You have built an excellent website with all the bells and whistles; you work hard to increase traffic and get people to see your offer, but what they do is your competition. Do your visitors bounce off and purchase from your competitor’s site? We understand your feelings. It’s frustrating but solvable, and often the solution is easier than you think. Let’s look at some of the common reasons why websites aren’t generating leads.

Ways to Optimize Your Website for Lead Generation

Let’s break down some easy ways to optimize your site for lead generation.


Use contrasting colours for your site. Try a tool like Canva to create images easily, quickly, and for free. You can find ideas about the types of call to action (CTA) that you can test on your blog.


If people can’t find you, they don’t ask for information, and it’s that easy. It can outperform at least half of your competitors. Investing in SEO is a way to go, as 81% of people search for goods and services online before making a purchase, which seems a bit intimidating and overwhelming to most entrepreneurs. That is the most beneficial thing for you.  Once ranked in the right place with the “relevant” keyword, people will start to consider you a trusted resource for the topic, and you should generate more leads.

It’s a good idea to remember that SEO is a long game. Google has even announced that it may take up to 6 months to crawl your website, so don’t be discouraged if you don’t see any improvement/change after two weeks.

Start with an SEO audit or ask an expert to find out what’s missing and what you can do to improve it. Remember that SEO isn’t just about keywords and their rankings; it’s also about increasing domain permissions to build the trust of search engines like Google.

Keep an eye on your competitors’ rankings as well as on your’s, and you may even see some opportunities there. If people can find your competitors, you want them to find you with the same search terms to have a fair fight.

Blogs and downloadable content are great ways to generate leads through your knowledge/skills and resources. Using blogs gives people the impression that you are an expert on the topic, and if they choose to work with you, you can provide them with even better insights and skills. Creating optimized content means that you have a great deal of opportunity to target the right people at the right time.

Finally, when it comes to SEO, please don’t make the mistake of optimizing your entire website and then running it unmonitored. Always check your insights and rankings. That way, if you find an opportunity or something that doesn’t work, you can take action you need right away.

Add the form to the page with the most traffic.

Before you start, it’s essential to evaluate your current lead generation status to track success and identify areas that need the most improvement. Some of your pages may be great read generators, and you aren’t even aware of it.

To get started, find out where most of your online traffic and reach come from. Here are some familiar places where businesses can attract visitors:

Blog Posts: Traffic can come from the highest performing blog posts.

Email Marketing: Traffic can be generated by a user clicking on a website from their emails.

Live Chat: Traffic can be boosted as a user contacts the customer service team through a live chat window on a website.

Social Media: Traffic can come from users participating in the campaign through one of your social media profiles.

Once you’ve identified where your leads are coming from, you need to make sure that the pages they’re visiting are doing everything they can to get the visitor’s attention.

For example, if you use an analytics tool and notice that most of your potential contacts are clicking on inbound links from your Facebook page to your website, the next step is to activate the page you’re visiting. Keep updating with content—engagement with your website. Add longer-format content to the most visited pages of your website that visitors can access via a form requesting contact information.

Landing page

According to a survey, companies’ websites with more than 30 landing pages generated seven times more leads than companies with 1-5 landing pages.

Site speed

For every second of additional load time, the site loses 7% of conversions. If you’re suffering from the slowness of your site, so are you losing your potential customers. Don’t let them down by letting them wait for what you have to offer. At this point, those potential customers may not even reach your page.

Google recognizes the fastest sites in the ranking since the 2018 speed update. But if that’s not enough incentive to equalize your speed, Google takes speed more important by announcing plans to introduce badges as an incentive for publishers to increase their pace.

Slow-loading sites will have a graphic sign on the loading screen to warn users that the site is generally slow to load. Therefore, even if your site appears in the prospect’s search results, it’s more likely that you’ll leave the page if Google tests for slowness during the page load cycle.

Measure the performance of each lead generator.

Use tools such as website graders to see how each existing lead generator is contributing to your business. This tool evaluates lead generator sources (including a call to action and landing pages) and provides feedback on improving existing content.

You can also compare a good-performing landing page with a poor-performing landing page. For example, suppose you visit landing page A 1,000 times, and 10 of them fill out a form and convert it to a lead. For landing page A, the conversion rate is 1%. Suppose you have another landing page, landing page B. On this page, 50 visitors are converted to leads for every 1,000 visits. That’s a 5% conversion rate. This is great. The next step is to see how landing page A differs from landing page B and optimize landing page A accordingly. Finally, it’s a good idea to try the internal report. Evaluate access to your landing page, click on action phrases, and share your thank-you page to determine which offers are the most successful and create similar offers.

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Mark Preston

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