{"id":58669,"date":"2024-04-08T08:34:32","date_gmt":"2024-04-08T08:34:32","guid":{"rendered":"https:\/\/gotechark.com\/?p=58669"},"modified":"2025-09-12T07:09:41","modified_gmt":"2025-09-12T11:09:41","slug":"key-elements-needed-for-a-lead-generation-website","status":"publish","type":"post","link":"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/","title":{"rendered":"Essential Elements You Need for a Good Lead Generation Website"},"content":{"rendered":"<p><strong>Too many digital marketing campaigns fail because they miss the mark on one key metric: conversions.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Tactical success in digital marketing does not always translate to business success. You can run great ads and still get nothing out of them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNo client likes to hear, &#8216;We did well on our Google Ads&#8217; when business is down,&#8221; says Brian Reese, <a href=\"https:\/\/gotechark.com\/digital-marketing\/advertising\/\">paid media<\/a> team lead for TechArk. &#8220;We always have to consider how effective our landing pages are and whether they\u2019re providing an easy path to turn\u00a0 a new site user into a customer.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Success and failure in marketing sometimes come down to how well your website takes the traffic it gets and turns that traffic into sales. In this article, we\u2019ll show you how you can take your website and turn it into a lead-generation tool.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Work_Backwards_from_the_Conversion_Event\" >Work Backwards from the Conversion Event<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#How_Do_You_Want_to_Qualify_Your_Lead\" >How Do You Want to Qualify Your Lead<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Highlight_the_Key_Points_of_Sale_on_the_LandingPage\" >Highlight the Key Points of Sale on the LandingPage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Build_Content_for_Different_Customer_Journeys\" >Build Content for Different Customer Journeys<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Use_Your_Home_Page_as_a_Billboard\" >Use Your Home Page as a Billboard<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Drive_Up_Engagement_With_a_Well-Organized_Sitemap\" >Drive Up Engagement With a Well-Organized Sitemap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/key-elements-needed-for-a-lead-generation-website\/#Ten_Other_Content_and_Design_Tips_to_Drive_Customer_Actions\" >Ten Other Content and Design Tips to Drive Customer Actions<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Work_Backwards_from_the_Conversion_Event\"><\/span><span style=\"font-weight: 400;\">Work Backwards from the Conversion Event<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Define what counts as a \u201clead\u201d (and how many you need)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers can confuse their business owners when the \u201cconversions\u201d they report are not tied to actual leads. We at TechArk define a lead as <\/span><i><span style=\"font-weight: 400;\">\u201csomeone who expresses interest in your business by taking action.\u201d<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><\/p>\n<p><iframe loading=\"lazy\" title=\"What is a Conversion Rate, and What does it Mean for UX?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/blDww94G_xM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Conversions are different actions a user takes to express this interest. They are, by definition, a relative metric because you can track almost anything as a conversion.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For lead-generating websites, it\u2019s important to establish <\/span><i><span style=\"font-weight: 400;\">which<\/span><\/i><span style=\"font-weight: 400;\"> website events are <\/span><i><span style=\"font-weight: 400;\">lead-generating events<\/span><\/i><span style=\"font-weight: 400;\">. This simplifies reporting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Common conversions for lead-generating websites include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Booking an appointment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Filling out a form<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Calling directly from an ad or the website<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using a chatbot<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Most of our clients use web forms as their primary means to collect leads. During your conversations with your agency, it\u2019s important to explain what constitutes a lead for your business and build those requirements into your forms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The rule of thumb is that shorter forms generate more leads, but longer forms generate <\/span><i><span style=\"font-weight: 400;\">quality<\/span><\/i><span style=\"font-weight: 400;\"> leads. You will need to establish the right balance between the quantity and quality of your form submissions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Do_You_Want_to_Qualify_Your_Lead\"><\/span><span style=\"font-weight: 400;\">How Do You Want to Qualify Your Lead<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Depending on the complexity of your business, you may choose to keep your forms simple so your sales team can handle the prospecting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or you may choose to have a more detailed form that weeds out unqualified leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both are viable options. The question is how much you want to ask upfront versus leaving the questions to your sales team.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.cloudways.com\/blog\/contact-form-spam-in-wordpress\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Forms should have quality spam protection<\/span><\/a><span style=\"font-weight: 400;\"> to protect your site security and reduce wasted ad spend or SEO efforts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use simple, short-form fields such as dropdowns or short text.