Building A Lead Generation Website

Building A Lead Generation Website

Want to generate more leads?

Then we recommend ditching your website altogether.

But if you insist on keeping it, then you should optimize it for lead generation.

Today we are going to share some tips on how to do that…

Should You Have a Website At All? (Spoiler Alert: NO!)

We’ll be real with you:

We don’t think that you should have a website at all.

Websites are dead. Sales funnels are the future. So why not replace your website with a sales funnel?

This might seem drastic, but take a moment to think about it:

What happens when a potential customer lands on your website?

They see a navigation bar with a bunch of links and start clicking around.

They read this page. They read that page. And then they leave. Possibly to never come back again. So how does this help your business?

It doesn’t!

Should You Have a Website At All? Website diagram.
Your website is a confusing maze of links!

Meanwhile, a sales funnel, by definition, guides the potential customer toward the sale, step-by-step.

Instead of throwing a bunch of links at them, you present them with one “Yes or No” decision at a time. There’s nothing confusing about it!

Should You Have a Website At All? Your Clickfunnel graphic.

So is it any wonder that, according to our data, on average, sales funnels generate 6x more sales than traditional websites?

In other words, if you are still using a traditional website, then it’s probably safe to say that it’s costing you a ton of money in lost revenue.

Should You Have a Website At All? Website vs. Clickfunnels.

So the best thing you can do to generate more leads, make more sales, and increase your revenue is to ditch your website and replace it with a sales funnel.

Here’s how our favorite gold digger explains it:

But we understand that you might feel reluctant about taking such drastic measures.

That’s why all we ask is that you create a sales funnel and then test it against your current website.

See which one makes you more money, then keep the winner.

Create a Super Valuable Lead Magnet

A lead magnet is a freebie that you offer to the potential customer in exchange for their email address.

It can be anything that they can either download to their device or access online:

  • A report.
  • An ebook.
  • A webclass.
  • A video course.
  • An email course. 


There’s also an advanced type of lead magnet called “FREE + Shipping” where you offer a physical product for free but ask the potential customer to cover the shipping costs.

(We use “FREE + Shipping” lead magnets to generate leads for our business – you can get physical copies of our co-founder Russel Brunson’s books “DotCom Secrets”, “Traffic Secrets”, and “Expert Secrets” for free, all we ask is that you pay for shipping).

Here’s what matters the most when it comes to lead magnets:

  1. Your lead magnet should provide a solution to a problem that potential customers are struggling with.
  2. That solution should be effective because potential customers are going to use the quality of your lead magnet to judge the quality of your premium products.
  3. Ideally, the problem in question should be either the same one or related to the problem that your frontend product addresses.
    You want to create a logical progression from the lead magnet to the frontend product. This will make it much easier for you to convert leads into paying customers.

Also, as we always emphasize when we are talking about lead magnets, you need to understand this:

People are not going to give you their email addresses unless you offer them something SUPER VALUABLE in return.

That’s why the key to designing an effective lead magnet is to create something that your dream customers desperately want…

And then give it to them for FREE!

Create a Super Valuable Lead Magnet. The key to designing an effective lead magnet notification.

Have More Than One Lead Magnet 

Everyone starts out with just one lead magnet.

However, it seems that most online businesses are content to stay at that level indefinitely, which isn’t ideal.

After all, it’s likely that your target audience consists of several different customer segments, so it makes sense to have several corresponding lead magnets.

Moreover, different people struggle with different problems, so it makes sense to offer free solutions to several problems instead of just one.

That’s why we recommend creating a variety of lead magnets. Of course, that will take time, but it will be worth it.

Example: ClickFunnels (That’s Us!)

Here at ClickFunnels, we have a whole bunch of lead magnets, plus we are always testing new ones.

Here are just some of the lead magnets that we are currently using:

As you can see, all these lead magnets address various problems related to building an online business.

But they come in different formats, require different levels of commitment, and discuss different issues.

This allows us to generate more leads because we have something for everyone interested in online entrepreneurship.

Use a Squeeze Page as Your Homepage

Remember how we said that you should ditch your website and replace it with a sales funnel?

Well, there’s a way to get the best of both worlds, though it’s still less effective than having just the sales funnel.

Here’s what you can do:

Replace your homepage with your lead magnet landing page but keep the navigation bar so that visitors would have the option to explore your website.

Squeeze pages work best for this.

You want to create a squeeze page that features these three key elements:

  • A headline that explains what your free offer is all about.
  • An opt-in form where the potential customer can type in their email address.
    It can either be displayed immediately or shown as a pop-up once they click the call-to-action button. 
    Alternatively, when the potential customer clicks the call-to-action button, you can take them to a separate page that features an opt-in form.
  • A call-to-action button that encourages the potential customer to get your lead magnet.

You might also want to experiment with various additional elements such as extra copy, social proof, relevant images, etc.

These additional elements might help you increase your conversion rate but make sure to A/B test everything. 

