A website gives viewers more than just information about your services or products. It gives them a perspective of who you are and what your brand stands for. This is why your websites must deliver a clean and clear user experience that’s easy to navigate.

That doesn’t mean that you’re going to taste success simply with a strikingly good-looking interface and dazzling high-definition photos – it, of course, enhances their experience but this is not a rom-com movie!

It’s one thing to design a minimalistic or sophisticated website that provides information to people but a whole different ballgame when you’re building a website specifically for lead generation. Sure, both websites must look nice but it’s going to take more than appearances to generate leads.

What your website needs is more substance. It needs to deliver a unique, enjoyable yet informative customer experience. This means you have to build online customer journeys that take potential customers from on-the-fence to moved-in-to-the-house, simply by leveraging the power of an effective website.

For that, you need to read on and learn how to create spectacular lead generation websites!
 

What Is A Lead Generation Website?

Essentially, the idea of a lead generation website is to generate leads (duh, it’s self-explanatory!) and to do that, a brand must learn to convert visitors into leads and ultimately into potential customers.

For this your website needs to have the right messaging, structure, performance and most importantly, the right CTAs or call to actions. These CTAs sit on buttons, in links or on images that are sprinkled across your website. They’re designed to encourage visitors to provide their contact information, allowing your sales teams to share more content with them in the future in an attempt to drive sales.

This content can be about products they’re interested in, what your brand is about, your achievements, testimonials or just about anything that could help build a better perspective about your brand.

In contrast to regular websites that sport simple “contact us” CTAs, lead generation websites offer more specific CTAs, such as “download a free trial”, “access the full eBook”, “get a quote”, “book a meeting” and more. Yet, building a lead gen website is more than just adding CTAs!

So, what steps must a business consider when building a successful lead generation website?
 

How To Create The Ideal Lead Generation Website 

When it comes to making an ideal lead gen website, unfortunately, there’s no correct answer. It’s like art – based on people’s perceptions. The key strategy depends on the product or service you’re selling and what your lead generation goals are.

However, there are best practices that can be implemented to ensure you’re prepared to cater to a wide range of audiences. Although, it’s easier to design your website if you narrow down your target audience. This way you can create more personalized websites with tailored content and campaigns.

So, what are the must-dos on the road to creating the ideal lead generation website? Read on!
 

Best Practices To Create The Idela Lead Gen Website

 

Provide Relevant CTAs

Call to actions or CTAs are your best friend when you’re looking to generate leads from websites. These act as encouraging messages that drive visitors to share their information.

There are various spaces on the website where you can insert your CTAs, instead of just the top or bottom. What if your prospect feels they’re ready to take the interaction to the next level but can’t find the right CTA? That could put a doubt in their mind!

Furthermore, there are various kinds of CTAs you can deploy across your website.

However, it’s crucial to know which kind of CTA will work with your visitors, based on where in your conversion funnel they sit, i.e., top of the funnel (ToFu – visitor to lead), middle of the funnel (MoFu – marketing qualified) and bottom of the funnel (BoFu – sales prepped).
 

• Visual CTAs

  It’s hard to miss these CTAs as they take up a significant bit of space on the website – as intended!
  
  Most often, they’re found at the end of an article, closer to the bottom of the page. Here the point is to create a bridge between the information you just shared with them and the obvious next step they should take.
  
  The CTAs are designed with visually appealing images and content that’s clear in its directives. For example, “download this workbook now”, “get it now”, “sign up now” etc. You can deploy these as single images, multiple images or even a carousel of images with varying CTAs.

​On our website, we use a range of visual CTAs that direct visitors to related articles or events for further reading. In the image above, we sampled a news article covered. In addition to two sets of carousels at the end of the article, we have a group of them running down the page as visitors scroll through.
Additionally, we have a pop-up CTA that invites people to join our newsletter. (Join now!)
 

• Pop-Up CTAs

  Unless you started browsing the internet today and this is the first article you’re ever reading, you certainly know what pop-ups are. Yes, we do share a mutual dislike of pop-ups but on websites, these can be used to denote the availability of a new product or offering. These are strategic messaging options that can be designed to appear when a visitor reaches a specific point in their journey on the website.
  
  In our case, we use pop-ups to get more visitors to join our newsletter (as displayed in the image above) or help them avail our services to generate more leads, grow their demand generation or succeed in account-based marketing (as displayed in the image below).

As such, pop-up CTAs can appear at corners of the website (we suggest bottom-right like we do), slide inward from the top, bottom or sides (we suggest the right side, similar to our “dark/light” option in the image above) or cover the entire page, which we also use occasionally but do not recommend. Covering the entire page can become discouraging for visitors in their journey.
 

• Inline CTAs

  Inline CTAs consist of hyperlinked text inserted into an article or blog post. They fit in seamlessly and appear as though they are a part of the content – because they are!
  
  They don’t use any special effects, shapes, images or other elements except that they are highlighted (just like how “highlighted” is highlighted).
  
  These links can connect to specially designed landing pages, other pages on your website, to other websites or your social media handles, including Instagram, Facebook, YouTube, LinkedIn and others.

When it comes to placement, such CTAs shouldn’t appear at the start of a content piece or on the top of the page. That might make your visitor feel as though you’re trying to bombard them with conversion tactics. Instead, they should appear somewhere around the middle. Also, they shouldn’t feel forced, they should feel natural when a viewer comes across it.

While these CTAs won’t necessarily help you secure any information, they help visitors feel safe in clicking links. Furthermore, they’ll give them the sense that any link they click on or information they share will be beneficial for them.
 

