A lead technology web site captures data from potential prospects (i.e., leads).

This typically consists of their identify, electronic mail tackle, and telephone quantity—however it will possibly additionally embrace issues like how a lot cash they make, the place they dwell, and extra.

Whereas a complete web site will be devoted to this objective, a single web page (aka a touchdown web page) inside a broader web site can even function an efficient lead technology instrument.

I’ve constructed dozens of internet sites for purchasers and created websites for my very own companies. I’ve captured tens of 1000’s of leads through the years, and right here’s what I’ve discovered.

What makes a superb lead technology web site?

A very good lead technology web site:

  • Provides the customer one foremost possibility: to enter their data.
  • Contains belief indicators (testimonials, rankings, and so forth.) that put the consumer at ease.
  • Has a clear structure that minimizes distractions.
  • Makes use of visible cues to attract the attention to the following step.
  • Has nice copy that makes the customer need to give their information.

Along with the design components, a superb lead technology web site must also be technically sound. It ought to load quick, be mobile-friendly, be simple to make use of, and embrace an SSL certificates.

Let’s take a look at some examples.

Three examples of internet sites with nice lead technology

Listed here are three web sites which might be glorious at turning guests into leads:

1. Adobe 

Adobe has some free instruments that work nice as lead technology pages on its web site. 

In actual fact, the touchdown web page for its picture background elimination instrument is finished so properly it might be a standalone web site.

Adobe lead generation tool

It has a transparent and easy name to motion (CTA): add your picture.

And in case you scroll down the web page, that CTA button follows you all the best way down, making it simple to know what to do.

Lead page opt-in button

When you add the picture, you will have to enroll in an account earlier than you may obtain it. That is the place the positioning captures you as a lead. (And sure, that may be a picture of me using a donkey.)

Pop-up with "Sign up" button

Apart from the general high quality of its lead technology web page, Adobe additionally does website positioning rather well. This lead technology web page receives an estimated 5.9 million month-to-month natural search site visitors. (Knowledge taken from Ahrefs’ Website Explorer.)

Organic search traffic going to Adobe's traffic generation website, via Ahrefs' Site Explorer

With only a 5% conversion charge, it might be getting virtually 300,000 leads monthly simply from this one touchdown web page. That’s the facility of mixing website positioning with lead technology.


To observe this technique by yourself web site, all the time do key phrase analysis earlier than you construct a lead web page. I’ll discuss how to do that within the “ make a lead technology web site” part under.

2. The Tonic

The Tonic is extra of a conventional lead technology web site, constructed solely to generate leads for its electronic mail publication enterprise. It’s virtually a single-page website, with nothing however an electronic mail opt-in:

The Tonic lead generation website

The structure is easy with minimal distraction—simply an opt-in and a bunch of five-star opinions from readers. And it makes complete sense. In spite of everything, in the case of such a factor as a publication you may be part of totally free, individuals simply need to get a pattern of it as quickly as attainable. 

The Tonic reader reviews

Can such a minimalistic website be efficient? Based on the founder, this website helped them deliver over 17,000 subscribers and $5,000 in month-to-month income in lower than a yr of launching. 

It additionally has a powerful paid adverts technique to generate site visitors to its lead pages, which I break down in my “content material technique examples” article.

3. West Excavation

West Excavation is a land excavation firm within the Pacific Northwest. When you land on its web site, you already know you’re in the correct place. It begins off with a pleasant piece of copywriting that tells what you may anticipate and the way it’s like to rent its individuals for the job. 

West Excavation landscaping services website with lead opt-in button

As you scroll down the positioning, you’re introduced with a number of CTAs: calling the corporate or filling out a kind to provide workers extra information about what you’re on the lookout for.

Information form for lead generation

Permitting individuals to name you rather than leaving their contact data is an efficient selection for companies providing providers. Generally, it’s simply simpler for the potential buyer to clarify issues on the telephone. Oftentimes, it’s the quickest manner for them and also you to see if there’s a match. 

Nevertheless, needless to say this may be tough to scale for a enterprise and not using a devoted telephone line. I’d solely suggest this selection in case you’re a smaller enterprise or can rent a devoted telephone gross sales/help individual.

