Launching a new website is exciting – the design’s fresh, the copy’s polished, and everything looks ready to go. But looks can be deceiving.
If your goal is to generate leads (and not just compliments), you need to go beyond appearances. Before you hit publish, ask yourself these five questions to make sure your site is built to convert.
1. Is it clear what you do – and who you do it for?
Visitors should be able to understand this within seconds of landing on your site. If your homepage is full of vague headlines like “solutions for success” or “unlock your potential”, it’s time for a rewrite.
Tip: Try the squint test – if someone scans your homepage with half-closed eyes, can they still grasp what you offer?
2. Is there a clear, compelling call to action?
If the only CTA on your site is “Contact Us”, you’re missing a trick. What’s the next logical step for your visitors? Book a demo? Download a guide? Schedule a call?
Tip: Use action-oriented language and repeat your CTA throughout the site – not just on the contact page.
3. Have you built in trust signals?
People don’t give away their contact details to just anyone. Add credibility with:
- Testimonials
- Case studies
- Client logos
- Certifications or awards
- A clear privacy statement
Bonus: Make sure any form that collects data looks secure and professional – trust starts with design.
4. Are your forms working – and user-friendly?
Test your forms on desktop and mobile. Do they:
- Load quickly?
- Work in all major browsers?
- Send the data somewhere useful (not just into the void)?
- Avoid asking for unnecessary info?
Pro tip: Keep it short. Fewer fields = more leads.
5. Are you tracking conversions properly?
You’ve done all this work – now measure it. Make sure:
- Google Analytics (preferably GA4) is installed correctly
- Conversion events are firing (form fills, button clicks, etc.)
- You’re not relying on guesswork to see what’s working
Tip: Tools like Google Tag Manager or Looker Studio can help you stay on top of this.
Final Thought
You don’t need a perfect website – but you do need a purposeful one. Before you go live, run through these five questions and make sure your site isn’t just a brochure… but a lead-generating machine.
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