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Open-ended questions should be saved for the end and the most essential questions only.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Multi-step forms reduce overall form completions. Use them sparingly.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Highlight_the_Key_Points_of_Sale_on_the_LandingPage\"><\/span><span style=\"font-weight: 400;\">Highlight the Key Points of Sale on the LandingPage<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you have built your ideal lead-generation form, your sales team can assist you with the most common questions a person asks before or during an initial consultation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use these common questions to create the content for your page. Great copy on web form pages answers the last questions prospective customers have right before they schedule an appointment or consultation. Other questions can be answered elsewhere on the site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Skilled copywriters and ad professionals can help you simplify this language, while a design team can help you create an engaging page that leads someone to a conversion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another tip to drive up conversions on this page \u2013 add a whitepaper or a free guide that covers several of the key goals, which can aid the conversation with your sales team.<\/span><\/p>\n<p><b>Download Whitepaper: <\/b><a href=\"https:\/\/hello.gotechark.com\/techark-digital-marketing-demystified-guide\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Digital Marketing Demystified<\/span><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Build_Content_for_Different_Customer_Journeys\"><\/span><span style=\"font-weight: 400;\">Build Content for Different Customer Journeys<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">After a person shows interest by completing a form, they are often in the middle of the sales \u201cfunnel.\u201d<\/span><\/p>\n<figure id=\"attachment_58674\" aria-describedby=\"caption-attachment-58674\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-58674 size-large\" src=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk-1024x928.jpg\" alt=\"A diagram of the digital marketing funnel. The different steps are labeled from the top to the bottom of the funnel: 1. Awareness, 2. Interest, 3. Action, 4. Desire\" width=\"640\" height=\"580\" srcset=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk-1024x928.jpg 1024w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk-300x272.jpg 300w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk-768x696.jpg 768w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk-1536x1392.jpg 1536w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Marketing-Funnel-TechArk.jpg 1600w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-58674\" class=\"wp-caption-text\">The marketing funnel for your business may look different than this one. It&#8217;s important to list out your steps so you can build the right pages on your site.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Other actions on your website represent different steps of the buying funnel. For lead-generating websites, the focus should be on getting people from the \u201ctop\u201d to the middle.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Understand What People Are Looking for When They Search for You<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Keyword research provides valuable information when you are building your lead-generating website. One of those insights you can gather is what <\/span><i><span style=\"font-weight: 400;\">type<\/span><\/i><span style=\"font-weight: 400;\"> of content a user wants when they type something into Google.<\/span><\/p>\n<p><b>Free Resource: <\/b><span style=\"font-weight: 400;\">Get an Instant Custom SEO Analysis<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, when a user phrases their search as a question, that person is typically looking for information on a topic (informational intent).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Providing answers to topics directly related to your business and linking to other key questions before the user shows a <\/span><i><span style=\"font-weight: 400;\">commercial <\/span><\/i><span style=\"font-weight: 400;\">intent will drive more traffic to the site and capture a larger percentage of that traffic.<\/span><\/p>\n<figure id=\"attachment_58673\" aria-describedby=\"caption-attachment-58673\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-58673 size-large\" src=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent-1024x587.png\" alt=\"A graphic depicting the four different types of user intent on search. Navigational: the user searches for a specific website. Informational: The user searches for information on a topic. Commercial: The user researches options for a product or service. Transactional: The user searches for a specific product or brand.\" width=\"640\" height=\"367\" srcset=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent-1024x587.png 1024w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent-300x172.png 300w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent-768x440.png 768w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent-1536x880.png 1536w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/Semrush-Search-Intent.png 1600w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-58673\" class=\"wp-caption-text\">Your website content should match the style and format of what people expect when they look you up online.<\/figcaption><\/figure>\n<p><a href=\"https:\/\/www.semrush.com\/blog\/search-intent\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Each user intent<\/span><\/a><span style=\"font-weight: 400;\"> requires different types of content, each of which can lead people closer to your web form.