How to Create & Optimize a Lead Generation Website

Learn how to create and optimize your own lead generation website with this detailed how-to guide.

In this article you’ll learn how to put together your own lead generation website that will help you to generate, nurture, and convert online leads into happy customers. We’ll cover everything from creating your site from scratch to optimizing an existing site for better lead conversions. Read up on the best practices behind lead generation websites and reference examples of brands who run their sites successfully.

Use the navigation below to jump to the right section, or continue reading for the full article on how to create and optimize a lead generation website:

What is a Lead Generation Website?

Typically, a lead generation website refers to a website created with the primary purpose of generating online leads. This is usually done through content marketing efforts like blogging to drive traffic to your website and then offering a valuable lead magnet to your visitors in return for their contact information.

However, any website can become a lead generation website with the right optimizations, which include things like landing pages, lead capture software, sales/marketing copy, overall user experience, and more. Specifically, a lead generation website needs to do the following:

  1. Help drive website traffic: Through content marketing and effective search engine optimizations, you can drive traffic through SEO, social, and more to and get real people to visit your website.
  2. Collect lead information: Once a lead visits your lead generation website, their contact information is captured via a landing page or lead capture software in return for a relevant lead magnet.
  3. Convert leads: The best lead generation websites don’t just collect lead information, but they help you nurture prospects so your efforts result in actual sales.

How to Create a Lead Generation Website

A lead generation website is designed to automate and streamline the process of gathering and converting new online leads. To create a lead generation website you must address every stage of the online lead generation funnel, which includes getting people into your lead funnel, converting those leads, and then nurturing them to deal-close.

1. Choose the Right Web Builder & Host

Step one of creating a lead generation website that converts is choosing the right website builder. Website builders on the market vary in functionality, capabilities, ease of use, pricing, UI, and customization options. Depending on the needs and requirements of your business and what you envision for your website, there are a number of different content management systems to choose from.

For general lead generation, we recommend WordPress because it is most effective for generating and capturing lead information through content marketing efforts like blogging. However, if you’re an eCommerce business, you’ll most likely want to go with an option that excels in hosting an online store like Shopify. For solopreneurs or freelancers with a portfolio to showcase, Squarespace is your best bet.

  • WordPress: WordPress is an industry-leading website builder that has the largest ecosystem of themes, plugins, and tools for fully-featured websites and enough customizability for any business model to be able to adapt. However, you will need third-party hosting.
  • Shopify: Shopify is one of the most versatile and popular website builders, known for its eCommerce focus, ease of use, and a large ecosystem of templates and apps it integrates with. Unlike WordPress, it does not require additional hosting.
  • Squarespace: Squarespace is a simple to use CMS with custom templates that work well for small blogs, freelancers, personal brands, and consultants. It’s easy to set up and use, and doesn’t require additional hosting.

While options like Shopify and Squarespace offer self-hosting, WordPress requires a third-party web host to function. This is the service provider that will handle your website data storage, domain hosting, and servers. Different kinds of hosting plans like shared, dedicated, and VPS (virtual private server) deliver different levels of site performance, support, and management. For more information, check out PCMag’s article on the best web hosting services.

2. Design Your Initial Website Pages

Now that your basic website is live, it’s time to design the initial pages. Typically websites will have a Home page, About Us page, Contact Us page, Blog Post and Archive pages, and maybe a few more. Ultimately, since you don’t have user data yet, you’re trying to design these pages in a clean and simple manner that effectively communicates your brand. 

Often, you can use a free or paid theme as the basis of your design. If you have the budget, you can also hire a designer and/or developer to custom design and code your site. Regardless, the pages you’ll want to address include:

  • Home Page: This is the front page of your website and the page people often check first. You want your home page to serve as a pseudo-landing page and communicate your business and product or service, as well as offer some lead capture opportunities.
  • About Us/Contact Us: Sometimes these are separate pages and sometimes they are combined. Regardless, this is a chance to give depth and detail on your brand that wouldn’t fit on your home page in a way that adds credibility. 
  • Blog Post/Archive: Blogging is central to most content marketing efforts and lead generation websites. For this reason, design a reusable template blog post as well as an archive page that serves as a list of all your blog posts.

