Lead generation best practices: 10 ways to maximize your marketing ROI

by | May 16, 2024 | Public Relations

Are you tired of having non-qualified leads? Do you wish you could somehow have a magic guide or recipe for lead generation? Well, look no further. In this article, we’ll give you a few insights on how you can turn your website’s visitors into customers.

Your website is a revenue-generating machine that should be primed for lead capturing. So, how do you make sure your site is capturing them? Read on to learn more about lead generation best practices;

lead generation


Before diving into the specifics of lead generation best practices, you must understand what lead generation is. Lead generation involves converting your website’s visitors into prospective customers.

An excellent lead generation strategy will enable you to;

  • Enhance user experience
  • Personalize your marketing and sales efforts
  • Identify the highest-quality prospects
  • Build an email distribution list
  • Populate your sales pipeline
  • Collect and analyze lead data
  • Get more customers

Lead generation is not as easy as that, though. In fact, 61 percent of marketers agree that lead generation is their greatest challenge. So, the best way to overcome this challenge is by employing best practices.

Effective lead generation practices

For your lead generation strategy to succeed, you need to employ best practices. Below are the top lead generation best practices that you can consider using;

Begin with an intuitive, modern website

No one will convert on your website if it is not functional or appears outdated.

So, the first thing that you need to do is to ensure that your website works well. Check for common outdated website problems like;

  • Load time
  • Responsiveness
  • Usability

If your site has any of the above issues, you will not get the necessary amount of traffic needed to convert into qualified leads. So, make sure you build a solid website and correct any work efficiency that it may boast.

Add SEO strategies to maximize your site’s visibility

If prospective customers cannot find your website, the chances of converting them are slim. So, what do you need to do in such a case? Well, in such situations, focus on search engine optimization (SEO)

SEO can ensure your website is easily seen by other people online. How? You can use the following practices in SEO;

  • Conduct keyword research to determine phrases and terms that your prospective customers are searching
  • Incorporate keywords naturally in your meta descriptions, headings, page titles, and content.
  • Build high-quality backlinks from reputable sites to increase visibility and your site’s authority.
  • Use on-page SEO techniques, like user-friendly structure, internal linking, and high-quality images.

When you implement the above SEO techniques, you;

  • Attract more organic traffic
  • Improve your website’s visibility
  • Increase your chances of conversion

Enhance your lead-generation landing pages

lead generation


Your landing pages can increase the number of leads you generate. So, it’s essential that you design your pages in a manner that converts prospects to leads.

Below are some best practices that you can employ on your landing pages;

  • Communicate clear value propositions
  • Provide social proof through ratings/testimonials/ratings
  • Have excellent mobile experiences
  • Make it clear how you will protect user’s data

Make your contact information easy to find

Your site’s visitors should not have trouble getting in touch with you. Any contacting trouble can reduce your conversion rate. So, ensure you have the contact button, like “contact us”, at the top right of your bar.

In addition, have the “contact us” element throughout your website. Don’t forget to add CTAs alongside the “contact us.”

Select the right design for your website

One of the most vital best practices for lead generation is the aesthetics of your website. Did you know that your design choice impacts your audience’s first impression? In fact, 94% of a website’s first impression depends on your web design.

If you lack a killer design that makes your audience want to stay on your page, you may not generate leads as you desire. Some of your website’s visitors may even go to your competitors. So, it’s vital to remember that users will judge your website based on its design. 

Creating killer front-end design includes designing layouts, styling elements with CSS, and adding interactivity with JavaScript. During this process, you might make changes (a stash) to your codebase that aren’t ready to be committed or pushed to the main repository. Keep your code tidy by deleting a git stash you don’t need anymore to contribute to a more organized and efficient front-end design workflow.

