Lead generation websites

Written by Fraser McCulloch. Last Updated 28th March 2022

This is my guide on building a lead generation website, increasing inquiries, and converting more leads.

Key steps

  • Identify and define your target audience.
  • Reach them through paid and organic search marketing.
  • Drive them to your website engineered for lead generation.
  • Nurture leads over time.
  • Convert prospects into paying clients.

Target Audience

Your target audience is the people that you want to sell your product or service to, and who are interested in what you have to offer them.

Step 1 : My product, service, expertise

To identify your target audience you start with the expertise, product or service you have or will have.

For example, I offer research services because that’s what I’m really good at.

Step 2 : Who to target ?

Then you might have some idea who you might want those services.

For example, websites owners or web design agencies.

That’s a good start but this is too broad an audience.

Step 3 : Demographics

I could narrow down this audience by metrics such as :

  • Location
  • Type of company
  • Annual revenue
  • The job title of person inside company

eg: In the UK, Jacomo uses demographics to target “big, tall, men“.

Step 4 : Psychographics

Then I could identify some of their needs, wants, problems and pains.

  • What problem do they have related to my service ?
  • Why they need this service ?
  • Do they even need it or can they easily do this themselves ?

Crunch provides accounting services but see how they frame the problem they solve differently for these 2 audiences.

Step 5 : Audience Intelligence

Identify what competing products and services users may use, along with the websites they visit, the people they are influenced by on various platforms and where they hang out.

How to build and grow a lead generation website

There’s a great tool called Sparktoro that can help you better understand your audience.

  1. Select a competitor or industry website
  2. Sparktoro tells you want the audience talks about
  3. The social accounts this audience follows, visits and engages with
  4. The websites this audience follows, visits and engages with

Or build your audience with https://www.hubspot.com/make-my-persona

Step 6 : Search Intelligence

You produce content for your search audience who are :

  • Searching for problems
  • Looking for information about product, services and brands that solve their problem
  • Look for alternatives and reviews of these products, service and brands.
  • Looking to buy

And this exactly mirrors the 4 stages of the buying process :

  • Problem recognition stage
  • Information Search stage
  • Evaluation of Alternatives stage
  • Purchase Decision stage

You research what questions people are searching for that are relevant to your services and produce content answers these questions.

How to build and grow a lead generation website

Like this

Lead Generation Website

A lead generation website gets the attention of your target audience and converts them into leads.

Those building a successful lead generation site have a different mindset than “brand” websites.

Lead Generation Website Examples

Here are the stages involved :

Domain Name

A domain name is just the name of your website address eg: platonik.co.uk.

There are 2 parts to the domain name; the parts before and after the dot.

For example, platonik is my brand name.

Ideally, you want a short brand name that people can remember and you don’t need the full company name.

So Wagner Associates Limited is wagnerassociates.co.uk and not wagnerassociateslimited.co.uk.

But the name has to be available before you register it.

I use 123Reg but there are plenty of other domain registrars available.

You enter the name you want to register on their website and they’ll check if the name and the extension (the part after the dot) is available.

I recommend registering and purchasing the country extension of your name eg: UK would be .co.uk.

If you’re a company that trades globally use .com or if you’re in doubt use a .com address.

Web Hosting

I use Flywheel to host the majority of my client websites.

Flywheel specialises in hosting WordPress specialists for web professionals like myself.

Flywheel has a great interface and customer service, but it’s not the only one that offers WordPress hosting.

How to build and grow a lead generation website

Website Design

Before a website can be built you’ll need some essential design assets.

You’ll need :

  • Logo – a representation of your company name
  • Brand Guidelines – colours, font, a tone of voice
  • Page Content Creation – pages written about your services
  • Photography – great images for your services and company
  • Local Listings – you will need to register your company on local directories eg: Google My Business (if you are a local business)
  • Social proof such as industry accreditation logos

Home page

The home page of a website tells people who you are, what you do and directs users towards your services.

In addition, the home page will include a unique design that resonates with your target audience and includes accreditation that builds user trust in your company.

How to build and grow a lead generation website


Websites typically have navigation bars at the top and bottom of every web page.

The top navigation displays links to key pages such as services, resources and a contact page.


With websites responding to mobile and tablet devices, navigation on smaller devices is usually reduced to a hamburger menu.

Page content should be ready to read, pages should load fast, links and calls to action must be prominent.

Service list page

Ideally, the website should group and list all the services on one page and then link through to each individual service page.

Service page

The service page should be designed to sell your service and prompt people to enquire ie: become a sales lead.

Blog posts

Non-commercial pages such as blog posts are typically created for people earlier in the sales journey or near the top of the funnel.

