What Is a Lead Technology Web site? (And The way to Construct One)

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

This typically consists of their title, electronic mail deal with, and cellphone quantity—however it could possibly additionally embrace issues like how a lot cash they make, the place they reside, and extra.

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

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

What makes lead technology web site?

An excellent lead technology web site:

  • Offers the customer one principal possibility: to enter their info.
  • Consists of belief indicators (testimonials, scores, and so on.) that put the person at ease.
  • Has a clear format that minimizes distractions.
  • Makes use of visible cues to attract the attention to the subsequent step.
  • Has nice copy that makes the customer wish to give their data.

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

Let’s have a look at some examples.

Three examples of internet sites with nice lead technology

Listed below are three web sites which can be wonderful at turning guests into leads:

1. Adobe 

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

Actually, the touchdown web page for its picture background elimination software is finished so nicely it could possibly be a standalone web site.

Adobe lead generation tool

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

And should 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 have got to join an account earlier than you possibly can obtain it. That is the place the positioning captures you as a lead. (And sure, that could be a picture of me using a donkey.)

Pop-up with "Sign up" button

Moreover the general high quality of its lead technology web page, Adobe additionally does search engine optimization very well. This lead technology web page receives an estimated 5.9 million month-to-month natural search visitors. (Information taken from Ahrefs’ Web site Explorer.)

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

With only a 5% conversion fee, it might be getting nearly 300,000 leads per 30 days simply from this one touchdown web page. That’s the ability of mixing search engine optimization with lead technology.


To comply with this technique by yourself web site, at all times do key phrase analysis earlier than you construct a lead web page. I’ll speak about how to do that within the “tips on how to make a lead technology web site” part under.

2. The Tonic

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

The Tonic lead generation website

The format is straightforward with minimal distraction—simply an opt-in and a bunch of five-star evaluations from readers. And it makes complete sense. In spite of everything, in relation to such a factor as a e-newsletter you possibly can be a part of totally free, folks simply wish to get a pattern of it as quickly as attainable. 

The Tonic reader reviews

Can such a minimalistic web site be efficient? In line with the founder, this web site helped them deliver over 17,000 subscribers and $5,000 in month-to-month income in lower than a 12 months of launching. 

It additionally has a powerful paid adverts technique to generate 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 appropriate place. It begins off with a pleasant piece of copywriting that tells what you possibly can anticipate and the way it’s like to rent its folks 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 employees extra data about what you’re in search of.

Information form for lead generation

Permitting folks to name you rather than leaving their contact info is an effective selection for companies providing providers. Typically, it’s simply simpler for the potential buyer to clarify issues on the cellphone. Oftentimes, it’s the quickest means for them and also you to see if there’s a match. 

Nonetheless, understand that this may be tough to scale for a enterprise and not using a devoted cellphone line. I’d solely suggest this feature should you’re a smaller enterprise or can rent a devoted cellphone gross sales/help particular person.

The way to make a lead technology web site

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

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

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

  • search engine optimization works finest should you create content material that serves the intent of the searcher from the begin. 
  • Key phrase analysis can provide 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 whole lot of free visitors from search. 

For instance, should you’re looking for insurance coverage leads, you possibly can 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

It’s also possible to embrace a filter for a most KD (Key phrase Problem) of 30 to see key phrases which can 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 visitors from Google that you simply received’t have to pay for and take a look at our newbie’s information to key phrase analysis.  

Step 2. Select an internet site platform

I’m personally a giant 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’d like one thing less complicated and don’t thoughts paying a bit extra, an internet site builder like Wix or Squarespace can work too. Simply understand that they’re extra restricted in comparison with WordPress.

I wrote a information to Wix search engine optimization you possibly can comply with as nicely.

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

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

A theme is sort of a customizable template you should use as a mannequin for what you need your web site to appear to be. When you select one, you possibly can edit issues like colours, fonts, and textual content to suit your enterprise.

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

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

Customizing your website appearance in WordPress

Take a look at the “themes” part in my WordPress person information for more information on tips on how to do that.