For more information on the best ways to launch and design your first business website, check out the Fit Small Business article on creating a website. Otherwise, let’s continue to discuss how to optimize your new website for lead generation.

3. Optimize Your Website for Lead Capture

With your core site live, it’s time to optimize for lead capture. To do this, create a lead magnet relevant to your intended audience, and then offer it to your online leads in return for their contact information. There are two primary methods of doing this: either creating a landing page for your lead magnet or offering it in a blog post via an embedded form.

Here are the primary ways to optimize your website for lead capture:

  • Create a Landing Page: This is useful if you plan on driving paid traffic to your website, especially if you’re offering a free trial or demo as your lead magnet. Drive traffic directly to your landing page and collect lead contact information with your relevant lead magnet.
  • Embed a Lead Capture Form: If your goal is to generate organic traffic, your best bet might be embedding your lead magnet offering directly in an existing blog post or page. This can take the form of an inline lead form or via a popup. 
  • Use Live Chat Software: For businesses generating leads via customer service efforts, it’s a good idea to offer a live chat service, either via an AI bot or a live customer service associate.

The lead capture strategy you choose above will largely be dependent on your marketing strategy and how you expect to drive traffic. To help, let’s take a look at the different methods for generating quality traffic for your lead generation website.

5. Set up Tracking and Analytics

Before you start trying to collect leads, make sure you have proper tracking and analytics set up. Google Analytics is the most important account to set up because it helps you track all measurable website traffic from different sources such as organic search traffic, social media, email, referral, paid ads, and more. This data will help you measure your performance and optimize your site as you move forward.

Pro Tip:

Google Analytics doesn’t allow you to see historical activity or capture any data retroactively. If you create an account for your website you can only track activity from that moment in time, moving forward so make sure you have it in place from the beginning. Click hereto see instructions for setting up your Google Analytics account.

6. Drive Traffic to Your Website

Now that your lead generation website is all set up for lead capture, it’s time to start driving traffic to your site. Broadly speaking, there are two ways to do this: either through paid means or organic efforts. Paid traffic can be sourced through social media ads or via Google Search ads, while organic traffic comes via organic social media and organic SEO.

The two primary methods of driving traffic to your lead generation website include:

  • Paid Traffic: Send paid traffic to either a landing page or a relevant blog post. You can pay for traffic using Google Search Ads or social media ads.
  • Organic Traffic: Organic traffic comes primarily through the creation and free promotion of SEO-optimized blog articles. These articles can naturally rank within Google search and are easy to promote on social. Check our article on SEO lead generation for more information. 

Once you start generating and capturing relevant lead traffic, the task isn’t done. From there, you’ll want to integrate your lead nurturing efforts to ensure your valuable leads become happy customers.

7. Integrate Your Lead Nurturing Software

Depending on the kind of business run and customers you deal with, you’ll need certain tools to optimize your website for the specific business operations you need to carry out. This will vary by industry, sales cycle, service model, and more but let’s go over some examples of popular software tools many brands use.

  • CRM Software: Customer relationship management software helps businesses move leads through a sales funnel. This is especially helpful for B2B businesses with long sales cycles. Check out our list of the best CRM software for online marketing efforts for more information.
  • Email Marketing Software: Often, when you capture online leads, you’ll market to them on the back-end with automated email marketing software. Most software can integrate directly with your lead capture software for maximum efficiency.

Once you capture leads online, nurture those leads using the software options above. Then, over time, you’ll be able to refine your system and close more deals than before.


Additional Reading:

For more in depth information on sales software and how to approach your tech stack, read our guide on essential lead generation software tools to improve your sales process, that talks about different kinds of software, what they do, and who they’re for.

How to Optimize Your Lead Generation Website

Once you know how to create a lead generation website, it’s time to continuously optimize it for the best results. This is a never-ending process of testing and iterating, and. the below should be seen as tips rather than steps. Try one or all of the options below, but make sure you only test one thing at a time so you can measure the results.

