by James Lawrence on August 16, 2016 | Design, Writing and Video Digital Marketing Resources

We find that it isn’t always the most cutting-edge strategies (or technically difficult) that have the biggest impact on our client campaigns. Sometimes it's the simple changes that bring the biggest increases in website leads. This month we thought we’d share nine simple techniques that we find increase the number, and quality, of leads that our clients receive from their website. We suggest that you spend 10 minutes checking to see how your website performs in the areas below.

1. Review & Optimise All Of Your Web Forms

Your websites forms are the ‘pointy end’ of your conversion process. You spend money directing high quality customers to your website, you spend money and time ensuring the website experience is relevant to them, then you hope that your message is so compelling that they will make contact. Aside from phone, your forms are in all likelihood the only way you will turn anonymous website visits into valuable sales leads.

We are constantly shocked at how often website forms work act as a barrier rather than a conduit to generating quality leads for a business. Consider the following:

    • Number of fields: Studies show that forms get submitted less as more data is requested from visitors. Once you get past five fields on a form, submissions drop (see graph below). Carefully consider how many fields you ask customers to complete


  • Required fields: The more required fields, the less conversions. Only demand data that is vital to your further sales and marketing initiatives with that client.
  • Sensitivity of data: Users may be happy to leave details such as name, email and phone. But hold off asking for sensitive data such as date of birth, physical address and financial information. You may want this at some point in the sales process but build some real world trust first.
  • Framing: Don’t just dump a form on your contact page (or any page) and expect a user to complete it. We talk a lot about ‘framing’ the form. Explain to visitors why they should complete the form, what will happen when they do and what’s in it for them.
  • Trust: Don’t assume time-poor website visitors know anything about your business. Assume they will be sceptical about you until convinced otherwise. Sharing personal information is a concern for many. Do all you can to allay concerns; display prominently your physical location, show a privacy policy, explain users will/wont be subscribed to an ongoing newsletter and anything else to build trust.
  • Text Fields Exterior: Never include field labels inside of a field. Users get confused. Ensure that when users are completing a form that field labels are always apparent.
  • No CAPTCHA: No, No, No! This is a conversion killer. Explore more sensible ways to minimise spam form submissions, they exist.


  • Smart Fields: Depending on the platform powering your forms this may be easy or hard. Smart forms remove fields from view where that information has already been captured about a user. This either shortens the form, or allows you to capture more information.
  • Placement & Consistency: It isn’t a visitor’s job to seek out your contact information. It is your job to consistently make it clear you want to speak to the right type of visitor. Ensure easily accessible forms are located throughout your website in a consistent and sensible manner. Depending on your business this might be a quick contact form on every page of your website, or a pull-down form on strategic pages.

2. Don't Ever Go To Voicemail

Statistics from Forbes Magazine show that for every 10 calls to a business that reach voicemail only two sales leads are left as a message. This means a staggering eight lost sales leads for every 10 calls. So when you come into the office and are pleased your sales team has four phone leads from overnight, do not be happy. Realise you probably lost 16 leads that called and didn’t leave a message.

For businesses directing paid traffic to their website outside of business hours and/or businesses that receive strong visitor numbers outside of business hours, we recommend installing a 24/7 phone answering service. These services kick-in the minute that your main office switch is turned off. Professional receptionists will answer under your business name, skilfully defer any specific client requests and then log all requests to your business via your preferred method. This always increases lead numbers.

We can recommend a few good suppliers in this space.


80% of sales enquiries that reach a voicemail will not leave a message

3. Couple AdWords with Squeeze Pages

If you are running an AdWords campaign this is a no-brainer. Ensure that the destination URL’s for every single one of your Ads hit a page that shows off your expertise in a detailed manner for that search. This will increase conversions, but also improve Google AdWords Quality Score across your campaign.

We find clients generate a 200% to 300% increase in sales leads when we move their traffic away from pages like a home page and services pages and towards a dedicated squeeze page highly relevant to the search term. Squeeze pages don’t work for every industry but they do work for most.

Features of a squeeze page include; no main site navigation, strong push for phone call or form submission, trust builders, strong link between search term and page copy:


Thanks to Gavin Llewellyn(CC)

4. Install Granular Phone Tracking

Phone tracking has evolved incredibly in the past few years. It is now relatively easy to map every single phone lead you receive back to a granular lead source. For instance if Bob Smith clicks on your AdWord for ‘business advisor Sydney’ and goes on to sign a contract for $220,000 you should be able to attribute this keyword for generating you $220,000 worth of new business. Equally, if the keyword ‘small business advisor Sydney’ brings you 12 leads in a month and none of them close because none of the prospects could afford your service, you should be able to make decisions that whilst this keyword looks good within AdWords, eg low cost per conversion, good click through rate etc that it is actually a terrible keyword to keep investing budget in.

