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5 B2B Lead Generation Tips To Enhance Your Website

Ever wonder why your B2B online marketing is driving traffic to your website but not delivering sales qualified leads? If this sounds familiar, you need to change things…fast.

Your website is your virtual shop front, it’s the place your online marketing efforts typically direct visitors to. It is where potential clients first get a glimpse of your brand and therefore it has the job of keeping them interested in your brand.

As the brand's owner, you know the buyer persona you target down to the very last detail and that the solutions you offer help solve their problems. But are you communicating this clearly on your website? Can your website content engage your website's visitors enough to the point that they become a lead? 

If you're unsure, let's discuss the five things you can add or change on your website to help make your visitors click and convert.

Take-advantage-of-website-traffic-with-these-5-tips

1. Make sure you have Call To Actions (CTAs)

An effective CTA consists of an image or line of text that prompts your visitors, leads, and customers to take action, such as downloading content or subscribing to your blog or newsletter or even just moving through to the next page to learn more about your offering. CTAs provide your visitor with the logical next step on their buying journey. Just like the yellow brick road guiding Dorothy in the Wizard of Oz, you want to guide your visitors along the way. So create a path for each of your buyer personas to follow on your website, and place CTAs accordingly.

In addition, CTAs can be placed:

  • At the end of every blog article: These CTAs should lead to a landing page hosting a piece of core content
  • At the end of your core content pieces: Once a visitor converts into a lead and downloads one of your core content pieces you want to provide them options for the next step such as:
o   Another useful piece of core content
o   More detailed information on the solutions you provide
o   Requesting a sales call/visit or taking advantage of a trial

Having a noticeable CTA placed throughout relevant pages of your website helps capture existing traffic and convert visitors into leads.

2. Make sure you have forms

Leading your website visitors to a form is necessary to capture a lead. You must have forms on relevant pages of your website in order to drive a visitor to enter your marketing funnel. Furthermore, you need to ensure that your forms are well thought out and designed in a way that they won’t turn off anyone from entering their contact details. Things to consider include:

  • Trade of information: Forms that offer a valuable piece of information will generate higher submission rates. Some websites ask visitors to fill forms before they can download a report or white paper.
  • Positioning: You want the form to be visible immediately. So it is recommended that forms be placed above the fold.
  • Length: This will depend on what you know about your persona and what information they’re willing to give. Just be aware, shorter forms usually result in more leads and longer forms will result in fewer, higher quality leads. The quality of the content being offered can warrant for a longer form but at the same time could potentially turn off a few visitors.
  • Submission button: This is the button a visitor must press after completing the form to send their information. Try not using the word ‘Submit’, instead go for less committal phrases, for example something like ‘Send me my free white paper!’
  • Privacy: Show your visitors they can trust you with their information, for example have a link to your privacy policy.

3. Make your navigation intuitive

There are so many options when it comes to your website navigation. What should you include? How should you order it? What layout works best?

Whatever you do, the most important thing is, make it intuitive. Put yourself in the shoes of your visitor, determine the stage of the buyer's journey that your website is meant to correspond to and then based on this information, determine what you would like to see on certain pages and where.

4. Make your website look professional

Ever landed on a website and thought “This looks shoddy” straight away? A poorly designed website can make you look illegitimate and unprofessional. Think about it, would you want to do business with a company that has a shady-looking website?

Your website is a representation of your business, so choose your design wisely. A simple and straightforward website design generally works well in getting your visitors to find the information they're looking for. 

5. Ensure you website has responsive design

You’ve probably heard this again and again and I’m going to say it….again. Your website should feature responsive design so it can be easily viewed on any mobile device as well as have the same functionality as it has on a PC (or close to it). Tablet sales are growing faster than PCs ever did and mobile smartphone usage now accounts for 25% of all web traffic in 2014 so far and that continues to rise. I don’t know how else to say it so I will refer to Neil Patel who said so eloquently “Get responsive or you will die.”

Having a website is the first step. Promoting the website through social media and other sources is the second step. But the third and most important step is to have a mechanism to convert your visitors to leads and your website is the key to doing this. 

This article reveals only a segment of what’s involved in B2B lead generation. There’s a lot more to learn, so if you want to find out more about lead generation click on the CTA below and download our free ebook. Otherwise to learn more about using your website for effective lead generation, refer to our blog on the key features you need.

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Topics: b2b lead generation