Example: Double Your Freelancing

Brenan Dunn from Double Your Freelancing has an email course on freelancing that he offers for free on his website.

Take a look at the squeeze page that he uses as his homepage:

Have More Than One Lead Magnet, double your freelancing example.

When you click on the “Get Lesson #1” call-to-action button, you are taken to a separate page that features more information about the course + an opt-in form where you can type in your name and email address.

Have More Than One Lead Magnet, get lesson 1 example.

Display a Feature Box on Your Home Page

Okay but what if you want to have a regular homepage as opposed to a squeeze page?

You can still optimize it for lead generation by displaying a feature box above the fold.

That way, when a potential customer lands on your homepage, the first thing that they will see will be a feature box that encourages them to subscribe to your email list.

But then when they scroll down they will find other homepage content such as more information about what it is that you do, links to your most popular blog posts, social proof such as endorsements and testimonials, and so on.

Example: Adam Enfroy

Adam Enfroy, a blogger best known for making $1,000,000+ in his first 2 years of blogging uses this approach on his website.

When you land on his homepage, you see this feature box:

Display a Feature Box on Your Home Page, Adam Enfroy example.

(Note how he’s displaying social proof by sharing the number of email subscribers on his list. 

This is an effective way to ensure the potential customer that subscribing to your newsletter is worth it).

But then, when you scroll down, there’s other homepage content such as:

  • An explanation of what you can expect from his blog.
  • Links to some of his most popular blog posts.
  • A quick summary of Adam’s story and his approach to blogging.
  • Social proof in the form of “As Seen On” media badges and endorsements from well-known online marketers. 

As you can see, this approach allows Adam to capture leads, introduce himself to potential customers, and help them explore his content, all with his homepage.

Promote Your Lead Magnet in the Navigation Bar

If you have a navigation bar on your website, then make sure to promote your lead magnet in it.

Obviously, you should create a separate tab for your lead magnet, but we also recommend using a color that contrasts with your overall color scheme to draw attention to it.

That way, when a potential customer lands on your website, they will immediately notice that tab.

Example: Get the Guy

Matthew Hussey, a world-renowned dating coach, does this on his Get the Guy website.

He uses a quiz as his lead magnet and promotes it both with his feature box and in his navigation bar.

See how your eye is immediately drawn to the red call-to-action buttons?

Promote Your Lead Magnet in the Navigation Bar, Get The Guy example.

If you click on the “Take The Quiz” tab in the navigation bar, you will be taken to an opt-in form that is on the same page below the fold where you can type in your name to get started.

Promote Your Lead Magnet in the Navigation Bar, Take the Quiz example.

Add a Smart Bar to Your Website

A smart bar is an alert bar that is displayed across the top of your website. You can use it to promote your lead magnet.

Typically, the bar remains in place as the visitor is exploring your site, so your free offer is always right in front of them.

It’s also worth noting that smart bars can be useful for promoting time-sensitive deals such as seasonal sales, live events, etc.

Example: Rocketship Agency

Chris von Wilpert, best known for helping Noah Kagan scale Sumo blog, used to have a smart bar on his Rocketship Agency website.

Here’s what it looked like:

Promote Your Lead Magnet in the Navigation Bar, Rocketship Agency example.

However, since then, he has replaced his Rocketship Agency website with a sales funnel, so now his homepage looks like this:

Rocketship Agency webpage to sales page example.

And when you click the call-to-action button, you are taken straight to the sales page of his frontend product, an ebook called “The Ski Slope Strategy”:

Call-to-action button, straight to the sales page of his frontend product example.

Add Opt-In Forms to Your About Page

When a potential customer discovers your website, their first impulse will likely be to click the “About” tab in your navigation bar.

And that’s understandable – usually, the About page explains what the whole thing is, well, about.

Consequently, the odds are that this page is one of the most popular pages on your website, so it makes sense to do your best to convert that traffic into leads.

Derek Halpern has popularized an effective About page template that was initially developed by CopyBlogger.

Here’s what it looks like:

  1. Prime people for your website’s content and why it’s important
  2. Opt-in form
  3. Show social proof
  4. Opt-in form
  5. Show personal back story
  6. Opt-in form

Having three opt-in forms on your About page might seem a bit much, but it makes sense when you think about it.

Here’s how Derek explained it:

“If people go to your about page to find out all about your website, you have an opt-in form ready for them. If they’re there to see if you’re credible, opt-in form ready. And if they want to know about you? No problem there either. Opt-in form ready.”

Derek himself doesn’t follow this template anymore, though – now there’s only one opt-in form on his About page.

We encourage you to experiment with the number of opt-in forms on your About page. You should certainly have at least one… But maybe two or even three would convert better?

The only way to find out is to A/B test it!

Add Opt-In Forms to Your About Page example.

Show an Opt-in Form Below Each Blog Post

Do you have a blog?

Then what could be a better time to encourage the potential customer to subscribe to your email list than the moment when they have just finished reading one of your articles?

