Lead Generation

Every site we build exists to convert visitors into leads. Design and code accordingly.

The Conversion Equation

Conversion = Motivation × Clarity × Ease − Friction − Anxiety. Every feature should increase one of the first three or reduce one of the last two.

Landing Page Anatomy (in order)

1. Hero: benefit-driven headline (what the visitor gets, not what we do), supporting subheadline, primary CTA, hero visual showing the outcome.
2. Social proof strip: client logos, review score, or key metric.
3. Problem → Solution: name the visitor's pain, present the offer as the resolution.
4. Benefits (3–4, outcome-focused) before features.
5. Proof: testimonials with names/photos, case study numbers, certifications.
6. Objection handling: FAQ, guarantee, "no commitment" signals.
7. Final CTA section: repeat the offer with urgency or a risk reversal.

CTAs

• One primary CTA per page; repeat it every 1.5–2 screens of scroll.
• Verb + value: "Get my free quote", "Start the audit" — never "Submit" or "Learn more" for primary actions.
• Contrast color reserved exclusively for CTAs.
• Sticky/floating CTA on mobile for long pages.

Forms (where leads are won or lost)

• Ask the minimum: name + email (+ phone only if sales requires it). Each extra field drops conversion ~5–10%.
• Multi-step forms for complex qualification: start with the easy question, ask contact info last.
• Inline validation, clear error recovery, never wipe input.
• Confirmation page or message that sets expectations ("We'll reply within 2 hours") and offers a secondary action.
• Spam protection that doesn't hurt humans: honeypot + time-trap first, invisible CAPTCHA only if needed.

Trust Signals

• Real photos, full names, and company names in testimonials.
• Specific numbers beat adjectives: "127 sites launched" > "many happy clients".
• Privacy reassurance next to forms ("We never share your data").
• SSL, recognizable payment/certification badges where relevant.

Measurement (no tracking = no optimization)

• Track as conversion events: form submissions, CTA clicks, phone/email clicks, scroll depth on key pages.
• Every form submit success fires an analytics event with the source page.
• UTM parameters preserved through navigation and stored with the lead.
• Define the primary conversion metric in the spec before building.

Speed = Money

• Every second of load time costs ~7% conversion. Core Web Vitals budgets are conversion requirements, not nice-to-haves.

Lead-Gen Review Checklist

• Clear value proposition above the fold
• Primary CTA visible without scrolling and repeated down the page
• Form is minimal, validated, spam-protected
• Lead persisted server-side before any side effect
• Conversion events tracked with source attribution
• At least two trust signals near the conversion point