Start small with phone tracking, but by installing granular phone tracking you should at least start tracking the following sources back to specific phone leads:

  • Organic search
  • Direct visits
  • Referral traffic
  • Social Media (depending on your business you can lump social together or break into main channels)
  • Paid Search (to the keyword level)

5. Ask For Them

This is possibly the easiest of the nine strategies within this article to implement. Go through every significant page of your website. Ask yourself; Are we actually asking visitors to make contact? You should be overtly telling visitors you want to speak to them. Don’t presume that a link to your contact page is enough. In your blog articles sign-off by explaining that if a visitor has any questions about the article they can call you (as I will do below). In the header of your website include your phone number and a call to action (CTA). In your body text consistently link to your contact page and include your phone number. You’ll be stunned by the sheep mentality of visitors (I'm guilty of it myself). Tell them to contact you and they will!


Copy not afraid to ask for commitment. Source: BehaviourDesign

6. Cross-Platform Remarketing & Retargeting

If you aren’t already doing basic remarketing, you should be. It is simple and highly effective. It works whereby visitors who come to your website and don’t complete a form submission get shown your ads throughout the internet as they browse for the following days (weeks & months if you want). If configured correctly, you will find your ads being shown on an incredibly diverse range of websites (but only to people that have already visited your website).

It isn’t always this good, but a client of ours had a 3.2% conversion rate on their website for Google AdWords visits. We configured a remarketing campaign, and the conversion rate was over 16%. It works!

You also need to consider cross-platform and cross-device remarketing. It is now reasonably easy to configure campaigns to chase visitors across platforms like Facebook. The benefit of this is that you aren’t restricted to remarketing on the same device that they originally used to visit your website. Via cross-device, and cross-platform retargeting like Facebook, a visitor may visit your website on their desktop whilst at work, when they get home at night, they will see your ads whilst reading Facebook on their smartphone.


Source: AdRoll

7. Start Treating Your Mobile Experience Seriously

We reached the tipping point last year, whereby more website visits came from mobile than desktop. 56% of average daily browser views now come from portable devices (Nielsen Online 2014).

Despite this reality, most marketers and website owners are still guilty of still thinking in a ‘desktop first’ mentality. You need to start considering how your mobile experience performs with the same seriousness as you treat your desktop experience.


Image showing the four main viewing experiences you need to consider

If you haven’t already, you need to go responsive. The jury was out for many years on whether mobile friendly, adaptive or responsive would be the best approach for mobile. When Google came out last year and said responsive was their preferred option, it put this debate to rest.


A good mobile experience generates more leads

Google announced early in 2015 that as of April it would in effect start demoting websites that didn’t offer an acceptable mobile experience to visitors searching on mobile devices. If good user-experience wasn’t enough, the Google threat should be enough to get you taking mobile seriously!


Warnings that accompanied the Google algorithm change in 2015

8. Install Marketing Automation Software

Ok, so this one isn’t necessarily ‘easy’ but for most businesses we find it highly effective in increasing lead numbers so we thought we would include it in this list.

The term ‘marketing automation’ is a somewhat fluid concept, but essentially it relates to adding a new piece of software to your businesses digital armoury. The software will do things like track the behaviour of known and unknown visitors to your website, provide insights into what specific people are doing on your key digital properties (website, social etc), send triggered emails to customers when they perform certain actions online, send notifications to your sales team when known-customers have performed certain actions, provide lead scoring, automate repetitive tasks you are currently performing and basically act in a super-intelligent way to allow your business to interact with known and unknown visitors in a far more sophisticated manner.

The right choice for your business will depend on a variety of elements; business need, sophistication, budget, current systems and others. We are always happy to point you in the right direction if you need assistance but don’t know where to turn.


A few of the many marketing automation options available

9. Start With Basic Conversion Rate Optimisation

It stills stuns all of us at The Web Showroom that Conversion Rate Optimisation (CRO) hasn’t taken off in Australia in the same way that it has in the US and UK. The concept is simple; rather than spending more marketing dollars pushing more visitors to your website to generate more leads, make changes to your website to get more leads from existing visitor numbers.

For example, if a website currently generates three enquiries for every 100 visits, it isn’t inconceivable that CRO can increase this to six enquiries. Without CRO this would mean a doubling of marketing budget.


The classic CRO concept, get more out from the same coming in…

Our CRO team works on a range of different CRO techniques. The most effective method for a client will depend heavily on that clients traffic sources, current website structure, visitor journey and vertical.

By way of example, A/B Testing is a common technique. Via A/B Testing similar visitors to your website are shown an alternative variation of a certain website element. We can then build up a data profile and assess which elements works best to convert visitors over a period of time:



Elements that can be tested are vast, but our friends at VWO show a few below:



A/B testing is one proven CRO method of literally hundreds (some of which are covered in this article). Brevity doesn’t allow me to go into a huge amount of detail on all the best methods, but the point is to say, start doing some CRO. Rather than viewing increased advertising and marketing as the way to increase lead numbers, think of CRO. Unlike traditional advertising which stops to bring benefit once the ads are turned off, the benefits of CRO continue to be reaped long-after the tests have been run.


Hopefully within the nine strategies above you have found at least one or two that are relevant to your business. The first seven are dead-easy to implement, and I’ll concede the last two can get a little trickier. As always, don’t hesitate to get in touch if you have any questions about the points above. Happy to point you in the right direction if we can’t help, or alternatively, happy to look at doing a small paid engagement on something above, to assess whether our two businesses might be a good fit in working together long-term.  As always, free to share this article on social media and/or within your personal network.

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