How to Get More Leads From Your Website — 20 Proven Fixes
The fastest lead generation fixes: add a clear CTA above the fold, reduce form fields to 3-4, add live chat, display trust signals (logos, reviews), and ensure mobile forms work perfectly.
Most websites can increase leads by 30-50% with simple fixes. Add a clear call to action above the fold, reduce contact forms to 3-4 fields, add live chat with fast response times, and display trust signals like client logos and testimonials. These changes take a weekend to implement and produce measurable results within days.
The 20 fixes by category
Each fix is rated by effort (low, medium, high) and impact (low, medium, high). Start with the low-effort, high-impact items:
| Category | Fix | Effort | Impact |
|---|---|---|---|
| CTA | Add primary CTA above the fold | Low | High |
| CTA | Use action-oriented button text not "submit" | Low | Medium |
| CTA | Add a sticky CTA on mobile | Low | High |
| Forms | Reduce fields to 3-4 | Low | High |
| Forms | Use single-column layout | Low | Medium |
| Forms | Add inline validation | Low | Medium |
| Content | Write benefit-driven copy above forms | Medium | High |
| Content | Add case studies near CTAs | High | High |
| Trust | Display client logos | Low | High |
| Trust | Show testimonials with names | Medium | High |
| Trust | Add review ratings | Low | Medium |
| Trust | Display security badges on forms | Low | Low |
| Design | Use contrasting colour for buttons | Low | Medium |
| Design | Remove distracting animations | Low | Low |
| Design | Use directional cues (arrows, gaze) | Low | Low |
| Mobile | Ensure forms work on mobile | Low | High |
| Mobile | Use tap-friendly button sizes | Low | Medium |
| Speed | Improve page load time under 3 seconds | Medium | High |
| Speed | Optimise images above the fold | Medium | Medium |
| Live chat | Add live chat with fast response | Medium | High |
Prioritising by quick wins
Not every fix is worth doing now. Implement in this order: first, the low-effort, high-impact items (CTA above fold, form fields reduction, client logos, mobile form fix). These take hours and produce immediate results. Second, the medium-effort items (benefit-driven copy, testimonials, page speed, live chat). These take days and compound the gains from the first round. Finally, the high-effort items (case studies) if your conversion rate is still below target after the first two rounds.
Measuring conversion rate
Set up conversion tracking in Google Analytics before you make any changes. Track form submissions, phone calls, chat initiations, and any other lead events. Calculate your baseline conversion rate (leads divided by visitors). After each change, wait at least two weeks of data before judging the result. A statistically significant improvement is usually 15% or more above baseline. For more on improving your pages, see our landing page best practices guide and conversion rate optimisation guide. If the problem is deeper than individual page tweaks, read what makes a good homepage design.
Frequently asked questions
Three to four fields is the sweet spot. Each additional field reduces conversion rate by roughly 10-15%. Only ask for what you genuinely need to qualify the lead.
Yes. Sites with live chat typically see 10-20% higher lead conversion rates. The key is response time: chats answered within 30 seconds convert at much higher rates than those with delays.
Above the fold in the hero section is the highest-converting position. Secondary CTAs work well at the bottom of the page, in the sidebar, and as sticky elements on mobile.
Divide the number of leads (form submissions, calls, chats) by the number of website visitors, then multiply by 100. A typical B2B site sees 2-5% conversion rate. Track it monthly and look for trends after each change.
Yes. Displaying client logos, testimonials, review ratings and security badges can increase conversion rates by 10-30%. They reduce the perceived risk of submitting a form.