5 Things Every Lead Generating Website Needs

Published: September 29, 2020

Torey Azure


You have a website that you’ve invested significant time and money in, with a goal to generate leads and attract potential customers.  However, long gone are the days when a website is all you need—today’s consumer has a short attention span and it isn’t always ready to buy now

Case in point have you ever been scrolling through a news feed or Facebook posts when a random ad catches your eye? You decide to click on it, browse for a second or two and then go back to what you were doing?  

So, what can you do? How can you win over customers and generate new leads for your website?

Let us guide you on what to do to increase the chances of making that next click a sale through:

  • Getting users to stay on your site
  • Bringing them back to your site
  • Ensuring functionality to make a sale
  • Finding similar people who want to buy your product or service

Part One: Tracking Tools

The first thing every lead generating website needs—the proper user tracking tools. Installing the correct tracking tools on your websites gives you insights into the behavior of your customers. You can also learn how your website works for each user. Let’s explore tools like Google Analytics, Google Search Console, and Facebook’s Pixel.

Google Analytics:

This free tool helps you get a bigger picture of your website users. Further, it helps you evaluate the performance of your digital marketing efforts through data.  The benefit of google analytics are abundant and can be used to shape the success of your business.  By analyzing your website’s data through Google Analytics you can discover key insights. For instance, you might discover which online campaigns bring in the most traffic. Additionally, where your best visitors are located or uncover your top content plus so much more. To install Google Analytics on your website plus learn how to use this tool, follow this guide.

Search Console

The Google search console is a free feature that Google provides to show you which organic searches your website was shown for. Neat, right? Additionally, it will show you how Google reads your website. You are able to see which of your webpages generate the most traffic, find your average CTR, monitor your impressions, and the list goes on. Hands down you need this on your website. For a more in-depth look at the benefits of Google’s search console and how to install (and use) it follow this guide.

Facebook Pixel

Similar to Google Analytics and Google Search Console is the Facebook Pixel. The Facebook Pixel is unique to the Facebook Platform. This pixel works to track users as they interact with your Facebook ads and your website alike. By understanding the data from the Facebook pixel, it will help you track ad conversions while optimizing for new ads. You can also optimize the audiences you build for those future ads. Try including remarketing to those users who have previously visited your website. Learn more about how to set up the Facebook Pixel on your website with this guide. Additionally, to see if you have the pixel on your website already installed check here.

As a business owner, your objective should be to leverage analytics and key website traffic to track and measure your digital marketing success. With the right insights you can create the best user experience for your audience. Above all, this will help build your lead generation efforts by keeping them on your site longer in hopes to turn them into customers! 

Part Two: Calls-To-Action

Call-To-Action’s (CTAs) are buyer intent actions users can take on your site. These are optional actions built into the entire user experience of your website. This could be custom contact forms on your service pages, an option to book a call with a rep, an option to download a free resource, or a chat bot.  This gives your potential customers that are in different stages in the buying process the opportunity to engage with you. Maybe they aren’t ready to call or purchase right away – but they will download a free resource or ask questions through a chatbot. Which is an opportunity for you to capture them as a lead while you nurture them into a customer.

Types of CTAs to Use for Lead Generation

When creating a call to action for a website or an ad, conversion-minded marketers utilize these tips to increase conversion rates and make it very easy for your leads to covert. 

  • Use CTA’s that are easy to understand and make it very clear what you want users to do. Users don’t like to be confused. Every second that a user has to think about what you want them to do, it creates another moment of friction and doubt that can keep them from converting. Make it very clear what you want them to do with words like “Fill Out Our Form”, “Order Here”, and “Download Today”.
  • Use action words like “Buy”, “Get”, “Download”, and “Order”. As part of making it clear what you want users to do it’s also important to let them know that there is an action required on their part. This also creates the thought that there is a task left uncompleted which can drive some users to convert. 
  • Speak directly to the users’ needs. In most cases users are coming to your site because of a need or problem. Use your CTA’s as a way to restate their need and how it can be solved. Something similar to “Get The Tools Your Business Needs Today” as a CTA reminds the user that they are there because their business needs your services. 
  • Create a sense of urgency, capitalize on FOMO. Users hate to feel like they are missing out on a great opportunity. Using language to create a sense of urgency like “Get It Today”, “Sign Up Before It’s Too Late”, and “While Supplies Last” help to drive users to complete the action in order to keep from missing out. The urgency also can help users to convert on their first visit which will drive conversion rates. 

Part Three: Site Speed

Have you ever clicked on a website and it takes what seems like forever to load or you notice not all of the content shows up? Frustrating, isn’t it? 

This is the one thing you don’t want to happen on your website when you are trying to grow your business and attain more customers. Online users are trained that their experience should be easy, and if they have to wait too long for your website to load, they will likely move on. 

While there are many elements that contribute to slow speed let’s cover a few of the most common issues:

  • Unoptimized images
  • Code is too bulky 
  • Too many ads
  • Bad hosting

It can be difficult to pinpoint where exactly your site speed is faulty. Therefore, in order to keep up on the speed of your site, conducting regular maintenance on your website is key. Make sure you are using a tool like our site auditor to check your site speed, review the report for items that could be slowing your site down, and make sure you or whoever manages your site are testing your site speed monthly at a minimum.

Part Four: Mobile Friendly Experience 

If your website is not mobile friendly, you are leaving behind 70% of your potential leads. All lead generating websites ensure their site and all of its functionality are mobile friendly. Having a responsive website helps you build trust, stay competitive, amplifies your visibility and keeps users on your site.

You want your users to have a good experience when browsing your content—keeping your website responsive and adaptable to as many devices as possible does just that.

Part Five: Maintenance

To ensure your website is performing and functioning at its best, you need to set up ongoing maintenance checks. Creating a list of items to regularly test such as site load speed, mobile experience, broken links, missing meta tags or description, and beyond will give you a list of action items needed to keep improving your website. 

Not to mention, when you keep up with regular maintenance checks it improves the entirety of your website. One main benefit of keeping your website in order is security. You want to make sure you have the latest security measures installed for both you and your customers. This pairs with software updates, fresh content, SEO, backup, new features, and user experience.

Use our website auditor tool to see where your site could improve and how to prioritize what you should fix. 

Key Takeaways

In short, your website plays a huge role in how likely you are to convert potential customers. To maximize your lead generation efforts and take your website to the next level you need a dedicated team behind you. At BrandCraft we take your motivations and turn them in to effective marketing strategies. Contact us today and schedule a free quote and consultation. 

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