How to make your website a lead generating machine – 3 easy steps

How are you generating leads for your business? Is it hard work? Lots of networking and meetings right? Would you rather be ‘found‘ by potential customers? Well that’s where the practice of inbound marketing can be very useful. Hubspot in the US were the company to coin this term and their website is a perfect example of how to practice lead generation. In fact, they now get over 27k leads a month because they are so successful at this. Guess what, it’s not that hard to do in your business – In this article I’m going to teach you how.

At Optix, we practice Inbound Marketing but on a much smaller scale. I’m going to take you through a recent example which I hope will get you thinking about your own business and how you could do something similar.

We’ve been writing social media policies for clients for some time now. We decided to release a free ‘cut-down’ version of a policy which anyone can download and use. All we ask is that the user gives us their name, company name and email address. We also ask a couple of basic questions about the companies use of Social Media. The website then builds the policy on the fly and emails it to the user. Within the first month of this going live two amazing things had happened:

Over 50 companies downloaded the policy and gave us their details – all leads for my sales team.

We started to appear within the first 5 results of Google (They are very good at finding useful sites) for some really key terms like:

So how can you do this in your business? Here are three easy steps:

1). Consider what you can give away of value online. Can you create an ebook or a whitepaper or could you even do what we did and create a tool of value? Try and think ‘out of the box’ – don’t talk about yourself or your product directly, think about something of real use to your potential customers.

2). Put this on your website on a ‘landing page’ dedicated to that content and ask the user for some basic details in return for access to this valuable content – ideally if you can, blog about it and spread it using social media platforms like twitter, facebook and linkedIn.

3). Work out a ‘multi-touch’ (different ways of talking to the prospect – i.e email, phone, meeting – I’ll credit Scott Gould and Kristen Sousa for that one :)) plan for keeping in contact with the users who download it. Consider auto-responders if you don’t have much resource in terms of sales teams.

So there you have it, consider what you can create today and start to create compelling landing pages for capturing the details.

Now Your Thoughts

  • Can you share examples of where you’ve seen other companies do this. We can all do with inspiration 🙂
  • Have you dabbled with this type of marketing before? Let’s hear your thoughts.


  1. […] This post was mentioned on Twitter by Alastair Banks, Mike Lemon. Mike Lemon said: How to make your website a lead generating machine – 3 easy steps from @banksy6 […]

  2. Kristen Sousa on 29th January 2011 at 8:47 am

    Econsultancy! They hooked me with a sample report and I’ve been a customer of theirs ever since. 🙂

    • Banksy on 30th January 2011 at 7:42 pm

      Very good point Kris – we’ve been fans of the work of Econsultancy for some time now haven’t we. They in fact take it one stage further and turn you into paying customers from this practice. Very good example thanks.

  3. Waqas Ali on 29th January 2011 at 11:37 am

    I’ve not done this yet, but looks like better be not late. Let me start with building something of real value to potential customers.

    Thank you for the great Tip.

    • Banksy on 30th January 2011 at 7:43 pm

      Thanks for commenting on this. Creation of value is definitely the first step. Once you’ve done that just follow the steps. Let me know how you get on 🙂

Leave a Comment