How To Generate Leads From Your Website With SEO

You’re one of these people: 

  1. You don’t believe that you can actually get leads from your website.
  2. You get a nice flow of leads through your website. 

If you’re person number 1, I’m talking to you.

To be like person number 2, you need to work out what website marketing best works for your business. 

And that knowledge will come from knowing who your perfect customer is, and how they browse online. One thing is certain, your customers will be searching on search engines for their solution.

Our job is to make sure that you appear for your customer when they search.

Why businesses struggle to get website visitors let alone leads from their website

Doing lead generation on your own or with a marketer, you may have found it either doesn’t work or costs a huge amount of money to get people onto your website. 

You might be paying for ads at the moment either on Google, Facebook, Instagram or TikTok to drive people to your website. This can work, if your targeting is right.

I have a different proposal that works for most businesses. It’s two things again: 

  1. Search Engine Optimisation (SEO) 
  2. Content 

As long as your website is offering something that many people are searching for, like tradesman services or even something like website design, SEO is a great way for you to start getting people on your website. Along with leads and enquiries from customers who are ready to buy.

Does SEO help with lead generation?

Yes, SEO massively helps with lead generation. Not only that, it will help you to improve awareness of your brand, and trust.

Let’s chat about how you can do SEO on your website and generate leads (messages, calls, texts, emails, whatever it may be). 

Turn your website into a 24/7 sales person

Before you get ahead of yourself, the first thing to say is that if you’re serious about turning your website into a lead generating machine for your business, it doesn’t happen overnight. 

SEO works, but you need to invest money and time into the process. And in time, your website will become your most valuable asset in your company!

So, here’s how SEO will help you to grow your business:

By optimising your website, you will get more customers discovering and clicking through to your website.

Someone searches a term related to your business, services or products, and your website shows up for that search. They click it, they land on your website. 

BUT, the job of SEO isn’t done.

As part of your SEO strategy, you will need to focus on your website’s content.

There are two (I don’t know my fascination with the number two) roles when it comes to website content:

  1. It’s optimised for SEO – which has a big impact on whether it shows up at all or high up on search results
  2. It’s high quality content, which keeps your reader’s attention and guides them through a journey on your website, and becomes a lead at the end

Fail in one of these areas, and your SEO fails.

So there truly is no SEO without content.

If you think about point 2, content has a huge impact on the performance of your SEO but also the user’s experience on your website. 

SEO generates leads for your website, but it’s the content that will have a big say whether someone decides to stay and convert from website visitor to one of your customers.

How well does SEO work for lead generation?

Really well. Main reason being that you can work to make your website appear for searches that your customers make online who need something. 

We marketing nerds call it ‘search intent’. There’s different levels of intent: from someone searching for information to someone looking to take action (buy something).

With SEO, you can see the search intent and make sure you rank for the searches where users search to take action. 

You may say, “well SEO is risky, I can just pay to be at the top for action keywords.”

Sure, but SEO is more cost effective for the long term

PPC v SEO for leads 

PPC is immediate gratification, at a price. SEO will live on. 

PPC marketing can be 400% more expensive than they should be. With the average lead costing over £150 in 2024. 

SEO requires investment, but the return on that investment is typically greater when compared to PPC. 

Social media v SEO for leads

Then comparing SEO to social media marketing, social media is a risky game as users on social may not necessarily be in a ‘buying state of mind’ with an intent to take action. 

With SEO, at least you know the state of mind a user is in through that intent of search. 

They’re more likely to buy if the search has a search intent to take action. And if your website shows while they’re in that buying state of mind, bam, you’ve got a good chance to convert.

Imagine driving along a road and thinking, “I’m craving a coffee,” then you see a Costa drive through. 

What are you going to do? 

You’re going to go in, get a coffee, and a fat slice of carrot cake.

5 ingredients needed for effective SEO to generate leads from your website

1. Quality website content

Quality content = engaged person = ready to convert from visitor to lead.

Think about the last time you read a book you really enjoyed – it probably made you want to check out everything else the author had written! 

Chuck in some SEO into that content and you’re onto a winner.

What ‘chucking in some SEO’ looks like

Relevant keywords your customers search

Understanding what’s being searched for and why is how to create effective SEO content. 

Then creating content that’s relevant and is valuable to your site visitor.

Internal links

Linking to other pages on your website helps visitors to stay on your site for longer. 

Linking to a product page, enquiry page, or even your newsletter sign up puts your purpose front and centre in a simple, non-obtrusive way. You’re not asking them to come and check something out, you’re making these pages natural to discover. 

Internal links also help search engines to rank more of your website pages, so win-win!

Combine SEO and content to create SEO content that converts well

Create content that’s interesting and useful to your visitors, while making sure you include the various SEO standards to make it rank. 

Here are two types of content that should feature in your strategy heavily: 

SEO copywriting

SEO copywriting is strategic website content written for SEO and conversion. It’s copy that’s written to sell, you’ll typically see it on landing pages, product & service pages, and blogs.

It involves: 

  • Placing keywords strategically, such as in your subheadings and content body, and always put the highest value keywords first
  • Writing for your audience by constructing copy that centres their need and answers their questions
  • Testing your content after publishing – run tests and audits to check on the quality of your SEO copy using a content audit tool, like Ahrefs

SEO landing pages

SEO landing pages, as the name suggests, are website pages that website visitors land. 

The SEO part of the copy on that page has been written to rank, communicate, and convert your website visitors into customers. 

For more info on creating SEO landing pages, check out our blog.

2. Making your website show up in searches for the right keywords

You’re likely to already have an idea of the keywords you want to rank for, but it’s always best to see the numbers behind them. 

You’re looking for keywords that your customers are searching for online.

Don’t know where to start with this? We recommend an online keyword tool like Google Keyword Planner, Wordstream’s Keyword Tool or Moz’s Keyword Explorer. Or you can use fancier (expensive) tools like Ahrefs and SEMrush (I love them both!). 

Tap in one of your desirable keywords and they’ll let you know the search volume, as well as useful variants that are also capable of generating leads. 

A free hack for keyword research: You can also simply tap a few terms into a search engine and see what comes up. Google will let you know similar terms people are searching for through its autofill function and the ‘People also ask’ section on the results page.

3. Target local customers

Does your business benefit from having local customers? Then you’ll definitely benefit from SEO content. 

Target local leads through the use of what’s called ‘Local SEO’.

It’s also quite common for people to search for a service ‘near me’. If Google can identify your business’ location through your use of local keywords, your website will be one of the first results they see.

4. Collect positive reviews

Positive reviews are a sign of trust for both humans and the search algorithm. It helps to build confidence for both; either when considering buying from you, or ranking you in search engines.

The more positive reviews you have, the better chance of purchase or ranking. Dixa say good reviews can produce an 18% uplift in sales

You can use your reviews as part of your website content and in other marketing too – they’re great to catch people’s attention and convert them from visitor to buyer to paying customer.

Can SEO grow my business?

Yes. Whether you’re a startup, small business looking to take the next stage of growth, or a large enterprise looking to dominate the industry, SEO will help you to hit your goal.

By optimising your website and creating quality content, you’ll grow your business over time by generating traffic, leads and sales.

Let’s get your website generating leads and getting you sales

It’s what we do.

If you’d like to talk about your website lead generation strategy, send us a message below.

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