Website lead generation: top tips for increased conversion


94% of buyer journeys start online. This means almost every prospect will engage with your site. The expectation for businesses to offer an amasing online experience has never been higher, with the internet playing such a key role in B2B purchasing decisions. Getting your website properly optimised for conversion is essential if you want to see success with lead generation. These ten tips are a great starting point when looking to improve your website lead generation efforts.


1) Embed contact forms on every page

Contact forms are an essential ingredient in website conversion. After all, they’re the key to capturing contact details for lead generation. However, when these forms are on separate pages, visitors can be hesitant to fill them in, as they wait for loading times only to be met with a long contact form with too many fields. 

Making your contact form part of each webpage design saves your visitors from additional navigation, and makes the conversion process more seamless. Just putting a name and email in is effortless! Try to embed contact forms on every page, including content and blogs, and ensure they’re clear and concise to encourage visitors to contact your team. 


2) Crete a content trail

Your website is likely full of great blogs, best practice guides, tips and more! Use a mixture of gated and non-gated content to establish brand expertise and increase engagement. This is a powerful lead generation strategy, which can be improved with a content trail. On every webpage featuring content, look to include internal links to similar content pieces, encouraging visitors to digest additional assets, increase visit duration and improve chances of conversion. 

The more assets each visitor digests, the better! Visitors will come across more poweful CTAs for your product, start to understand what value your product offers and easily remember your brand name. With those well embedded forms alongside exciting content, you’ll see impressive conversion increases.


3) Use videos 

Incorporating videos on a webpage is a fairly recent addition to the B2B marketer’s toolbox, but it’s proven successful. Landing pages featuring a video are 80% more successful, and a majority of millennial buyers will stop all current tasks to engage with a video. Adding videos to your website can help modernise your online, catering to a younger generation of decision makers, and successfully engaging visitors with your brand.

Whether you have videos ready to use, or plan on making some to boost website performance, adding videos to your mix of online rich media can give your website lead generation the jump-start it needs to bring great results. 

4) Include testimonials

Visitors expect your website to perfectly describe your product, but they want to be sure before converting, and seek additional information that practicalises your services. Testimonials can do wonders for your website; they establish a sense of trust, providing a form of evidence that shows your product does what you say. 88% of buyers trust testimonials and find the information they provide useful for the decision making process.

You can create testimonial pages, scatter them through your content or combine them with your video strategy. Over 50% of clients are happy to provide testimonials when offered a small incentive to do so, especially if your product or solution continues to offer them a valid return on their investment. Approach your customer base and organise some exciting testimonials to help boost your website lead generation. 


5) Discover live chat 

A great way to improve your online experience and increase website lead generation is through a live chat widget, enabling your visitors to directly communicate with your team. They can ask questions about your product, and your team can work their conversion magic to start a sales conversation, and qualify visitors into new business leads. 

Businesses with live webchat abilities can instantly respond to website engagement, making them 4000% more likely to see conversion success. With a vast array of chat widgets on offer, your team can soon find the perfect live chat solution to revolutionise website lead results. 


6) Put a face to your brand

Part of the reasons live chat functions are so successful is thanks to the personal touch. A business website may offer plenty of detailed information, but can come across as a fairly generic and unpersonable experience. Including pictures of your team throughout your website tells visitors you’re a hardworking, committed organisation, keen to help businesses like theirs. Putting a face to your brand proves that when visitors convert, they’ll be in contact with a genuine person, who will listen to their needs and provide exciting solutions. 

This offers and opportunity to communicate your brand personality and values, so every visitor understands why you’re passionate about helping them, and what’s important to you both. Use your website to offer a window into your organisation, inviting visitors to work alongside your expert team. 

7) Gather website analytics 

To make impactful improvements to your site, you need to know where you stand, and which areas need a lift. Using a website analytics tool like Google Analytics, Hotjar or Lead Forensics, you can understand your current conversion rate and what activity your website sees daily. Use a tool to set ideal conversion targets, and identify which pages, content and calls-to-action are currently effective, and which areas could do with some attention. 

A huge amount of marketers struggle to properly measure their lead generation successes, and understand how to improve in the future. Before starting to make website changes, ensure you’re familiar with your website metrics, and know how to properly analyse data gathered for increased understanding. 

8) A/B test

The best way of creating properly optimised website experiences is through A/B testing and weighing up the possible options so you always choose the best performing. Each website is different, and there’s a wide range of techniques your team can use to boost conversion success, but without running tests, and giving your website the time to respond to changes made, you’ll never find the right answer. 

With a strong grasp on website analytics, you’ll be able to quickly understand which options are more popular with your audience, and which additions increase your conversion success. A/B testing allows you to experiment with more creative ideas that may not work, and know you’ll gain an accurate understanding of why different tactics are or are not successful. 


9) Use a thank you page 

The thank you page is commonly used to tie up a website journey, but this page can also be used to your conversion advantage. A thank-you page provides a fantastic opportunity to upsell/cross sell or add calls-to-action, especially after a content download. This can effectively boost your conversion, prolonging the visit duration and heightening the value of your product. 

Look to your website journey, and ask where a thank-you page can be used to sneak in subtle, but effective calls-to-action, meeting the current mind frame of your buyer. Have they just downloaded a best practice guide for a specific pain-point? Why not place an impactful offer for your solution to that pain-point on the thank-you page, instantly answering their needs! 


10) Identify your website visitors 

For the ultimate control over website conversion, why not discover the anonymous businesses visiting your website with Lead Forensics? This groundbreaking software identifies your business website visitors, and provides contact details for key decision makers, so your team can make instant, direct follow-ups for powerful conversion success. With insightful website analytics and a full breakdown of each online journey, your team can fully tailor follow-ups to each new lead, whilst gaining insight into current website success and possible changes to make. Find out more- book your free demo today.