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

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

This typically contains their title, e mail handle, and telephone quantity—however it might additionally embrace issues like how a lot cash they make, the place they dwell, and extra.

Whereas a complete web site could be devoted to this objective, a single web page (aka a touchdown web page) inside a broader web site may function an efficient lead era software.

I’ve constructed dozens of internet sites for shoppers 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 discovered.

What makes an excellent lead era web site?

lead era web site:

  • Offers the customer one fundamental possibility: to enter their info.
  • Contains belief indicators (testimonials, scores, and many others.) that put the person at ease.
  • Has a clear structure that minimizes distractions.
  • Makes use of visible cues to attract the attention to the following step.
  • Has nice copy that makes the customer wish to give their information.

Along with the design components, an excellent lead era 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 take a look at some examples.

Three examples of internet sites with nice lead era

Listed here are three web sites which can be glorious at turning guests into leads:

1. Adobe 

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

In truth, the touchdown web page for its picture background elimination software is completed so nicely it might be a standalone web site.

Adobe lead generation tool

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

And if you happen to 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 will have 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

Apart from the general high quality of its lead era web page, Adobe additionally does search engine marketing very well. This lead era web page receives an estimated 5.9 million month-to-month natural search site 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 charge, it will be getting virtually 300,000 leads monthly simply from this one touchdown web page. That’s the ability of mixing search engine marketing with lead era.


To observe this technique by yourself web site, at all times do key phrase analysis earlier than you construct a lead web page. I’ll discuss how to do that within the “how you can make a lead era web site” part beneath.

2. The Tonic

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

The Tonic lead generation website

The structure is easy with minimal distraction—simply an opt-in and a bunch of five-star opinions from readers. And it makes whole sense. In spite of everything, on the subject of such a factor as a publication you possibly can be part of without spending a dime, individuals simply wish to get a pattern of it as quickly as potential. 

The Tonic reader reviews

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

It additionally has a robust paid adverts technique to generate site 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 best 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 individuals 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 offer workers extra information about what you’re searching for.

Information form for lead generation

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

Nonetheless, remember the fact that this may be tough to scale for a enterprise and not using a devoted telephone line. I’d solely suggest this feature if you happen to’re a smaller enterprise or can rent a devoted telephone gross sales/assist particular person.

Methods to make a lead era web site

Listed here are 5 steps to construct your new lead era web site:

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

Search engine marketing is commonly an afterthought for web sites and touchdown pages. This can be a mistake as a result of: 

  • search engine marketing works finest if you happen to 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 loads of free site visitors from search. 

For instance, if you happen to’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

You can even embrace a filter for a most KD (Key phrase Issue) 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 site visitors from Google that you simply gained’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 an enormous 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 in order for you one thing less complicated and don’t thoughts paying a bit extra, an internet site builder like Wix or Squarespace can work too. Simply remember the fact that they’re extra restricted in comparison with WordPress.

I wrote a information to Wix search engine marketing you possibly can observe as nicely.

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

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

A theme is sort of a customizable template you need to use as a mannequin for what you need your web site to appear like. 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 era web site, you might have considered trying one thing less complicated, corresponding 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 how you can do that.

As you’re designing your web site, there are some necessary issues to add:

  1. A lead era 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 site visitors, and your conversion charge. The favored selection is Google Analytics and Google Search Console
  3. If you would like extra information in your natural key phrases and to ensure your web site is in good search engine marketing well being, join the free Ahrefs Webmaster Instruments.

Step 4. Create your touchdown web page content material

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

The principle objective of your content material will likely be to persuade your guests to depart their contact info. Most significantly, this can require:

  • Belief indicators (corresponding to opinions, good web site design, contact information, and many others.).
  • Clear and convincing copywriting.
  • Excessive-quality photographs and presumably movies.
  • Restricted distractions.

Let’s take a look at the Adobe lead era web page once more for instance. 

As quickly as you land on the web page, it has large, 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 might also 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 cellular app, and a 4.4-star assessment ranking.

Star rating on Adobe's landing page

The second objective is rating on Google. It’s best to pursue it if you happen to’ve discovered worthwhile 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 marketing copywriting.

Step 5. Optimize it

To be able to generate essentially the most leads potential, it’s essential to optimize your web site. 

For starters, be certain 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 hundreds quick Use a software like GTmetrix to check your web site for velocity. 
  • You create a mobile-optimized web site – No matter template you’re utilizing, be certain it’s mobile-friendly (most of them are). You should use Google’s Cellular-Pleasant Check. And if you happen to’re utilizing Google Search Console, you may get a extra detailed report there. 

After the launch, wait a couple 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 charge). Then, arrange small, iterative experiments to attempt to enhance that. You can:

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

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

Methods to promote a lead era web site 

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

Hyperlink out of your high-traffic pages

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

For instance, in our articles, we regularly hyperlink to our free search engine marketing instruments. This then leads individuals 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 era web site on social media, however you possibly can’t simply share the URL and anticipate to realize leads. It’s essential to seize individuals’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 photographs or movies displaying the services or products.
  • Posting brief movies and photographs displaying a sneak peek of the services or products.
  • Posting content material which will reply your viewers’s questions. 
  • Selling your finest content material that results in your lead era 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 keen to study Python. 

Link from a YouTube video to an external page about a course sign-up

The wonderful thing about this sort of promotion is that you simply don’t want any advertising abilities. You possibly can simply discuss what you recognize finest or present some samples of your work (particularly if you happen to’re operating a service). 

One other factor you are able to do is ready the lead era 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 individuals search for services and products close by. 

As you possibly can see beneath, 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 how you can do it in lower than half-hour. 

Run Google Adverts 

Lastly, you need to 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 prime 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 price range. Then Google runs an public sale to decide on which advertiser’s advert to point out, and also you pay solely when your advert will get clicked. 

Right here is such an advert noticed within the wild—a regulation agency that makes use of Google Adverts to get leads occupied with a free session. 

Google ad example

You possibly can arrange your first marketing campaign fairly quick, even if you happen to haven’t carried out that earlier than. However earlier than you do, try our greatest practices and ideas for learners.  

Closing ideas

Constructing a lead era web site is simply step one. When you’ve created the positioning, that you must deal with getting site visitors and optimizing the positioning to transform that site 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.