Small Marketing Strategies to Drive Big Engagement and Better Leads Online
At Elevate My Brand, we bring a “work smarter, not harder” mentality to marketing that a lot of other agencies really don’t like, especially when it comes to website management.
The truth is that most landing pages don’t need a total redesign to work better. In fact, some of the most effective improvements are surprisingly small tweaks that reduce friction, aim attention and empower visitors to take simple actions.
Increase Web Engagement and Lead Generation
If your landing pages are getting traffic but not traction, don’t throw the baby out with the bathwater, as they say. Instead, test and iterate to see what impacts your metrics and what doesn’t. Making small changes and watching the numbers in your analytics dashboard is way easier than starting over from scratch.
Our experts compiled five updates that brands can make to increase engagement and support lead generation efforts without returning to square one.
1. Add a Page-Specific Lead Gen Form
When a visitor lands on a page about a specific product, service or offer, the form should match the user’s intent. A page promoting a downloadable guide should not ask the same questions as a page offering a consultation. Tailored forms feel more relevant and often convert faster—and at higher rates. As someone who’s always strapped for time, I know that one extra form field can make the difference between me hitting “submit” and me deciding to quit.
A focused form shows respect for your visitor’s time, but there’s more to it than that. It also keeps you focused behind the scenes. I recommend creating a “master” contact form in your customer relationship management (CRM) tool, making a copy of it when you need a new form for a new landing page, and then cherry-picking the most pertinent questions for the content. Save that form in the CRM with the landing page’s name so you know any leads that came through that form came from that specific page. This lets you determine the success rate of different forms so you can make smarter decisions about conversion tactics more holistically.
2. Place a Clear Call-to-Action Above the Fold
A call-to-action (CTA) button at the bottom of the landing page is fine, but in most cases, it shouldn’t be the only CTA. If someone has to scroll to understand what to do next, you’re already losing momentum.
Try to always include an “above-the-fold” CTA. (For our youngest readers, that means a CTA that’s immediately visible when you look at a page.) Whether it’s a button that leads to another more action-oriented page or an anchor link to a form farther down the same page, a CTA gives visitors immediate direction. Think: Download the guide, Request a quote, See how it works, etc. When it comes to the call-to-action, the key is clarity, not cleverness.
Anchor links, or “jumplinks,” work especially well for longer landing pages. A button that fast-tracks users to a form or pricing section keeps them moving forward without forcing them to hunt. Clear CTAs guide user behavior, which Google has noted is an increasingly important factor in page experience and engagement signals.
3. Use Internal Links to Build Confidence, Not Distract
Landing pages don’t have to live in isolation. Strategic internal links can reinforce trust and answer relevant questions without forcing visitors off course. Link to supporting blog posts, FAQs or case studies that deepen the user’s understanding of your content. For example, a service page might include a link labeled “See how we elevated CPG brands” that points to a related case study. Don’t forget to add descriptive anchor text that helps both users and search engines understand what they’ll get when they make the click.
Internal linking also supports crawlability and content discovery, which Google highlights as a best practice for site structure and usability. The trick is balance: support the decision, don’t overwhelm it. Here’s a simple guide to use when deciding to link internally or not:
- If the page is very relevant and still allows the user to convert, link it.
- If the page is very relevant but doesn’t allow the user to convert, link it to open in a new tab.
- If the page is not very relevant but still allows the user to convert, add a CTA button instead.
- If the page is not very relevant and doesn’t allow the user to convert, don’t link it.
4. Add Social Proof Where Decisions Happen
Testimonials buried at the bottom of the page are easy to miss. Try placing “social proof” closer to your conversion points, such as forms, CTAs or pricing sections, where visitors are actively in the Consideration and Decision phases of the marketing funnel.
This doesn’t have to be flashy. A short quote, client logo or metric like “Trusted by 500+ brands” can quietly reinforce credibility. Research from Nielsen consistently shows that people trust peer recommendations more than brand messaging. Even a small confidence boost can tip someone from “maybe later” to “let’s do this.”
If you have a lot of direct testimonials or reviews on sites like Google, TripAdvisor or Yelp, consider adding content-specific quotes to a shit-ton of landing pages. For instance, if someone mentioned your biodegradable packaging, add that review to the Sustainability page. And if someone said that the ingredient list in your new snack was second to none, put that review on the product page.
5. Create a Low-Commitment Next Step
Not everyone is ready to schedule a call or request a quote, and that’s OK. We’re all at various points in the funnel. High-performing landing pages often offer a softer conversion alongside the primary CTA.
Think downloadable resources, short videos, checklists or email sign-ups that provide value without pressure. These micro-conversions keep users engaged and allow you to nurture the relationship over time. In short, if you can’t convince a user to move straight to the bottom of the conversion funnel, ask them to kick off their shoes and stay in the funnel for a while. According to Google’s documentation on conversion optimization, multiple pathways can support brands’ efforts to capture intent at different stages of readiness.
As an agency that does its best to keep the ego out of marketing, we suggest conducting high-velocity A/B tests. If you get tons of traffic on your site each day, test out an aggressive CTA for one week (e.g., “Get it now”), a standard CTA for one week (e.g., “Learn more”) and a more passive CTA the next week (e.g., “Get product updates”). In the fourth week, put both an aggressive and a passive CTA side by side to see how two options impact clicks. By the end of the month, you’ll have some great data about user behavior that you can leverage in your lead generation strategy at large!
Partner With a Winning Web Marketing Agency
You don’t need to rebuild your landing pages from ground zero to get better results. Small changes, like page-specific forms, above-the-fold CTAs, thoughtful internal links, strategic social proof and low-commitment next steps—can dramatically improve engagement and lead generation with minimal effort.
Landing pages are not set-it-and-forget-it assets. They’re living tools that deserve attention and refinement. Start with one page, apply one or two of these tweaks, and measure what happens. Incremental improvements compound; before you know it, your pages will be doing a lot more heavy lifting, allowing you to focus on the important work your brand does every day.
That’s part of the value of working with a marketing agency. We ideate, test and iterate with strategy and expertise to elevate your brand in ways you probably never even considered. If you’re ready to scale and smarter marketing power moves, you know where to find us!
Written in collaboration with ChatGPT