The core pillars of a lead-generating website: Visibility and Credibility.

The core pillars of a lead generating website.

Every element of an effective website (one that boosts enquiries and supports your business) falls under what I describe as the two core pillars of a lead generating website.

Once you simplify it down into these two categories, it becomes a lot easier to identify which area you need to focus on to increase the effectiveness of your site.

If your website isn’t generating enough quality enquiries or leads, it either has a visibility problem, or a credibility problem (or both!).

It’s as simple as that! But let’s go into Visibility and Credibility in more detail.


Website visibility is all about the amount of traffic your website is getting. The best website in the world isn’t going to get you any results if nobody sees it.

When I talk about website visibility and traffic, many people automatically assume I’m talking about SEO (Search Engine Optimisation). This is a huge subject and can be pretty overwhelming, but the good news is, there’s plenty you can do to direct people to your website without diving into technical SEO.

How to boost your visibility:

➡️ Link to your website from your social media channels, and encourage people to visit your site when you post.

➡️ If you have an email newsletter, make sure you include a call to action in each email, getting people to visit your website, or a relevant page on your site. You can also add a link to your website in your general email footer.

➡️ If you go to in-person networking groups, let people know they can visit your website to find out more about you and what you do.

➡️ And on that subject, if you use business cards or flyers, add a QR code that links to your website, so people can instantly visit your site.

➡️ Create a Google business profile, or spend a little time optimising your current one. Just make sure it links to your website!

➡️ Make sure your site is listed online on all the relevant business directories.

How do you know if your website has a visibility problem?

You won’t know if you have a visibility problem if you have no idea how much traffic your website is getting overall! This is why it’s important to use some kind of website traffic analytics.

Apart from being able to see how much traffic your site is getting, you’ll also be able to figure out where traffic is coming from. This means you can focus your efforts on what’s working, or change strategies if necessary.

Theoretically, more website traffic = more enquiries, but this is only the case if your site is strong in the second area: Credibility.

A diagram showing the core pillars of a lead generating website. The chart is divided into four quarters: high visibilty vs low visibility, and high credibility vs low credibility.


Strong credibility builds trust and positions you as a high-value expert in the eyes of your audience.

If people visit your website and they don’t see that credibility, they’re not going to be persuaded to book your services.

Credibility is a mix of looking and sounding professional, and proving that you can get the results you say you can.

How to build credibility:

➡️ Make sure you have testimonials clearly displayed on your homepage, and across the rest of your website. 

➡️ Back up your claims with well-written case studies, where you explain how you helped previous clients with the problems you specialise in solving. (Find out how to build unshakeable credibility through case studies)

➡️ Showcase your knowledge and expertise in well-written blog articles – this one also helps with search engine optimisation and visibility too! (Find out more about why blogging is great for business websites)

➡️ Invest in professional copywriting and web design. If your wording and messaging isn’t on point, and the visuals and site design look amateur, you’ll be seen as an amateur by potential clients. Hire a website copywriter to re-write or proof-read your website, and enlist the help of a professional web designer to nail that visual design.

➡️ Make sure any additions to the site (and you should be regularly making changes and updating it) are of the same quality as the original writing/design. It can be easy to go in to make a tweak here, a section change there, and before you know it, you have an inconsistent mess of a website. Not good for credibility.

➡️ Make sure the website WORKS well. I’m talking about fast loading time, good user experience, easy to navigate etc. If your site has been built well, this shouldn’t be a problem. And credible, professional businesses make sure their sites are built well!

How do you know if your website has a credibility problem?

It can be hard to see (or admit) when your website’s lack of credibility is becoming a barrier to enquiries.

BUT if you know you have decent visibility (this is why it’s important to use those analytics), and you’re still not getting enough quality leads from your site, then it might be worth considering website credibility as the problem.

(Ok, there’s also the case that you might not be offering something that people want to buy. But I’m assuming that you’ve done your market research and you know that people out there need your services!)

Which core pillar do YOU need to focus on?

It’s so important to consider both core pillars of a lead generating website, but I see the same mistakes over and over again:

A website owner becomes so focused on SEO and driving traffic to their website, that they forget to take the time to ensure their site reflects their business credibility. They’ll churn out poor quality, keyword stuffed blog content, without thinking about the real value they’re giving to their readers. They’ll buy low-quality backlinks, generating low-quality and poor fit traffic, but neglect the visual design, user experience, and professional website copy.

Then they’ll wonder why, with all this traffic, they’re still not getting as many high-quality enquiries as they’d expect.

On the other side of the coin, I see many small business owners investing thousands into a professionally designed website that reflects their business beautifully. But once it’s launched, they don’t do anything to drive traffic to their website.

No visibility = no sales, and no return on that big website investment.

Which pillar do you need to focus on?

More resources for website owners:

The 3 bucket method: How to streamline your services for Clarity and Impact

Blogging for SEO: A beginner’s guide

How to choose keywords for blog posts

What’s so great about WordPress anyway? (Let’s bust some myths)

Should you put prices on your website?

Things to consider before working with a website copywriter

Creating a Website Growth Strategy

How to make case studies your secret marketing weapon

Got problems with your business? Let’s tackle them today!

Understanding the buyer journey when designing your website

Make your website work smarter, not harder

New website launch roadmap to maximise results

How to use Yoast to improve your SEO

Why are analytics important for your website?

Top 5 advantages of blogging (and why it’s great for your website)

How to create a blog post in WordPress

How to elevate your website with professional brand design

How to write copy for your website

How to optimise website images

How to choose a Web Hosting Provider

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