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How to Optimise Your Website for Lead Generation

Many businesses and organisations invest in websites on the basis of ‘build it and they will come’. Unfortunately, without proper optimisation that strategy will fail. Becky Mercer, Head of Consulting at Zymplify Belfast, offers some advice on getting your website, services and products seen.

If you haven’t optimised your website to capture leads at every click, optimising your website for lead generation might sound like a complicated and tricky process, but it really is a no-brainer in the world of marketing. After spending a small fortune creating the website of your dreams, you need to make the most of it and turn every visitor into a lead, says Becky Mercer of

You should look at your website strategically and enhance it at every possible turn, to ensure you’re capturing leads in the most effective way possible.

To understand it all, we’ll start the guide with a quick overview on what lead generation is.

What is lead generation?

A lead is an interested party, a person, who has indicated an interest in your offering in some way. An example of this is someone who has been to your website and filled in your contact form.

Lead generation is the process of attracting and converting prospects into sales.

So how do I optimise my website to generate more leads?

The key component of a great website is calls-to-action (CTAs). CTAs are an image, button, or message that will clearly direct your visitor to carry out an action, such as going to a landing page where they will exchange their details for something in return. This might be to sign up for an event, or to download a piece of content.

Landing pages are a separate and specific webpage that is a directly related to the CTA. They will have come to the landing page for a specific purpose, and it can be used for several reasons, however one of its most common uses is to capture leads.

Forms are a vital part of any website and will usually consist of a series of fields that will collect your potential customer’s information. The visitors to your website are usually more towards the top of the funnel, in the research stage, so putting a lengthy form on there will simply put people off.

Simple ways to optimise your website:

  1. Add forms to pages that get most traffic
  2. Use specific landing pages
  3. Always include a clear CTA
  4. Offer a live chat
  5. Nurture leads, e.g., through email journeys
  6. Add photographs and testimonials
  7. Show off the logos of the other brands you’ve work with
  8. Include short videos
  9. Ensure your site is mobile optimised