marketing agency winchester

How Waypoint improves website performance and generates more leads

26 October 2022

Adam Richards

Managing Director

We are often approached by clients to help them generate more leads from their websites.


Our initial response is to make sure the existing website has clearly defined user journeys with well marked calls to action (CTAs) along the way.

Central to this is making sure you are clearly articulating what you are selling and why your product or service has features and benefits over and above the competition.

There is little point spending time and money on an effective marketing strategy to drive traffic to your website, only for them to bounce off within seconds due to confusion and misleading information; and ultimately not converting into customers.

What is lead-generation

Lead generation is about creating opportunities for potential clients to visit your website, read your valuable content, download resources and reach out to you to show their interest or to place an order.

How we generate more leads on your website

1. We publish quality content

At Waypoint we have been writing and posting well-researched and informed content for our clients for over 10 years. In every case, we have seen a direct correlation between blogging, increased website traffic and lead generation.

Content marketing is an opportunity for you to position yourself as an industry expert. Instead of promoting your business, you have an opportunity to showcase your knowledge and expertise. Waypoint can help you produce resources that offer added value to your potential clients and answer their questions.

Examples of quality content are ebooks, whitepapers, newsletters, website copy and blogs.

2. We build dedicated landing pages

Landing pages are another strategy we use to optimise website performance and provide your target audience with valuable content. Landing pages come in many forms but in the main they provide information on a specific topic and contain strong CTAs with the opportunity for the visitor to get in touch or receive further information in the form of a helpful ebook or white paper. They are also often used as the first page a prospect will land on when clicking on a Google or Facebook Ad.

Not every visitor to your website will turn into a client, but landing pages can help you collect their contact information and offer more value to nurture and convert them.

3. We use CTAs

A CTA is a statement or direction designed to encourage engagement from your website visitors. CTA’s are usually designed in the form of a button or banner to entice prospects to sign-up for an offer or download further information in exchange for their contact information.

CTA’s can be added to blog posts, videos, ebooks, forms – wherever there is a demand for engagement and more information. This way you can ensure you attract the right clients for your business.

4. We optimise websites with SEO

Once your website has been optimised to capture and convert leads, the next step is to make sure you can be found online. Being on the first page of the Google search results for your popular keywords and phrases is important given that they enjoy 95% of all search traffic.

Strong SEO performance is a result of many factors, ranging from the publishing of regular good quality content, light weighting for mobile as well as ensuring you have the correct meta-data and keywords in your copy. Waypoint has access to the very latest search engine optimisation (SEO) expertise to make sure your website appears high up on the search rankings for its most important search terms.

Waypoint Digital Marketing

Based in Winchester, Hampshire, we are team of experienced marketers specialising in marketing strategy, content development and lead generation. We act as our clients’ outsourced marketing team, saving you time and reducing your marketing overhead.

For more information on how we can support you with lead generation, please get in touch by calling 01962 862760 or emailing

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