Optimising Your Website for Lead Generation

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Website optimisation has become a must in all industries for both B2B and B2C businesses. This is because, done well, website optimisation can become a key business driver. It allows you to make the most of your website traffic by increasing your conversion rates.

If you are a brand-new business, operating a lead optimisation strategy can help you get off the ground, generate business opportunities and drive success. If you are an established business, you can use website lead optimisation techniques to gain even more clients, boost your revenue, grow your following, and even expand into new markets. It can even reduce your running costs by reducing the need for cold-calling and other old-fashioned marketing practices.

Unfortunately, business owners do not always understand or spend time on website optimisation to increase their leads. We have summarised our top 5 ways to optimise your website in a simple yet efficient manner:



Lead generation forms are an excellent way to capture the details of potential customers. You can use forms in a variety of ways, depending on your goals, including newsletter signup forms, contact forms, registration forms, and sign-ups to gated content/downloadable files.

The main rule to make an efficient lead-capture form is to create a compelling call to action (CTA) button. Whether it’s accessing interesting information or gaining access to a discount, there are a number of ways you can entice browsers to give you their contact details. Make sure you add forms to your highest traffic pages in order to maximise their efficiency, and keep the number of mandatory fields to a minimum.


Call to action (CTA) buttons

Simple CTA buttons can greatly improve your chance of gaining your browsers’ details. They catch your potential clients’ attention and can convert them into customers at the simple click of a button. A tried and tested CTA is a ‘try us for free’ CTA. Free trial periods are increasingly popular. Whilst users that aren’t 100% sure about your products or service may have previously chosen to leave your site, a time or quantity-constrained trial demonstrates trust in your product and will likely entice users to sign up.


Live chat

Live chat is a highly popular option to boost lead generation. As a modern society, we are used to having a wealth of information provided to us at the click of a button, and if we can’t find that information straight away, we’ll go elsewhere. Live chat enables potential customers to get answers to their questions as soon as possible. Live chat also puts your business back in the driving seat, as chat operators can provide a more personal experience, increasing the likelihood of a conversion.


Pop-ups, overlays and/or sliders

Are you running a special offer? Have news that you do not want your customers to miss? If you are confident that it will be of interest to your potential clients, then consider adding a pop-up to make sure they don’t miss it. Be mindful of where your pop-ips are placed, and ensure the exit button is clear. Pop-ups can capture information, but strategic placement is necessary to avoid interrupting a pleasant user experience.

Lead nurturing

Create a lead funnel system with automated emails that will keep your potential clients interested and aim to convert them into customers. Creating tailored email chains that display relevant content, offers and news builds trust in your brand, and ensures you’re never too far from your customers’ minds.

 IT Focus

Discuss lead generation and lead nurturing with our expert team today. Call 0330 058 0100 for an initial discussion, or send your inquiry through our online contact form, and we’ll be in touch shortly.

Get In Touch

Call us on 0330 058 0100 to find out how we can help you.

Our goal is to develop a thorough understanding of the technology that underpins the message you want us to deliver. By doing this, we can communicate your value proposition in a clear and concise manner to the people that are important to you: your future customers.

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