Industrial Marketing Blog

5 Ways to Turn Your Website into a B2B Leads Gen Machine

Posted by Brian Shanahan on Feb 19, 2015, 4:30:00 PM

We all know that the internet harnesses unlimited potential for B2B leads generation. Where before, anyone who had a website had the upper hand, in today's world, you need a website, and you need it to work for you. This is because the internet (the majority of it is still uncharted) is the new earth, fertile and boundless.

5 ways to turn your website into a lead gen machine

This is not to say, however, that a website alone will support the type of B2B leads generation that you're looking for. You need to make sure that your website speaks profit. Let's have a look at the dynamics of the average online viewer experience, and some ways that you can address that to start turning clicks into revenue.

Statistics have shown that the average online consumer will decide whether to stay and look around or leave your site within the first five seconds of their visit, starting...now!

Is your website doing what it is intended to do? Let's examine a few areas of concern:

1. Optimization

This is one of the most important factors in lead generation. Give your website a fighting chance by affording users a means, or many, by which to find it. While visibility is not the only challenge you will face, if users cannot find your website, they cannot learn about you, call you, or ultimately purchase from you. Improve your page ranking and on-page visibility by choosing your keywords carefully. Aim blog and social media posts at your keywords and point them to informative content throughout your website. The idea is to create a funnel around your website. In other words, all roads start with quality content and should lead to a buyer's journey that includes offers, calls-to-action and conversions.

2. Content

Lead generation relies upon the presentation of engaging and relevant material. Anyone who visits your website does so for a reason: they want more information. Cookie cutter 'content' pages no longer measure up. Switch it up. Give your buyers an ebook, white paper, presentation or even videos that are informative and speak to their pain points. Video is far more engaging than straight text and consumers don't need to go looking for the information that matters. Also, short albeit relevant blog posts with information that viewers can absorb are a great way to not only keep them on the site, but to keep them coming back.

3. Images

Studies have shown that humans process images approximately 100 times faster than they do straight text. Use this to your advantage by posting images that are relevant to your content. In this case, relevant means a demonstration of how your product will solve whatever problems they're searching to solve by visiting your website. Take the spotlight off of your business and make the experience more about them and solving their problems. Images help you attract readers to to your content, as well as help convey your message, but keep them relevant.

4. Get to the Point

In order to take full advantage of the ten second rule (some experts believe it could be as few as three seconds) you need to get to the point as quickly as possible and back up those points with unique and engaging content. Customer testimonials that highlight both problems and solutions are always good as long as those reviews sparkle. Do not fabricate reviews and do not post reviews with spelling or grammar errors. Again, show your visitors that your product or service will fix their particular problem. Keep the focus on them, not your company.

5. Calls-to-Action

Workflows are a great place to start. Calls-to-action invite users to enter their personal information in exchange for educational content like ebooks, infographics, white pagers and more. Workflows allow you to set triggers so that when each prospect performs a task at each point in the sales funnel, an email is sent out automatically. This is a good way to begin rendering the sales process as transparent as possible and nurturing your leads. Ensure that your calls-to-action correspond with each stage in the sales funnel. In other words, you don't want a bottom of the funnel call-to-actions targeting top of funnel prospects. Reserve these for leads who have completed more tasks in the sales funnel and are sales ready.

To learn more and discuss your B2B leads generation and any other marketing challenges, schedule a free 30-minute consultation.

 30 Lead Generation Tips, Tricks & Ideas

Topics: Content Marketing, Lead Generation

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