An ideal business website is the one that does effective promotions, builds brand and generates ample leads for the business. Based on my previous blogs, you may have gathered how structure of a website directly impacts its lead generating potential.

However, it is not just enough to know that, but its also important to understand exactly how to measure that impact and improve on it.  The secret sauce of improving your website ranking is to throughly analyze it’s data.

Analyze the Keywords

Increase the number of footfalls.

Identify the keywords that people are looking up to land at your website. Are they typing in your business name (branded search) or are they typing in words or phrases related to your offerings (non-branded search)? When searching for a product or a service, people don’t usually type business names into the search engine; they likely search for the products or services they are looking for. Getting found for relevant searches is much more useful for generating better leads.

To increase the number of people who find your website through non-branded search, work on your search engine optimization. Try to get each page to rank for different keywords, all of which should be related to your business, products, and services.

Minimize the Bounce Rate

Increase engagement on your website.

Bounce rate is the percentage of blog visitors who exit navigation without visiting a second page. A bounce rate of upto 50% is acceptable, but if it’s higher than that you may have to work on engaging your audience more. To achieve this, make your navigation bar accessible from every page, so that users can access other pages without using the back button or routing to the homepage every time. It also helps to include links in each of your pages to other pages, either by hyperlinking or using call to action buttons.

Bounce rate is paramount because it is a ranking factor for search engines. Search engines may lower a page’s rank if they see that visitors are not engaging with it much.

Highlight Popular Pages

Highlight secondary pages.

The homepage of a website typically has the highest traffic, but don’t forget about the actual popular pages of the blog. The quantity of traffic on these other pages may be lower, but the quality of that traffic they get may well be much higher.

To improve your website, identify your “runner-up” pages and insert calls to action on them, as visitors here may be more likely to convert.

Increase Referral Traffic

Leverage social media.

Search engines aren’t the only means by which a potential customer can find your website. In addition to search, two other sources of website traffic are direct and referral. Direct visitors refer to people who typed your website address directly into their browser. They may have heard about you from someone else or through an advertisement and decided to learn more by investigating your website.

Referral visitors are those who arrived by clicking on a link to your website from another website—maybe an influencer blog or social media post. If your referral traffic is low, reach out to people in your network who could include a link in their content to your website. You might also want to reach out to local media outlets for any publicity opportunities. In addition, be sure to maintain an active presence on social media, posting regularly with links to helpful and informative blog posts and website pages.


Improve Lead Rate

Optimize for lead generation.

To be able to find out if your website is generating leads, you’ll need to use tracked links for your landing pages, have a tracked phone number on your website, and also replace any publicly visible email addresses with contact forms. This will help your website to not only generate leads, but also to find out which activities are generating the most leads.

Your number of leads is not as important as the percentage of website visitors that convert into leads. The more traffic your website gets, the more leads you should be getting.


Analyze Long-Term Trends

Ensure a general upward trend.

Take a look at your number of website visitors over a long period of time.  Is the graph flat, going down or going up? If is graph slope is negative, you may have to take corrective steps for the same.


With an understanding of these metrics, your website can be a powerful lead-generating tool. Take some time to gain familiarity with it. You won’t be an expert overnight, but the more time you spend with it the better you’ll be able to make sense of it, and more efficiently would you be able to improve its outreach.

If you have questions and inquiries about SEO, do let me know through the comments below. Or send it to me via tweet to @priyankanaik042