How to Optimize Your Website to Increase Lead Generation

Websites are usually created with two major purposes: to tell the world about your business and become more recognizable to get more leads.

You can generate leads directly through your homepage. It will take some creativity and website optimization, but you can turn your pages into lead magnets via lead capture forms. And we’ll help you with it.

First of all, we’ll establish the difference between a site for web lead generation and a site that simply provides information. Then, we’ll see where the two categories mix and how to optimize a website to draw not only high-quality traffic but also great customer prospects.

There’s a total of 9 tips suitable for every business.

Lead Generation Website Vs. Informational Website

In brief:

a) Lead gen website.
This is a website that aims to turn regular visitors into leads for your business. It will have all kinds of buttons and fields to fill out, special offers, etc.

b) Informational website.
This is a website that aims to inform regular visitors about something, like a business for example. There, you’ll see a lot of text, images, infographics, videos, and other types of content.

Basically, almost every informational website has lead gen elements.

The Rocks

Take, for example, the Rocks Markets. It’s a great Sydney event, and on its website, you can find all the information about it:

a) What it is

b) When it happens

c) What you can see and buy there, etc. 

And it’s not only text. There’s a video at the top of the page and plenty of images to pique curiosity.

Does it have elements for conversion? Yes, in the bottom right corner you can see a nudge to subscribe to an email list with useful guides, special offers, and info about upcoming events.

But it’s still an informational website.


Then, there’s Landbot, a chatbot builder. The homepage of the website has a chatbot that gradually persuades you to become a customer. It’s one of the most original web lead generation approaches we’ve seen. Using the best VPN will provide you with the opportunity to establish a protected network connection when using public networks, so this might help in optimizing your website.

9 Simple Ways to Optimize Your Website for Web Lead Generation

So, how to optimize your website for lead generation? Here, we’ll talk about your site in general as well as the most conversion-oriented landing pages on every website.

1) Implement Best SEO Practices

If you haven't already implemented SEO, you should do so to make your website discoverable and draw your target audience to it. Search engine optimization is the process of improving pages to help Google discover them and show them to searchers.

SEO involves creating high-quality content, utilizing content marketing tips, building links, improving your meta title and description, setting up schema markup, and more. But at the base of it all lies keyword research. Before you start optimizing, you need to know what to optimize for, right?

For that, you will need SE Ranking keyword suggestion software. The digital tool can help you come up with a neat list of keywords even if you have zero ideas. All you have to do is insert the phrase you associate your business with the most, like “flower delivery service”.

SE Ranking

The tool will help you analyze the keyword, find new ideas with better metrics, and assess the competition of any given query.

Keyword Research Tool

And there’s more. You can research keywords in every major search engine (Google, Bing, Yahoo!) and any location, which is great if you’re looking for local SEO improvement.

As you finish research and end up with a list of suitable queries, make sure you add them to:

  • Meta titles and descriptions
  • Headings and subheadings
  • Text
  • Media file names
  • Image alt-text and titles

Also, don’t neglect to do routine checks and maintain the SEO health of your website to rise to the top and keep your place.

2) Optimize Your UX (User Experience) on Desktop and Mobile

One of the best tips to optimize a website for lead generation is to improve user experience. While SEO is responsible for your online visibility, UX is in charge of comfortably guiding the visitors through your pages to the conversion elements.

Keep in mind that the experience should be as smooth on the mobile version of the site as it is on the desktop version. As of April 2022, mobile accounts for 59.5% of global Internet traffic, so it’s a good idea to start with mobile UX improvements. If there are problems with your UX, you should consider a complete website redesign.

Here are the top 5 things to be analyzed and improved:

a) Page design – make it intuitive and responsive to fit all devices.

b) Content structure and presentation – diversify content with media, use subheadings, and avoid large paragraphs.

c) Loading speed – up to 3 seconds is fine. Use Google’s PageSpeed Insights for help.

d) Ease of navigation – use breadcrumbs and don’t make the website design too difficult to understand.

e) Interactivity – use animations, color changes, and other elements to engage people into clicking on more links and interacting more with the website.

