Do you run lead gen campaigns on your website? Do you know how you can make your website ready for your lead generation campaigns to drive more sales? Get the answers in this article.
As a B2B business owner, you want your website to constantly attract and convert new leads to help you earn the highest amount of revenue and stay ahead of the competition.
Unfortunately, while most companies know that they need a business website to thrive, not many of them know how to optimize their site to generate leads.
Designing your website with lead generation best practices in mind increases your chances of attracting users who are most likely to significantly impact your brand.
It also means that you have a strategy to guide your visitors from the first stage of the buying cycle through to the “customer aftercare” step.
Today, we’re going to cover some of the most effective ways to transform your B2B website into a lead generation channel.
Assess the Customer Journey
A website is among the most valuable tools your B2B business has for generating leads.
It’s where you can inform customers about your products and services, encourage them to book a meeting or request a quote, and even convince fans to sign up for email newsletters.
However, it’s important to note that not all leads in the B2B world are created equal.
If you want to get the most value from your website, you need to ensure that you’re not just generating many B2B leads – you have to attract the right people.
A set of buyer personas that provide you with information about your target customers will ensure you speak your customer’s language with every marketing strategy and website CTA.
Understanding your customer journey will also allow you to help customers navigate your website when they’re still not ready to make a purchase.
Could you create landing pages that target specific customers and convince them to sign up for your email list? Can you link people on your blog to the products that you mention in your articles, pushing them to find out more?
Get the Design Aspects Right
There’s more to a successful website than how good it looks. However, it’s important not to underestimate the power of good design.
The way you design your website will influence the user experience.
If your customers have an easier time navigating your pages and finding the information they need, they’re more likely to stay on your website for longer.
You can also design your pages to draw more attention to the essential information.
For instance, you can use stand-out buttons to grab the customers’ attention when they’re browsing through your blog posts.
These elements increase the chances that the users will check out what services you offer.
Additionally, bold words and unique fonts can pull attention to action words in your copy, inspiring your customers to do something important.
Brand images and graphics will also make your pages more eye-catching, boosting your chances of connecting with your audience.
Remember, the landing, product, and sales pages of your B2B website need to be optimized to work on any device. Any buttons or links should be just as easy to click on a smartphone as they are on a laptop.
Make the Most of your CTAs
CTAs are an asset within your lead generation strategy. They help you to drive positive action from your customers.
Through a CTA, you ensure that your customers know what they need to do next once they’re ready to book a consultation with your team or sign up for a subscription to your product.
Call to Action buttons, or CTAs need to appear on your website’s points where your customers might be inspired to act.
If you’re a company selling accounting software, and you write an article on the most important steps for better bookkeeping, you should also include a CTA at the bottom of that blog page, inviting people to check out your service.
You should use various CTAs across the entire buying cycle.
For instance, you might use a CTA on your homepage that encourages customers to sign up for a free trial or get a demo of your product today.
On the other hand, people on the “pricing” page may see a CTA that encourages them to contact you for custom quotes.
Remember, CTAs need to be short, sweet, and meaningful.
Focus on action words and the benefits you can offer your customers.
Use phrases such as: “Get my free demo” instead of “Click here for a demo.”
After implementing your CTAs, track them carefully to determine which ones deliver the best results.
Use Different Landing Pages for Different Leads
In the world of lead generation and lead management, landing pages are the crucial assets that can turn a visitor into an active lead.
Through landing pages, you can share your customers’ most valuable information to make an informed decision about your brand.
However, landing pages need to be carefully tailored to your specific target audience.
If like most B2B brands, you have more than one kind of customer who shops with your company, then it’s important to adjust the landing pages of your B2B website accordingly.
Creating a single landing page intended to convert all your customers isn’t going to be as effective as using individual landing pages to directly address each buyer segment’s needs.
The landing page your customers discover should depend on the links they click on when they’re checking out your ads online or the call-to-action buttons that grab their attention.
You can even use the reports from your dedicated landing pages to determine which of your leads are the most valuable, so you can make careful decisions about where to focus your efforts.
Experiment with Lead Magnets
Most people aren’t ready to buy from your business from the moment they first discover your B2B website.
Indeed, experts believe that it takes at least eight touchpoints with a brand to facilitate a sale.
Now that companies are working on limited budgets, it’s increasingly important to ensure that you have a way to develop a relationship with your clients that drives results.
Lead magnets are a powerful tool for lead generation.
They offer your customers something valuable in exchange for a little information in return, such as a name and email address.
Access to an email address means you can connect with a customer over time, showing your value through multiple, carefully tailored messages.
Of course, busy business people aren’t just going to send their email addresses to anyone.
Today’s business leaders are already dealing with cluttered inboxes, so they need every message to be valuable.
Your lead magnet is how you convince your customers that you’re worth their time. Try experimenting through A/B tests with magnets like:
- Mini eBooks or PDF downloads
- Ultimate guides or resource guides
- Free demos or trial versions of the software
- Case studies and whitepapers
Your lead magnets should contain the kind of content that is worth their time. In short, it should provide value.
Create Valuable Content
Content plays a vital role in lead generation and brand building. Every piece of content you create is an opportunity to demonstrate your value to your target audience.
You can use videos to showcase what your products can do or have one-on-one interviews with professionals.
On the other hand, articles and case studies on your B2B website show your clients what you’ve been up to lately and act as testaments to your product or service quality.
With a regularly updated blog page, you also improve your chances of your customers finding your company.
A blog is an excellent way to generate leads and keep people interested in your business.
The higher Google ranks you for crucial keywords and phrases, the more likely it is that you’ll find plenty of targeted leads that are more likely to convert into buyers for your product.
The key to success is making sure that you constantly work on your SEO strategy.
The best way to do this is to deliver content that outshines the competition. Focus on giving your customers the value they really need with every article, video, or podcast.
Use the Right Tools
Finally, transforming your website into a lead generation machine isn’t a one-time process.
You’ll need to constantly pay attention to the outcomes of your lead generation efforts and build on the results.
Using tools that allow you to track things like where your leads are coming from and what kind of content helps you to earn the most conversions is crucial.
Proper tracking and analytics will ensure you’re using your brand-building budget correctly.
You can track where your customers are most likely to find your company, be it on social media pages, or search for specific keywords online.
Make sure that you have a system in place to monitor the results of every lead generation tactic you use, even if you’re just A/B testing the impact that a different color CTA button might have on your consumers.
Data is the key to success in a competitive world, and it’s one of the best ways to better understand your customers.
Generate More Leads With Your B2B Site
Your B2B website is essentially the digital storefront for your organization.
It’s one of the most powerful tools you have for capturing customers’ attention and turning potential leads into paying brand advocates.
The tactics outlined above will help you ensure that you’re optimizing your website to have the most positive impact on your visitors.
Don’t forget to learn as you go and implement changes based on your reports and analytics results.