• Form CTAs

  Form CTAs are more direct than any other kind of CTAs. They directly ask your visitor for information such as their email address, name, contact numbers, country or specific locations, etc.
  
  Of course, your CTA can ask for any kind of information but the most ideal contact information to ask for is a visitor’s business email address – not their personal one – unless it is a product or service that is intended for personal use. Netflix asks for an email address (you can pick business or personal) for a free trial.
  
  Depending upon the product or service, a Form CTA can appear on the home page itself or on internal pages. Alternatively, the information needed could range based on what value a visitor can gain. For example, a flight or hotel website may not ask you for personal contact details but instead ask you to input visiting dates, occupancy numbers or the location you’re looking for.
  
  For us, we ask visitors to log in so that we can customize their experience or to sign up for our newsletter!

Gaining access to a visitor’s email address can be priceless as now you can set up a diverse range of campaigns to share or send them personalized information about what you do, products they may be interested in and more by tracing their actions on the webpage.
 

• Other CTAs

  As such, there’s no bar on what your CTA must contain as long as it fulfills its primary purpose – to engage visitors and get them to successfully complete an action.
  
  A recent trend has seen businesses deploy chatbots on their website that can interact with visitors directly and push relevant links through the chat itself. (We’re working on ours currently.)
  
  Prior to chatbots, businesses also had customer support teams that could answer queries. In the age of Generative AI, chatbots have made this technique easier for businesses. These are known as Conversational CTAs.

 

Push Lead Magnets

One of the primary requirements of a good lead generation website is quality content. You have to provide visitors with value enriched content in order to garner their attention. If you’re looking to get their contact details, the trade-off has to be worth their while.

This is where you push content such as whitepapers, eBooks, webinars, events, tutorials, informative videos, templates, etc. For the best results, this exchange should be offered for free and not paywalled.

If you head over to our White Papers section, you’ll see an impressive collection that you can download or read on the site by simply creating an account with us. This also enables you to receive personalized communications offered by the publisher and us (which you can opt out of obviously).


Ahead of this, you can offer free consultations where you can assess their unique situation and offer domain-specific solutions and even provide a quote for further services or assistance.

Discounts and coupons go a long way toward securing the interest of potential customers who aren’t completely sure. These make them feel like they can get more value than the cost actually covers.

For the prospects who are still reserved, offering a free trial does wonders. This strategy is popular with businesses across various sectors. According to a study, free trials are the most effective strategy to attain conversions, where they contribute to 66% of B2B conversions.
 

Develop A Secure Site

We always say the “s” in “https” stands for security. Well, it actually stands for “secure” but the point is that this little letter makes a big difference to customers and potential leads. It doesn’t matter which industry you’re in, whether you’re selling products online or not, you need to have your security certificate in place without fail.

The use of secure websites ensures that communications and data exchanges are encrypted. This is carried out by acquiring and installing a Secure Sockets Layer (SSL) certificate. We also have one, of course!


Nowadays, web browsers, such as Google Chrome, alert users when they’re entering an unsecure site – not something a lead wants to see. The fear of frauds, data leaks and viruses will have even the most loyal customers abandoning a website they’ve known all their life.
 

Make Your Website Mobile-Friendly

Did you know that just over 58% of global internet traffic was mobile based? Desktop browsing hit just under 40% and tablets accounted for the remaining 2%, according to a study by MobiLoud (also note we used an inline CTA to an external website).
 
It’s no surprise that you have to ensure that your website is optimized for mobile devices. This means that you have to possess a mobile-friendly interface that’s clean, well-labeled and loads quickly. Speed is just as important in this case as it is for a desktop website.


Remember, it’s key that your mobile device interface is easy to navigate, all texts are legible and is visually appealing. Potential leads shouldn’t have to strain to read or access any content bits.

Going one step further, you may also choose to create an application that visitors can download. You can use CTAs to direct them to download it to avail special offers and discounts.
 

Optimize Your Websites For SEO And Test Strategies

It feels like stating the obvious when we say a key ingredient in successfully garnering leads through websites is to have outstanding SEO initiatives. The idea is to be found in the first few pages when a potential customer searches for you or products and services you offer.

This makes your website and brand easily discoverable. Considering 93% of online experiences start with a search engine, it’s an understatement to say SEO is important, right?

A key element in conversions is making use of user-generated content and testimonials of previous customers, which act as social proof.

Social proof is a psychological phenomenon where customers tend to purchase products or services based on the actions of others. The idea is that they feel more confident in making decisions when they see someone who had gone through similar circumstances use your products or services.

While all these strategies can work for you, it’s important to test out which ones could be most effective and in which manner. This is where A/B testing comes into play, helping you assess which SEO strategy is the most aligned with your target audiences and lead gen goals.
 

To Sum Up

A good lead generation website is designed with a singular focus – encouraging visitors to visit their site, deliver key information in a simple way and maximize conversion rates.

Lead gen websites achieve this by offering clear options for users, incorporating trust signals like testimonials and ratings to build confidence. They must also maintain a clean, distraction-free layout with visual cues guiding users to the next steps, accompanied by compelling copy that motivates them to take certain actions.

Beyond design, the site should also be technically optimized for search engines while offering fast load times, mobile-friendliness, ease of use and the presence of an SSL certificate for an enhanced sense of robust security. The idea is to provide visitors with a seamless journey and exceptional experiences.

Are you looking to boost your B2B Lead Generation strategies? Contact TechDogs today and learn how you can enjoy successful B2B lead generation!