Your website has the potential to be one of the hardest-working tools in your business. But if it’s not attracting visitors, generating leads, and converting those leads into customers, it’s time to make some adjustments. No stress—this is a chance to see where you stand and what small (but mighty) tweaks can make a big impact.
People want to do great work, and this is your opportunity to check in, see what’s working, and fine-tune the areas that need some love. With the right approach—an optimized, clear, and user-friendly website—your leads will come naturally.
Organic Traffic & Lead Generation: Are People Finding You?
Organic traffic is the number of people landing on your site from search engines like Google—without you having to pay for ads. If organic search isn’t driving at least 30-50% of your total traffic, there’s room to grow.
▶ Action Step: Open Google Analytics (or whatever you use - GA4 is our favorite source of truth) and check your traffic sources. If organic isn’t a significant chunk, it’s time to boost your SEO. That means using the right keywords, improving page speed, and creating content that people actually want to read and share.
Lead Generation & Conversion Rates: Are Visitors Taking Action?
Traffic is great, but what really matters is whether people are taking the next step—signing up, booking a call, or making a purchase. A strong website should convert at least 2-5% of visitors into leads or customers (higher if you’re in e-commerce or service-based industries).
▶ Action Step: Check your conversion rate. If it’s under 2%, revisit your CTAs (calls to action). Are they clear, compelling, and easy to find? Does your website make it obvious what the next step should be? Small tweaks in messaging and design can make a big difference. I always invite clients to also look at their ICP and personas/avatars every 6 months to ensure that the audience is still just right. The world is changing at a fast pace than ever, so revisiting this foundational step is key!
Bounce Rate & Lead Generation: Are People Leaving Too Soon?
A bounce rate over 50-60% means visitors are leaving your site after viewing just one page. That’s usually a sign they’re not finding what they need—or they’re getting overwhelmed and clicking away.
Some fun facts to drive the importance of your first impression (pun intended):
Users form an opinion about your website in just 0.05 seconds
On average, users spend about 5.59 seconds focusing on a website's written content
Visitors spend approximately 6.44 seconds looking at the main navigation menu
▶ Action Step: If your bounce rate is high, take a closer look at your content and user experience. Does your homepage clearly explain what you do? Is your site easy to navigate? Make it simple, engaging, and valuable so visitors stick around. Check out this post on Say This, Not That for writing effective copy.
Pages Per Session & Lead Generation: Are Visitors Exploring?
Ideally, visitors should be checking out at least 2-3 pages per session before they leave. If they’re only hitting one page, you might need to guide them through a more intentional journey.
▶ Action Step: Add internal links to keep visitors engaged. If someone lands on your homepage, what’s the next step? Make it easy for them to find more relevant content, services, or offerings that keep them moving through your site.
How to Optimize Your Website for Lead Generation & Better Results
If you’re not hitting these benchmarks, don’t worry—this is about making small but strategic improvements. Here’s where to start:
Refine Your SEO. Use the right keywords, make sure your site loads fast, and build quality backlinks. For more way on how to do this, check out Hubspot's Ultimate Guide to SEO.
Enhance User Experience. Your site should be intuitive, mobile-friendly, and easy to navigate.
Strengthen Your CTAs. Every page should guide visitors toward a clear next step.
Track and Adapt. Set up Google Analytics, measure what’s working, and make adjustments accordingly.
Your website isn’t just a place for people to land—it should be a lead-generating, business-growing asset. If it’s not quite there yet, now’s the time to make some smart adjustments that bring in real results.
Next Steps: Turn Your Website into a Lead-Generating Machine
Your website isn’t just a place for people to land—it should be a lead-generating, business-growing asset. If it’s not quite there yet, now’s the time to make some smart adjustments that bring in real results.
▶ Need a sounding board? Book a free 15-minute strategy session—we’ll help you identify exactly what’s working (and what’s not).
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