Lead generation is, by far, one of the most common business goals for a website. Even if a lead doesn\u2019t immediately turn into a prospect or customer, being trusted with someone\u2019s contact information opens the door to possible future engagement from that person. For example, maybe someone signs up for your email newsletter out of sheer curiosity with no intentions of becoming a customer. And yet, after more than a year of regular email communications from you, they finally convert as a customer because you were in their ear the past year. Of course, you have to get the leads in the first place for that fabulous long game to work, and that\u2019s where lead capture optimization comes in. Essentially, you want to do everything in your power to make it easy for your users to convert to leads. There are a few tried and true tricks you should know to make that happen, but before you start optimizing anything, we recommend going through the benchmarking process. You need to think about what kind of leads you\u2019re looking for, how you plan to capture them, and how you will measure your lead capture success. Once you\u2019ve laid that foundation, you can begin lead capture optimization in earnest. Continue below for ten simple ways to optimize lead generation on your site. 1. Create landing pages for specific campaigns If you\u2019re embarking on a highly targeted PPC campaign, you\u2019re going to want to create a dedicated landing page for those efforts. As Neil Patel explains in his Beginner\u2019s Guide to Landing Pages, a landing page focuses the user\u2019s attention on a call-to-action and streamlines their path to conversion: \u201cRather than directing visitors from those sources to your general website (where they may have a hard time finding what they\u2019re looking for), you can direct them to a specially-designed landing page that steers them in exactly the direction you want them to take.\u201d How do you create an attractive landing page? While you can make a basic landing page using whatever interior page template your website already has, but if you\u2019re looking to create something more dynamic and eye-catching, you will probably want to either (a) get in touch with your developer to design a new template for your site, or (b) look into a landing page builders, which are very easy to use and offer many options for customization. 2. Make sure landing pages match what was promised to users. Don\u2019t pull a bait and switch. If you\u2019re running a PPC campaign, make sure your ad is truly advertising what a user can expect when they click on it. The same principle applies to SEO titles and meta descriptions. A bait and switch may result in increased traffic (at least, temporarily), but it is unlikely to result in conversions. And since your goal is capturing leads, the amount of traffic you have doesn\u2019t really matter if no one\u2019s following through because they were tricked. It\u2019s also important to note that a bait and switch can also get you in trouble with Google since it flies in the face of meeting a user\u2019s search intent. 3. Write tailored calls-to-action for every page and post Having strong CTAs is not only critical for PPC and SEO landing pages \u2014 they should be present throughout your entire site. After all, if a visitor is perusing your site, you want to make it really easy for them to take the next step in their journey as a customer \u2014 whether that\u2019s giving you a call, filling out a contact form, or signing up for your newsletter. Don\u2019t just call it a day by pasting \u201cContact ABC, Inc. at (555) 555-6789 for more info!\u201d at the bottom of every single page. No site visitor is going to feel compelled to continue their user journey with such a milquetoast request. Instead, write a call-to-action that complements the purpose of the page or post. 4. Offer freebies. One great way to capture leads is to offer \u201cfree\u201d stuff in exchange for contact information. Freebies are often downloadable assets that serve an educational purpose \u2014 for example. white papers, online courses, templates, webinars, slideshow presentations, and ebooks. These types of educational and resource-based assets do well when they\u2019re supported by a dedicated landing page or blog post that can make the pitch to the reader for why the freebie is worth sharing one\u2019s email for. Two other types of freebies to consider are product demos and free trials. Free trials are especially great because, in addition to capturing a lead\u2019s contact information, you may even end up earning them as a loyal customer if they\u2019re satisfied with their trial and wish to continue. 