You want customers to purchase your product or service. Lead Generation is the process of finding potential customers (leads), nurturing them, and then closing a sale with them.
Your website is how you generate leads online. There are three things to consider when designing your website to collect leads
First, think about what data you need to collect.
At a minimum, you will need some way of contacting users again - via an email address, a mobile number, or a postal address.
You may also want to ask some questions to qualify web visitors. For example, if you are selling car insurance, it might be useful to know if the person owns a car.
Second, think about the order you want to collect this data.
Fundamentally this is a question about structure. Do you want to collect this data in one go? Or, does it makes more sense to split your data requests over multiple pages.
Sometimes questions require an explanation or context. When this is the case, often it makes sense to group together related questions and put them on their own page.
In addition, long forms can be daunting. People require motivation or at least an explanation of where the process is going.
Let's say you are selling a car accessory, you might need to know whether the user's car is electric, petrol, or diesel. To get people to answer and to answer honestly, you might need to explain why it is important.
Finally, think about the unified design of your data collection process.
The colour scheme. The style of images. The tone of wording.
All your pages need to feel related. Your data collection pages need to feel related to each other, and your data collection process needs to feel related to your company branding.