Creating a website and posting it online isn’t enough to drive traffic to your site. You need to put some effort into promoting your website so people know about it. 

To help you get started, we’ll discuss the 12 effective ways for optimizing your website to generate leads. We’ll also cover some different kinds of interactive content that you can include in your lead generation campaign. 

Lastly, we also included some things you can do to establish trust in your potential clients 

Free Resource: Website Optimization Checklist [Download Now]  

1. Track the Digital Footprints of Potential Clients

First impressions are everything. Potential clients only spend a few seconds trying to navigate your website before they give up and move on to another company.  

By tracking the foot traffic, you can figure out what they are looking for and why they hesitated to move forward with your business. Google Maps marketing is a tool you might use to figure out who your local competition is and what they might be doing better.

You’ll want to perform an audit on your: 

  • Website 
  • email marketing 
  • social media 
  • live chats 
  • blog posts, etc. 

It will help to pinpoint exactly where your current leads are coming from and where you can improve your website to generate new leads.  

Once you narrow it down, make sure all of these mediums are doing everything possible to maximize web traffic and generate new leads.  

2. Make a Well-Crafted CTA 

Use buttons, forms, and links to let your potential clients know what you want from their interaction with your website.

Leaving your call-to-action in plain sight or sticking it on high-traffic webpages tells your visitors that you want them to:  

  • Sign up for a free e-book  
  • Watch a tutorial  
  • Book an appointment  

Make sure to add some value to the CTA to make your potential leads follow through. You can offer prospective customers a peek at upcoming promotions, discounts for products/services, or even links for podcasts and e-books.  

If you use forms to motivate potential clients, make sure they are quick and easy to complete.  

You’ll also want to add them to your high-traffic pages for maximum efficiency. You also want to make sure that your forms are mobile-friendly because so many people use their mobile devices to browse products and services.  

3. Optimize Your Site for User Experience


When developing your website, you’ll need to consider the user experience. You should ask yourself how the user will interact with each page they might come across. Everything on your website must add value to the user’s journey.  

You’ll want to have effective landing pages on your website. The text on these pages needs to be brief yet well-structured. They should also display your: 

  • business awards 
  • reviews 
  • and background information to verify your credibility.  

If this sounds confusing, don’t worry! We have various website design and development services to offer and help you create a fully-functional website that is both mobile-adaptive and enticing for the users.  

Make Your Website Accessible for the Disabled

According to reports, 1 in 5 people in Canada have some kind of disability. So, it’s high time digital marketers consider this aspect and curate their online presence in such a way that it’s accessible to a wide range of audiences. Optimizing your website accessible for disabled people makes sense for any business and the best way to do that is to design your website as per WCAG (Web Content Accessibility Guidelines), which ensures everything on your website right from color, text, structure, audio to videos is put according to global standards and offer ease of use for people with disability. And if you are unsure from where to start, you can always count on web accessibility consultants that will make your business compliant with accessibility standards.

4. Make Your Contact Page Easily Accessible to Users 

A good contact page makes it simple and convenient for website visitors to reach out to the people behind it. Aside from that, your contact section is also key to making a great first impression.  

If visitors who want to contact you can’t find the right way or encounter technical difficulties, they are likely to give up and not get back to you again.   

To have a successful contact page, it’s important that your visitors can: 

  • easily find your contact section 
  • completely understand how it works 
  • and make them feel welcome and appreciated.  

5. Improve Your Social Media Presence

When you have an inactive social media page, your potential clients might look elsewhere for the services and products you could provide them with. Why?  

Social media is among the first places that a prospective client looks at to verify a business’s credibility 

Regular posts on popular social media platforms help build the narrative surrounding who you are and what you are promoting. You can also take advantage of your social media presence to reach a larger audience without spending any money.  

6. Update Your Blog Content Regularly 

Your website should be full of high-quality, original content. You want to place yourself as an expert in the industry and a source of valuable information.   

Updating your blog content weekly, bi-weekly, or even monthly tells prospective clients that you invest in your products and services.  

You might not have the proper skill set or the time needed to write the content independently. That’s okay! You can hire someone to write SEO-rich content for you. 

7. Make Your Business Approachable

When your website visitors feel like you genuinely care for them, they are more likely to stick around long enough to commit to your company. It means you have to be approachable.  

Users expect faster response times. With a live chat feature on your website, you (or someone in your establishment) can answer their questions right away and improve the follow-through on a purchase.  

It’s also a good idea to give your website visitors a way to leave feedback. It can help you fix any problems they might encounter while using your website. It makes it so that returning clients and new clients alike have a better experience.  

You also want to think about who your target audience is. Then, you want to talk to their persona. For example, you don’t want to use a ton of technical speech or jargon in abundance if your potential client isn’t used to or comfortable with it. 

8. Invest in Email Marketing

Email marketing is essential to business growth. It allows you to form a meaningful relationship with clients who weren’t quite ready to commit to your company while wandering around your website. Maybe your website didn’t have the information that they were looking for.  

