

44% of online consumers say that having questions answered by a live person while in the middle of an online shopping process is one of the most important features a website can offer.  In fact, live chat feature can not only reduces visitor wait times and cart abandonment in order to improve conversions, but also drives customer satisfaction.   53% of the American adults tend to abandon their online shopping cart if they can't find a quick answer to their questions about the products they want to purchase.  A live chat feature helps out people who have may only a couple of quick questions before deciding and also for the not-so-tech-savvy customer who needs help.  Its convenience and instant response significantly increases site conversion rate.  In Intuit's case studies, they successfully increased conversion rate by up to 211% by using proactive live chat.

Follow up with them

Once you have their contact information through live chat, you should follow up your potential clients or customers after your live chat session.  Sometimes it's not that they didn't want to buy your product or service, but maybe got distracted or just forgot.  Following up with them shows a commitment to helping your website visitors, helping your company reinitiate an online purchase, generate new leads, and keeping old leads active.

Your business website should be optimized for lead generation

Increasing your site's conversion rate is certainly not an easy task, but it is not rocket science.  There are a lot of methods to increase lead generation and optimizing your website is probably the easiest and the most effective way to start.  After optimizing your website for higher quality leads, you still need to continually test your website performance and analyze it for further optimization.  Never stop testing and improving your business performance!

If you want to know where and how to improving your website, our professional team with years of experience provides a one hour free consultation for any website design or web development project.  If you have more ideas about how to increase lead generation, feel free to comment below and let's discuss!