As you’re designing your web site, 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 web site, which channels are sending you visitors, and your conversion fee. The favored selection is Google Analytics and Google Search Console
  3. If you’d like extra information to your natural key phrases and to verify your web site is in good search engine optimization well being, join the free Ahrefs Webmaster Instruments.

Step 4. Create your touchdown web page content material

As soon as your web site is about up, you continue to have to fill it out with content material.

The primary goal of your content material can be to persuade your guests to depart their contact info. Most significantly, this can require:

  • Belief indicators (comparable to evaluations, good web site design, contact data, and so on.).
  • Clear and convincing copywriting.
  • Excessive-quality pictures and probably movies.
  • Restricted distractions.

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

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

Adobe landing page

You may additionally discover that it eases your considerations with the “No bank card required” textual content. This can be a means 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 software, an introduction to the cell app, and a 4.4-star overview score.

Star rating on Adobe's landing page

The second goal is rating on Google. It is best to pursue it should you’ve discovered useful key phrases you possibly can rank for by key phrase analysis. Then, what you wish to do is create content material that’s each for customers and search engines like google. We clarify how to do this in our newbie’s information to search engine optimization copywriting.

Step 5. Optimize it

As a way to generate essentially the most leads attainable, it’s essential to optimize your web site. 

For starters, be certain that that: 

  • You’ve gotten an SSL – Many choices to get one: a free one from a web site like Let’s Encrypt or one out of your internet hosting supplier. 
  • Your web site masses quick Use a software like GTmetrix to check your web site for pace. 
  • You create a mobile-optimized web site – No matter template you’re utilizing, be certain that it’s mobile-friendly (most of them are). You should use Google’s Cellular-Pleasant Take a look at. And should you’re utilizing Google Search Console, you may get a extra detailed report there. 

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

  • Get a software like Hotjar or Microsoft Readability to see how folks work together along with your web site.
  • Attempt to enhance issues in small experiments, one factor at a time. For starters, yow will discover some ready-made check concepts like these.
  • Relaunch your web site with the adjustments and examine outcomes. It’s also possible to get an A/B testing software like Visible Web site Optimizer to run totally different variations concurrently. 

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

The way to promote a lead technology web site 

Having an internet site is nugatory with out visitors to seize leads. Listed below are some techniques you should use to begin driving leads.

Hyperlink out of your high-traffic pages

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

For instance, in our articles, we regularly hyperlink to our free search engine optimization instruments. This then leads folks to see key phrase information and an choice to buy our full product to see extra information.

Ahrefs' free keyword generator

Promote on social media 

You possibly can promote your lead technology web site on social media, however you possibly can’t simply share the URL and anticipate to achieve leads. You’ll want to seize folks’s curiosity and make them wish to click on in your hyperlinks.

Some methods you are able to do that embrace:

  • Sharing user-generated content material: buyer testimonials and pictures or movies exhibiting the services or products.
  • Posting quick movies and pictures exhibiting a sneak peek of the services or products.
  • Posting content material that will reply your viewers’s questions. 
  • Selling your finest content material that results in your lead technology web page. 
  • Working 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 standard. 

Engagement metrics on an Afternerd video about Python

And every video has a hyperlink for people who find themselves prepared to be taught 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 abilities. You possibly can simply speak about what finest or present some samples of your work (particularly should 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 an area enterprise? Then, you most likely have already got a Google Enterprise Profile. You possibly can optimize your profile to get found extra typically on Google when folks search for services close by. 

As you possibly can see under, a hyperlink to an internet 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 tips on how to do it in lower than half-hour. 

Run Google Adverts 

Lastly, you should use Google Adverts as a quick, simply scalable option 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 funds. 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 Adverts to get leads fascinated with a free session. 

Google ad example

You possibly can arrange your first marketing campaign fairly quick, even should you haven’t finished that earlier than. However earlier than you do, try our greatest practices and suggestions for newbies.  

Ultimate ideas

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

Need much more leads? You don’t have to confine your self to only one place to seize contact info. You possibly can set lead magnets—as many as you need. 

Questions? Feedback? Ping me on Twitter.