How to increase leads with website redesign

A website redesign can increase leads if it removes all the barriers between users and the target action they should take. For this, the value proposition must be clear from the first screen, the conversion journey must be simple and fast, and the CTA must be visible and in the right place.  

As the companies’ practice shows, the bigger bottlenecks for conversions are:

– complex navigation,

– cluttered pages,

– unclear CTAs,

– long forms,

– slow loading times,

– poor mobile UX.

Another thing that makes achieving the target action more complex is weak brand trust. It may happen if your website doesn’t showcase case studies, testimonials, or other proof of expertise. Therefore, a redesign aimed at lead generation should begin with an analysis of analytics, conversion funnels, and user behavior. Then, its effectiveness should be measured by the conversion rate and the number of qualified leads.

How to identify why your website is not generating enough leads

To do so, analyse the whole user journey – when the user just scrolls through the homepage and when they fill out forms to order services or buy something. Google Analytics 4 helps with this, as it collects all the statistics on all actions that users take, and it’s a good option to spot the points that prevent users from taking the desired action. 

Besides that, there are heatmaps and session recordings that identify issues with navigation, CTAs, and forms. It’s also important to check mobile usability, page load speed, traffic sources, and the conversion rate of individual pages. In addition, it’s worth looking at the offer itself: a low number of leads may be due to an unclear value proposition, a lack of trust, or irrelevant traffic, not the design.

Website redesign strategies for increasing lead generation

To increase inbound leads, follow these redesign strategies: 

– Refine your value proposition. It should be clear from the very first sight – what the company offers, to whom, and what problem it solves.

– Reduce the number of steps between browsing the homepage and the desired action.

– Make CTAs prominent and specific, and place them logically on key pages.

– Streamline lead forms. Ask only for the information needed during the initial contact.

– Add trust signals (case studies, testimonials, and results).

– Improve mobile UX & performance. Fix issues with navigation, readability, and loading speed.

– Track conversion rates and qualified leads, and use A/B testing to validate key decisions.

For SuperStud, a US manufacturer of steel framing products, we redesigned a website whose complex structure made it difficult for visitors to find relevant information. Our team simplified product categorization, clarified navigation, and made technical specifications easier to access while preserving essential content. Once implemented, the updated design helped attract new customers and improve conversion rates, showing how a clearer path through a website can support customer acquisition.

How UX, content, and CTAs affect website leads

UX, content, and CTAs should consistently guide the user from understanding the offer to submitting a request. Thus, the next things must be achieved:

– homepage should quickly explain the company’s core value, 

– service/product pages should detail the solution and its benefits, 

– landing pages should focus on a single offer and a specific conversion action.

Every design element has its own place on website pages to create the whole picture about the brand and explain how to get the service and what buttons or forms help to do that. Following this logic, the CTAs should be placed where the user has already received enough information to take the next step, and lead forms should be kept short and clear. 

Trust signals also play a specific role here. Testimonials, relevant case studies, results, and client logos help validate the claimed value. Content should also align with the buyer’s journey to improve inbound lead generation: 

– educational content should generate interest at the awareness stage; 

– comparisons and case studies should support the consideration stage; 

– specific offers, demos, or consultations should drive the decision stage.

How to redesign a website without losing SEO traffic

As a rule, a website redesign company pays attention to the SEO part while working on an updated UI/UX design so it doesn’t result in a loss of organic traffic. For this, they document the current URLs, rankings, organic landing pages, metadata, internal links, and pages that are already generating conversions before launch. It’s best to keep important URLs and set up 301 redirects for changed URLs. The technical partner also checks canonical tags, robots.txt, the XML sitemap, structured data, and ensures there are no accidental “noindex” tags after migration.

Conversion rate optimization should be based on the defined lead generation strategies and be conducted without making drastic changes to the entire funnel all at once. A/B testing allows teams to compare CTAs, forms, messaging, or layouts with the current version and understand which updates drive better results instead of relying on guesswork.

How to measure lead growth after a website redesign

To measure the increase in leads after a website redesign and SEO indicators, you need to set up analytics and conversion tracking before launch to establish a baseline for accurate comparison. In Google Analytics 4 (GA4), you should track key lead events: 

– form submissions, 

– requests for consultations or demos, 

– clicks on contact CTAs, 

– other target actions that make sense to manage. 

To assess lead quality, it’s advisable to integrate website data with your CRM.

After launch, compare the total number of leads, conversion rate, qualified leads, organic traffic, and cost per lead with pre-redesign metrics. Analyzing data by channel and landing page will help you see what worked for lead generation and where further CRO is needed.

Conclusion

You can get more leads by redesigning a site if you remove specific barriers to conversion, instead of just changing the design. Data analysis, UX and content improvements, and follow-up testing help you transform your site into an effective lead generator tool.