A Complete Guide To Building A Lead Generation Website

7 min read

This article was updated on December 12th, 2018

We all know the feeling when you don’t get enough (or any for that matter) quality leads and the frustration starts creeping in. After that comes the nervousness, when will I get leads?

No business is going to be sustainable without leads.

The best way to ensure you’ll always get quality leads consistently is by building a lead generation website and driving targeted traffic to that page.

The basic idea of a lead generation website is, not to anyone’s surprise, capturing information from the visitors who you can then sell to, online or offline.

Some use an online form to request roof inspections for example (just saw an advert about it, ‘book a free roof condition inspection now’ and a web address – simple and effective), and others use it to capture email addresses that they can send promotions to.

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By now you might imagine that there must be a lot of competition, if everyone is doing it. But the fact is, not everyone has understood the importance yet, and you shouldn’t allow them to take the crucial step first.

Start building your lead generation website now and be set with quality leads coming in.

In this guide I’ll explain to you how to build a website to generate leads with. I’ll only briefly cover things like getting yourself some webhosting and installing WordPress, there, that’s them covered. You can find plenty of excellent guides like this one for getting started with a basic website.

It’s easy to build a basic website and call it a lead generating site, but it’s difficult to succeed with actually generating those leads afterwards.

In this article we’re going to talk about how to build a lead generation website and how to make sure people fill out that form and give you their information. Once you learn about these practices and put them into action while developing a great landing page, you’ll soon see results as customers respond to offers and your business really takes off.

Building Trust and Rapport

When you find yourself on someone’s website, what do you first look for?

Signs of trustworthiness no doubt.

The usual ‘Featured in’ and ‘As seen on’ have a strong effect of taking the visitors’ suspicions away, and leaving them with a lot more trust that they came in with.

This is very useful for anyone wanting an increase in lead generation, from local plumbers to book authors and ecommerce sites alike, everyone wants the visitors to trust them before trying to present an offer to them.

Another trust building factor you should be using, apart from bragging where you’ve been published in, is a trust seal.

They come in many different shapes and sizes, but almost all of them deliver a positive result for your conversions.

It has been surveyed that more than 60% of abandoned shopping carts and negative purchase decisions when interested have been directly related to a lack of trust badges on the site.

Funny how these tiny little badges can double your sales, isn’t it?

Once visitors learn to trust you and landing on your website, it’s easier to proceed to the next step.

Contact Forms Preventing You From Being Contacted?

Contact forms are the most commonly used way to collect customer information from websites, and why wouldn’t they be?

All the visitor needs to do is to fill in a couple of fields and hit send, subscribe or whatever you’ve decided to call the button.

Just keep in mind that even such a small factor as naming the button can have a huge impact, as you can see in this image by HubSpot:

But you must be careful in planning the form on your site, because regardless of what your wife or girlfriend might say, size does indeed matter.

At least when it comes to contact forms that is.

Conversion rates can also be significantly increased by the correct use of contact forms, which is why you should do everything in your power to get the best of the best contact forms out on your site.

Follow Up Or Flop

With many different ways of conducting follow ups it might seem like a difficult choice and you’d like to think about it a little longer, but please don’t.

You’re losing potential customers by the minute that you keep on considering.

Another lousy effect of poor follow up from your part is that around 65% of people speak poorly about your company and 48% go on to tell 10 or more people about their poor success with you.

This might not be true on everyone’s account, but for those of you who manage to go through with the sale this is going to become reality, which means you definitely need to have a good follow up system in place.

I’ll help you get started with two ways of following up on your leads that suit most of the lead generation website owners out there:

  1. Following up by email
  2. Following up by advertisement retargeting.

The first one is very obvious and simple really, all you need to do is signup for a service such as ActiveCampaign or Actionetics and set up the automation for the follow up.

You can decide whether you want to have the follow up email sent out a day, two or maybe three days after the lead signed up, but never followed through with their original interest of purchase.

Just make sure you have the email going out at some point and keep your email topical.

The other method, using ad retargeting to reach those missed opportunities and turn them to viable leads again, is a bit more complex but still something that you should invest a little time and money into.

An excellent Facebook focused retargeting image to turn the idea into something more concrete was made by Digital Marketer, which you can see below:

The idea is to have a Facebook advertisement follow the visitor after they leave your site without signing up for anything, which means that they’ll already possess knowledge about your services or products, making them an easier target for your advertisement.

After all, they’ve already shown interest once, so why wouldn’t they be interested again if you just offer it to them?

Facebook offers an excellent way to put this retargeting idea into practice with their custom audience feature, and you can read more about putting them to good use here.

Also read about the conversion pixels that you can use to optimize your tracking and follow ups when using Facebook advertising.

Using Media and Assets

A good landing page that excels in lead generation will usually have great content. Media, especially videos, are the type of content that capture the attention very effectively.

The saying ‘A picture is worth a thousand words’ works with lead generation websites as well, because media allows you to beautifully present your points and make your visitors thirst for more. If your content is interesting and engaging, customers won’t become distracted.

For example, Advance Autoparts found that an instructional how-to video to go with their products doubled the time an individual visitor stayed on their site when they’d seen the video, compared to a visitor who had not seen the video.

That’s some impressive data right there, and you should seriously consider adding some video material of your own to your website!

If you don’t really have a large enough budget to accommodate for professional video production, you can use free software such as PowToon, RawShorts and Biteable to create a catchy and informative video for your website’s visitors to enjoy. Create something where users will learn and grow after landing on your site. Video is content that just keeps giving for your business, so make sure to include it with your lead generation landing page.

CTAs FTW (For The Win)

And finally, make sure you’ve got clear and catchy call to actions on your website to capture that precious information exactly when the visitor is willing to give it to you.

Don’t let them get lost now that you’ve got them wanting to hand over their email address to you!

Use offers of free eBooks, checklists, guides or video tutorials as a sign up incentive to motivate your visitors to give you their email address, thus making your CTA an attractive one to the visitors.

Keep the message short and sweet at all times, because on the internet nobody wants to read through a 500 page story about how your weight loss product is better than the thousands of others out there.

The CTA should include a clear, to the point request for them to sign up, potentially offering the visitors an incentive for their actions.

Graphics should be used, but keep in mind that if you make the graphics too controlling or too mellow, you will not reach the desired effect that a CTA is considered to create.

Smart CTAs are also an excellent way to keep the visitor moving in your sales or sign up cycle, with a different customized CTA being shown to the visitor at each stage of the process. This makes them feel like you know what they really need and helps you close the deal a lot faster.

Conclusion

All in all, creating a lead generating website for your business is focused on getting people to fill out the form and click that one last button between you and a brand new lead.

Make sure to reduce the friction between the website and users to a minimum, meaning that you should aim for a perfectly optimized website that just flies the visitor from being a curious person to becoming a valuable lead. Think of a lead generation landing page as a useful marketing tool, one that offers great content, but still has a specific goal in mind.

Remember that we humans love a personal touch and the feeling of being important to other humans, so make sure your website conveys just that to each and every visitor.

If you’ve got any questions, comments or remarks about well converting websites that are built to capture leads, please don’t hesitate to share them in the comments section below!

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4 thoughts on “A Complete Guide To Building A Lead Generation Website

  1. I am in the insurance business and I’m constantly buying leads. I’m trying to figure out if creating my own leads with using click funnels would be more cost-effective. I’m not real techie and I have no idea what to do with the funnel once I have one and how much it would cost to advertise it.