Use the following lead generation website design best practices for optimal results;

  • Have a style guide that ensures your website pages are consistent. Consistency can be in terms of image style/font style/website colors. This consistency can make users trust your brand more.
  • Consider a custom design. Custom designs can make your website more memorable. Also, it will ensure that you stand out from your competitors.
  • Make your web design reflect your business. This design will increase its memorability and, hence, improve lead generation.

In short, if you wish to get more leads, consider a rebrand and build a custom-quality web design. 

Target and talk to the right audience

Your website’s lead generation mainly relies on the type of audience you connect with. If you connect with the right audience, you can attract qualified leads. So, how do you go about talking to the right audience?

The first thing you can do is create a buyer persona. You can do this by outlining details about;

  • Your ideal customers
  • The pain points of your ideal customers
  • The demographics of your ideal customers
  • The social media platforms that your ideal customers frequent the most

This allows you a comprehensive understanding of where and how to better speak to your prospects.

Describe your website’s goal

Different websites have varying goals. So, to have an effective lead generation strategy, it’s essential that you have a clear comprehension of your website conversion goals. Note that the conversion will take place when prospects take conversion goals towards your specific objectives.

These conversion goals can be to;

  • Download an ebook
  • Participate in a trial
  • Request a demo
  • Request a quote
  • Sign up for a newsletter
  • Fill out the contact form
  • To buy a product

Capitalize on content marketing

lead generation


Content marketing is one of the best lead-generation practices that you can employ. In fact, research shows that it can generate leads by approximately 3x that of traditional marketing.

So, when creating content, ensure that the type of content you produce is consistent, relevant, and valuable. You should aim to attract the right audience who are willing to convert. Note that valuable content is vital for;

  • Building strong relationships
  • Establishing trust
  • Gaining credibility

Some of the best practices that you can follow in content marketing for lead generation include the following;

  • Create highly informative content that establishes you as a thought leader.
  • Use content that addresses the needs of your target audience to encourage conversion.
  • Nurture your leads through webinars and e-books
  • Provide ongoing value to your prospective customers

Conduct thorough market research

Market research involves gaining insights from your industry/competitors/target audience. This insight can guide you to the best lead-generation strategies. But where can you get your insights from?

The best ways to gather market insights are:

  • Focus groups
  • Surveys
  • Social media listening
  • In-depth interviews
  • Competitive analysis

The above can help you gain a comprehensive overview of customer preferences and behavior.

Some of the best practices in market research include the following;

  • Setting clear research goals. These research goals can consist of specific details that you want to learn about your industry/competitors/prospective customers.
  • Use several methods to get a holistic view of your target audience.
  • Encourage customer reviews and feedback.
  • Segment your audience based on psychographics/demographics/other relevant criteria.
  • Study your competitors using market research tools. This study will help you know what gap your service/product fills.

Respond to inquiries in a timely manner

It’s no secret that consumers in today’s generation want nothing more than exceptional customer service. They desire quick responses to their questions and fast resolutions to their problems. Anything less than that will ensure they lose interest quickly and proceed to the next company.

Most online customers are willing to purchase when they visit a website. However, few of them have the patience to wait long for you to get back to them. They are not willing to invest their precious time, so their next action is buying from your competitors.

How can you avoid prolonged response time? The best thing you can do is consider live chat technology. Why? This technology will ensure you can engage with your visitors when they get to your site. You become better at;

  • Answering questions promptly
  • Providing assistance
  • Helping customers make decisions faster
  • Make sales faster
  • Increase customer satisfaction
  • Reduce waiting time
  • Foster trust and attract more customers

Bottom line

Lead generation is not as easy as many may assume. It will require you to employ the best strategies to ensure success in your marketing efforts. Thus, the above best practices can help you maximize your lead generation efforts and ensure unsatisfied website visitors do not slip away.

Renu Sharma
Renu Sharma is the Co-Founder of Tanot Solutions, and she helps businesses to 5X their organic traffic by building high-quality backlinks. When not working, she loves to polish her marketing knowledge and skills and watch interesting web series. You can follow her on LinkedIn.


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