The right way to make a lead technology web site

Listed here are 5 steps to construct your new lead technology web site:

Step 1. Do key phrase analysis to faucet into search demand 

SEO is commonly an afterthought for web sites and touchdown pages. This can be a mistake as a result of: 

  • website positioning works finest in case you create content material that serves the intent of the searcher from the begin. 
  • Key phrase analysis may give you concepts for what sort of lead web page to create within the first place. As you noticed within the Adobe instance, you may get a number of free site visitors from search. 

For instance, in case you’re looking for insurance coverage leads, you may seek for the key phrase “insurance coverage,” go to the Matching phrases report, and filter the key phrases to incorporate the phrase “calculator.”

Matching terms report, via Ahrefs' Keywords Explorer

You can too embrace a filter for a most KD (Key phrase Issue) of 30 to see key phrases which might be a bit simpler to rank on web page #1 for.

Matching terms report with KD filter applied, via Ahrefs' Keywords Explorer

So earlier than doing anything, see if you may get passive, constant site visitors from Google that you simply gained’t must pay for and take a look at our newbie’s information to key phrase analysis.  

Step 2. Select a web site platform

I’m personally an enormous advocate for WordPress as a result of it’s comparatively simple to make use of, customizable, and free. I wrote a full information to utilizing WordPress if you wish to take this route.

However if you need one thing easier and don’t thoughts paying a bit extra, a web site builder like Wix or Squarespace can work too. Simply needless to say they’re extra restricted in comparison with WordPress.

I wrote a information to Wix website positioning you may observe as properly.

Step 3. Decide a theme/template and make it your personal

No matter which platform you select, you’ll want to choose a theme in your web site. 

A theme is sort of a customizable template you should use as a mannequin for what you need your website to seem like. When you select one, you may edit issues like colours, fonts, and textual content to suit your enterprise.

The default theme in WordPress is Twenty Twenty-Three, and it’s a good theme. However for a lead technology web site, it’s your decision one thing easier, comparable to Sydney or Astra.

When you select a theme, you may customise it by going to Look > Customise in WordPress. It’s additionally simple in Wix and Squarespace.

Customizing your website appearance in WordPress

Try the “themes” part in my WordPress consumer information for more information on do that.

As you’re designing your website, there are some vital issues to add:

  1. A lead technology seize kind that exhibits analytics upon completion. One possibility is WPForms.
  2. Web site analytics to see how many individuals have visited your website, which channels are sending you site visitors, and your conversion charge. The favored selection is Google Analytics and Google Search Console. 
  3. In order for you extra knowledge in your natural key phrases and to verify your website is in good website positioning well being, join the free Ahrefs Webmaster Instruments.

Step 4. Create your touchdown web page content material

As soon as your website is about up, you continue to must fill it out with content material.

The primary objective of your content material will likely be to persuade your guests to depart their contact data. Most significantly, it will require:

  • Belief indicators (comparable to opinions, good web site design, contact information, and so forth.).
  • Clear and convincing copywriting.
  • Excessive-quality images and probably movies.
  • Restricted distractions.

Let’s take a look at the Adobe lead technology web page once more for example. 

As quickly as you land on the web page, it has huge, daring textual content telling you precisely what it’s providing. Subsequent to that, there’s a GIF of its instrument in motion.

Adobe landing page

You might also discover that it eases your issues with the “No bank card required” textual content. This can be a manner of stopping objections earlier than it even begins.

As we scroll down the web page, we’re greeted with directions and use circumstances for the instrument, an introduction to the cellular app, and a 4.4-star overview ranking.

Star rating on Adobe's landing page

The second objective is rating on Google. You must pursue it in case you’ve discovered precious key phrases you may rank for via key phrase analysis. Then, what you need to do is create content material that’s each for customers and serps. We clarify how to do this in our newbie’s information to website positioning copywriting.

Step 5. Optimize it

To be able to generate probably the most leads attainable, it’s essential to optimize your web site. 

For starters, ensure that that: 

  • You have got an SSL – Many choices to get one: a free one from a website like Let’s Encrypt or one out of your internet hosting supplier. 
  • Your web site hundreds quick Use a instrument like GTmetrix to check your website for velocity. 
  • You create a mobile-optimized web site – No matter template you’re utilizing, ensure that it’s mobile-friendly (most of them are). You should utilize Google’s Cell-Pleasant Check. And in case you’re utilizing Google Search Console, you may get a extra detailed report there. 

