As a small business owner, the chances are that you’re always looking for new ways to generate leads or convert your website visitors into customers.

But the truth is, that can be very tough and expensive in today’s competitive times, where consumers have more choice than ever.

However, with the right strategy, it’s not impossible.

Today, we’re sharing six unique ways to dramatically increase lead generation and conversions and get more bang for your marketing buck…



Consumers are being bombarded by more advertising than ever before, so you have to work hard if you want to stand out.

Indeed, the average Briton spends an eye-watering 24 hours a week browsing the web.

With so much content in the form of social media posts, blogs, banner ads and videos, it’s easy to give up and think there’s no attention span left for your marketing messages.

But that’s simply not true; you just need to focus on personalisation.

Though research shows that most consumers are unhappy about brands following them around the web through ad banners and sponsored posts, personalisation doesn’t have to be stalker-like.

Rather than overloading customers with your brand messages, speak to them like a real human being.

For example, if you send a generic newsletter or direct message to 1,000 of your potential customers promoting your products, the chances are that most won’t get back to you.

Most email marketing campaigns go unread or are quickly overlooked.

However, when you add that person’s name (James, I’ve got a great offer for you!) or some other form of personalisation (Check out these new properties in Dundee), customers are more likely to take a second look.

Use your recipients’ first names and locations to boost click-throughs, and you’ll soon see that your marketing messages have a much wider reach.


Get creative

Whether you’re hosting a live stream on Facebook or a face-to-face networking event, be more creative with your calls to action.

Rather than offering value upfront and asking people to sign up at the end, request that your audience participates during your videos, events, talks, blogs, and more.

Facebook is known to penalise live streams and posts that ask for likes, comments, and shares directly.

However, if you ask your viewers to leave a comment when you share something helpful, you can soon increase the value of your content and expand your audience.

For example, if you’re hosting a talk on networking, ask attendees or viewers to tweet their favourite tips along with a #YourCompanyTips hashtag.

You’ll quickly inspire a bunch of user-generated content and be able to identify potential leads to chase when you’re done.


Go bitesize

As we’ve already touched upon, consumers have more content and information at their fingertips than ever before.

Rather than filming an hour-long video, focus on converting your long-form pieces into bite-sized, tap-and-swipe-worthy content.

With the average British attention span now just fourteen minutes long, you must work hard to repurpose content that can be shared on social media or on your website.

Don’t forget about the growing trend towards disappearing content like Instagram Stories, too.

You can reshare time and time again; not everything has to be unique or from scratch.

And if you’re trying to convert difficult subject matters into short-form content, look at where you’re putting it.

Your website should still be chock-full of in-depth, valuable content for lead generation and SEO.

However, developing an app where that content has been repurposed might make sense.

Reach out to the Edinburgh mobile app development experts at Zudu if you’re considering an app – we’ll help you bring your ideas to life and increase conversions.


Forget perfect

It’s easy to hold off from releasing a blog post, website, app or video because you want to get it just perfect.

But if you wait too long, the chances are someone will beat you to it.

If you want to excel in today’s digital-first landscape and stand out from the crowd, then you must publish whatever you’re working on now.

There’s no time to wait around.

Release that blog post so it can climb on Google and tweak it when you have more time.

Press ‘publish’ on your website.

Use data to see what your audience likes and dislikes.


Set reminders

Whether you generate leads via an email sign-up form or a Facebook Chatbot, remind customers to take the next step, especially if they’re stalling or have disengaged from your content.

If you ask for a name, email address and phone number on a chatbot flow, send reminders if you don’t receive every element so that you can contact your lead.

“Hey – we’re just waiting for your email address to get started” is a simple and polite way to encourage potential customers to convert, and the same can be done in eCommerce.

Sending abandoned cart emails to remind customers to complete their purchase and offering them a discount if they come back are two of the oldest tricks in the book – and they work.



Finally, make sure that your business and website has the infrastructure needed to grow.

If you want to convert more visitors into customers, your systems must be prepared.

Know that your products are going to be featured on This Morning or The Daily Mail website or you’re about to kick off a major marketing campaign via Facebook Ads?

Stress-test your systems and build fallback sequences to manage any potential bottlenecks.

If your systems can only comfortably manage 100 orders or sign-ups at once, decide whether you want to upgrade or tell visitors you’re busy, asking them to try again later.

If you don’t, you could miss out on thousands of pounds worth of sales.

Delivering a poor user experience will leave a bad taste in people’s mouths – so make sure you’re ahead of the game.


There you have it – just some of the ways to increase lead generation and conversions in 2020 and beyond.

If you’re looking for help with conversion rate optimisation, depend on the CRO experts at Zudu.

Give us a call on 01382 690080 to arrange a free consultation today.


Do you have a project in mind?
Let’s get to work.