Inbound Marketing – How to Convert Website Visitors into Leads

You have the visitors and a lot of traffic but that’s not all there is to your business website. You’ll want to convert those visitors into customers who you will educate about something they need or want.

They might sign up to receive a newsletter or new blog post. But it hurts when they don’t open your email. You want them to learn about your company, increase brand awareness, but it’s not getting through for some reason. And not only that. It costs you time and money to spend on creating these marketing strategies and nothing in return little to nothing in return.

You’ll need to attract and convert these website visitors with information following an email sign-up list to get them learning more about your brand.



A great way to create brand awareness about your company is to create your website and web content so people know about what you do. Even if you’re already well known, it’s still good to have updated content so when the visitor is ready to buy, they’ll have an idea of who you are as a company and what you offer.

If you’re like me, I wouldn’t want to give my money to anyone who isn’t reliable or at least someone I trust. With credibility, you create the trust in that person who is often doubtful. If they’re skeptical, having testimonials is one of the ways to keep your credibility up. Along with testimonials, you can use company logos on your homepage so they know you are trusted by companies.

Giving unlimited access to unregistered users prompts them to give up their information (email address). Restricting access to certain parts of your website can prompt the user to register and get them closer to becoming one of your customers.

Blog posts keep them updated with information helpful to them when they need it. Even better, sending blog posts to their email lets you focus on their journey to becoming a customer. With a call to action, you are that much closer.


What’s a website without content? Content is one of the biggest aspects of your website. This is related to what you do, who you are, and how you can help the visitor. Giving them useful content is sure to turn them into a lead.

Sharing your content and promoting on social media will help build a wider audience. Even when you have your target audience in place, sharing might influence other people to become customers or head over to your website. Promoting or using paid media has a larger effect on reaching your target audience.

Your Target Audience

As a part of inbound marketing, your target audience is one of the first building blocks to build when creating your marketing strategy.

Your buyer persona, or your ideal customer, will make it easier for you to build for your customers and have them coming back for more. If they like it, they’ll share it, and eventually, come back to buy from you.

Find out who those people are, what they like, their pain points, motivations, goals, behavior, and demographics. Your ideal customer is who you are creating your content for. If you don’t know who you’re talking to, how would you write your content?

Who you’re trying to attract can become easier once you know your ideal customer.



This stage in the buyer’s journey is to persuade the user to take action. Once they’ve learned all they can about your products and services, it’s time to get them closer to that action stage.


They’ve shown interest and want to learn more. Once that happens, then comes the exchange of information. Hubspot views this stage as leading to converting the customer into a lead.

  • Call to Action (CTA)
  • Landing Page
  • Thank You Page
sign up

Call to Action

These three are crucial in converting a visitor into a lead. Some call to actions can be a pop up when they scroll down the page, a button in the middle or end of a blog post, in the sidebar, or as a pop up at the bottom corner of the page. Making sure it’s visually appealing is a smart way to get them to see it.

Landing pages give you the user’s information and being one step closer to becoming your future customer. Depending on the nature of your business, your landing page can use more than two form fields if it calls for it. If the visitor is requesting a demo of your product, a phone number and company name may fit in this situation.

contact form
When you create that landing page, the form fields are best left at two to three, maybe a name and email address.

Once the landing page is submitted, a thank you page follows. Your thank you page lets the visitor know you appreciate their information and look forward to something coming to their inbox. A definite time when the email will arrive, or when you’ll call, is a best practice as they’ll know when to expect it.

contact form

Thank You Page

Email Automation

If the user decided to sign up to receive updates from your website, email automation creates a fully capable auto send to multiple users when you need to get a word out to your subscribers. There’s no need to craft up an email land manually send emails to many users.


Given the multiple ways to create website visitors into leads, the helpful tips above are great ways to begin your inbound marketing process. The next steps after this are converting those leads into customers and eventually retaining those customers by providing exceptional content and customer success.

How are you turning your website visitors into leads? Was it easy or difficult for you?


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Monica Brown

I'm a professional writer and my articles clearly show the sphere of my interests - marketing, content management and website audience growing. Besides that, I like reading tech magazines and traveling.

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