Every action our customers perform online today can be a gateway to a new business opportunity. Every click, like, view and interaction brings us insights and edges buyers at every stage of the sales cycle toward the ultimate goal: the purchase. But what comes first is the lead.

Website lead generation forms are one of the most critical touchpoints in the B2B landscape. They are the front lines of engagement, meticulously designed to convert casual browsers into leads.

Combining B2B and B2C statistics, the average conversion rate from lead generation forms is 1.7%. In B2B services specifically, that goes up to 2.2%.

In the B2B sector, the journey from initial interest to conversion is often complex and nuanced. B2B lead generation forms are the silent workhorses, enabling businesses to gather essential data while offering insights into the visitor’s journey through analytics. This information becomes the bedrock upon which successful marketing strategies are built.

While easy to introduce, B2B lead generation forms are not so straightforward to master. Here’s how to optimise your on-page web forms to generate the highest-quality B2B leads.

Keep it simple: B2B lead generation form design and fields

Website forms should complement your web pages. No matter the page, they should flow naturally as a next step for customers to submit their information. To achieve that, the form has to be straightforward.

A delicate balance must be struck between having enough fields to effectively qualify leads and deter time-wasters and not having so many fields that your ideal customer is put off altogether. In our experience, B2B businesses want a lot. We get it, but every additional field can decrease conversion rates.

Our top tip:

Have fewer fields, but identify one or two specific questions to ask to ensure the leads are relevant.

Offer value: Give them a reason to give

B2B professionals aren’t like B2C consumers. No one wants more emails and phone calls. If they’re giving this information, there has to be a high return on the exchange.

Valuable resources like a whitepaper or an eBook are always a winner. So, too, are deals like free trials or access to exclusive content.

Our top tip:

Add lead magnet assets, like eBooks and whitepapers, into your content strategy. Trial which resources work best and consider changing which you use based on the page the form is on.

Prove it: Everyone else is doing it

Social proof gets results. Simply adding a few testimonials, case studies, or client logos next to your form can increase your conversion rate by 26%.

Seeing evidence of success or endorsement from other reputable businesses is a strong motivator. It increases trust and encourages form submissions. What’s more, it’s so simple to do.

Our top tip:

Just do it. It’s a massive reward for little work.

Be clear, compelling and urgent: Strong CTAs

The call-to-action (CTA) is the clencher. It has to be clear, compelling, and convey a sense of urgency or benefit. If it is too gentle, no one will be motivated to fill in the form, and if it’s too excitable, you may scare away your targets.

Strong CTAs don’t have to be clever copywriting brilliance. They simply have to:

  • connect with the natural next steps of the page
  • make it clear what the value is in exchange for their information
  • subtly stress why it should happen now.

Our top tip:

Use action-oriented language, such as “Download Your Free Guide Now and Start Transforming Your Marketing Strategy Today.”

Test and tweak: Learn from your wins and your fails

Unfortunately, high-quality leads don’t appear as soon as a lead capture form is introduced. Especially in B2B, it takes testing and tweaking to learn more about your target’s behaviours and what motivates them to take action. And each of your ideal buyer personas will have different ways of engaging.

If you want strong results, you have to regularly test different elements of your forms, including layout, field types, CTA buttons, and offers, to see what works best with your audience. A/B testing allows you to make data-driven decisions that can improve your lead quality and conversion rates over time.

Our top tip:

A/B test to identify a few key strategies rather than just one. This way, you can rotate the form and keep things fresh without reinventing the wheel.

Care for the B2B leads you’ve captured

So now you have a web form strategy that’s fully optimised to capture high-quality leads. We all understand that the next step for B2B customers won’t always be to buy. It’s a long road to building trust and proving value. Now is the time to nurture the leads you’ve generated.

Strategies like marketing automation ensure that each lead’s potential is fully explored. Marketing automation allows you to segment your leads, score them, and set them up for personalised follow-up campaigns based on the extra information you’ve learned about them. You can learn more about that here.

In the B2B world, finding buyers and moving them to the point of purchase requires a multi-pronged approach. Following our tips, you can create an optimised on-page lead capture campaign that generates more and better-quality leads.

Ready to introduce B2B lead generation forms that work? Contact us today to learn how our expert team can help you with your B2B marketing strategy, marketing automation, or content marketing to attract, engage and convert more leads.

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