After the launch, wait just a few months to see what’s the ratio of people that go to your web site to individuals who turn into leads (your lead conversion charge). Then, arrange small, iterative experiments to attempt to enhance that. You can:

  • Get a instrument like Hotjar or Microsoft Readability to see how individuals work together along with your web site.
  • Attempt to enhance issues in small experiments, one factor at a time. For starters, you will discover some ready-made take a look at concepts like these.
  • Relaunch your website with the modifications and examine outcomes. You can too get an A/B testing instrument like Visible Web site Optimizer to run completely different variations concurrently. 

Final however not least, website positioning is a steady means of fine-tuning your content material and constructing hyperlinks to rank greater and get extra natural site visitors. It’s past this text’s scope, however we clarify it in our put up on the 12 website positioning Finest Practices to Enhance Rankings in 2023. 

The right way to promote a lead technology web site 

Having a web site is nugatory with out site visitors to seize leads. Listed here are some techniques you should use to begin driving leads.

Hyperlink out of your high-traffic pages

If you have already got a web site that will get site visitors, don’t neglect to incorporate inner hyperlinks from these pages to your lead seize web page. This sounds apparent however can simply be missed.

For instance, in our articles, we regularly hyperlink to our free website positioning instruments. This then leads individuals to see key phrase knowledge and an choice to buy our full product to see extra knowledge.

Ahrefs' free keyword generator

Promote on social media 

You’ll be able to promote your lead technology web site on social media, however you may’t simply share the URL and anticipate to realize leads. You might want to seize individuals’s curiosity and make them need to click on in your hyperlinks.

Some methods you are able to do that embrace:

  • Sharing user-generated content material: buyer testimonials and images or movies displaying the services or products.
  • Posting quick movies and images displaying a sneak peek of the services or products.
  • Posting content material which will reply your viewers’s questions. 
  • Selling your finest content material that results in your lead technology web page. 
  • Operating adverts to a well-targeted viewers.

For instance, Afternerd makes use of his YouTube channel to ascertain himself as an authority in Python and promote his course. A few of these movies are actually well-liked. 

Engagement metrics on an Afternerd video about Python

And every video has a hyperlink for people who find themselves prepared to study Python. 

Link from a YouTube video to an external page about a course sign-up

The wonderful thing about this type of promotion is that you simply don’t want any advertising and marketing abilities. You’ll be able to simply discuss what you understand finest or present some samples of your work (particularly in case you’re working a service). 

One other factor you are able to do is about the lead technology web page because the button in your Fb web page and put it in your Instagram bio.

Sign-up button on a Facebook page

Optimize your Google Enterprise Profile 

Are you a neighborhood enterprise? Then, you most likely have already got a Google Enterprise Profile. You’ll be able to optimize your profile to get found extra typically on Google when individuals search for services close by. 

As you may see under, a hyperlink to a web site can’t be missed when your profile ranks on Google.

Google Map Pack example

Optimizing a Google Enterprise Profile is one thing that doesn’t want particular abilities. Right here’s do it in lower than half-hour. 

Run Google Advertisements 

Lastly, you should use Google Advertisements as a quick, simply scalable solution to get guests. 

Google adverts present up in locations like Google Search and Google Maps, and also you most likely know them from displaying on high of all different search outcomes. 

You set them up by selecting the key phrases you need your advert to be proven for, specifying the languages and places and, lastly, indicating your price range. Then Google runs an public sale to decide on which advertiser’s advert to indicate, and also you pay solely when your advert will get clicked. 

Right here is such an advert noticed within the wild—a legislation agency that makes use of Google Advertisements to get leads occupied with a free session. 

Google ad example

You’ll be able to arrange your first marketing campaign fairly quick, even in case you haven’t executed that earlier than. However earlier than you do, take a look at our greatest practices and suggestions for inexperienced persons.  

Closing ideas

Constructing a lead technology web site is simply step one. When you’ve created the positioning, you could concentrate on getting site visitors and optimizing the positioning to transform that site visitors into leads.

Need much more leads? You don’t must confine your self to only one place to seize contact data. You’ll be able to set lead magnets—as many as you need. 

Questions? Feedback? Ping me on Twitter.

(Visited 3 times, 1 visits today)

About us

SEO Agency with 20 years of experience. That's right, we have Gaming site colleagues on the team here who have been working with SEO since 2002. Our Agency has already helped thousands of people on the internet with SEO, Linking Building and much more. You know how difficult it is to get organic traffic to your website and how valuable it is. So, save your energy and let Ana SEO Agency do this hard work. We have all the experience you need to help you improve your ranking and other factors on your site.