How to make your website a cutting edge lead generation tool


  • To stay competitive, a lead-generating website is a must.
  • Encourage leads with a visually attractive website.
  • Make it clear on your homepage what your company offers.

It’s happening as you read this. Potential customers are checking out your website (hopefully you have one!) and considering your company for their jobs.

Whether those website visitors decide to call your company depends on the lead generation capability of your site.

“Customers have a lot of choice in contractors nowadays,” says Kyle Martel, president of Pacific Star Gutter Service. “Having a website that excels at lead generation is a must in the construction and home service industries.”

It takes more than simply putting up a website to impress and entice customers. To generate leads, keep these tips in mind.

Put your best “digital foot” forward

“With your website, you’re essentially speaking to a captive audience,” says Martel. “Take advantage of that. Treat it no differently than a phone lead and put your best foot forward.”

That means creating an attractive website that states clearly what your business provides and why and how your services stand out in the industry.

“I’ve spent a lot of time hiring professional web designers to make my website visually appealing with lots of imagery to showcase our work,” says Joe Palumbo, president of Landscape Guys, LLC. Palumbo’s business consists of three home services companies, and he gets a bulk of his leads from his websites.

Create an attractive website that states clearly what your business provides and why and how your services stand out in the industry.

“My website tends to convince potential leads that we’re capable of many tasks,” says Palumbo. “Before and after pictures are a must. The “Our Work” section on my site shows what yards looked like before and after we worked on them.”

Martel also showcases his work. “We specialize in custom-made copper and wood gutters,” he says. “For the right homeowner or business, that is a huge selling point. The photos show that we really do a great job.”

Be transparent and accessible

In many cases, you have mere seconds to entice potential customers to stay on your site. Confusing websites that don’t explicitly show what a company is all about will cause people to click off quickly.

Don’t clobber visitors with pop-ups, and have your contact information on every page of your website.

In addition to attractive visuals, include two or three concise sentences that sum up what your company does straight on your homepage. Also include a full menu of services in an easy-to-digest format, such as bullets.

“Don’t inundate visitors with pop-ups. Have your contact information readily accessible on every page of your website, though,” adds Martel. One option is to place contact info in a persistent menu bar at the top of your site. Consider also adding live chat.

Include reviews

Paired with photos, reviews greatly help to get your phone ringing.

“Reviews from real customers posted on your site add a level of authenticity and encourage trust in your business,” says Palumbo. “Potential customers know that a company needs to do good work to get good reviews. I also link my online review sites, so customers see that I have nothing to hide.”

Mention specials and guarantees

“If you offer a temporary or ongoing special, put that on your website,” says Martel. “You’d be surprised how often a coupon to save $100 or 10% can sway a potential customer into your camp if they’re on the fence between you and a competitor.”

Martel also highlights his warranties on his website. “My warranties tend to be pretty aggressive, so I use that as a lead gen tool in itself,” he says.

Ensure follow-up

Missing any leads from your website is obviously counterproductive. Martel suggests checking the email account associated with your online contact form daily.

“I know there may be spam to fish through, but check the account regularly,” he says. “There is nothing worse than finding a missed lead. It’s also bad for your company’s reputation.”

If you don’t have time to get back to leads promptly, delegate this essential task, suggests Palumbo.

“We don’t leave any email, voicemail, or direct message on a social platform go unanswered,” he says. “I’m a big believer in the value of opportunity. You’d be surprised how much work I’ve secured over the last two decades by being the person who calls a lead back.”

Even if it’s not the ideal job, talk to them, adds Palumbo. “I’ve learned from experience that you never know when a $1,000 task might lead to a $40,000 job or a $100,000 project.”

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