Design Your Website For Conversions

Part of creating an effective lead generation website is to design your website with conversions in mind. This means following best practices in web design and sales psychology to take advantage of user activity. There are certain principles in website creation based on how people browse websites that typically result in the highest conversion rates:

  • Website Navigation and Architecture: Make sure your website is as simple and intuitive as possible for people to navigate. The navigation options should be clear and unambiguous.  
  • Fast Website Loading Speed: If you have a slow loading website you won’t be converting many leads. Optimize any images, videos, or on-page elements and reduce the number of unnecessary plug-ins/apps as much as you can.
  • Use the Space Above the Fold: The area above the fold refers to the space on a webpage toward the top that’s visible before you begin to scroll downwards. Include important images, videos, copy, and CTAs above the fold.
  • Limit the Number of CTAs: You don’t want to confuse your potential leads by including too many calls to action on each page. Focus on one major CTA on each landing page you have so there’s a clear option for which next step to take. 
  • Include Proof of Customer Success: Make sure you have things like testimonials and reviews placed across your website and highlight any case studies you have that show how you’ve successfully helped a customer solve a problem.

Properly Place Your Lead Magnets

Lead magnets can be a critical aspect of website conversions. An easy way to make sure you’re properly placing your lead magnets is to put them on your highest traffic pages. If you have Google Analytics set up you can verify which pages are getting the most traffic and viewing time. Place CTAs strategically on your most visited pages.

To make the most out of your lead magnets you can test different offers by tracking which lead magnets and CTAs are the most successful. You can place static lead magnets on your site using embeds and buttons and you can also use things like pop-ups and chatbots to deliver lead magnets.

Remember that your homepage and landing pages aren’t the only places you can include offers to your lead magnets. You can even use your blog. A Hubspot survey found that 93% of their blog post leads came from anchor text CTAs. The other lesson here is that you don’t need to always embed content or create a button but you can use simple anchor text links when appropriate.


Additional Reading:

To learn more about lead magnets, take a look at our guide on how to create lead magnets that convert, which can help you come up with ideas for your own content upgrade offers.

Use Your Social Media Accounts

Your social media accounts are a great tool to amplify the visibility of your website and your content. Someone visiting one of your social media profiles should be able to easily get to your site and vice versa. Having an active account on either Facebook, LinkedIn, Pinterest, Twitter, or Instagram is a great way to distribute your lead magnets.


Additional Reading:

For a more detailed look on using social channels to optimize your lead generation, check out our comprehensive guide on social media lead generation, which includes a breakdown of strategies to use on different platforms.

Optimize Your Site For SEO

Regardless of your lead generation strategy, it’s important to optimize your website for SEO. This way, you have the opportunity of generating organic traffic without having to invest in ad spend. Let’s take a look at the different ways you can optimize your site for SEO.

Website Speed: Website speed is one of the most important ranking factors for SEO and general conversion optimization. Boost your site speed by choosing a good website hosting package usually with dedicated hosting over shared hosting. Also check to see your site isn’t running any unnecessary code, apps, or plug-ins that aren’t being used.

Technical SEO: Technical SEO can include aspects of website speed but also other things like site security, link health, meta descriptions/meta titles, alt tags, sitemaps, indexing, and more. The main things to cover for technical SEO are to enable HTTPS by using an SSL certificate and verify that all the links on your site are working properly. Click this link for a comprehensive technical SEO checklist.

On Page SEO: On page SEO refers to how you construct individual web pages as there are certain best practices that make a page more SEO friendly. Properly align your headings and subheadings by having one H1 per page with H2s, H3s, etc for subheading. Aim for at least 800 words per page and use internal linking to link out to other relevant pages on your website.

Write High Quality Content: The Google algorithm has evolved over the years and SEO is not about technical hacks and tricks, but quality content. Content that is successful with people will be successful with Google. Write content that is relevant, actionable, value adding, simple to read, skimmable, but genuinely engaging.


Additional Reading:

For a detailed breakdown about how to maximize your website SEO efforts, check out our ultimate guide on SEO lead generation, which includes in-depth steps, tips, and insights on how to optimize your lead generation website for SEO.

