Turn website visitors into leads

Driving new traffic to your website will increase the number of people visiting your site, but may not be engaged in working with you yet, are typically at the start of their online research or are only just becoming aware they have a problem that needs fixing.

This is where you turn them into leads, or prospects most likely to become a client. The best leads (often referred to as qualified leads) are those who are in the market for your services right now, willing to make a decision immediately and will recommend your business to others in their network.

Here’s how you can convert more website ‘visitors’ into ‘leads’.

Understand the buying process

It’s unlikely a first time lead will sign up immediately, as there’s usually a series of events website visitors go through before they decide to become your client. This can include looking at your firm’s social media channel, checking out your LinkedIn profile, reviewing customer testimonials, and downloading or reading the content you have available to demonstrate your expertise. Do some research and talk to your existing clients to find out what process they went through and what helped them make the decision to work with you.


  • What information was important to them when choosing an accountant to work with?
  • Were there specific priorities they had when they started researching accountants?
  • Was there anything in particular that made them choose you over others?
  • How long did they research accountants before they decided to work with you?
  • Could you have done anything differently to speed up the decision-making process?

This information will guide you in setting up a more efficient and effective lead conversion system.

Create lead magnets

Lead magnets are content given out in exchange for people sharing their contact information with you. This includes documents and tools like ebooks, free downloads, samples, demo videos and financial calculators. Anything that encourages a website visitor to give you their email address in exchange for what you’re offering is a lead magnet.

These documents should be relevant to your ideal clients and contain valuable information that encourages them to sign up to access.

Once you have their email address, you can follow up with email blasts, newsletters and other marketing materials.

Automate your lead magnets

Creating lead magnets is a great first step, and automating them makes your life even easier. Ideally, you’ll have multiple people moving through the buyer’s journey at the same time, each at various stages. Automating the process means you don’t have to keep track of them or manually nurture them individually.

Automation doesn’t always require a lot of effort to set up. For example, you can schedule a series of emails to be sent at preset intervals, each giving information that builds on the last. You could also set up an automated response when a potential lead completes a form on your website letting them know when they can expect to hear from you.

Automated reminder emails let your clients and potential clients know about important upcoming deadlines or filing dates.

Develop triggers

A lead trigger is a sign that someone is potentially ready to buy. Signs that they are moving along the process include when they:

  • Sign up for your newsletter or reply to an email
  • Accept your invite to connect on social media or send out a connection requisition
  • Download your ebook or white paper
  • Register for an event or webinar to receive more information
  • Ask questions in a chatbot
  • Respond to an online advertisement
  • Repeatedly click on your pricing, product information and delivery website pages.

Each of these triggers can be part of a lead magnet schedule. For example when someone downloads your ebook or white paper, you could automate a process of three emails being sent out every three days with additional information, links to case studies, or a welcome offer.

Or when someone registers for an event or webinar, they could automatically receive an email with a thank you and a link to a special offer on your website.

There are automation tools out there to help you convert visitors into leads and leads into buyers. These include LinkedIn Sales Navigator, Pipedrive and HubSpot.

Focusing on qualified leads

Leads come in varying levels. Some are interested in what you do but not yet ready to become a client. Others are ready to work with you, now. There are things you can do to encourage more highly qualified leads to reach out.

  1. Research which avenues lead more people to work with you and focus your efforts on those. If 5% of people who download an ebook buy something while 40% of those who request a demo do so, the people who request demos are therefore more qualified leads. Focus your efforts on those people and consider a way of encouraging people who download the ebook to request a demo
  2. Identify why potential clients are reaching out to you. Some search phrases may reveal how qualified people are. For example, those searching for “what accountants do” may just be interested in learning about various services, or considering going into accounting themselves. Those searching using specific phrases like, “Can an accountant help me with X problem?” likely already face an issue they need help with, now. Set up your keywords to attract more specific and targeted keywords.
  3. Become known as a specialist within an industry. When you’re an expert in an industry, people within that industry are more likely to seek you out for your knowledge.
  4. Write an industry-related report to use both as a marketing tool and a lead generator. Survey people in your specialty about the state of the industry and certain trends. Invite your clients and people in your target audience to submit their responses, then write a report about your findings. Send that report to those who submitted their answers and post it on your website as a lead generator. Those who submitted their responses to you are more likely to read the report and may be more highly qualified leads for you.

Focus on your website content

Your website is one of the tools you use to convert visitors into leads, so you need content that’s engaging and relevant to your audience. Your website should also be designed to encourage people to engage further with your firm.

Ensure that your website is

  • Easy for users to navigate
  • Usable on all devices, including mobile phones
  • Written for your target audience, using words and phrases they know and understand
  • Search engine friendly, by including keywords
  • Geared to your specific target audience by addressing their needs and your experience in helping people like them
  • Chat enabled through a chatbot that enables you to automatically answer commonly asked questions or provide options for learning more information
  • Well written and informative.

Consider having multiple landing pages for different visitors who come to your website. For example, you might have one landing page for people who find you through an industry directory and another landing page for people who found you through social media. If you run a paid ad campaign, have a specific landing page for people who find you through that avenue.

Certain software can also track when a person returns to your website, allowing you to set up custom messages, pop ups and pages based on what they’ve clicked on before.

Related resources

Use the 7 steps to an effective business plan guide as a lead magnet on your website. You can edit it to suit your firm, your clients and your writing style too.

Final thoughts

Once you’ve got people to visit your website, convert them into leads using the mix of tactics that fit your accounting firm best, so they can ultimately become your clients. By engaging with website visitors and developing your lead generation process, you’ll start to convert more ‘visitors’ into quantifiable ‘leads’ and then customers.