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Website Lead Generation Ideas — How to Optimize Your Website

Your website is often the first introduction potential customers have to you and your agency. And first impressions matter when it comes to website lead generation. Forbes found close to 40% of website visitors stop engaging with the site if the design is unattractive or images take too long to load.

But a well-designed website can make users linger and explore your content, leading to more engagement and potential leads. Find more ideas for optimizing your website for greater lead generation potential here.


Website Lead Generation Ideas For Agents

When it comes to lead generation, your goal is to convert casual website visitors into solid leads. And while it sounds simple, converting visitors to leads does require some action on your part. Try these ideas:


Create clear call-to-action buttons and forms.

You’ll want to capture the visitor’s email address to convert a site visitor to a lead. This process usually works like this: a site visitor clicks your call-to-action button on a page on your site that takes them to a landing page where they fill in their email and contact information. To encourage more people to follow this process, your CTA buttons should be clear and compelling.

Visitors should know what they will get in exchange for their email address, whether it is a demo of your services, a one-on-one call, or a white paper. Make sure to include CTA buttons in intuitive places throughout your website, like on product pages and on your home page.

You should also consider trying different types of personalized calls to action. Vary your language, try action verbs, and use bright colors to make the box stand out on the page. Your CTAs can be creative and should compel people to act.


Use your site metrics to improve individual pages.

Review your site metrics to determine which pages get the most views and add CTA buttons and forms on those pages. Compare conversion rates from your various pages to find the ones with the highest rates, then find out why those particular pages are doing better. Once you’ve identified why the conversion rate is higher, you can replicate it on the rest of your site.

Consider tracking various website engagement metrics like:

  • Page views. This metric shows the number of times a site visitor views a particular page on your site.
  • Bounce rate. The bounce rate identifies site visitors who open one page of your website and then leave without interacting with the site or taking any other action. They “bounce” immediately from your website.
  • New and repeat site visitors. Knowing how many people are new or repeat visitors to your site can help you decide how to engage with them. If you have many repeat visitors, you may want to customize their view to recognize they are returning site visitors, for example.
  • Average time spent on page. The longer an individual spends on a particular page, the more interested they may be. You can use this metric to help determine which products or services may be most popular and can embed more calls to action on those pages.
  • The number of pages visitors view per session. When people view more pages on your site, this is generally a good indication of engagement.


Add a chatbot or live chat feature to your site.

A live chat feature allows you or someone from your agency to chat with site visitors right when they need help. This timely, synchronous conversation with you or your staff could be the key to converting a casual visitor to a warm lead. And if you can’t staff the chat feature with a live agent 24/7, consider adding a chatbot to connect with potential customers when you can’t be there.

Many chatbots are capable of fluent, intuitive conversations. You can program your chatbot to answer basic questions and request information, like an email address. And with machine learning, your chatbot can improve over time as it encounters more customer questions. Many insurtech providers offer helpful chatbots and conversation services designed for agents you can explore to add this helpful feature to your site.


Perform A/B testing to support your ideas.

Once you are happy with your CTAs and landing pages, try mixing up the wording and performing a split test. A/B testing, or split testing, means trying two different options with potential customers and tracking which option performs better. For example, you might change the wording on your call to action for some site visitors to see if more people click the button. Then you can continue using the more popular wording — or try another test with yet more wording options. Keep finessing this until your conversion results meet your goals.



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