How to get any website or web page to generate leads

6 Simple tweaks to generate more leads with any traffic on any web page

It’s really easier than you think.

For most websites or web pages, with existing traffic (people visiting your website), I can get them to start generating high-quality leads with these simple structural and design tweaks. 

If you’re already generating some leads - implementing these adjustments exactly as described will increase your leads by 10-15%, at a minimum.

Write a clear positioning statement and benefit with a CTA that starts them into the lead path - use a button!

If it’s the home page or a dedicated landing page, this goes right at the top in its own dedicated section – sometimes referred to as the Hero Section.

If you’re optimizing a content or blog post page use this in a simple Call-to-Action (CTA) box that you can place as an interruption a couple of paragraphs into the article - still keeping it very high on the page.

Create a simple lead path (survey-style, progressive, multi-step form) that all of your CTAs push into. This is your lead capture.

There are a lot of different names for this type of lead acquisition, but the bottom line is you are encouraging your web visitor to begin answering some very simple questions by selecting from a defined list of answers/choices.

This seems simple and not so different from just filling out a web form, right?

Don’t be fooled. It’s a HUGE difference in conversion rate. 

It is the #1 secret on this list!

Everything else is just supporting and building the web visitors' confidence and trust to inquire with you – enter the lead path and complete the form flow.

Generally, when a person reaches your website they are 70% of the way to inquiring about your product or service.

This may vary slightly depending on how you generate and drive traffic, but for the most part, visitors land on your website because of some specific interest in what you sell.

For context, let's take a quick detour to think about how people arrive and then circle back to the features that can take them from 70% ready to inquire to 100%

Here are some typical sources of web visitors:

• You sent an email - a one-off, automated campaign, newsletter - that got them interested in the solution you are providing and the pain points it relieves. They believe in the solution and want pain relief (70%). They just need to be convinced that you can deliver the solution (20-30%).

• The web visitor did a Google search looking for a product, service, or solution. You are one of several companies that came up in the search. Therefore, they Once you assume that you can deliver the solution (70%). They just need to better understand the product, service, or solution that is offered to see if it fits any unique industry or organizational needs, budget, or timing constraints (20-30%).

• A partner or customer refers your solution to the web visitor. That referral probably comes out of a discussion of pain points and solutions and your company came up as one of the best, proven options (70%). They just need to see if there is a budget, timing, and organization needs fit (20-30%)

So, based on these situations you can start to see some common patterns of questions that need to be addressed to get more people to start and complete the lead path.

Here are some specific features that I like to add to close this credibility gap and encourage the web visitor to convert.

1. Credibility and trust-building

Quickly convince them that you are the expert. Whether you are selling a product or solution, make it easy for them to check the box – “Yes, they are a credible and proven provider of the solution I’m looking for.”

2. Process and next steps

Show them that your solution is simple and easy to implement. Literally, map out the process and next steps that will kick off the moment they fill out that lead form. 

Demonstrate that you will start transferring the weight of accomplishing their goals and business objectives from their shoulders to yours the moment they inquire and schedule an appointment.

Show them in a picture the solution they have been hoping for and how easy it is to get it up and working for them.

3. Educate and build customer confidence

Once you have established your credibility, proved that people/companies like them trust you, and demonstrated how straightforward it is to get the solution, you should have captured the lead. 

But, in the best cases that only happens with between 5% (organic) and 15% (PPC and email marketing) of the visitors. 

The remaining segment needs to understand the solution (or sometimes the pain), how your product or service fits in, and how it works to deliver that positive outcome.

How do you accomplish that? 

Simple - content.

Using the same content that you are using to attract and build search traffic, you can organize a variety of educational funnels that will tweak the interest of your ICP (Ideal Customer Profile).

4. Robust and intuitive navigation and footer

Finally, leverage your navigation and footer to tease your undecided, confused, or overwhelmed visitors down other relevant rabbit holes.

Don’t get overly clever or stingy.

Here are a few quick rules of thumb:

1. Use clear and straightforward copy - call it a “blog,” not a journal

2. Keep the primary (header) navigation relatively simple and limited, in violation of my guidance above. When the visitor first lands on the page we don’t want to distract them - get them straight into the copy to spark the lead

3. Use the footer to link to everything and anything your prospects might be looking for to become comfortable with the solution and how it will work for them.

All of these areas should include CTAs. These are all additional bites at the apple as the prospective customer moves through the website.

That’s it!

Make these tiny tweaks and you’ll immediately see a significant increase in lead flow from any website or web page that is getting traffic.