You're getting website traffic. Google Analytics shows visitors. But where are the leads? Where are the phone calls, form submissions, and emails?
Traffic without conversions is vanity. Here are 20 proven strategies to turn your website into a lead generation machine.
Foundation: Understanding Your Visitors
Before optimizing, understand:
- Who is visiting (demographics, source)?
- Why are they there (intent)?
- What do they want to do (action)?
- Where are they in the buyer journey (awareness, consideration, decision)?
Your conversion strategy should align with these answers.
Strategy 1-5: Calls-to-Action That Work
1. Make CTAs Impossible to Miss
Your call-to-action buttons should stand out visually. Contrasting colors, adequate size, and strategic placement. If visitors have to hunt for how to contact you, they won't.
2. Use Action-Oriented Language
Weak: "Submit" | "Learn More"
Strong: "Get My Free Quote" | "Book My Consultation" | "Start My Project"
Be specific about what they're getting.
3. Put CTAs Where Eyes Go
- Above the fold on every page
- End of content sections
- Sticky header or footer
- After making a compelling point
4. Create Urgency (When Genuine)
"Limited slots available" | "Special offer ends Friday" | "Booking up for Q2"
Only if true—fake urgency erodes trust.
5. Match CTAs to Page Intent
- Blog post → "Get More Tips" or "Download Guide"
- Service page → "Get a Quote" or "Book Consultation"
- Pricing page → "Start Now" or "Choose Plan"
Strategy 6-10: Forms That Convert
6. Minimize Form Fields
Every field reduces completion. For initial contact, you only need:
- Name
- Email or Phone (let them choose)
- Brief message
Get more information later.
7. Use Multi-Step Forms for Complex Requests
If you need more information, break it into steps. Each step feels manageable. Progress indicators keep them going.
8. Offer Multiple Contact Options
Some prefer forms. Some prefer phone. Some prefer chat. Offer all:
- Contact form
- Phone number (clickable)
- Email link
- Chat widget (if you can respond quickly)
- Scheduling tool (Calendly, etc.)
9. Form Placement Matters
Embed contact forms on:
- Dedicated contact page
- Service pages
- Above the fold on homepage
- Footer of every page
10. Add Form Trust Signals
Near the form, add:
- "No spam, ever"
- "Response within 24 hours"
- "100% confidential"
- Privacy policy link
Strategy 11-15: Trust and Credibility
11. Display Social Proof
- Customer testimonials with names and photos
- Google/Yelp reviews embedded
- Client logos ("Trusted by...")
- Case studies with results
- Number of customers served
12. Show Your Face and Team
People buy from people. Professional photos of you and your team build connection and trust.
13. Highlight Credentials
- Certifications and licenses
- Years in business
- Awards and recognition
- Industry associations
- Press mentions
14. Use Guarantees
"Satisfaction guaranteed" | "Money-back promise" | "Free consultation, no obligation"
Remove risk from taking the next step.
15. Make Contact Information Prominent
Phone number in header. Address in footer. Email accessible. Physical address (if applicable). People trust businesses they can reach.
Strategy 16-20: Content and Offers
16. Create Lead Magnets
Offer something valuable in exchange for contact info:
- Free guide or checklist
- Industry report
- Consultation or audit
- Calculator or tool
- Video training
- Discount or free trial
17. Add Exit-Intent Pop-ups
When visitors move to leave, offer something compelling:
"Wait! Get our free guide before you go."
Use sparingly and make the offer genuinely valuable.
18. Blog for Keywords Your Customers Search
Solve problems your customers have. When they find your helpful content, they're more likely to trust you with their business.
19. Create Comparison and Alternative Content
"[Your Service] vs [Competitor]" | "[Service Type] Options Compared"
Capture people actively comparing solutions.
20. Use Video
Video increases time on site and trust:
- Personal introduction
- Service explanations
- Customer testimonials
- Behind-the-scenes
Measuring Lead Generation Success
Key Metrics
- Conversion rate: Visitors → leads (aim for 2-5%)
- Lead quality: Are they actually potential customers?
- Cost per lead: Total marketing spend / leads
- Lead-to-customer rate: Leads → paying customers
Set Up Tracking
- Google Analytics goals
- Form submission tracking
- Call tracking (use tracked numbers)
- CRM to track lead sources
A/B Testing for Improvement
Once you have baseline data, test changes:
- CTA button color and text
- Form length and fields
- Headline variations
- Social proof placement
- Page layout
Change one thing at a time. Run tests long enough for significance.
Quick Wins to Implement Today
- Add phone number to header (make it clickable on mobile)
- Put a contact CTA above the fold on homepage
- Add a testimonial near your contact form
- Reduce contact form to 3-4 fields maximum
- Add a live chat option (even just during business hours)
The Compounding Effect
Each improvement compounds. Going from:
- 1% conversion → 2% = 2x more leads
- 2% → 3% = 1.5x more leads
- 3% → 4% = 1.33x more leads
Small improvements add up to dramatic results.
Want a personalized assessment of your website's lead generation potential? Let's talk about turning more of your visitors into customers.