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Digital Marketing
Digital Marketing

Turn Your Website into a Lead-Generating Machine

Revised June 2025

We see it all the time:
A company invests in a beautiful website. Great colors. Snappy copy. Stunning visuals. But when it comes to generating leads? Crickets.

Your website should be more than just an online brochure. It should be your hardest-working salesperson — 24/7, 365. If your site isn’t actively contributing to your sales pipeline, it’s time to rethink its purpose and performance.

Here are a few key strategies to turn your website into a true lead-generating machine:

1. Don’t Just Inform — Engage

A homepage that says “Welcome to Our Website” is a missed opportunity. Instead, offer clear direction:

  • “Schedule a Free Consultation”
  • “Try Our Demo”
  • “Download Our Pricing Sheet”

Every visitor should know exactly what to do next. Create a strong value proposition and repeat it throughout your site.

2. Forms Don’t Have to Be Sad and Lonely

That single “Contact Us” form buried in the footer isn’t going to cut it. Instead:

  • Add forms to high-traffic pages
  • Use short forms for top-of-funnel content (like a lead magnet)
  • Use longer forms when someone’s showing strong buying intent (like a demo request)

And please, make your forms mobile-friendly. Over 60% of web traffic comes from phones these days.

3. Leverage Trust Builders

Would you give your email to a complete stranger? Probably not. That’s why trust is everything.

  • Add testimonials, case studies, or client logos
  • Include photos of your team (humans trust humans)
  • Offer something useful in return (a free guide, audit, or tool)

4. Make Navigation Frictionless

If visitors can’t find what they’re looking for in under 10 seconds, they’re gone. Review your sitemap and make sure your navigation is intuitive. Your “Contact,” “About,” and “Services” pages should be easy to find and easy to act on.

5. Use Multiple CTAs

Some visitors are ready to buy. Others are just browsing. That’s why you should offer:

  • Primary CTA (e.g., “Request a Quote”)
  • Secondary CTA (e.g., “Download Our Case Study”)
  • Passive CTA (e.g., a chatbot that gently offers help)

The goal is to capture interest wherever it exists.

6. Install the Right Tools

Lead generation doesn’t stop at the form submission. Use tools that help qualify and nurture:

  • CRM integrations (like HubSpot or Salesforce)
  • Marketing automation (email drips, retargeting ads)
  • Website chat (even better if it integrates with your CRM)

If you’re not tracking what happens after someone hits “submit,” you’re leaving money on the table.

Want to See What Good Looks Like?

Check out a few of the videos and client projects we’ve done — from The Real Kitchen LIVE to Hot Ideas in the Foundry Business — and how we used digital content to generate action.

Final Thought (and Yes, a Shameless Plug)

If your website isn’t pulling its weight, we can help. From strategic redesigns to performance tracking and lead funnel optimization, that’s our jam. You don’t need more traffic. You need more of the right traffic doing the right things.

Let’s talk. We’ll help your site work smarter and harder.

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