5. Choose your homepage calls-to-action carefully. Your homepage is one of the most critical pieces of real estate on your website. Given how valuable the homepage is, you may feel a pull to cram as much as you possibly can onto it. Resist this impulse! We see this often with websites that use rotating image carousels on their homepage \u2014 with each rotating slide offering up a different CTA. There are many reasons why image carousels ought to be launched into the sun, but the biggest reason is that they\u2019re conversion killers. Having too many CTAs on your homepage distracts and dilutes the attention of your users, so you generally want to feature one or (maybe) two CTAs to feature prominently. If your goal is capturing leads, then you\u2019ll probably want to choose a CTA that collects contact information. For example: \u201cRequest a quote today!\u201d \u201cSubscribe to our newsletter for updates.\u201d \u201cTry us free for 30 days.\u201d 6. Make it really easy for users to find your contact information. This may seem pretty obvious, but your site visitors shouldn\u2019t have to jump over hurdles to get in touch with you. While we\u2019ve already talked about the importance of including tailored CTAs on every page and post, you should also think carefully about how you\u2019re presenting your \u2018Contact\u2019 page. Here are just a few guidelines for making sure you\u2019re easy to reach: Every self-respecting \u2018Contact\u2019 page should have (1) a contact form and (2) all of your contact information neatly laid out. If applicable, you may also want your \u2018Contact\u2019 page to include your social media links, hours of operation, and\/or a Google map of your business location. Make sure any phone numbers are clickable \u2014 not just on your contact page, but throughout your site, as well. Mobile users will thank you! Add basic contact information into the footer of all of your pages. Users will expect it to be there, so give them what they want! 7. Add a live chat Live chats are becoming more and more common on websites \u2014 you may have even noticed them on our own site! In our experience, they\u2019ve done a great job of getting your site users the answers they need quickly \u2014 especially when there is a real person behind the \u201csupport desk\u201d fielding visitor queries. In addition to helping your users, live chats are a lead capture tool that helps start conversations with curious visitors. For many people, filling out a \u201crequest a quote\u201d form might feel like too much of a commitment, but engaging in a more informal chat conversation about your product or services may feel less pressured. 8. Conduct A\/B testing If you\u2019ve done all the right things, but still aren\u2019t seeing the conversion success you were hoping for (or you\u2019re curious to see if you can take it step further), you may want to consider A\/B testing. Hubspot defines A\/B testing as an \u201cexperiment that shows two different versions of one piece of content (such as a landing page, email, or call-to-action) to two similarly sized audiences to see which one performs better.\u201d You can perform A\/B testing on all sorts of marketing assets and elements \u2014 both on and off your site. Off your site, you might do A\/B testing on your inbound marketing campaigns (such as email campaigns or pay-per-click ad campaigns). By pushing out slightly different versions of your ad or email, you can determine which versions do the best job of enticing users to your landing page. Once a visitor reaches your site through one of these inbound marketing vehicles, you may want to A\/B test various elements of the landing page to see which encourages more conversions. The list of things you can A\/B test is pretty long \u2014 page layouts, body copy, call-to-action copy, button colors, images, videos, contact form placement, or even the \u201cThank You\u201d page that a user is redirected to after submitting a form. 9. Go even more in-depth with visitor tracking tools Still curious about how users are interacting (or not interacting) with content or elements on your site? While A\/B testing can tell you a lot about how your campaigns are performing, you can also take a deeper dive through the use of visitor tracking tools. Visitor tracking tools, like mouse tracking or session recording, allow you to view specific users\u2019 movements on your site and identify friction points that might be preventing conversions. On their own, these tools cannot offer a definitive analysis of what is and isn\u2019t working on your site, but they do provide valuable qualitative data to take into account when determining the direction of your CRO strategy. 10. Optimize the pages and posts that receive the most traffic Here\u2019s one last lead capture optimization trick I\u2019ll leave you with: Open up Google Analytics, pull a list of your site\u2019s most highly trafficked pages, and begin methodically updating each one to maximize its lead capture potential. Essentially, you want to treat these highly trafficked pages as landing pages. This may mean adding a contact form at the bottom, rewriting some of the copy, tweaking the CTA, or promoting downloadable \u201cfreebies\u201d behind a lead capture form. Are you happy with your current lead generation strategy and WordPress Support? At Southern Web, we work with you to optimize lead generation through targeted SEO and PPC campaigns. Contact us today to learn more about our services.