How to Use Your Website to Generate Leads

Lead generation website tips for startups and small businesses

If you’ve spent time (and probably money) getting your website built, you’ll want to know it’s doing more than just sitting there looking pretty.

For startups and small businesses, your website should be your hardest-working employee — capturing interest, building trust, and turning visitors into customers. That’s what we mean by lead generation.

In this post, we’re breaking down lead generation website tips that actually work — no jargon, no fluff. Just actionable advice to help your website bring in more leads, even while you sleep.

• What is a Lead and Why Should You Care?
• 1. Know Your Audience (And Talk Directly to Them)
• 2. Offer Value Upfront
• 3. Create Clear, Simple Calls to Action (CTAs)
• 4. Use Forms That Don’t Feel Like a Chore
• 5. Optimise for Mobile
• 6. Build Trust with Testimonials and Reviews
• 7. Don’t Forget Your Blog
• 8. Use Live Chat or Chatbots
• 9. Make Use of Landing Pages
• 10. Track, Test, and Improve
• Final Thoughts: Make Your Website Work for You
• Bonus: Quick Lead Generation Checklist

What is a Lead and Why Should You Care?

Let’s start with the basics. A lead is someone who’s shown interest in your product or service. They’re not a customer yet, but they’re thinking about it.

Lead generation is the process of attracting these people and collecting their information — usually through a form, newsletter sign-up, or phone call — so you can follow up and (hopefully) make a sale.

Your website is the perfect place to do this. Why? Because it’s always on, it’s the first impression most people get of your business, and with the right setup, it can collect leads for you automatically.

1. Know Your Audience (And Talk Directly to Them)

Before we get into layouts and forms, take a step back and ask: Who is my ideal customer? What do they want, what problems do they face, and how does my business help?

This is essential because everything on your site — the copy, the images, the calls to action — should be speaking directly to your audience. The more personal it feels the more likely people are to stick around and take action.

Tip: If you serve different types of clients, consider creating tailored landing pages for each group.

2. Offer Value Upfront

No one gives away their contact info for nothing — not anymore. You need to offer something of value in return. This is where lead magnets come in.

Some popular examples include:

• A free eBook or guide
• A discount code
• A downloadable checklist
• A free consultation
• An email course
• Access to an exclusive webinar

Whatever it is, it should be useful, relevant, and quick to consume. Make it irresistible.

Example: If you’re a nutritionist, offer a free “7-Day Meal Plan for Busy People”. If you’re a plumber, maybe a downloadable “Homeowner’s Guide to Emergency Repairs”.

3. Create Clear, Simple Calls to Action (CTAs)

You can have the best lead magnet in the world, but if people don’t know what to do next, they’ll bounce. Your CTA (Call to Action) is what guides visitors toward becoming leads.

A good CTA is:

• Clear: Tell them exactly what they’ll get
• Visible: Don’t hide it in a sea of text
• Action-oriented: Use verbs like Get, Download, Start, Book

Place CTAs throughout your site — not just on the homepage. Blog posts, service pages, your about page — anywhere someone might think “This sounds great… what now?”

Lead generation website tip: Use buttons, not just text links. They convert better.

4. Use Forms That Don’t Feel Like a Chore

Forms are where the magic happens — they turn visitors into leads. But too many businesses make their forms long, confusing, or downright intimidating.

Here’s how to make better forms:

• Keep them short: Just ask for what you really need (name + email is often enough to start).
• Remove barriers: People might be reluctant to give away too much personal information from the outset, such as their phone number or address.
• Use smart design: Space out fields, make buttons easy to tap, and avoid clutter. Most web searches are done on a mobile, so it has to work on small devices.
• Set expectations: Tell people what happens after they submit (e.g. “We’ll be in touch within 24 hours”)

And please — if you’re using a contact form, don’t hide it in the footer. Put it somewhere obvious.

5. Optimise for Mobile

Over 60% of web traffic comes from mobile devices. If your website isn’t mobile-friendly, you’re losing leads.

Check the following:

• Is the text readable without zooming in?
• Do buttons and forms work on small screens?
• Are your CTAs still visible on mobile?
• Does your page load quickly on 4G or 5G?

Most modern websites are built to be responsive, but it’s always worth testing.

Tip: Use Google’s Mobile-Friendly Test to check your site.

6. Build Trust with Testimonials and Reviews

People are more likely to engage if they trust you. Social proof is powerful. Add testimonials, client logos, or case studies to your site — especially near your lead forms or CTAs.

Make it real. Include names, photos, or even better — video testimonials. You’re not just telling people you’re great; your customers are.

Lead generation website tip: Try placing a glowing review next to your sign-up form to boost conversions.

7. Don’t Forget Your Blog

Blog posts aren’t just good for SEO — they’re great for lead generation too. A well-written blog builds authority and attracts the right kind of visitors. The trick is to include lead magnets within your posts.

Add CTAs like:

• “Download our free guide for more tips”
• “Want help with this? Book a free discovery call”
• “Subscribe for more how-to content like this”

Keep it relevant to the topic, and always make the next step feel natural.

8. Use Live Chat or Chatbots

Live chat and automated chatbots are fast becoming lead-generation essentials. They allow you to engage with visitors in real-time, answer questions, and guide them to take action.

Even a simple chatbot that says “Hey, have a question? I’m here to help!” can encourage people to start a conversation — and leave their details.

Tip: Don’t overdo it. Let the chat pop up after a few seconds, not the moment someone lands on your site.

9. Make Use of Landing Pages

Landing pages are standalone pages focused on a single goal — usually lead generation. They work really well when paired with ads, email campaigns, or social media promotions.

They are great because they get directly to the point without any needless waffle getting in the way.

Good landing pages are:

• Simple (no menu distractions)
• Focused on one offer
• Built around a strong headline and CTA
• Backed by social proof

If you’re running any kind of ad campaign, send people to a landing page — not your homepage. Make sure the messaging is consistent from you ad campaign to your landing page.

10. Track, Test, and Improve

Don’t set it and forget it. Once your site is geared up for lead generation, start testing what works and what doesn’t.

Use tools like:

• Google Analytics to see where traffic is coming from and what pages people visit
• Hotjar for heatmaps and behaviour tracking
• A/B testing tools to experiment with different CTAs, form placements, or headlines

Even small tweaks — like changing a button colour or CTA wording — can lead to big gains.

Final Thoughts: Make Your Website Work for You

Your website isn’t just a digital brochure. It should be an engine that drives your business forward, capturing interest and turning it into real opportunities.

By following the lead generation website tips above, you can turn more visitors into leads — and ultimately, more leads into paying customers.

The best part? Once it’s set up, your site can generate leads 24/7 with very little effort on your part. That’s a win, especially for busy small business owners trying to do it all.

If you’re not sure where to start, or you think your site could be working harder for you, we can help. At 404 Marketing, we build websites that don’t just look good — they deliver results.