Fortunately, there are still plenty of ways to get people to visit your business site. And when it comes to converting those website visitors into leads, The One Stop Web Shop has 17 proven techniques you can use...
Each of these techniques provides a different approach to converting your website visitors into leads. In this article, we’ll take a look at each one in turn.
The 17 visitor conversion techniques on this page can be used independently or in combination with each other. For example, you might combine #6 and #1 to boost the power of both.
Of course, you shouldn’t overdo it. As my direct marketing mentor used to drum into me, with any marketing technique, “Overuse equals abuse.” But when you combine these techniques in intelligent ways, you will increase their power to convert website visitors into leads.
Be sure to check out the links on the sidebar to the right of this post, or below it if you’re using a mobile device. You’ll find links to third-party articles that offer even more ways to turn website visitors into leads.
The information on this page follows on from an earlier article titled 10x Your Business Website. That article explained the structure behind a webpage designed to turn website visitors into leads.
The following diagram is an overview of the eight stages in the process of turning website visitors into leads...
Hot Tip! The sidebar on the top right of this article (or below it on mobile devices) contains even more ways to turn website visitors into leads.
An exit popup appears when a visitor leaves the page they’re currently viewing. In lead generation, an exit popup can be annoying, and intelligent marketers typically only deploy them on a landing page.
When a visitor tries to navigate away from the page, an exit popup appears and offers you one last chance to ignite the visitor’s interest to turn website visitors into leads.
An exit popup might display a different message depending on how long a person has been viewing the page. For example...
If the visitor was on the page for long enough, you could even offer them the chance to talk to you via live chat. See the next technique for details.
Visitors can find exit popups annoying, and it pays to use them judiciously. This can depend on your target audience’s cultural expectations, or the visitor may have to rush off to an appointment.
When you show an exit popup, it’s always a good idea to include a note that suggests the visitor bookmarks the page by pressing Ctrl-D (Windows) or Cmd-D (Mac) so they can return to it later. That way, you have a chance to turn old website visitors into leads.
Sometimes, a visitor wants to talk to another person because they have questions or want to make sure your product or service is backed up by a real company.
For a small business selling across the world, it may not be practical to have people on standby 24 hours a day, 7 days a week. That’s where recent advances in AI can come in handy...
There are numerous ways to make use of an AI chatbot, and from a lead generation context, you have the potential to respond directly to the questions being asked by the visitor.
Chatbots can be a very effective tool for turning website visitors into leads because they can focus on building desire in context. They’re also a useful way to provide a consultation as described in number four.
A webinar or workshop can be used to aid your lead generation efforts in several ways...
Webinars and workshops are a great way to capture the contact details for later follow-up, or to impart a lot of knowledge on an interactive basis that addresses the specific needs and concerns of the people in the room (virtual or actual).
It’s this personal nature of the format that helps to build trust, demonstrate expertise, establish credibility, address pain points, and develop relationships. And if you provide genuine value through a webinar, it is a powerful means of turning website visitors into leads.
When a product or service involves complexity or requires careful planning on the part of the client, offering a consultation to help the client is desirable in its own right. What’s more, it gives you the following advantages...
It’s important that you don’t offer a free consultation too soon on the landing page. A free consult becomes a powerful way to turn website visitors into leads after the person has...
When you successfully establish all three, the idea of a consultation with you specifically becomes a powerful tool to convert a visitor into a very warm lead.
Note: In the next technique, I outline how to utilise a similar technique in the most powerful way possible. That technique also works for this one, so be sure to scroll down to number five and discover another way to turn your website visitors into leads.
A free assessment works in much the same way as a no-obligation consultation when it comes to converting website visitors into leads. The difference is that an assessment implies one of the following...
As with consultations, offering an assessment can turn website visitors into leads. But it can only do so if the assessment is viewed by the person as something worth undergoing. It is essential to sell the benefits of the assessment and create a sense of value around it. Here’s one way to do that...
Note: If you put a price on your assessment, it’s essential that the rest of your marketing material reflects this. This type of offer only has power when the person accepting it is getting something they can’t get from you another way.
The above is an example of how to go about offering a free assessment in a manner capable of turning website visitors into leads. The approach you take should suit your product or service. And if offering a free assessment doesn’t suit your industry, choose one that does from the 16 other techniques on this page.
Offering a special discount that expires at the end of the day is an excellent way to add urgency and turn website visitors into leads. But it’s not as simple as merely making the offer.
The visitor has to want what you’re selling; thus, the proper place to present a discount like this is either...
The conversion power of a today-only discount lies in a visitor believing the discount can’t be had anywhere else. If you’re going to use this technique, you must ensure it’s not available elsewhere on your site.
