How to Optimise Your Website for Lead Generation

by Brad Mylne

You can’t get leads if users don’t know how to get in contact with you. Lead generation is a crucial aspect of any business’s growth strategy, and having a well-optimised website that is easily navigable can play a significant role in attracting and converting leads. In this article, we’ll explore some key strategies for optimising your website to increase lead generation and drive more sales.

Clearly define your target audience: The first step to optimising your website for lead generation is to clearly define your target audience. This includes understanding their pain points, needs, interests, and buying journey. Once you have this information, you can create a website that speaks directly to them and addresses their needs.

Create a clear call-to-action (CTA): Your website’s call-to-action (CTA) is the driving force behind lead generation. It should be clear, attention-grabbing, and easy to find. Make sure your CTA is placed prominently on your website, and consider using contrasting colours to make it stand out.

Offer valuable content: In order to attract and engage leads, you need to offer them valuable content. This could include blog posts, ebooks, webinars, or any other type of content that provides value and helps to educate your target audience. By offering valuable content, you can build trust and credibility with your leads, which will increase the likelihood of them becoming customers.

Use landing pages: Landing pages are dedicated pages on your website that are designed specifically to convert leads. They should be optimised for conversion, with a clear CTA, concise copy, and attention-grabbing visuals. Make sure each landing page is tailored to a specific product or service, and avoid distracting elements that could take away from the CTA.

Implement lead magnets: Lead magnets are valuable resources that you offer in exchange for a lead’s contact information. Examples of lead magnets include ebooks, whitepapers, templates, and checklists. By offering lead magnets, you can incentivize leads to provide their contact information and enter your lead nurturing funnel.

Make sure your website is mobile-friendly: In today’s mobile-first world, it’s important to make sure your website is optimised for mobile devices. This means having a responsive design that automatically adjusts to different screen sizes, and ensuring that all elements of your website are easily accessible on a mobile device.

Optimise your website for search engines: Search engine optimization (SEO) is a critical component of website optimization for lead generation. Make sure your website is optimised for relevant keywords, and use meta descriptions and title tags to help improve your search engine rankings. Additionally, regularly publishing high-quality content and building high-quality backlinks can also help improve your website’s SEO.

Use analytics to track your progress: Finally, make sure to track your progress using analytics tools like Google Analytics. This will help you understand what’s working and what’s not, and allow you to make data-driven decisions to improve your website’s lead generation performance.

Here are a few examples of companies that have successfully optimised their websites for lead generation:


  • Hubspot: Hubspot is a leader in the inbound marketing and sales software space, and their website is a great example of lead generation optimization. The website is clean, easy to navigate, and provides a wealth of valuable content that appeals to its target audience of marketers and salespeople. The clear call-to-actions and landing pages are designed to convert visitors into leads.
  • Salesforce: Salesforce is a cloud-based customer relationship management (CRM) platform, and its website is optimised for lead generation. The website features clear calls-to-action, and landing pages, and offers a variety of resources, such as whitepapers and ebooks, that are designed to attract and engage leads. Additionally, the website is optimised for mobile devices, making it easy for visitors to access and interact with on-the-go.
  • Marketo: Marketo is a marketing automation platform, and its website is a great example of lead generation optimization. The website features clear calls-to-action, landing pages, and a variety of resources designed to attract and engage leads. Additionally, the website is optimised for search engines, making it easy for potential customers to find Marketo online.

These are just a few examples of companies that have successfully optimised their websites for lead generation. By studying their websites and learning from their best practices, you can develop a lead-generation strategy that will help your business attract and convert more leads.

Optimising your website for lead generation requires a strategic and focused approach. By clearly defining your target audience, creating a clear call-to-action, offering valuable content, and implementing other best practices, you can increase the number of leads your website generates and drive more sales for your business. Contact our expert team at Media Matters for more.

The Author

Brad Mylne

Brad is a digital marketing all-rounder. He and Rudi came to MM in 2021 when new business wins meant we needed extra pairs of hands. Based in South Africa, Brad has experience of working client side before joining the world of agency and now runs his own in Cape Town, alongside Rudi. He is an accomplished digital strategist, a great asset to be able to offer our clients. Passionate about inbound marketing and HubSpot, Brad firmly believes – and we 100% agree - that building and using the correct platforms to generate high quality leads, is the starting point for any good marketing strategy or campaign.


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