3) Optimize Landing Page Content and Conversion Elements

Strong Keyword

Let’s focus on your landing pages for a moment. Optimization must be on point here if you want more website leads. In the image, you can see elements of a successful landing page:

a) Fitting size – the most important info and buttons have to be on the first viewing screen. You want to make visiting the page as easy as possible.

b) Content length – 125 words should be enough to entice the reader. Such a volume doesn’t seem like a lot of content and will take seconds to read, which will improve the first impression and inform the visitor about your business.

c) Conversion elements – use 1 to 3 conversion elements per landing page. If it’s overloaded with fields and buttons, it’s going to scare the visitor off. Design them well and don’t make them too aggressive.

d) Essential links – a link to your homepage and other essential pages of the site will fit beautifully into your lead generation website design. This will hook the landing page to something, which will showcase it as being trustworthy and official. Plus, the visitors will be able to find out more information about your business.

e) A consistent heading – something that reflects the ad text people click on.

f) A wise subheading – something describing the key benefit of the product, service, or the whole business.

g) Trust symbols – ensure people know that your website is secure.

h) Form and CTA – a call to action button that draws attention and encourages people to click on it. Personalized CTAs convert 202% better. The form you use has to be short and to the point so as not to scare people off.

i)  Testimonials – video, image, or text.

4) Utilize Local SEO

Creating a lead generation website isn’t enough. You should utilize local SEO to get more people that are already willing to buy from you. A lot of users look for local businesses online, and you have to be at the top of the list. Moreover, the leads from local SEO are usually more ready to make a purchase than those from traditional optimization.

Here’s what to do:

a) Set up a Google Business Profile

b) Work on local citations, keep them consistent and up to date

c) Optimize landing pages for local keywords (“near me”, “in [location]”, etc.)

d) Add local contact info on your website and keep it up to date.

5) Add Conversion Forms to High-Traffic Website Areas

Use Google Analytics to see what pages on your website have the most traffic. This is where you need to have conversion elements. Integrate them, don’t just throw in a couple of buttons. If it’s a blog post, edit your copy to show what products or services you can provide, how useful your email list is, how many people have benefited from your free eBook, etc.

The edits depend on the focus action you want people to take.

Brainstorm ways to add forms and CTA buttons as naturally as possible.

6) Create Useful and Engaging Content

Valuable content is something you give people in return for their conversion. You may have the most beautiful, wisely-set forms, but if there’s no useful, engaging content preceding them, you’re just demanding people’s information. Bring value.

And don’t limit yourself to regular articles. Post:

a) Branded videos

b) Images

c) Infographics

d) Guides

e) Checklists

f) Research, etc.

Diversify your content and you’ll cater to many more people, encouraging them to become your customers. 

7) Add a Live Chat Customer Support to Your Website

A neat button in the corner of the page will show that you’re a business that cares. At any time, a user can talk to your company and find out all the necessary information.

And you don’t even need many operators for that nowadays. With the development of AI, you can build a chatbot that will answer basic questions and encourage lead generation. And if a question is rather specific, adding a ‘contact a manager’ button will solve the problem. If you don't know how to do it the AI contact center platform can help you with this, and with many more tools that can help you optimize your website.

8) Add Reviews and Testimonials to Inspire Conversion

Social proof is crucial for lead generation. People will trust a business much more if they see that other people have bought from it or used its services and were satisfied.

If you’ve optimized for local SEO, you must already have a place where people write reviews about their experiences. But aside from Google My Business, the review section should be on your website.

Also, you can choose a couple of reviews for your email newsletter and, of course, the landing page.

Testimonials can be analyzed, and the numbers you get may help you persuade people to convert. For example, you’ll be able to write “97% of customers loved it!”, which will strengthen your landing.

9) Monitor Performance and Analyze Results Regularly

Regular monitoring of your website’s conversion rates, result page rankings, traffic, and other important metrics will show you where you succeed and where you fail. You can monitor the rankings, keywords and other such metrics using ranking tools.  But don’t start checking for changes as soon as you implement the first adjustment, like adding testimonials.

Be prepared not to get more than 100 leads in a day. But if you’re consistent, provide something in exchange for a filled-out form, and offer social proof, you’ll start seeing an increase in lead generation very soon.

Don’t forget to check your overall website health to see if you have:

a) Broken links

b) Improper redirects

c)  Duplicate content

d)  Security issues, etc.


Lead generation website design, proper SEO, great usability and user experience, top-notch content, and wise CTAs will all help you increase conversions. Internet users will be glad to leave an email or phone number on a secure, interactive website talking about a business that brings value.

How to find out if your adjustments were successful? Monitor the changes in conversion rates and other important metrics with digital tools. 

If you need more effective keywords, make sure to try out SE Ranking’s keyword suggestion software. If your loading speed is off, Google’s PageSpeed Insights should be able to help.

Don’t focus on one recommendation. Utilize all of them together and the results will be astonishing.




About the Author


Shahid Shahmiri, Digital Marketer

Shahid Shahmiri is a digital marketer by profession. He helps online businesses to grow with smart marketing tactics to achieve better sales and leads. He is passionately focused and driven to grow businesses online and can manage the marketing and lead generation process with proven tactics and experiments. Shahid is accountable for analyzing marketing, SEO, growth and dealing with all promotional and media channels.