When it comes to marketing your B2B business online, your greatest asset is a well-designed website. Every piece of content you create, every ad you pay for, and every social network you manage, should ideally redirect your audience there.
However, luring audiences to your website is only half the job; the other half is converting the visitors to your page into verified leads. To do this requires several elements: a strong call-to-action, practical value propositions, compelling UX design and quality SEO. But, these are just some of the things that your B2B website needs.
In this article we are going to give you eight pragmatic strategies to optimise your website, and turn it into a premium lead generation tool.
1. Display Your Value Propositions
Making sure that your value propositions are clearly visible and displayed on your home page, will help you communicate to visitors exactly what your business can offer them. Value propositions are clearly defined statements that tell your audience three things:
- What you will deliver (whether it’s a product, service, or solution);
- Why it is valuable, and;
- Your promise that you can deliver what you state.
A good value proposition is targeted, relevant, quantifiable and unique. For more tips as to how to shape your own value proposition, we recommend you read How to Write a Valuable B2B Value Proposition.
2. Setup Lead Acquisition and Lead Capture Tools
Your B2B website should have forms for capturing leads on every page, accompanied by strong Calls-To-Action (CTAs). Lead magnets are another great way to entice visitors to leave their contact details in exchange for useful content.
Consider downloading exit-intent pop up plugins to capture visitors before they leave your site. You may also wish to offer ‘free’ consultations or other value-added services through your website.
Remember, keep your forms short. The longer they are, the less likely you are going to convert visitors. Focus on creating a streamlined design, and user-friendly experience.
3. Generate Top-of-the-Funnel Gated Content
‘Gated content’, sometimes referred to as ‘lead magnets’, requires users to provide contact details before they can access it. In terms of the sales funnel, this content is used at the start of the buyer journey to capture the awareness and engagement of potential leads.
Regularly creating top quality content will boost your search ranking, increase the quality of inbound leads, generate more organic traffic and aid the general effectiveness of your other marketing campaigns.
Some ideas for creating top-of-the-funnel gated content may include: eBooks, instructional videos, webinars, research, blog articles or downloadable guides.
According to JustUno, you can increase your opt in form conversions by up to 300% by offering gated content on your website.
4. Employ the UX Design to Optimise your ROI
Good design facilitates more and better quality leads through your sales funnel. If your website is too difficult to read, or navigate, you will unnecessarily lose leads.
UX stands for ‘User Experience’ design. This philosophy has swept the marketing world, with many web and graphic designers putting their customer’s experience first.
There are seven factors that influence the quality of the design of your website: usability, usefulness, desirability, findability, accessibility, credibility and value.
For more tips on improving the quality of your web design read this article on Improving Lead Generation on Your Website.
5. Mobile Responsive Web Design
Most B2B buyers will expect you to have a mobile ready website. According to a study by Google:
- 74% of users are less likely to return a company’s site in future if it is not mobile friendly;
- 48% are frustrated and annoyed by companies that don’t have mobile friendly sites;
- 52% are less likely to engage with a company with no mobile website.
Making sure that your website is fully responsive (able to be viewed on multiple devices) is key to not losing out on potential leads. Many platforms, such as WordPress, offer built in mobile responsive design. If you want more tips on how to make sure your site is up to scratch, try reading our article on Mobile Marketing.
6. Focus on Improving the Overall Performance of Site
Slow websites are not just irritating for users, they will also be overlooked by Google’s crawlers and rank lower on search engines. Having a streamlined website requires going through the backend of your website and making sure that you don’t have any clutter.
We recommend that you do the following, in order to improve the speed and efficiency of your website;
- Make sure that your media library does not contain any unnecessary content, and that all your content is sized appropriately for web use;
- Find a good quality host. 90% of the time it is the host that is letting down the performance of your website;
- Remove any unnecessary plugins, and possibly install a user plugin such as ‘WP Rocket’ to improve the speed and performance of your site, and;
- Install the AMP (Accelerated Mobile Page) plugin to improve the speed of mobile pages.
Remember that it only takes three seconds of delay to lose a fifth of your visitors (according to a study by Aberdeen Group).
- Create Specific Landing Pages for AdWords Campaigns
When you redirect your audience to your website, the content of the page they land on must reflect what was offered in your campaign. For example, if you run an AdWords campaign that offers a specific product, your landing page should be tailored to that product.
If you allow your audiences to simply be redirected to a home page you will find that you will suffer a significant bounce rate.
Quality landing pages consist of a value proposition, a strong call-to-action and are very simple. You want to guide your visitors by offering them an irresistible offer that relates specifically to what they were searching for.
For more information on developing effective landing pages, read our article on Five Tips for Great Lead Generation Campaign Websites.
8. Invest in Quality SEO
Your website is only a very tiny part of the Internet. The key to drawing traffic to your site is through networks. But, how do you build the authority of your website? Specifically in terms of search engine rankings?
The solution is Search Engine Optimisation (SEO). SEO involves a series of strategies used to improve your site’s search engine ranking. The higher your ranking for certain keywords that relate to your business, the more likely your customers are going to find you.
SEO can be broken up into external and internal strategies. Internal SEO involves rewriting content, to favour specific keywords that you know your audience are searching for, as well as optimising your metadata and adding internal linking. External SEO involves backlinks from other high authority websites. To generalise crudely, the more authoritative websites that link to your website, the more authority your site has.
SEO can be a fairly in-depth topic, we recommend you look at our article on 9 Steps to Perfect Small Business SEO.
In this article we discussed several strategies you can employ to optimise the quality of your website, and generate more and better quality leads.
Many companies will spend thousands on advertising and outbound marketing without first making sure that their website is up to scratch. Follow the eight tips above to make sure that your website is going to generate the leads you want.
For more information on optimising your website for lead generation, why not try reading our article on Five Tips for Great lead Generation Marketing Websites.
The Lead Agency is a specialist B2B digital marketing agency with expertise in B2B digital marketing strategy, content marketing, digital lead generation, lead nurturing and marketing automation.
If you are interested in developing your B2B website, please contact The Lead Agency using the form below. Our speciality is in generating leads and prospects for your business and building strong, resilient ties with them.