Continue To Nurture Your Leads

Capturing new leads is an important part of building a successful lead generation website but nurturing those leads is equally important. Depending on what you sell, it can be very difficult to skip from the first stage to the last stage of the lead funnel. In between the time of collecting a lead’s contact information and making a sale, you’ll need to continue to engage them and move them through the sales process.

Most lead nurturing these days is done over email, but any way you communicate with customers can be part of the nurturing process. The nurturing process is when you want to focus. According to Marketo, 96% of people that visit your website aren’t ready to buy yet. This means the follow-up is more important than anything.

Pro Tip:

You can send a mix of content types and formats while you’re nurturing your leads. A person that’s been newly exposed to your brand usually needs to interact with at least 10 marketing touches before becoming a customer.

5 Best Lead Generation Website Examples

Let’s look at some examples of sites that do a good job of lead generation and what they do. The best lead generation websites usually don’t have too many calls to action, are straightforward to navigate, feature their main CTA above the fold, are clear about what they do and who they serve, repeat the CTA throughout the page, and highlight proof of previous customer success.


Coinbits is a saving app that does a great job with their website design to help build leads. Coinbits are very intentional with their use of white space, you can see that there is very little clutter or “busyness” on the page. It forces you to focus only on the main CTA because there isn’t even a typical navigation menu at the top of the page.

CoinBits Homepage
CoinBits homepage

Another thing you can notice on the CoinBits homepage is they have placed their email sign-up form on the page several times, plus embedded a button to another email sign up page. So as you scroll down, there’s more content providing information and more opportunities to enter your email address. On longer pages, placing the same CTA in multiple places is a best practice.


Yogaclub is one of the top clothing subscription services for women who are into athletic wear. They do an excellent job of featuring their lead magnet which is a style quiz, on their homepage above the fold. They also offer that same quiz multiple times throughout the page as you scroll down.

YogaClub homepage
YogaClub homepage

Below the fold as you scroll down the page they have a section of features and benefits, graphics, and social proof in the form of press mentions and customer reviews. Finally, they have a brief FAQ section above the footer to address questions. Yogaclub has many links on their homepage but the page is comprehensive and the main CTA (style quiz) is repeated many times.


Kissmetrics is an analytics and reporting tool for SaaS and eCommerce brands. They have a great looking website with five navigation options at the top of the page. Above the fold they primarily feature their main call to action which is a demo request. The demo request CTA is also in the top navigation bar.

Kissmetrics homepage
Kissmetrics homepage

When you scroll down below the fold they have more copy and images based around their two main modules, SaaS and eCommerce. Beneath that they compare themselves to a competitor product then they show some of their logos and testimonials from successful customers. They do a solid job of providing different information without trying to convey too much.


Carrd is a popular site builder that focuses specifically on doing one-page websites. Carrd is another example of having a laser focus on one CTA by not having a navigation bar at the top of the page. They want you to “choose a starting point” as your main option when you visit the site and don’t offer much else other than informational content.

Carrd homepage
Carrd homepage

Below the fold when you scroll down there’s some marketing copy and dynamic images that talk about what Carrd is for and some of its features. There’s also a section of features included in the paid version before the page ends with the last CTA to choose a starting point. Logically, there’s nothing to do on the site except to enter their lead generation funnel or leave.

Advantage Rent A Car

Advantage Rent A Car is one of the largest car rental services in the country. Their website specifically has a form with fields relevant to their specific business which is car rentals. The form is above the fold on the homepage so anyone who visits the page can immediately start putting in their travel data.

Advantage Rent A Car homepage
Advantage Rent A Car homepage

A good lesson to take away from Advantage is how to incorporate CTAs and forms that specifically serve the function of your business or the needs of your customer. Advantage knows their customers are looking for an immediate car rental quote and the page they have fulfills that intent. Consider what your customers are looking for and provide them with it.

Bottom Line: Lead Generation Website

Your website if it’s set up properly can be a serious lead-generating asset for your brand. Now that you have the tools and information you need to create your own lead generation website and optimize it, you should be on your way to selling new customers. Remember the strategies that have been outlined here and the examples of other lead generation websites to start building your own funnel.

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