How do you create a lead generation website?

A lead generation website is more than just a digital brochure for your business—it's the foundation of your demand generation strategy. To effectively attract and convert prospects, your website needs to excel in three core areas: tight messaging, strong calls-to-action (CTAs), and low friction conversion processes. Let’s dive into each of these components and explore how they contribute to building a lead generation powerhouse.

1. Tight Messaging: The Backbone of Your Website

Your website’s messaging is crucial because it sets the tone for your brand and tells visitors why they should choose you over the competition. Effective messaging stems from a deep understanding of your market positioning and a clear articulation of your unique differentiators.

Understand Your Positioning: Before you write a single line of copy, it's essential to understand where your product or service fits within the market. What problems do you solve? Who is your target audience? What makes your solution better or different from others available? Clear answers to these questions will guide your messaging.

Highlight Your Differentiators: Once you understand your positioning, your messaging should focus on what sets you apart. This could be a unique feature, an innovative approach, or exceptional customer service. Whatever it is, make sure it’s front and center on your website. Your messaging should be concise, compelling, and consistent across all pages. It should immediately communicate the value you offer and resonate with your target audience.

The power of differentiation

2. Strong CTAs: Guiding the User Journey

A well-crafted website not only attracts visitors but also guides them toward taking specific actions, such as signing up for a newsletter, downloading a whitepaper, or scheduling a call. The CTAs on your website are pivotal in directing this journey.

Frequent and Accessible CTAs: To effectively guide visitors through your website, it’s crucial to place CTAs frequently and in easily accessible locations. This means incorporating clickable buttons in prominent spots—above the fold, at the end of content sections, and in the sidebar—so that no matter where a user is on the page, they can easily take the next step.

Variety in CTAs: Not every visitor is ready to engage with your sales team. Some might just be starting their research, while others may need more information before committing. Offering a range of CTAs caters to these different stages of the buyer’s journey. For example, in addition to a "Schedule a Call" button, you could include options like "Download Our Free Guide," "Sign Up for Our Newsletter," or "Watch Our Webinar." These alternatives provide value and keep prospects engaged without the pressure of a direct sales interaction.

Clear and Compelling CTAs: Each CTA should be clear and compelling, with strong, action-oriented language. Avoid generic phrases like “Click Here” and opt for more specific directives like “Get Your Free eBook” or “Join Our Mailing List.” The key is to ensure that your CTAs are easily visible, relevant to the content around them, and aligned with the user’s intent.

3. Low Friction Conversion: Making It Easy to Say Yes

The easier it is for prospects to take action, the more likely they are to do so. This is where low friction conversion techniques come into play. By reducing the effort required to convert, you increase the chances of capturing leads.

Minimize Form Fields: One of the simplest yet most effective ways to lower friction is by minimizing the number of form fields. Every additional field you ask prospects to fill out increases the likelihood that they’ll abandon the process. Stick to the essentials—typically a name and email address. If you need more information, consider gathering it in later interactions once the prospect is more engaged.

Post Your Calendar: Another way to reduce friction is by allowing prospects to book a meeting directly through your website. Posting your calendar lets visitors choose a time that works best for them, eliminating the back-and-forth of scheduling. Having a scheduled time on the calendar makes it significantly more likely that the call will happen. It’s much harder for prospects to skip a scheduled call than to ignore an email follow-up after filling out a contact form. This approach increases the likelihood of the conversation taking place and moves the lead further down the sales funnel.

Set Clear Expectations: It’s important to set expectations right next to your calendar to help increase conversion rates. Clearly outline the length of the call, what will be discussed (such as determining fit), and any actionable next steps. This transparency builds trust with potential clients, showing them that you respect their time and are prepared to provide value during the interaction.

Conclusion

Creating a lead generation website requires more than just a visually appealing design. By focusing on tight messaging, strong CTAs, and low friction conversion, you can build a site that not only attracts visitors but also effectively converts them into leads. Remember, your website is the cornerstone of your demand generation efforts—get these elements right, and you’ll be well on your way to driving sustainable business growth.

Contact Mark