How to Build a Lead Generation Website

If your company is worth its salt, you should be interested in building a lead generation website. It’s only natural that as you progress as a business, you’ll want to reach out to more potential customers in different ways. Of course, you might be thinking, “My business already has a website. Why do I need another one?” You don’t necessarily have to start from scratch; you can apply lead-generating principles to your existing website too.

Websites are built for different purposes. Some create leads and some provide important information to leads. Some do both of these things. If your goal is to convert leads into actual customers, your website needs to attract visitors and convert them into people who care about your brand. Read further to understand exactly what a lead generation website is, its functions, and how your business can create one.

What is a Lead Generation Website?

Before we start talking about the website aspect of this topic, it’s important to understand exactly what a lead is first. A lead is not just someone who visits your website. Someone who visits your website may not be interested in your product or service while a lead takes steps to express interest in your brand. These steps can include anything from signing up for email lists to reading articles on your blog. Upon gaining a lead, it’s your job to persuade them to ultimately buy your product or service.

This is where the website aspect comes into the picture. The purpose of a website dedicated to lead generation is to create leads out of otherwise indifferent web users. The natural step after creating these leads is to convert them to customers for your business. Websites like these urge visitors to submit inquiries and give the business ways to contact them.


What Defines a Good Lead Generation Website

A lot of the time, companies focus on website design and aesthetics. Of course, you want your website to look good, but that’s not the only way that you’re going to attract potential leads and customers. Your website’s looks tend not to matter if it’s difficult for users to navigate. There are five major factors that determine whether your website is good at lead generation.

Mobile Design

You might be thinking about websites in terms of pages that people view from a desktop computer or a laptop. However, the truth of the matter is that the majority of people will be viewing your website from a mobile device. If you don’t have a mobile design for your website, your website is automatically less accessible to potential leads. A good lead generation website has an easy-to-use mobile design.

This means that you’ll want to spend time looking into improving website speed, creating easy-to-use web navigation for mobile devices, and other ways to enhance your mobile users’ experience.


Of course, SEO plays a huge role in how well your website generates leads. If your website is not optimized for search engines, you’re not likely to generate leads or customers at all. Showing up in organic searches is critical to the number of people you draw to your website. Not only does your website have to be SEO-friendly to show up in organic searches but it also must be SEO-performing.

Your website is SEO-friendly if you have the following features:

  • Title tags on each page
  • Header on each page
  • Body content on each page
  • Structured URL and custom URLs
  • Robots.txt file
  • Content management system
  • Redirects from old to new web pages
  • HTML sitemap
  • XML sitemap
  • Blog functionality

Now, being SEO-friendly is the first step to creating a good lead generation website, but before your site goes live, you really want it to be SEO-performing. So what’s the difference between a website that is SEO-friendly and a website that is SEO-performing? SEO-performing websites will garner more traffic and create more visibility for your company through organic searches. Here are some of the best practices to take your website’s SEO to the next level:

  • Keyword research and strategy
  • Header tags
  • Optimized content
  • Custom title tags
  • Custom meta descriptions


Lead generation websites are tools for people to use actively. If your website is accessible (as in, easy to use), you’ll convert more leads to actual customers and more visitors into leads. You want your visitors to find information and take action upon it. Websites with good usability show their visitors around the site with ease and call upon the visitor to get in touch with the company.



Creating a good lead generation website simply is not possible without quality copywriting. Conversion rates will suffer if the copywriting on your website fails to inform visitors of relevant information and persuade them to be interested in your product or service. This is true no matter how much traffic your website is able to garner. Many companies underestimate the value of quality copywriting. Don’t make this mistake.

There are a couple of different aspects to generating good copywriting content. First and foremost, the content the visitors see must be relevant. This means that understanding your audience and tailoring your content to whatever subjects or style might be appropriate. Additionally, your copy needs to be persuasive. You can research different ways to make your product or service come off as necessary and reliable to your site visitors.

Another important aspect of quality copywriting is its authority. You should thoroughly proofread, edit, and fact-check your content before posting it. The best way to prove to your potential consumers that you’re reliable and trustworthy is to give them accurate information.

Then, your content must be useful to people. It should solve a problem or provide something of value to the customer. And finally, your content needs to be shareable. When a visitor shares something from your website to social media, family members, or coworkers, it creates even more traffic to your website, potentially gaining more leads and customers.

But it’s not only about the writing itself. The presentation of copywriting on your website is just as important. You should make sure to use typographical techniques to keep readers engaged, like the following:

Headers and Subheadings

For easy readability, headers and subheadings should be both interesting and informative. These headings should lead readers through the body of the page, allowing them to take in the most important information immediately.

Numbered and Bulleted lists

This technique, again, is for easy readability. Numbered and bulleted lists draw the attention of the reader, so make sure the listed information is valuable.

Short Paragraphs

Again, short paragraphs contribute to the overall readability of your web page. Paragraphs that are longer than five or six lines can cause the reader to leave the web page, essentially sending leads away without converting them,

Conversion Optimization

The last of the five major elements that define a good lead generation website is conversion optimization. Conversion optimization encompasses a broad system of techniques to get the most conversions possible. These techniques combine copywriting and web design.

The first key feature on your website that will optimize conversions is the call to action. You can create a fixed call to action button on the bottom or top of each page, perpetually reminding the visitors of what product or service you’re selling.

Then, there’s phone number placement. This is one of the small features that when executed right can lead to more conversions. On the desktop, the best placement for your company’s phone number is in the top right of the navigation bar. On mobile devices, integrating a phone icon that initiates a call when tapped is the best way to show users how to get in contact with you.

Of course, if you’re integrating forms into your website, which is a practice of gathering leads, you’ll want the most people to fill in their information as possible. Here are some of the mistakes businesses often make when it comes to form design:

  • Displaying your email address on the website
  • Hiding forms within the website
  • Not having any forms
  • Errors on the form page
  • Not validating form submissions
  • Putting too many fields in a form
  • Outsourcing forms

Benefits of Building a Lead Generation Website

There really is no downside to optimizing your website to fit lead generation techniques and practices. If you’re willing to put in the work and, likely pair with an SEO agency or SEO expert, you can draw organic traffic to your website, generate leads, convert leads, and eventually create loyal consumers of your brand. When building your lead generation site, keep in mind some of the principles and practices laid out in this article.

If you have any more questions about how to develop a lead generation website or regarding any other digital marketing service, reach out to SEO Design Chicago today. We are a lead generation company who can help your business find a strategy for just about every facet of your digital presence. This includes social media posting, content creation, graphic design, auditing, advertising, and so much more.


  • What is a lead generation website?
  • How can I generate leads?
  • How can I convert leads?
  • What are some copywriting best practices?
  • What’s the difference between SEO-friendly and SEO-performing?

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