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A website has 2 main goals:

  • attract visitors
  • to convert these visitors into leads and eventually paying customers

A lot of companies have a website to die for, but most of the time they don’t seem to be able to generate money with their website. A pretty design just isn’t enough. Make a lead generating machine of your website with the following tips & tricks.


When developing a website the focus is often shifted to the design and animations, but these are actually not that important. What really matters is content. This is the information where your ideal customer is looking for.

A good website puts the website user first and answers the most important questions. That’s why you have to put yourself in place of your ideal customer and align your content with it. What problems do you stumble upon? What information is he looking for? What are his expectations?


Responsive design means that your website is perfectly compatible with all electronic devices, such as a mobile phone, tablet and a desktop computer. This all contributes to having a good consumer experience. Besides that, it also boosts your website positively in the Google search results.

A smart starting point in developing a website is to code “mobile first”. Make sure your website works perfectly on mobile and focus on all functionalities that are needed. As soon as you’re finished with that, you can go ahead and scale the design to tablet and desktop.

3. Speed

When a website visitor has to wait too long before a page is loaded, chances are he closes the browserwindow and you lose him. That’s why you have to make your website fast! Each page should be fully loaded within three seconds.

Some things you can do to make your website load even faster:


  • Optimize your images for usage on the web
  • Optimize your images for usage on mobile, tablet and desktop
  • Use “lazy loading” only to load images as soon as they are in sight
  • Limit the amount of requests needed to load a page
  • Make sure the website is clean coded according to the standards of the web


When visiting your website, you main goal has to be clear from the start. Mention your tagline and give some extra information to proove your added value. Use direct words and avoid vague taglines that don’t really say anyhting.


Every service or product that you offer has to have a landingspage. A landingpage is a page just like the other ones on your website, but the main goal is to be found in the search results of a search engine so that users can directly land on that specific page.

A landingpage had to have the following elements:

  • Title: attractive headline
  • Copy: answers the most common questions of your visitors
  • Social proof: reviews (text or video) of awards to proove marketing claims
  • Next steps: what action do you want the visitor to take?


A website without social proof is basically the same as an online brochure. Choose a website that is convincive to effectively proove every marketing claim to the visitor.

To achieve this, you can use the following possibilities:

  • text review (mention full name, picture, company and jobtitle)
  • video review
  • achieved awards
  • logo’s of you customers


Write about your expertise en put yourself in the market as a true expert. Traffic that lands on your website through a blogpost rarely become paying customers, but still blogging has a huge added value for your company. A blog with great content will make sure your website gets a higher position in the search results.


Avoid displaying emailadresses on your website. This has several cons besides being a pure spammagnet. It’s more interesting to use a contact form.

The advantages:

  • better for avoiding spam
  • you control the information someone gives yourself by defining the area’s
  • the user doesn’t need an emailprogram to send a contactform
  • easy to measure in Google Analytics with a seperate “thank you page”

9. CMS

The content-management-system (CMS) you use has the important job to make you manage your website fast and easy. Adding a new page or editing a text shouldn’t take longer than just a few seconds.

WordPress is the most common CMS but there are better alternatives like Dripal, Kirby and Craft.


Implement Google Analytics and Google Search Console to measure the statistics of you website. Don’t forget to set goals! For example: users who filled in the contact form or who subscribed to the newsletter.