The power behind a today-only discount lies in the natural human fear of missing out. To maximise the power you extract from this driver of human action, you must do the following...
Put another way, the power of the today-only discount to convert website visitors into leads lies in its credibility. Don’t lessen your website’s credibility by making offers your visitors can get anywhere else. And for the same reason, you should never give in to the temptation to extend a time-limited offer.
Does your website have a blog, and are people visiting it and reading your content? Do you have a YouTube, Instagram, or Rumble channel with a regular audience?
If your analytics show the following, then you can take advantage of content-based CTAs...
Assuming your analytics confirms your online content is being consumed, then you might consider creating content designed to carry a call to action (CTA). How the CTA works depends on the medium...
Content-based CTAs are a powerful way to turn website visitors into leads when they’re relevant to the content itself. For example, a plumber might have a video that helps people diagnose when their boiler needs a service.
Let’s say (for the purposes of this explanation) there are five common signs. After each sign, the plumber should say something like, “If your boiler is doing that, get in touch and arrange a service. And if you use the link in the description, you’ll save 20% on parts and labour!”
Better still, if one of the signs denotes a boiler that might be dangerous, the plumber can explain to the person that it is crucial they call immediately, as boilers in this state are dangerous.
Does your product or service lend itself to offering a free trial? Most digital products do, and for physical items, sometimes there are ways to loan products that people can test, such as booking a test drive of a new car.
If you can devise a way to offer a free trial, it can be an excellent way to turn website visitors into leads.
The power of the free trial lies in the potential of the product to achieve one of the following when in use...
The more complex and difficult to use or understand a product is, the longer the free trial will have to be. It may even be necessary to include training with the free trial to ensure the prospect can use it. Or to opt for a video demonstration instead.
There are potential downsides to a free trial worth considering...
Assuming you’re happy with the downsides, getting people to sign up for a free trial of a desired product is an excellent way to convert website visitors into leads.
As with many other techniques in this article, you need to offer a free trial after creating desire for the product. Once you’ve done so, you can then offer the visitor the opportunity to try the product with no obligation to buy.
With physical products, if you have a limited supply, use this scarcity to improve the visitor’s desire (we want what we can’t have). Here’s how to do that powerfully...
When the new stock arrives and you call the prospect, they’re almost certainly going to say yes.
If you’re not in a position to loan out your product to potential customers, or if it’s too complex to realistically expect people to become dependent on it during a free trial, then a video demonstration is an alternative way to turn website visitors into leads.
If you have a successful YouTube, Instagram, or Rumble channel with plenty of followers, this is an excellent way to get people enthusiastic about your product or service. You can even ask viewers to share a link to the video with their friends, and in doing so, expand both your client base and your subscribers.
Even if your channel is new and doesn’t have many subscribers, you can still film a demonstration of your product for people. Here are some useful tips...
Your demonstration videos should include at least one call to action (CTA). Without a CTA, you’re less likely to turn website visitors into leads. A call to action should include a phone number, email address, or URL, but you should also provide a link in the video’s description and tell people to click it.
If you are live-streaming the demonstration, and your product lends itself to this, invite one of the people watching to use the product as described so future viewers can see an ordinary person achieving the same outcome you did.
What you’re looking to provide with a demonstration is proof that your product or service can do what you say it does. This lends credibility to the claims you’re making and strengthens the desire for the product. As a result, you convert more website visitors into leads.
One of the least understood and often underappreciated ways to get more traffic to your website is through a referral program. Better still, people who arrive at your site as a result of a referral program are often the most likely to convert from website visitors into leads.
Many people think that a referral program means paying commission to people who send you new business. While that might be the case, it doesn’t necessarily need to be.
Some products or services lend themselves to payment in kind as a reward for sending visitors to your site. For example, a site that displays advertising for paying clients might pay out more ads to advertisers who send them new subscribers. For some advertisers, getting bonus ad displays is far better compensation than a share of the ad revenue.
When considering a referral program where turning visitors to your website into leads is the objective, you will need to work out what a lead looks like on your end and what the compensation should be. Put another way, what are you willing to pay as a marketing cost for a new lead, and who is likely to be interested in that payment (money or otherwise)?
As soon as you have the answer to those two questions, you have the basis of a referral program.
Offering visitors access to a password-protected members-only section of your website is an excellent way to turn your website visitors into leads. Here’s what has to happen for that to work...
The content in the gates section should be of high quality, establish your credibility, have an air of exclusivity about it, and convey considerable value to the people who access it. You can even use tools such as BuddyBoss to build a community into that gates section, making it easier for members to talk to you and with each other.
From your perspective, the purpose of this protected content is to have people see themselves doing business with you at some point in the future.
