How to generate more leads from your website

If your website isn’t generating the leads you expected, you might assume the problem is traffic. But the truth is, even a well-designed site won’t perform if your messaging and strategy aren’t right.

Kim Leary, from creative design agency Squibble, shared her expert advice at the West Midlands Business Festival, revealing why some websites fail and what businesses can do to fix them. Here are her top tips for improving your website's performance.

1. Focus on your customer, not yourself

Many businesses make the mistake of talking about themselves rather than addressing their customers' needs. Instead of focusing on your awards, experience, or internal processes, your website should highlight the problems you solve for your customers.
Ask yourself: Does my homepage speak to my customers' challenges and explain how I can help them?

2. Communicate your value clearly

Visitors need to know three things within seconds of landing on your site:
• What problem you solve
• Why they should trust you
• What action they should take next
The fundamentals of sales strategy are important to remember when you’re writing copy for your website; make sure you focus on benefits, not features.
Avoid vague headlines like "We help you grow." Instead, make your offer clear and specific. For example: "We help small businesses generate leads without spending more on ads."

3. Create strong calls-to-action

A clear, compelling CTA tells visitors exactly what to do next. Weak CTAs like "Learn More" often fail to motivate action. They don’t want to learn more, they want you to solve their problem and set them on the right path. Instead, try something more direct and engaging: "Get Your Free Website Strategy Call" or "Download the 5-Step Guide to Fix Your Messaging"

4. Keep your structure simple

Your customer’s journey needs to be seamless and obvious. Putting your navigation bar or menus somewhere unexpected won’t win you any points, so stick with convention when it comes to your website. Look at the content on your homepage and see where you could streamline it. Too many buttons and menus can look like you’re desperate for clicks, when what you want to do is guide the customer to the next stage in a clearly-defined journey.

5. Follow the right process

The biggest mistake businesses make is assuming their website alone will fix their lead generation problems. Instead, your website should be the final step in a well-planned strategy. Follow this process for the best results:

1. Know your audience: Understand their struggles, fears, and needs.
2. Define your messaging: Communicate your value clearly and simply.
3. Structure your website for conversions: Ensure visitors can easily find what they need and know what to do next.
4. Then build (or improve) your website.

A strong website is more than just good design—it’s about clear messaging, customer focus, and simple actions that guide visitors to become leads.

By implementing these tips, you can turn your website into a powerful tool for growth and success.

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