The average conversion rate for typical websites is around 2.4%. But top-performing websites have a conversion rate of 11% or more.
So what separates the elite performers from the rest?
Informing vs. inviting
A website is often the first interaction potential buyers have with your business. But if your website is merely a (yawn) digital brochure, you’re completely negating its lead gen potential to grow your business.
Lead generation websites are strategically designed to turn visitors into qualified leads that your sales team can nurture into customers. While a standard website tells your story, a lead generation website specifically engages, persuades and converts, utilizing key elements to transform passive information into a lead generation powerhouse.
Your lead generation checklist
To stand out in the digital space, you need more than a digital footprint — you need a kick-ass presence that fuels business growth. The following components can help:
A clear value proposition. Remember the WIIFM principle? Visitors should immediately understand what you’re pitching and why it matters to them. Your value prop should be easy to understand and emotionally compelling, addressing a pain point or fueling a desire.
To inspire you, some quick examples from Uber (“Tap the app, get a ride”) and Slack (“Be more productive at work with less effort”).
High-converting landing pages. Consider your entire lead gen site an interconnected pathway rather than a collection of independent pages. Ideally, lead gen needs an integrated approach where every website element works together to guide visitors toward the sale.
From initial entry points to thank-you pages, every element should maintain brand voice and messaging continuity while advancing visitors toward taking action.
Streamlined forms. At some point, a prospect must decide if coughing up their contact info is worth your offer. Forms represent the lead gen moment of truth, so avoid long, complex forms at all costs.
Strategic form design balances your need for information with their desire for convenience and privacy. If you’re lucky enough to have returning visitors, implement smart forms that pre-populate with the info you already have.
Personalized CTAs. Tell people exactly what you want them to do. And while you’re at it, be as personal as possible. Generic CTAs like “Learn more” or “Contact us” fail to inspire action because they don’t speak to specific needs or situation. But “Get my free guide” or “Start my free 14-day trial now” create a sense of exclusivity.
Holistic conversion paths. From landing on your site to becoming a buyer, it’s important to analyze every step visitors take, then removing any obstacles or confusion points that can inadvertently send them looking elsewhere.
Also, pay attention to micro-conversions along the journey — smaller actions like downloading a resource or watching a video — as these build momentum toward major conversions. Each successful micro-conversion increases the likelihood of completing larger actions later.
Thoughtful CMS selection. Your content management system will either work for you or work against you. The right CMS should align with your specific business needs rather than forcing your strategy to conform to platform limitations. Evaluate potential platforms based on their integration options, SEO features, scalability and more.
Mobile optimization. From a responsive design to simplified forms to click-to-call functionality, prioritize reducing frustrations when accessing your website on a smaller screen. Website loading speed becomes even more critical on mobile, with each second of delay increasing bounce rates dramatically. Test your conversion paths on multiple devices and connection speeds.
Stop existing and start converting
Your website should be your hardest-working sales guru. But if it’s not working on behalf of your business to generate leads, it might be time for a lead gen makeover.