A competition is an ideal way to turn website visitors into leads. By offering an enticing prize, you provide a website visitor with a compelling reason to give you their name and contact details.
However, to ensure your competition supports rather than hinders your business interests, be sure to observe the following recommendations...
The reason why you should avoid giving away your product or service as the prize is that it will stop some people who were going to buy from doing so. Instead, they may wait to see whether or not they win, thus delaying purchase.
Prizes unrelated to your main product or service will appeal to people who aren’t interested in buying from you. If you sell luxury watches and give away a $50,000 luxury holiday, you’ll attract too many people with no interest in buying a luxury watch.
You’ll certainly turn those website visitors into leads, but they won’t be good leads.
Your objective is to obtain the names and contact details of people interested in buying your product or service. By giving away a prize that complements your core range, you turn your website visitors into qualified leads.
At the end of July 2025, a whopping 63% of people were using a mobile phone to browse the web at any given time. For that reason, it is essential that you optimise your website for mobile.
If you haven’t yet done so, you should make this the #1 priority for your site.
That way, when you apply to techniques in this article and turn your website visitors into leads, you’ll capture 100% of your potential market, rather than a mere 27%.
Good point, and I’m glad you asked, because a free e-book is an excellent way to turn your website visitors into leads. Let’s consider it our 18th technique. A free bonus, if you will!
When you offer a website visitor a free e-book from your website, you get to ask for the person’s name and email address in return. That allows you to contact the person, but it doesn’t turn them into a lead. For that to happen, the following must be true...
When you can produce an e-book that meets these criteria, you have a tool on your hands that will convert your website visitors into leads. And if you can’t produce an e-book that does that, get in touch with me.
The more personalised you can make your content, the greater the chance that you’ll turn your website visitors into leads. But this raises two questions, doesn’t it?
Most people think personalisation means knowing the person’s name or using culturally appropriate language. That’s partially due to ignorance of marketing and the recent desire among the bureaucratic class to divide the world up into ever smaller groups that can be managed from above.
The plain truth is, every human being shares a few basic desires relevant to lead generation...
If you know which of the above your visitor is looking for, you can personalise content without needing to know anything else about them.
Have you won a business award? Did your clients vote you Supplier of the Year? Has your local consumer association given you a glowing review? Are you rated highly on TrustPilot, TripAdvisor, or Amazon?
Have you received certification under one or more of the ISO-9000 family of certifications? Has another certification authority recognised your expertise?
If you’re the recipient of one or more awards, certifications, logos, or badges, you should display these prominently on your website. These items vest trust in you from an external authority, which lends credibility to other claims you make, and turns more website visitors into leads.
If you have an online store, be sure to install an abandoned cart plugin and start using it. On average, you can expect the following improvement in conversion depending on the way the follow-up was made...
The nature of the follow-up and the speed with which it happens is important. Ideally, your follow-up will be...
When you get the tone right for your target audience, this technique will convert more of your website visitors into leads.
You might like to ask the person whether they wish to be reminded again, if they’re unable to buy immediately. Anyone who says yes is giving their permission for an additional follow-up, and they’re making a commitment that increases the odds of future conversion as per Dr. Cialdini’s psychology of influence.
Note: If you have an e-commerce store, and this section made no sense, then give me a call and let’s talk about how I can help.
Most websites don’t see their Frequently Asked Questions page as having the potential to convert website visitors into leads. That’s a mistake.
The only people spending time on your FAQ page are those interested enough to start asking questions about you, your company, and its products and services. These people are half-way towards becoming leads, and you should make this even easier for them by adding CTAs to your Frequently Asked Questions page.
This might be a simple button that says “Call us” or “Book a Virtual Meeting” that floats in a specific location on the page, or it could be given additional smarts that increases its relevance and improves conversion. For example...
This approach will likely need to be adapted depending on your specific product or service. Rather than get hung up on the specifics of the above example, consider what such a process might look like for your business, and how it could turn your website visitors into leads or clients.
Congratulations on making it all the way to the conclusion! Hopefully, you found this article useful and can see how it will help you improve the conversion of website visitors into leads for your business.
No matter what you sell, your website can be a powerful lead generation tool for your business. The One Stop Web Shop has made something of a speciality when it comes to turning ordinary business websites into lead generation machines.
Having looked through this page, you may well have many ideas about what you’d like to do, but aren’t sure how to implement them. Or doubt your current web designer’s ability to implement them the way a direct marketing professional would.
If so, contact us and let’s chat.
Most of the “Convert Website Visitors into Leads” sites listed above are also on The One Stop Web Shop’s downloadable Visitor Conversion Resource. Click here.
Launch Marketing is offering this free e-book that also explains how to turn B2B website visitors into leads.
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