After all, if they have made it all the way to the end, then they must have enjoyed the content, right?

So it’s reasonable to assume that they might be interested in more content like that.

That’s why we recommend placing an opt-in form below each post and promoting your newsletter.

Of course, you can also promote your lead magnet, but promoting your newsletter might make more sense in this situation. Why?

Because that allows you to capitalize on the fact that the potential customer enjoyed reading your blog post by offering more great content in exchange for their email address.

If you aren’t sure which option to choose, then simply A/B test it to see what converts better.

Example: The Art of Non-Conformity

Chris Guillebeau, a blogger best known for visiting every country in the world, uses this approach on his “The Art of Non-Conformity” blog.

At the bottom of each blog post, there’s an opt-in form encouraging you to sign up for the “weekly dispatch”:

Show an Opt-in Form Below Each Blog Post, example.

You can take advantage of the popularity of your top blog posts by adding content upgrades to them

A content upgrade is a lead magnet designed to serve as an upgrade on a specific piece of content.

Typically, content upgrades are resources that help the reader implement the solutions discussed in those blog posts (e.g. cheat sheets, checklists, 30-day plans, etc.).

Alternatively, they can also be pieces of content that add value to the original blog posts (e.g. interviews, case studies, videos, etc.).

Content upgrades tend to convert better than regular lead magnets because they are more likely to be relevant to that particular person at that specific moment in time.

Think about it:

The potential customer is reading an article that presents a solution to a problem that they are struggling with…

And then you offer them a content upgrade that can help them implement that solution.

Sounds tempting, right?

Also, we are talking about content upgrades in the context of blog posts because this article is about optimizing your website for lead generation.

But you can use them for all kinds of content – social media posts, YouTube videos, podcast episodes, etc.

In fact, we encourage you to create content upgrades for all of your most popular content, no matter the platform.

Example: Sumo

Sumo has a blog post called  “7 Must-Have Instagram Marketing Tools For Rapid Growth”that gets a lot of organic traffic:

Create Content Upgrades for Your Most Popular Blog Posts, Sumo example.

So to make the most of that traffic, they created a content upgrade.

It’s a swipe file that includes the marketing plan that they used to grow their Instagram account to 100k followers + their standard operating procedures (SOPs).

Then they added a call to action at the bottom of the post that encourages the reader to get the upgrade:

Create Content Upgrades for Your Most Popular Blog Posts, swipe file example.

They also set up this welcome pop-up that is shown when you open the page:

Create Content Upgrades for Your Most Popular Blog Posts, Instagram swipe file pop-up example.

As well as this exit-intent pop-up that is shown when you are about to leave the page:

Create Content Upgrades for Your Most Popular Blog Posts, exit intent pop-up example.

Content upgrades are an essential component of Sumo’s content marketing strategy.

If you want to learn more about their approach, you can watch this video where the previously mentioned Chris von Wilpert explains it:

Use an Exit-Intent Pop-Up

Everyone hates pop-ups.

But there’s no denying that they work!

At the very least, you should have an exit-intent pop-up in place, so that you could make one last attempt to get the potential customer’s email address.

After all, they are about to leave your site anyway, so you don’t have anything to lose at that point, right?

Beyond that, you might want to consider adding a welcome pop-up, timed pop-ups, and event-triggered pop-ups.

However, these types of pop-ups are more controversial since they tend to be annoying and interfere with the user experience.

So A/B test them to make sure that they actually help your conversion rate instead of damaging it.

Example: Tim Ferriss

Tim Ferriss has a lead magnet ebook called “17 Questions That Changed My Life”. 

He uses this exit-intent pop-up to promote it on his website:

Use an Exit-Intent Pop-Up, example.

Want To Learn How To Convert More Leads Into Paying Customers?

Implementing these tips should help you generate more leads.

But you need a system for converting those leads into paying customers and then into repeat customers.

Our co-founder, Russell Brunson, has developed such a system – it’s called the Value Ladder sales funnel.

And if you join our free 5 Day Challenge, he will walk you through building one for your business, step-by-step.

You will learn how to:

  • Generate unlimited leads.
  • Create your first lead magnet.
  • Build your first sales funnel.
  • Create a simple 6-email follow-up sequence.
  • And launch your funnel!

…in just five days.

So don’t hesitate.

Join our 5 Day Challenge today. It’s completely free!

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5 thoughts on “Building A Lead Generation Website

  1. Hey Russell,

    Love your company man! Your books and Audiobooks have been a massive help and inspiration towards my own business… Thanks for that!

    Just recently found out you are writing blogs as well, so definitely going to take a look!

  2. Wow before I read this and started intentionally looking for squeeze page examples, I used to feel it was too pushy to have more than 2-3 CTAs. Having looked at other people's sites and seen how they do it it's clear that it's not nearly as pushy as I first thought. Soooooo glad I came across this post!

    1. Great feedback. Thanks for spending time with us here. We really have a lot of information to help you grow your business here.