I want to appeal to visits and convert them to leads

And why wouldn’t you?

Once you’ve taken the first step of getting visitors on your website, you’ll want to keep them there and have a means of following up with them when they leave.

Creating a solid visit-lead conversion strategy will put you in a position to start nurturing leads.

In brief

Create awesome CTA's (calls-to-action)
Capture user data with forms
Build landing pages
Create a resource library/repository

Are you calling users to action?

Calls to actions are the central event that will change a visitor to a lead. Remember, be focussed on each page where you use a call to action. You ideally want a single action per page to prevent diverted attention and it the offer should be relevant to the current page.

Think carefully about the call to action ladder you want users to climb. From reading a blog article, you may want to encourage users to subscribe to future updates. Having downloaded a resource, maybe you want to give leads a chance to sign up for a free trial or demo.
An on-form approach to data capture

Providing valuable content to users is the start of your inbound marketing approach. Earned engagement like this is the perfect opportunity to ask your potential customers for something in return for the value you bring. A means of getting in touch (phone, name, email) offers a real win-win as you can then reach out with relevant information on your terms.

Does your CMS provide an easy way to build new contact forms that capture the data you need, when you need it?
Landing pages, the heart of conversion

Landing pages are honestly one of the best approaches to help appeal to visitors and convert them into leads. A well-designed landing page will not only be on brand, but also have a focused call to action and the means of capturing user data. We’d always recommend that paid search/display clicks go to a purpose built landing page to help deliver the highest return on investment.