Five Steps To Generate Leads On Your Website

Posted by Heather Hurczyn on April 24, 2014

In Lead Generation


Does your website have a plan for it's visitors? Back in the day when I was simply designing websites, my main focus was to create a site that was attractive to the eye and easy to navigate. Sounds pretty, but what happens when these visitors come to your website? Attracting visitors is just the first part of creating a successful website, the next phase is to create a conversion path for those visitors into leads. There are five key parts each successful conversion path must contain.

  1. Call-To-Action

    A Call-To-Action button is a lead generation tool that attracts your buyer personas. The call-to-action promotes an offer of great interest and entices the visitor to take action and click the button to find out more. When designing your CTA, it should be a bright color that stands out from the rest of your website and if you can include a picture of the offer that will help make it stand out to the potential lead. I highly recommend doing some A/B testing to see if a particular color or style of CTA generates more leads.  Don't forget the most important part, the CTA must be linked to a landing page that is related to the offer.
  2. Landing Page

    Yes, they clicked your inviting CTA and are brought to the landing page for that offer. Make sure your landing page does not include the navigation to the rest of your site. We don't want to distract the visitor away from the offer. Your landing page should include an image of your offer if possible, especially if you used a picture of the offer in your CTA.  Also, make sure you include a header tag with the name of the offer. A brief description of what the offer includes and a bulletted list of the benefits of this offer also must be included. Lastly, in order to keep track of leads and to begin the lead nurturing process, your landing page is required to have a form. Here is an example of a properly designed landing page:

    Lead Generating Landing Pages
  3. Form

    In order for the visitor to convert to a lead, they must take action and commit to wanting your offer by filling out the form. If your offer is remarkable enough the visitor will have no objection to filling out the form.  Utimately, the form is used to track your leads. Instead of visitor #3452, we now have lead John Smith, his email address, job title, etc. Not only does the form give a name to the number, but it also allows us to now nurture this lead with other offers that would interest him based on the information we collected in the first form. The conversion cycle continues down the sales funnel as you smootthly move in to close the sale.
  4. Thank You Page

    When the form is submitted, the lead must be brought to the "Thank You" page. Here is where the user can download the offer, if applicable, that you promised. Also, on this page, besides saying "thank you", you should include another offer that would peak the interest of this particular lead, links to recent blog posts, and the navigation to other areas of your website.
  5. Confirmation Email

    The confirmation email should automatically go out to the new lead once they submit the form on your landing page. The email should include a link to the offer in case they want to download it at a later date. When setting up this automated email it should be personalized and come from an actual person with  a real email address (no generic email addresss like Remember, once a visitor becomes a lead the nurturing begins. Tip: in the email signature include the picture of the person sending the email. It makes the email more personnal and feel less like it came from a machine.

With all of these steps in place, you will have setup a successful conversion path to generate leads from your website. How exciting!! Continue this process throughout the sales funnel and don't stop when your lead becomes a customer. You want to include delighting your customer to maintain them as a customer, and you increase your chances to up sell the customer. 


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