Boost Your Lead Conversion Rate with These Simple Tips

Office desk with iMac, Macbook & iPad trying to decipher lead conversion metrics on a current campaign

While it’s the goal of most organizations to continually increase web traffic, that traffic is useless unless it turns into qualified leads and those leads turn into sales. Lead conversion doesn’t have to be confusing or overwhelming—even for small teams. Here are a few tips to help your lead conversion rate and put your web traffic to good use.

1) Keep it Simple

Keep your web forms short and sweet. Aim for four or five fields at the most, and consider which data points will arm you with enough information to get the rest of the lead information on your own. While it might take a little more CRM legwork, it will keep visitors from getting frustrated, abandoning the form (and your website) and will drive more leads to your pipeline.

2) Greet Your Guests

If you don’t already have a chatbot, strongly consider adding one. While it’s easy enough for uninterested visitors to click “no thanks” if they don’t wish to communicate through chat, visitors who might be looking for an answer, a piece of content, or who wish to speak to a salesperson can easily route their request to the right person with minimal effort. It’s a better experience for your web visitor and a simple way to keep them engaged with your message. One important point: if you implement a chat solution, make sure you have the resources on hand to manage chats that need to escalate to a live contact. There is nothing worse than waiting an eternity for your chat message to connect when you just need a simple answer.

Digital rendering of an iMac screen used to represent a simple webform as part of an effective lead conversion system
Keep webforms short and simple. Collecting a little information is better than none at all.

3) Draw Them In

If you’re fishing for leads, web headlines are your bait. Boring headlines won’t make visitors scroll to read more. Try asking a question or using a statement that will resonate with your primary buyer personas. Take the focus off your products and services and put it on the problem your reader is trying to solve. Another simple, but often overlooked best practice is to put your headline in an eye-catching font—both size and style.

4) Be Reachable

Often, web visitors would prefer to bypass the “search bar” and your chatbot and speak directly to a person. Make sure your phone number is visible, prevalent and clickable. It should be easy for a web visitor to simply click on your phone number and connect to a voice.

5) Create a Clever CTA

On most web forms, the default call-to-action (CTA) is a very generic “submit” button. Instead, try using a few words or a phrase to appear more relatable. For example “Ready to start saving?” or “Say hello to great service” make a reader feel much more engaged than a simple “submit” that implies you’ve collected their information and don’t care what happens next. Offer a subtle reference to the problem your business or service is going to solve. It changes the entire tone of the CTA.

6) Brag a Little

Nothing speaks more loudly than a customer testimonial or industry analyst commendation. If you have great quotes, case studies, stats or industry awards, don’t be afraid to show them in a prominent place on your website. Don’t “shush” your raving fans. Let them sing your praises all over your website—especially on pages with lead forms.

Woman shaking clients' hand after a successful sales pitch
Make sure customers can get in touch with you. Implement a live chat feature or, at the least, leave your phone number somewhere visible.

7) Give a Little

One of the most frustrating experiences for a web visitor is to find that every page and piece of content is gated. Select some collateral, e-books or case studies and don’t hide them behind a form. If you put valuable content in front of a reader, they’ll come back for more and be willing to hand over a little bit of information on a web form because you’ve already proven your value to them.

8) Direct Traffic

Not everyone who lands on your site is looking for the same thing. Provide a clear path for different personas and roles on your homepage. State solutions clearly and make the suggested site path easy to follow and intuitive. For example, if you market to both business and IT users, keep relevant topics for each front and center on your homepage and map your site accordingly.

9) Make it Quick

After you build your site, and after every page redesign, thoroughly test loading speeds on several browsers. It only takes one “page timeout” to lose a visitor forever. Make sure your links work, your images download and it happens quickly. Once you lose the attention of a potential buyer, it’s hard to get it back.

To get a full website report, use our Website Checkup Tool.

Final Thoughts

With a few tweaks to your website content and the way you present it to your visitors, you can easily boost lead conversion rates with very little expense. Try a few of the tips above, test your results and adjust accordingly. Lead conversion is a mix of art and science.

Convert Visitors into Leads with These 3 Tactics Right Now

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.


Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.