Lead generation

Lead generation is a hot topic and almost all organizations are working out to maximize the utilization of their websites. Nowadays lead generation from a website is a basic requirement. At PBIS we have spent more than 6 years to analyse the factors influencing the lead generation. Some of the major factors I will discuss in brief. More information may be available on request but depends upon the company’s policy. Before starting the topic I would request web developers “Please respect visitor’s time”. A visitor merely cares about how nice a website look. The nice looking website is a feature for a businessman not for the client. The requirement of a client is to find the relevant product or service and how easy it can place an order.

Client’s response to developers

I agree, whenever some client comes to a web development company its first phrase would be “I need a fantastic website”. Most of the clients repeat it again and again. Even internally they are looking for more clients but they do not include the phrase “I need more clients”. I started website development decades ago. Since the day I am talking to the clients, 1000s of times I have heard “Some developer had done my website ..... years ago but it is worthless. I have not got the single client from the website. I have wasted my money.” As soon as I will start gathering the requirements I will get less information about the products or services more information will be provided like: I have seen following websites those look very nice. My website should look like this. Most of the experienced developers will have almost the same experience. As per my understanding for a successful website development, developers should highlight to their clients that the primary function of the website should be the business leads generation later comes to a fair design and presentation.

Some of the major factors involved in lead generation

  1. Website loading time
  2. Adaptability of website
  3. Quality of contents
  4. User experience
  5. User engagement

Loading time

Web page loading time is the most important factor. That is the reason now Google has included it in its ranking factor for Search Engine Results Pages (SERP). This update is known as Google speed update. Recommended loading time is less than 2 seconds After 1 seconds each second causes to lose 20% chances of lead generation. For more information watch video above.


The word adaptability itself explains everything. The adaptability of a website means how a website adopts a screen (device screen) as per its height, width and other special features like if it is a brail device how it will adopt that device. It also includes how its all parts are accessible on various devices. Now you can think it is very very important to consider at the design time. If all the parts of a website are accessible on all devices it will reduce bounce rate and creates more chances of lead generation.

Quality of contents

Website visitors are looking for a product or service. Naturally, each provider has its competitors. Now the question is what is the uniqueness of your product or service and how that uniqueness is presented to the visitor. If a website contains unique contents with no grammatical or spells errors. Used images have high resolution. If contents have a mix and match of images, text and some relevant video then the contents present the required quality to be indexed and ranked.

User experience

User experience starts as a visitor lands on a webpage of a website. How a website loads and responds to the user for its various actions on a webpage. There are many factors for the consideration of the user experience. To define user experience exactly it is important to know the targeted clients. Variation in client’s group varies the expected user experience. User experience influences bounce rate heavily. The important factors to be considered for user experience are below:

  • Content relevance
  • Information flow
  • Responsiveness
  • Lead generation tools
  • Content readability
  • Navigation

These are all individual articles and is hard to cover in a single article. I will give a brief introduction here and write the detailed articles later.

Content relevance

The page where a visitor lands it should have only information about the product/service, what it was looking for. Strictly one page --- one service/product! We can not separate it from the quality of contents and flow of information in contents while we are talking about the lead generation. we will talk about it in details in another article.

Information flow

Everyone who is looking for some product or service will spend 2 - 3 seconds on the relevant page. That is the only time when your webpage can attract to pay attention towards your product or service. So there are only 2 seconds for your webpage to attract a visitor for a product/service. It is the critical time for your web page, for you and a web developer to prove its skills. I am providing very basic & generic steps. In our testing,

  • A clean and high-resolution image with an attractive brief description about the product. Maximum 2 - 3 simple sentences
  • Product price and highlight any offer if available on the product
  • A bullet list of features of the product/service
  • Write a paragraph to highlight the uniqueness. It is more efficient if there is a table of comparison from other competitors
  • Write the contents of the package
  • List other required accessories that are not in the package
  • Availability of required accessories
  • List all the optional or enhancement accessories and their availability
Information flow on a web page


I have gone through a number of different blogs and articles. Many of them are contradictory and provide a misleading information. The way I define the responsiveness. I could not find a single website that meets the requirement of the responsiveness. As per my understanding, A fully responsive website should respond to a visitors as per their needs and help them to find the relevant information within a fraction of time. For example, if a user is a blind person, then the narrator should start autoimatically and start reading the contents, for the visitor. In other words, websites should be deaf and dumb. They should know in advance what a user is looking for and where it is present on the website. You will find all the requirements very soon in another article named ’Responsive websites‘

Lead generation tools

At PBIS, as I had already mentioned, we have spent around 6 years to analyse and implement various strategies. The result of that research we have developed specific tools that help websites to generate leads. In brief, these tools are a combination of website responsiveness, user behaviour detection and responding accordingly, automated scripts to attract visitors to submit a query with minimal information. These tools convert a website to lead generation machine In some of the conferences I had a common question from the audiences “Are you phishing user data?”. Definitely, it is wrong. It is a minimal information and the visitor will send by itself. Even visitor knows that what it is doing. For more information please read our lead generation tools article.


It is also part of content writing but in lead generation, I consider it an independent and important factor because lead generation depends upon the targeted clients. Each client group has different reading and grasping power. To get a lead from the expected client it is important to write contents for the standards of the clients. I will discuss later in details in other article.


Sometimes visitors are looking for a combination of products/services. In such cases, considering the relevance of products, the navigation should be designed. It is something same like shelving process in supermarkets. It is my personal experience with one of my own clients. It was looking for a complete business support including IT support and digital marketing. Many big companies are doing this stuff but he chose our company, as my website had well-defined navigation considering all possible combination.

User engagement

It is a factor that only works well if the web developer is able to imagine the psychology of target visitor group. Only here I can suggest, the flow of information is a best practice. To work with this factor is a bit hard. It needs to process tons of data for relevance generally collected using loyalty schemes. Irrelevant sliders or videos may engage a visitor but it would not a visitor into a lead. The key point is always relevance works well. To convert a visitor into a loyal client, it is needed to educate your client about your products and services.

Target clients

Design for the target client is a major factor in lead generation. While a developer is designing a website. The first asumption they make is the maximum traffic is coming from mobiles. Personally, here I do not agree. It depends upon the target clients. If business is dealing B2C then the asumption is true otherwise it is wrong. If your clients are business directors, CEOs and Managers. They are busy on their routine operations on the go. These people will make a search, while they are in the office, in the evening after their dinner and occasionally early in the morning. Simply they cannot use mobile while they are driving. So instead of making assumptions, analyse the data of visits from various websites. then define the target devices and visitos’ expected actions on your website.


It was a brief introduction to our lead generation technology. We have designed more than 100 websites using the same concept of technology and observed their performance. Nowadays internally we have changed the abbreviation of CTR from ‘Click Turn Ratio’ to ‘Cient Turn Ratio’. We call such websites as lead generation machines for businesses.

Author: Varinderpal Singh Malhi