Your website is one of the most crucial elements of your business. However, its importance runs much deeper than just aesthetics and other design elements. In order to drive business, your website has to turn visitors into prospective customers — or leads — by sparking their interest in your products or services.

Here are several ways you can create a successful, lead generating website for your business:

Embed lead generation forms

By adding forms to your site, you will give visitors the option to willingly provide their personal information (i.e., name, email address, cell phone number, etc.) in exchange for a special offer, quote, or other free service. If you choose to use this tactic, it would be best to download and utilize a form scraper, which tracks form submissions and sends leads’ contact information directly to your address book.

Carefully place calls-to-action throughout your site

A call-to-action is an image, button, or other message that calls visitors to take some sort of action, such as clicking to find more information, donate to a cause, or sign up for a free newsletter. This lead generation method generally leads to a landing page, which is a page a visitor lands on with the intention of fulfilling these calls to action.

Cater to mobile users

It is best to use a layout that flawlessly reconfigures itself to work well across all mediums — including mobile devices and tablets. Enlisting this tactic will ensure your website is reaching its maximum audience while remaining easily navigable by all users.

Add evidence of legitimacy

In an age of scams and unreliable websites, it is imperative that you establish your company as credible, dependable, and worthy of customers’ trust and business. This can be accomplished by creating a page dedicated to showcasing client testimonials, reviews, and awards your company has received.