The 7 Elements Of A High-Converting MSP Website

Mike StodolaMSP Marketing

These days, building a website for your MSP is just the starting point. The real task is generating leads by converting the qualified traffic that visits your website. A conversion could mean filling out a form, downloading a report, booking a call, or any action that allows you to follow up.

Your website’s job is to capture leads, not generate them. Marketing and driving traffic to your site is what generates leads.

Here are some key things to know about website traffic and lead conversion.

Website Traffic And Lead Conversion Rates

Using data from TMT member websites, we discovered the following:

  • The average total traffic per month is around 1,185 unique visitors, with most MSPs falling between 500-2,500 unique visitors.
  • The average conversion rate is 0.5% which means it takes about 200 visitors to a well-set-up website to get one raw lead in.
  • The average conversion rate from visitor to qualified lead is 0.2%. Over half of incoming raw leads are unqualified for being outside the service area, below employee count, etc.
  • The average number of total leads per month is 5. The average number of qualified leads is 2.

Elements Of A High-Converting Website

Your website only needs 5 key pages – home, services, blog, about us, and contact us. Here are 7 important elements for conversion:

  1. A Headline That Conveys What You Do And Who It’s For: Be clear over clever. Tell visitors exactly what you offer and who you serve. The whole job of the headline is to get them to read the next line. At TMT, we just recently updated our website and said, “We give MSPs a proven step-by-step marketing plan so they can finally start attracting more profitable, appreciative clients who value IT.”
  2. A Lead Generation Offer: Reports, checklists, guides — offer something free in exchange for their contact info.
  3. Prominent Phone Number: Don’t make them hunt for your number. Display it prominently.
  4. Easy To Navigate Menu And Responsive Design: Make navigation simple. Optimize the site for both desktop and mobile and have a menu design that is easy to quickly understand and navigate.
  5. A Well-Written About Us Page: Tell your story and convey your expertise. Use team bios, testimonials and credibility builders. Explain to your visitors why you do what you do, what your journey is, how you got here and your background. This will help you connect with your website visitors.
  6. Trust-Building Content: Case studies, testimonials, media logos, awards — make use of any third-party credibility boosters. If you are interviewed for papers, local radio stations, or whatever, get those logos up on your site.
  7. A Functioning Site With Tracking: All forms need to go to a CRM for tracking and follow-up. Use analytics to track conversions. This part is absolutely critical.

The Power Of Landing Pages

To convert more of your marketing traffic into leads, use targeted landing pages that focus on one specific offer, ad or campaign.

These standalone pages speak directly to your promotion and desired conversion, without other site links or navigation to distract visitors.

When running ads or campaigns, always direct traffic to a relevant landing page, not just your general website homepage. Removing friction and distraction can significantly increase the conversion rate.

Landing pages allow you to laser-focus your message and make that desired action crystal clear. Remove distractions and potential exits.

Components Of Lead Gen Success

Once your website has done its job and converted your qualified traffic, it’s important that you don’t let those raw leads fall through the cracks. Ensure that you are efficiently handling your inbound leads by adhering to the following:

  • Answer Phones Live: Don’t let a prospect slip away. Have a real person answer calls. When a potential client or lead calls in, hearing a live voice can instantly establish a connection and convey that their business is genuinely valued. By having a real person answer calls, you’re not only providing immediate assistance but also setting a positive first impression.
  • Capture Lead Info: Never let a call end without getting their name, company, number and booking next steps. This not only aids in immediate follow-up but also allows you to add them to your CRM future marketing campaigns.
  • Use CRM Tracking: Customer Relationship Management (CRM) systems are the backbone of modern lead management and customer service. Make sure your forms connect to your CRM so no lead ever falls through the cracks.


To conclude, periodically review and refine your website and make sure it’s following the advice above. By effectively channeling qualified traffic through well-structured landing pages and lead-capture mechanisms, you will be well on your way to generating more leads.

Want to quickly and easily blow past a million in profitable revenue this year? Attend our next FREE MSP Marketing Training to learn how.