We live in a world where high-quality B2B lead generation is crucial to marketing success. But, with such a saturated market and customers more inquisitive than ever before, quality B2B lead generation is getting harder to achieve.

Customers today are now more than happy to shop around, search, and compare new brands to find the company most suited to their needs before engaging with them. In fact, 50% of consumers are making less impulsive purchases with most doing more research before engaging with a brand and purchasing from them. This can work in your favour if you are well placed to nurture them at this stage of the buyer journey, but it also makes lead generation that much harder.

What is lead generation?

Lead generation is the process of identifying and attracting potential customers to a business or organisation, with the ultimate goal of converting them into paying customers.

This is where a well-designed website comes into action. Your website is often the first impression a potential lead has of your business. Once a user visits your website, you have 50 milliseconds to make a good first impression. A visually appealing and professional website design can make a strong positive first impression, increasing the likelihood of a visitor becoming a lead. Conversely, 94% of users will leave a website simply because of low-quality design.

If you’re amongst the marketers looking to improve your B2B lead generation, it’s important you consider the following factors in your website design to ensure you attract visitors, engage them, and ultimately convert them into customers.

User Experience (UX) Design

User experience (UX) is a critical factor in website design that can significantly impact your B2B lead generation efforts – 84% of customers say the user experience is as important as the actual products and services offered! Your website’s UX design should provide a seamless and intuitive user experience across all platforms (desktop, tablet & mobile), making it easy for your visitors to find what they’re looking for and navigate through your site. This increases the chances that they will convert into a lead. According to a report by Forrester Research, a well-designed user interface could increase your website’s conversion rate by up to 200%.

UX design includes considerations such as:

  • Navigation
  • Easily legible text
  • Website speed
  • Mobile responsiveness
  • Clear calls to action (CTAs) (eg. Fill out a form, request a demo, contact a sales rep)

A poorly designed website will turn off potential customers, while a well-designed website will keep them engaged and lead them to take action. By providing a user-friendly experience, you can reduce bounce rates, increase engagement, and ultimately generate more leads.


Branding is an essential aspect of any successful B2B lead generation strategy. Your website is often the first interaction potential customers have with your brand and the design of your website plays a crucial role in building your brand. 81% of today’s consumers need to trust a brand before they will even consider working with them. By consistently reflecting your brand’s values, voice, and visual identity, you can build trust and credibility which improves the likelihood of generating leads and converting them into customers.

Consider the following factors that can positively impact your branding efforts:

  • Visual consistency: Your website should have a consistent look and feel with your other marketing materials, such as your logo, business cards, and brochures. This consistency helps to reinforce your brand message and identity, making it easier for potential leads to recognise and remember your business.
  • Brand messaging: Your website should convey a clear and consistent brand message. This message should be aligned with your marketing goals and should communicate your unique value proposition to potential leads. The design of your website, including the use of colour, typography, and imagery, can help to reinforce your brand messaging.
  • Brand personality: Your website should also reflect your brand personality. Are you a fun and energetic brand, or are you more serious and professional? The design of your website should be consistent with your brand personality so that potential leads can get a sense of who you are as a business.
  • Trust and credibility: A professional and consistent brand presence can make your business appear more trustworthy and credible, which can help to encourage visitors to become leads.

Search Engine Optimisation (SEO)

Switched-on customers are taking the time to search. In fact, 68% of online experiences begin with a search engine. Your website needs to be optimised for search engines, so you can improve your rankings on the SERPs, resulting in more organic traffic and higher-quality leads.

Search engine optimisation (SEO) is the process of optimising your website to improve its visibility and ranking on search engine results pages. It is crucial in B2B lead generation as it helps potential customers find your website when they search for products or services related to your industry. Search beats social media by 300% when it comes to driving traffic to content-based websites.

To optimise your website for search engines, you need to incorporate relevant keywords and phrases throughout your website. This includes page titles, headers, meta descriptions, and body content. However, it’s important to avoid keyword stuffing, which can lead to penalties from search engines.

Another important aspect of SEO is creating high-quality content that is relevant and valuable to your target audience. This can include blog posts, infographics, videos, and other types of content that help answer your audience’s potential questions and solve their pain points. A study by HubSpot found that companies that blogged 16+ times per month got almost 3.5 times more traffic and 4.5 times more leads than those that blogged less than five times per month. The more valuable and relevant your content is, the more likely it is to be shared and linked to, which can further boost your search engine ranking.

Lead Capture Forms

The primary goal of your website is to convert visitors into leads. Make sure to incorporate lead capture forms throughout your website, including on landing pages and in blog posts. They are an effective tool for lead generation, with 49.7% of companies crediting online forms as their highest converting lead generation tool.

These lead capture forms allow visitors to easily provide their contact information and receive relevant content or offers in return. Once you have this information, you can nurture these leads and move them further down the sales funnel.

Remember to keep your forms simple, offer something of value, place them strategically, use clear CTAs, test and optimise, and follow up on any enquiries quickly.

Testimonials and Case Studies

In today’s digital age, social proof is a crucial element in B2B lead generation. Including customer testimonials, case studies, and reviews on your website can help establish credibility and build trust with your audience. A survey completed by BrightLocal showed that 98% of consumers read online reviews before making a purchase decision. By showcasing your happy customers’ success stories on your website, you can demonstrate your expertise, reliability, and value proposition, leading to more qualified leads and higher conversion rates.

Incorporating testimonials and case studies throughout your website can help build trust with potential customers and increase the likelihood of them converting into leads. Make sure to include them on relevant pages, such as your homepage, product or service pages, and landing pages. You can also use them in email campaigns, social media posts, and other marketing materials.


Personalisation is becoming increasingly important in B2B lead generation, as customers expect a tailored experience from businesses. By customising your website’s content and messaging to match your target audience’s specific needs and pain points, you can create a more personalised experience that leads to higher engagement, conversion rates, and ultimately, business growth.

Customise your website experience based on the visitor’s location, behaviour, or previous interactions with your brand. This can include personalised recommendations, customised messaging, personalised emails or even dynamic messaging.

By tailoring your messaging, content, and interactions to the specific needs and preferences of your target audience, you can establish yourself as a trusted partner to build stronger relationships that drive more conversions.


Website design is a critical part of any lead generation strategy. Don’t neglect this important aspect of your marketing strategy, as it can have a significant impact on your bottom line. By investing in the design of your website, you can increase the effectiveness of your B2B lead generation efforts. We know that customers have high expectations when it comes to their website experiences, after all, a large majority of time is spent online, and time is precious.

By prioritising user experience, branding, SEO, lead capture forms, testimonials and case studies, and personalisation, you can create a website that engages, attracts, converts high-quality leads, and ultimately drives more revenue for your B2B business.

If you want to focus your efforts elsewhere and spend less time worrying about your website design, get in touch today. Our team of B2B marketing specialists are experts in boosting B2B lead generation through website design, search engine optimisation, lead generation, marketing collateral and B2B marketing strategies.