Website Lead Gen Score

It evaluates 10 key factors that determine whether your website converts visitors into leads: page speed, mobile experience, CTA clarity, lead capture mechanisms, value proposition, trust signals, above-the-fold content, form friction, follow-up speed, and analytics tracking.

The average B2B website scores 35 out of 100 according to the Unbounce Conversion Benchmark Report 2025. Most sites have clear calls-to-action but weak lead capture mechanisms, insufficient social proof near conversion points, and slow follow-up sequences that allow captured leads to go cold.

Quick wins on the website lead gen score, adding clear CTAs, reducing form fields, and adding trust signals, can lift your score by 15-20 points within a week. Deeper changes like interactive content (calculators, quizzes), automated follow-up, and exit-intent popups take 2-4 weeks to implement but typically push scores from 40 to 70+.

The Website Lead Gen Score weights 10 factors including CTA clarity, form friction, page speed, mobile experience, trust signals, above-the-fold value proposition, content offers, lead capture placement, follow-up speed, and analytics tracking. Each factor is scored 0-10 based on your answers, producing a total out of 100.

Assess website lead generation monthly for high-traffic sites and quarterly for smaller sites. Conversion benchmarks shift over time as competitors improve, the average B2B landing page conversion rate dropped from 4.02% to 3.2% between 2023 and 2025 according to Unbounce data.

Prioritize reducing form fields since every field removed increases conversions by 4.5% on average, and adding specific social proof near CTAs. These two changes typically lift website lead gen scores by 15-20 points and can be implemented without a full redesign in a single sprint.

The average B2B website converts 2-3% of visitors into leads according to Ruler Analytics and Unbounce Conversion Benchmark Report 2025 data. Top-performing sites with optimized CTAs, lead capture forms, and interactive content achieve 5-10%. Reducing form fields by one increases conversions by 4.5% on average.

Interactive content such as calculators and quizzes converts 2x better than static forms. Live chat increases lead capture by 20%. Exit-intent popups recover 10-15% of abandoning visitors according to Sumo and Olark research data.

Each of the 10 questions is weighted and scored based on marketing best practices. Your answers across 8 categories (Content, Analytics, Lead Gen, Email, Strategy, Paid, SEO, Social) are combined into a score out of 100 with a letter grade from Poor to Excellent and category-level recommendations.

Conversion rate is the percentage of visitors who complete a desired action (purchase, sign-up, form submission), calculated as (Conversions divided by Visitors) times 100. The average website converts 2.35% of visitors according to WordStream data, with the top 25% converting above 5.31%.

It covers 10 areas: title tags, meta descriptions, site speed, mobile-friendliness, content freshness, internal linking, backlink strategy, schema markup, Google Search Console usage, and keyword strategy.

Awareness (have they heard of you), association (what comes to mind), trust (do they believe in the product), differentiation (do they see the difference from competitors), and recommendation likelihood (would they tell others).

A competitor analysis tool evaluates your business against competitors across 8 dimensions: market position, product differentiation, pricing, brand awareness, customer satisfaction, digital presence, innovation, and sales effectiveness.