18th September 2017

B2B Website Lead Generation


B2B Websites and Lead Generation.

An effective B2B website is guaranteed to take up a large part of any marketing budget; and for good reason. Companies cannot survive without paying customers, therefore it’s crucial that sufficient investment and resources are made available to ensure your site’s success in generating leads.

First impressions count; remember you only have a 2-6 second window to capture any website visitor’s attention before they leave and potentially head straight over to a competitor’s site.

To retain visitors, you must make it immediately clear what products or services you offer and how they can add value. Bear in mind that your visitors may not necessarily land on your homepage; they may come through to a blog article or product page that relates to a search query. This means every page needs to have consistent design, layout and quality if you wish to enforce a positive brand message. Each website page should aim to nurture and convert leads by guiding visitors through a pre-designed sales funnel and maximise ROI on your B2B website.

Here are some secrets to building an engaging website that consistently generates leads:

Relevant and strategic content

Search engines constantly seek new, relevant and engaging content. Their principle aim is to provide the most relevant results for any search. A common way for them to achieve this is to provide problem solving content relevant to the search query entered. Websites that create content which attracts and engages visitors will subsequently be rewarded by search engines with a high page ranking.

As a large proportion of a marketing budget can be spent on creating content, it is important to ensure that there is a clearly defined strategy behind it. This will make it effective and relevant for your target market. To improve your chances of being seen, content should be aimed at the right people and at the right time.

Customer-centric design

How customer-centric is your website? Take a good look at its content and its usability. Are you guiding visitors from one step to the next, whilst focusing on their needs? Are you just talking about yourself? How quickly can visitors find the information they need?

Write like a human. Remember that the days of sterile, corporate brochure talk are over.

Also, check that your website is compatible with all devices. If it does not use ‘responsive design’, meaning it doesn’t automatically adapt to different screen sizes, then you will struggle to be found by search engines.

Use calls to action

Calls-to-action (CTAs) are one of the most critical inbound marketing tools. They are typically used to prompt a visitor to click through and continue down the sales funnel. This could mean anything from registering for an event, downloading content and converting into leads, or encouraging prospects to move further down your marketing funnel toward sales-readiness.

An essential part of any inbound marketing strategy, CTAs motivate and direct your visitors to take a desired action. They are especially important as conversion rates can be clearly measured. User testing such as heat maps or split tests will give you a much greater insight into the way prospects interact with your website. As well as positioning your CTAs to balance a page well and be aesthetically pleasing, make sure you test variations of copy and page positioning. Learn from these tests as it could help dramatically improve your conversions.

Optimise your landing pages

The easier you make it for your website visitors to see who you are and what you offer, the more likely that person is to convert.

Landing pages are about more than just creating a simple design and throwing in an email subscription form or download button. They are about carefully combining enough persuasive content to get a visitor’s attention, and combining it with an irresistible offer.

The secret to effective landing pages is optimisation, which is key to supporting your online lead generation goals. Explore different approaches and get accurate reporting to track them to gain accurate data about which ones are working and which ones aren’t. Assess the results and keep testing, reviewing and enhancing until to find the most effective combination.

Get social. Stay connected and active

Any B2B website needs to be fully integrated with social media if it’s to capitalise on the social media trend and help you build and maintain a relationship off-page. Social media is a big deal nowadays and a large number of your target prospects will be engaging with these types of networks regularly.

It is important that you make it easy for your visitors to share your content across their social networks.

Building a consistent, off-page relationship will help increase engagement, resulting in enlarged brand recognition and eventually in more leads.

Capitalise on potential leads

Have a plan in place for exactly what you’re going to do with all the leads coming into your website.  You have carefully nurtured and secured these leads, now make sure you are making the most of every single one. Remember that only 2% of website visitors will make contact with you.

Website lead generation is a very valuable marketing tool. Look where you need to make improvements to your website, regularly test and refine you’re offering and make absolutely certain that you have a plan in the place for what you then do with these hard earned leads. Get it right and your site will soon be bringing results.

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