They can create a lot of traffic and leads if engineered correctly.

This blog post by Amara is a guide to bathroom tile trends.

Notice how the post links through to relevant products.

Notice the subscribe link at top of the navigation.

But there are more powerful and persuasive ways to leverage such blog posts.

My best blog post has a 13% visitor to conversion rate; these subscribers are not yet ready to become sales leads as they still need to be educated.

How to build and grow a lead generation website

Sales Process

The next step in lead generation is the sales process.

The sales process involves leading buyers through a buying process from start to finish and up-selling them on related products or services.

People such as sales, marketing and technical support are all part of the process.

You need a system.

Companies that are good at generating leads follow a process like this:

Here’s a summary of the lead generation process and a diagram to visualise the process.


You will pay for traffic or create engaging, original content to drive organic SEO traffic to your website.

Organic Search Traffic

Using keyword research you can mirror what your audience is searching for by creating content around the buying process.

The 4 stages of the buying process are as follow :

  • Problem recognition stage
  • Information Search stage
  • Evaluation of Alternatives stage
  • Purchase Decision stage

Google Ads traffic

Paid traffic is the fastest way to generate traffic but that does not guarantee sales leads.

Paid traffic is a short term solution to help reach your lead acquisition targets.

Whilst it may be the fastest way to turn visitors into leads, it is almost the quickest way to burn a hole in your credit or debit card.

The majority of advertising campaigns are created by people who have little to no clue about what searchers actually want.

These advertisers push their service-related adverts onto searchers instead of aligning advertising messages, landing pages and copy with what a searcher wants.

And the same goes for adverts on Facebook.

How to build and grow a lead generation website

Set up a Google Ad campaign

If you want instant traffic to your website then you will need to pay for clicks.

Google Ads are the quickest way to drive traffic to your website.

First, you’ll need a Google account, set up billing, set up conversion tracking, connect Adwords with Google Analytics.

You can watch this video which better explains that the written word.

Drive Traffic with Google Ads

You should have an idea, in advance, of the service you’re going to promote.

For example, “free quote” on air conditioning installations.

Decide the web page people will land on before creating the ad campaign.

Ideally, you should create a specific landing page with copy and an enquiry form on the page to capture leads.

However, I have found that ConvertKit has an excellent landing page builder; an ideal solution for both paid and organic traffic campaigns.

Steps to running a Google Ad campaign

  • Click Create New Campaign
  • Then Create New Campaign
  • Either choose leads or website traffic
  • Then choose Search and continue
  • Name your campaign
  • Uncheck display network
  • Choose your location; that can country, city or location
  • Choose language if applicable
  • Omit Audiences because you don’t have one; only use the audience option for retargeting when you’ve got sizeable website traffic
  • Set a budget for £30 a day; that’s around £900 a month
  • Under bidding option, focus on getting clicks in your first campaign
  • Allow Google control the bid strategy to get your start
  • Next select add ad extensions such to add a call extension
  • Save and continue to the next step
  • Next create an ad group
  • Name it
  • Enter keywords to target and trigger your adverts
  • Use modified broad match keywords
  • Enter the keywords into box
  • Choose keyword ideas by entering your seed keyword in the “enter your products and service” box
  • Select save and continue
  • Now write out your advert by filling in each box
  • Final URL – this is the landing page people arrive on after clicking your advert
  • Headline 1
  • Headline 2
  • Headline 4
  • Display Path
  • Description 1
  • Description 1
  • Now preview the advert with the 1 of 2 previews arrows
  • Now save and add another advert (if you wish)
  • Wait for your advert to be approved by Google
  • Click Continue to Campaign
How to build and grow a lead generation website

Your advert should begin to appear in a couple of days, This process should give you a fast track strategy to driving traffic from Google Ads.

Leads from Facebook Advertising Case Study

Another way to reach your audience and generate leads is with Facebook Advertising.

A client offers a home insulation service.

I ran a Facebook advertising campaign to reach homeowners.

  • 287 leads were generated
  • At a cost £13.74 per lead
  • Spent of £3944
  • Reach 424,846 people
  • Duration of 40 days

Local lead generation

There’s basically one internet search engine with a monopoly and that’s Google.

The search results are the pages that appear below and to the side of adverts in Google.

The majority of clicks to websites come from organic search results.

If you’re a local business looking to generate leads I’d recommend 3 strategies.

How to build and grow a lead generation website

Local Paid Ads

Log into your Google My Business Account and Select Create An Ad

Set a budget

Write your advert

Select keywords

Choose where your customers are

Review your campaign

Enter billing details and start the campaign.