By collecting their emails before they leave your website, you can reach out to them and remind them of your existence or offer them a discount to come back and complete a purchase.  

Just don’t go overboard and bombard them with emails that add no value to their potential transaction.  

9. Plug Social Proofs and Inspire Confidence in Your Brand

Lead generation and social proof go hand in hand. Social proof is among the best ways to let potential clients know that your agency is the perfect fit for their business.  

The more positive reviews and testimonials you display on your website, the more trust you’ll establish with your prospects. You want to make sure that these testimonials are genuine and from people that worked with your agency.  

10. Include Downloadable Resources to Capture Leads 

Creating a lead generation strategy with downloadable content often requires far more work. However, if executed properly this will drive and generate a lot of leads for your business.  

There are a lot of ways to produce and materials created to accomplish this strategy. You can create: 

  • EBooks 
  • Whitepapers 
  • case studies 
  • Infographics 
  • Podcasts 
  • Webinars 
  • and other materials 

…and use them as a valuable exchange for their information.  

11. Incorporate Newsletter Pop-ups Accordingly 

Pop-ups are ubiquitous these days. Over the last couple of years, popup forms have re-emerged as a popular marketing tactic to promote content, drive blog subscriptions, grow email lists, and fuel lead generation.  

12. Consider Creating a Section for Exclusive Content 

Lastly, one of the best ways of increasing your lead generation is to create a section on your website that is only accessible by registered users.   

You can host members-only resources, forums, and member directories in a members-only section. The mere presence of the “Members Only” tab on your website can be enough to convince potential members to join your organization.  

They’ll have instant access to exclusive benefits and a network of like-minded people.  

Types of Interactive Content to Use for Your Lead Generation Campaigns   

Creating engaging content can be a bit tricky if you don’t have much idea of how to make variations. To help you produce variations, here are the different types of interactive content you can use for your campaigns: 


You’d be hard-pressed to come across anyone who doesn’t enjoy money; hence, it can be considered one of the primary reasons why interactive calculators are so popular among those websites that target leads from the financial sector.  

Contests and Giveaways

Contests have been a go-to tactic for many marketers since they were first used back in the day. They’ve proven to be effective because they’re highly shareable and can easily be found through social media channels.  

For example, strategically placed the lead generation form next to the contest.  


Quizzes work well for lead generation because they provide an interactive, personalized, and valuable piece of content that helps build strong relationships with your leads and provides them with something of value before you even ask for any information in return.  

They work well as lead magnets – not only do they get people interested in what you’ve got to say, but they can also give you tons of information about who those people are without having to ask for any personal details.  


Chatbots have become an essential tool for understanding user behavior. They can help improve conversions by providing personalized recommendations based on past purchases.  

Surveys and Polls 

Surveys are one the most effective yet cost-efficient ways of leading generations. Why? Because people enjoy sharing their opinion and providing feedback. These surveys collect a lot of information in a short amount of time and require minimal effort.  

They also do not just generate leads but also provide insight into what customers think about your company. 

TIP FOR THE DAY: Start Using Quiz Lead Generation Strategy  

Embeddable quizzes on your website can work extremely effectively for lead generation nowadays. 

They attract a huge audience; they have a very long, evergreen lifespan (and can be both entertaining and engaging); and they can be both fun and interactive (which means people will share them).   

They also stoke curiosity —what kind of marketer am I? That’s exactly what Boot Camp Digital did to engage its prospects.  

With a 3rd party quiz generator tool, you can add: 

  • Quizzes 
  • Polls 
  • Calculators 
  • and assessments 

…to any number of pages on your site, including your homepage, blog posts, product pages, and so forth.  

How To Establish Trust in Your Prospective Clients? 

If you’re trying to get leads through your website, you need to do everything possible to establish trust.  

Gather and Present Your Best-Case Studies  

If you’ve had success working with other businesses, showcase those case studies on your website. It will show your potential clients that you’re capable of helping others just like them. This helps build credibility and establishes you as an authority in your industry.  

Showcase Your Team Members’ Skills  

Your team members should be able to demonstrate their skills on your website. If you have a graphic designer, they should be able to share some examples of their work. The same goes for copywriters, web developers, etc. You can even feature them on your blog!  

Put Your Best Testimonial on Exhibit  

If you have a great client testimonial from a happy customer, show it off on your site. Make sure that it’s relevant to what your prospective client wants.  

For example, if you sell custom-made shirts, you could include a testimonial from a local celebrity wearing a shirt that you customized.  

Start Getting More Leads from Your Website  

Now that you know how to get more leads from your website, you can work towards boosting your leads and converting them into clients who are looking for your products or services.  

A digital marketing agency can help you through any problems that might arise during your journey to business growth. Contact BrandLume today for any of your digital marketing needs! We’d be happy to help you.