For many of us, a website that provides tangible results is one that generates good quality leads that result in sales.

Identifying leads

In order for your website to generate leads, you first have to get visitors to your website via the search engines, word-of-mouth referrals, or other offline marketing and promotions that your business has in place.

Once visitors arrive at your site, lead generation may occur in many different forms. Your visitors may:

  • Sign up to receive your newsletter or special offers;
  • Download an article or white paper;
  • Fill in a form that sends you an enquiry
  • Request more information such as a quote;
  • Pick up the phone and make contact the old-fashioned way.


Turning your visitors into leads

So, what are visitors on your website looking for? If you know the answer to this, then turning more of those visitors into leads will be a snap. Finding out can be tricky. Avoid guessing based on what you think you would like to know about your own business…’re too close to be objective. Try asking your customers why they do business with you. Ask them what their concerns or hesitations might have been. If you already have a website, you can look at which pages of information are most popular. This will give you an indication of what visitors to your website are most interested in. Be careful with this one though. If your website is poorly organized, your potential customers may not even be finding the information that’s important to them. This is usually indicated by a website that has a large number of visitors but provides very few lead conversions. If this is you, then your website may actually be working against you, or worse still, working for your competitors!

Once you do know what your customers are looking for, make sure your content and visitor interaction is based around your findings. Use active language, take the time to understand your customers’ needs and provide clear calls-to-action. Making it clear what your business is about and who your customers are will reduce the problem of being flooded with enquiries from unqualified leads who ultimately just waste your time.