Let's face it - having a website no longer makes your business special. A decade ago, if you had a website, your company stood out, but today, every company has some sort of website, no matter which industry they are in. There is so much information out there that people have very short attention spans. If they don't find what they're looking for in a few seconds, they'll move on which makes the internet a very competitive environment. If your webpage doesn't provide relevant and interesting information in a way that is appealing and user-friendly, there is a small chance visitors will stay on your page, and an even smaller chance that they will convert into a lead.

With so many factors to keep in mind while creating your website, (content, design, flow, CTA's) how do you develop an effective website strategy to convert leads? Creating a website that will perform better than your competitors requires a good understanding of how to market to your target consumer, and this is especially relevant for eCommerce businesses. For online stores, having a kick-ass website is critical aspect of your eCommerce marketing since online is the only place you compete.

We know how important leads are across all industries: from B2B to eCommerce and everything in between. We also know how complicated it can be to create the perfect website, so we've put together some helpful resources that should give you all the information you need to convert your website to a lead generating machine! If you think your website could be improved to generate more leads, here's what we're talking about...




5 Psychological Principles of High Converting Websites via. kissmetrics blog

“Instinctually, we know that simple things are less likely to hold unpleasant surprises. This is why we’re terrified of credit card terms of service, and we embrace simple return policies. Now, how can we leverage this principle to improve our conversion rates?”

This article presents 5 ways you can use psychology to manipulate your website. Each psychological principle comes with background information and case studies of actual companies who managed to vastly increase their conversion rates, giving you examples and proof that using these on your website works!


what is a good unsubscribe rate? via. marketingprofs

“Customers can move jobs, not feel engaged by the messaging or can just change their minds. In fact, I cannot think of one company that I have been subscribed to and stayed subscribed to.”

Writing a lot of blogs and posting them on your webpage is a great way to increase traffic and get more conversions through subscribers. But it's natural for some to unsubscribe, and better for you to filter uninterested leads, preserving time and resources. But how do you know when your unsubscribe rate is something to worry about? This article goes over averages for different sectors so you know exactly when there's a red flag.




How Redesigning HubSpot's Website Doubled Conversion Rates via. hubspot blog

“We also started to look at our user journeys in HubSpot. This gave an idea for how these conversion paths were playing out for actual users, and it helped shine a light on areas where the process was confusing.”

This article goes over the complete process that HubSpot took to (successfully) redesign their website from forming a team, to conducting research and implementing the findings. Discusses aspects such as flow, design, copy, and more. The results are amazing and this provides a great example on how to change your website for higher conversion rates.


39 Quick Ways to Increase Your Website's Conversion Rate via. entrepreneur

“Getting traffic to your website is great, but if that traffic doesn’t convert, it’s almost useless”

If you don't want to redo your whole website, that's ok! From testing CTA's to creating excitable content, this article gives you every quick technique you need to improve your website so that visitors are sure to become leads, and maybe even customers.



Downloadable Guide:

Website Metrics: What to Measure and How to Improve via. Marketingprofs

“For marketers, a key advantage of digital assets is the vast amount of data that's available for understanding and optimizing performance. But the drawback to having that much data is that it can become quite the time-suck if you don't know where to focus”

When you have a lot of traffic coming to your website, it is important to know more about the traffic so that you can properly nurture them, and tailor your content towards the types of people coming to your website. This guide will tell you how to analyze your visitor's place in the buyer's journey using the right metrics, and how to increase traffic and conversions.




How to Use Color to Increase Your Conversion Rates via. TrueConversion

“Numerous studies reveal that colors exert a persuasive psychological influence on human brain. Since our brains have the ability to process images 60,000 times faster than text, colors play a huge role in transforming the conversion rate of our landing pages”

Your website may have amazing content, but color is just as important, if not more. This infographic is full of statistics and insights as to which colors are the most attractive to different groups of people. Provides information on how colors affect buying choices, what characteristics each color represents, and colors to avoid.




Website leads online- how to get leads via. Networking marketing success

Sometime the most important basics are forgotten. This video goes over three very important tips for creating a lead generating webpage with examples for each tip.





Remember, creating a website that converts the maximum amount of visitors is extremely important, yet, it is only one of the many elements of a successful marketing strategy. Before you allocate all of your resources into creating a new and improved website.

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This blog post is part of  Your Definitive Guide to Lead Generation blog series and Your Definitive Guide to Conversion Rate Optimization blog series.


Originally published June 28, 2017, updated March 19, 2021
Tags: conversion lead generation conversion optimization Digital Marketing B2B Marketing video