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Navigational intent &#8211; <\/b><span style=\"font-weight: 400;\">\u201cPathway\u201d pages to route people to the content they are looking for.<br \/>\n<\/span><\/li>\n<li aria-level=\"1\"><b>Informational intent \u2013 <\/b><span style=\"font-weight: 400;\">Blog content to answer specific questions users may have about you or your service line.<\/span><\/li>\n<li aria-level=\"1\"><b>Commercial intent \u2013 <\/b><span style=\"font-weight: 400;\">Service pages to aid users in their decision-making process<\/span><\/li>\n<li aria-level=\"1\"><b>Transactional intent \u2013 <\/b><span style=\"font-weight: 400;\">High-quality landing pages with web forms.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This research and content development pays off for your website: more traffic from search, longer engagement times, and ultimately, more leads.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Use_Your_Home_Page_as_a_Billboard\"><\/span><span style=\"font-weight: 400;\">Use Your Home Page as a Billboard<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your home page is your most important \u201cpathway page\u201d not only because of its large share of user traffic, but because people with one or more intents will start with your home page first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is an opportunity to capture leads directly and also to direct them along other parts of the sales journey. Frame your sales pitch here and direct people to the right spot.<\/span><\/p>\n<p><b>Download Infographic: <\/b><a href=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/How-to-design-lead-generating-home-page-Infographic.jpg\"><span style=\"font-weight: 400;\">How to Design a Lead-Generating Home Page<\/span><\/a><\/p>\n<p><b>Read More: <\/b><a href=\"https:\/\/gotechark.com\/work\/griffey-eye-care-laser-center-chesapeake\/\"><span style=\"font-weight: 400;\">Case Study &#8211; How a Website Redesign Increased Conversions by 300%<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In building the home page, you will also plan the structure of the rest of the site, including your navigation pages. This will allow different people to get to your converting pages.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Drive_Up_Engagement_With_a_Well-Organized_Sitemap\"><\/span><span style=\"font-weight: 400;\">Drive Up Engagement With a Well-Organized Sitemap<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A <a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/sitemaps\/overview\" target=\"_blank\" rel=\"noopener\">website sitemap<\/a> is the structure of the pages on a website. The sitemap forms the information architecture of your website \u2013 where users go to get certain pieces of information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The navigation at the top of the website is part of that sitemap \u2013 it should contain the most important pages of your website. Inside your sitemap, these pages will go above the niche pages which contain more specific pieces of information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This allows users to get answers to their most important questions and, when they are ready, request more information.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ten_Other_Content_and_Design_Tips_to_Drive_Customer_Actions\"><\/span><span style=\"font-weight: 400;\">Ten Other Content and Design Tips to Drive Customer Actions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Eliminate unnecessary content and links from landing pages you use in ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid confusing \u201cbrand speak.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Put links to trusted external sources in your content \u2013 and ensure they open in other tabs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Write for skimming, not reading.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Develop short FAQs in \u201caccordion\u201d navs and link to pages with more in-depth information.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leverage video \u2013 even if it\u2019s from a non-competing third-party source \u2013 where appropriate.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get rid of confusing navigation where people go back and forth between the same pages without a clear next step.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prioritize speed and accessibility over animations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test, and retest your forms for any errors.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Place multiple calls to action in your blogs, both to read more and to submit a form.<\/span><\/li>\n<\/ol>\n<p><strong>Generate More Leads with a\u00a0Custom Website Design<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Learn more about how we create <\/span><a href=\"https:\/\/gotechark.com\/wordpress-websites\/\"><span style=\"font-weight: 400;\">lead-generating WordPress Websites<\/span><\/a><span style=\"font-weight: 400;\"> with our expertise in design, content creation, and award-winning website development. Schedule a consultation with us today!<\/span><\/p>\n<p><a href=\"https:\/\/gotechark.com\/contact\/\"><b>Get My Free Website Audit<\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Too many digital marketing campaigns fail because they miss the mark on one key metric: conversions. Tactical success in digital&#8230;<\/p>\n","protected":false},"author":26,"featured_media":58671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[5,2],"tags":[193,192,29],"class_list":["post-58669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-website-design-development","tag-generate-leads","tag-lead-generating-website","tag-website-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>%title% %sep% TechArk<\/title>\n<meta name=\"description\" content=\"Struggling to convert traffic? 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