How do we audit our website’s lead generation capability?
Utilize a tool like HotJar that records each session using video that shows you clicks and general paths to purchase. In addition, the platform includes useful tools like heatmaps that show where your visitors click and scroll maps to identify how much of each page they are consuming. An alternative to that platform is simply to review your Google Analytics account. Google Analytics has a plethora of data around user behavior and can help you uncover underperforming pages that need adjustments, or pages that are performing well and can be scaled to increase exposure.