As a small business owner, it’s your job to bring in customers. If you’re targeting locals, the conversion tools you use can be pretty quickly figured out. You can run a contest, promote your business in ads, or just go up to customers and ask them what they like or don’t like about your business. On the Internet, however, you have to be more self aware and proactive in gathering leads. There are several reasons for this. First, it’s easy to confuse what increases lead traffic with what hinders lead traffic. If you leave your website up and no visitors come, you might think it’s because of your site design, or blog post, or a whole host of other factors. So how exactly do we pinpoint what parts of your website delivers the most ROI?

The solution is to test them all.

Thankfully, with this blog post at the top of your mind, you’ll have an entire suite of techniques and tips to try out on your website. Are you ready to get more leads? You better be!

Here are our top 20 tactics to bring in leads for your small business website!

1. Use video to provide more of an engaging platform to describe your services.

Sure, you could write out text to explain bullet point by bullet point what your product solves for, but you could also put together a video that does it in a more illustrative manner. Not everyone likes read a wall of text to get to the hear of your business, so be sure to accommodate to that segment of your customers.

2. Know your target audience.

If you don’t know your audience’s most basic needs and what your service does to alleviate them, you should do more research. Even if you know exactly what your customer’s want, if you can’t communicate it proper in their terms, you won’t get anywhere.

3. Set a goal for what kinds of leads you want.

Do you want more qualified leads? Ask more questions, and get more answers, but expect to get fewer leads overall. Do you simply want more leads? Shorten up the number of form fields in your lead generation toolkit to attract bigger lead pool. The goal is up to you.

4. Make use of Twitter Cards.

Twitter Cards allow for a much easier way for users to share their email address through expanded tweets. This social lead generation tool is just one of the many ways to generate leads across social media, but this is one of the most dynamic ways we’ve seen. Be sure to experiment for maximum effectiveness.

5. Address your audience’s problem on a deeper level.

This is an extension to knowing your audience. How well do you know their deepest problems? What about the deeper problem behind the surface-level problem? If you can get to the core of your customer’s headaches, you’ll be way ahead of the game compared to your competitors.

6. Design a website that generates leads.

Your website shouldn’t be up solely for the sake of visibility (at least we hope not!). Your small business’s website exists to convert, so make sure you design your site in a way that always leads to a call-to-action or lead generation form. Be proactive!

7. Go through LinkedIn for qualified leads.

LinkedIn is the largest professional social network in the world. Doing a quick background search on your industry should yield several possible leads and contacts.

8. Create an infographic that builds leads.

Even your content can aid in generating leads. Sometimes, telling an enthralling visual story is all you need. Check out this guide to get insight into the infographic creation process.

9. Place a call-to-action on every page of your website.

It can’t hurt to make sure every page has a way for visitors to submit their information. Make those CTAs big and bright in order to capture attention.

10. Use social proof.

Online reviews go a long way towards getting customers to convert on your website, as they can be used to gain trust and solidify authority. Highlight recent testimonials and social shares that describe your services in a positive, helpful light.

11. Craft an engaging contact page to draw in visitors.

Create the perfect contact page with this impeccable guide to do just that! This is far and away one of the best key differentiators you can put into motion on your website, as most businesses have a fairly standard contact webpage.

12. Attend trade shows to build connections in real life.

It’s not enough to do digital marketing; you have to step back to the real world and network with the industry leaders behind the profile pictures. You’ll meet and connect a much broader range of individuals rather than limiting your business networking to the web.

13. Engage your target market consistently.

You want to be top-of-mind to your customers whenever they encounter the problem they’re trying to solve. In order to do this, you have to connect with your customers on a consistent basis. Communication is everything in the business world!

14. Ask your customers for referrals.

Don’t be afraid to take the next step and ask your current customers for referrals. If you’re doing your job as a high quality brand and small business, they’ve already been doing this without being prompted. Nonetheless, you get points (and more leads) for taking initiative.

15. Use email marketing.

What better way is there to provide value than shooting an informative email to subscribers? Even if you don’t have a lot of content to share, the impact you can make by dropping them a little note, significantly humanizes your brand.

16. Ask your customers to “pay with a tweet.”

Another terrific social way to spread the word of your services is to keep your best content behind a “share wall.” Make them pay with a tweet so that your site gets shared, and your customers get the information they want!

17. Create white papers that provide valuable information.

It’s a common practice to make white papers that contain invaluable information. You can place them behind form fields that enable you to get the most out of your audience’s thirst for industry knowledge.

18. Run contests or giveaways.

Giving something away of high value is another surefire way to generate buzz around your business. The downside of this practice is that it’s a short term fix, but it’s still a great way to reach potential customers who were in the dark about your services.

19. Target customers who have fallen out of your sales funnel.

Have a plan for when potential customers lose interest during the sales process. There is surely money to be made here, as reengaging these customers can provide insights on how to tighten up the sales funnel for certain folks.

20. Have a low initial price point for your product or service.

If you want to capture more customers, start at a lower price point. This way, you won’t instantly turn away customers that can’t afford a high price, while you can go after the customers who can afford to pay for more services.

We hope you guys enjoyed our top 20 lead generation techniques. Do you have any to share with us? Post some of your favorites into the comments section below.


Growth Marketing Manager at |

Andrew has serviced SEO clients across a variety of industries including large-scale e-commerce, retail, home services, and more. As Growth Marketing Manager for UpCity, he works every day to improve our Marketplace experience for agencies and business owners alike.