How to turn your WordPress site into a lead-generating asset

As the most popular content management system (CMS) in the world—with a market share of 62.6%—WordPress successfully powers some of the biggest websites on the internet. NASA, Time Magazine, Microsoft News and even Taylor Swift all use WordPress to house their online empires. The reason being: it’s powerful.

WordPress delivers the best of both worlds—easy to use and full of features for marketers and businesses to drive engagement and convert visitors into leads.

This is a guest post by Stephanie O’Brien, Head of Content at The Lead Agency, a B2B digital marketing agency specialising in high-quality lead generation. Here is how to maximise your lead generation with WordPress:

Make the most of your theme’s features

Whatever WordPress theme you’re using, it has the potential to support lead generation with the right adjustments. All WordPress themes provide opportunities for customisation, and minor tweaks can make a big difference in how effectively your site engages visitors and converts them into leads.

• Customise for conversion: Start by exploring your theme’s settings. Many themes allow you to modify layouts, colours, and typography. Consistent branding across your site builds trust and guides visitors toward key calls-to-action (CTAs).
• Use built-in widgets: Most themes include areas for widgets where you can add forms, lead magnets (downloadable assets), or promotional banners. These elements are designed to seamlessly gather visitor information without hindering the user experience. Just be careful not to overclutter.
• Test mobile responsiveness: Over 60% of web traffic originates from mobile devices. You want to ensure your site is responsive. A clunky mobile user experience (UX) will lead to lost lead opportunities.

Pro tip: Consider using tools like Elementor or Gutenberg blocks for enhanced page creation. These allow for the design of high-converting pages that integrate smoothly with your theme’s capabilities.

Optimise lead capture with simple tools

Lead generation is all about creating a clear path for visitors to engage. Your WordPress theme is a solid foundation for this when combined with the right tools and strategies.

• Focus on simplicity: For lead capture, simplicity is crucial. Use clear, compelling calls-to-action (CTAs) that prompt visitors to take actions such as signing up for a newsletter or downloading an eBook. Streamlined forms that ask only for essential information (like name and email) reduce friction and boost conversions.
• Leverage form plugins: Plugins like WPForms and Ninja Forms integrate well with most themes and facilitate the creation of professional-looking forms. Customise them to match your branding and position them in areas of high visibility, such as headers, sidebars, or your homepage.
• Offer value through gated content: Provide valuable content like exclusive checklists, templates, or guides in exchange for visitor details. This approach boosts sign-ups and assists in qualifying leads based on their interest in your content.

Pro tip: Test different form placements to discover the most effective locations for lead capture, such as sidebars for blog readers or timed pop-ups that aren’t intrusive.

Drive traffic that converts

A website is only as good as the traffic it attracts, no matter how beautiful it looks. Focus on strategies that bring in the right visitors—those most likely to convert into leads.

• Content is key: Regularly publishing high-quality blog content is an excellent way to attract visitors. Address common industry questions and challenges and provide actionable advice, establishing your business as a credible authority.
• SEO and your theme: Choose a fast, SEO-friendly theme with features like schema markup and lightweight design. Combine this with an SEO plugin like Yoast to enhance your site’s organic reach.
• Harness social media: Most themes support adding social sharing buttons. Promote your content across social networks and encourage sharing to extend your reach and drive traffic.

Pro tip: Use internal links to direct readers to high-converting pages, linking relevant blog posts to resources or contact forms.

Track your leads and refine your strategy

To improve your lead generation, you have to understand how visitors interact with your site. Analytics tools provide valuable insights into what’s working and what isn’t.

• Set up tracking: Use tools like Google Analytics or Jetpack to monitor visitor behaviour, including where leads are coming from and which pages perform best.
• Focus on key metrics: Monitor conversion rates, bounce rates, and traffic sources. These indicators will help you identify opportunities for improvement.
• Optimise based on data: Look at what small adjustments can have a significant impact. Try modifying CTA text, altering button colours, or rearranging form placements to increase user engagement.

Pro tip: Use heatmaps with tools like Crazy Egg to see how users navigate your pages.

Avoid common pitfalls

After all that advice, it’s good to balance your efforts by knowing where you could go wrong. You want to avoid:

• Too many plugins: Excessive plugins can slow your site and cause conflicts. Prioritise only essential plugins and regularly review your plugin list.
• Intrusive design elements: Avoid overusing pop-ups and lengthy forms that can frustrate users and increase drop-off rates.
• Skipping testing: Always test your forms, CTAs, and mobile usability. A broken form or poor mobile experience can turn away potential leads.

Pro tip: Conduct routine site audits to check for speed and usability to ensure everything works as intended and delivers a seamless user experience.

Making the most of your site

Your website should be both beautiful and powerful. Working with WordPress’s features, you can transform your site into a lead generation powerhouse. Start small—review your theme’s features, integrate simple tools, analyse your site’s performance, and remember that continuous improvement is the key to maximising results.