How to build and grow a lead generation website

Google Posts

Log into your Google My Business account and select posts.

Then choose

  • Add update
  • Add offer
  • Add event
  • Add product.

If you choose the add an update option you might want to make people aware of an article on your website.

If you choose the add an offer or add an event option you direct people to your offer or event page.

Simply complete the fields on each post, preview and publish.

Landing Pages

A landing page is like a sales letter but instead of selling something they persuade a reader to take action.

You should have a landing page on your website for each of the services you offer.

I use GenerateBlocks to create custom landing pages bespoke to my brand and specific to each service.

Call To Action

If you start from a user’s mindset and can answer “what’s in it for me” when they are on a web page, then you have a better chance of this user becoming a sales lead.

A basic CTA should motivate the user, be relevant to their needs and your service.

How to build and grow a lead generation website

For example, the web page you are reading right now is an educational guide to building a lead generation website.

Think of calls to action like a green or red sign on traffic lights.

They tell users’ want to do.

Green tells the driver to drive and red tells the driver to stop.

A lead generation website requires signs or prompts that tell the user what to do during or at the end of a web page.

Here are some popular call to action examples on lead generation websites.

  • Click to Read
  • Sign Up For Free Trial
  • Get Started
  • Send Me Special Now
  • Click to get started
  • Find out more
  • Search
  • Grab the bonus offer
  • Get Instant Access
  • Register For Our Webinar
  • Download Our Free White Paper
  • 30-Day Free Trial
  • 14-Day Free Trial
  • Download : How to Build and Grow a Lead Generation Website
  • Download Free Ebook

Enquiry or phone call

On each landing page, there will be a call to action or incentive to telephone you or fill in a lead form.

Lead Form

The lead generation form will ask for some basic information such as name, email and phone number.

You need to create a lead enquiry form to capture the contact details of the prospects.

At a minimum, contact forms should have a field to insert their first names, email addresses and a box to ask what help they need.

Ask too much personal information and you reduce your enquiry rate.

Ask too little contact information and you affect your enquiry to sales conversion rate.

How to build and grow a lead generation website

Qualified Leads

A sale won’t happen straight away; you will use lead nurturing and education with email automation over time because they become a customer.

How to increase website leads and enquiries

There’s a whole host of reasons why your website doesn’t generate enough website enquiries.

Here are some solutions I’ve used to increase my website enquiries.

  • Doing keyword research to create pages that earn organic traffic and enquiries.
  • Creating “how to” guides from keyword research is a good route to earning more traffic.
  • Creating list post guides from keyword research is the easiest content to create and drive traffic.
  • More industry links boost some page rankings, thus traffic and enquiries.
  • Identifying low converting pages and changing the offer and call to action.
  • Adding a sidebar link to other pages helped reduce the website bounce rate and keep users on your website longer.
  • Reduce the number of fields on enquiry pages will increase enquiries.
  • Make unique offers on each page with a unique call to action.
  • Maybe people visiting don’t want to get in touch.
  • Make words easier to read on mobile devices with larger font sizes.
  • Removing or improving pages with out of date content.
  • Retarget website visitors who did not enquiry with Google or Facebook remarketing campaigns.
  • New pages and topics created are opportunities to earn more traffic from Google.

website conversion tools such as Google Goals, Hotjar or your own CRM.

How to turn leads into customers (nurture)

I use a WordPress Content Upgrade plugin on my website to offer subscribers a bonus download in exchange for their email address.

The email address of the sales lead is captured and added to ConvertKit (or a similar email marketing tool) and given a tag to identify the page or enquiry form they subscribed from.

With ConvertKit I can schedule a unique workflow to follow up on my email list.

When I turn leads into sales, I remove leads from my sales pipeline, put them into a customer workflow, and schedule completely different communication.

Look for an all-in-one marketing and CRM solution specific to your industry rather than building one from scratch. 


A contract and/or deposit is signed is made to start the work.

Most web agencies or lead generation specialists won’t get involved in this stage of the process.

In fact, very few web agencies get involved in lead generation strategies to nurture potential customers; yet the follow up is where “the money is”.


Even after potential buyers have purchased your product/service, there’s often a need to create ongoing relationships with these customers over time.

At any given point, you may be trying to keep existing customers happy that just bought what you sold them while also attracting new ones.

This can range from helping solve technical issues to keeping your brand name top of mind when they’re ready to make another purchasing decision.


After defining your target audience, the next step is to reach them through advertising and search engines like Google and drive them to your website engineered for lead generation. 

Once someone has shown interest in your products or services, convert those interested prospects into paying clients.

This means nurturing qualified leads over time until they become customers.