How to generate more leads from your B2B website
How to generate more B2B leads from your website.
Ok, let’s get started on how to improve your website to get those valuable leads in.
1. Provide a great user experience
If your customers struggle to find the content they want, you’ll lose them.
Your customer research will identify what content visitors want from your website, this needs to be the focus of your website content plan.
- Design customer journeys for your website so visitors can quickly find the content they want. For example, make sure your products and services are the main focus on your home page and menu, as this is what your visitors want to find out about.
- Add good navigation tools such as breadcrumb trails, links between internal pages, and easy-to-use menus.
- Break up content with headings, bullet points, images, and videos to make your content easier for people to digest.
The key message is to keep it simple. People don’t like to learn new things so keep navigation and page layouts easy to use for good conversion rates.
2. Improve your website copy
Website copy is as important as design and often overlooked. Make sure your copy focuses on the key benefits of your product in a language that your customers will understand. Does your website copy appeal, persuade and convert? If not, then re-write it in a voice that fits your brand and speaks to your customers.
Top tips for writing powerful website copy:
- Write for your audience. Use the right style, language and tone of voice that appeals to your customers.
- Keep it simple. Don’t write too much text, don’t use complicated words or industry jargon.
- Write for “scanners”. Most website visitors are searching for information and are scanning pages quickly. Headings, bullet points and images make it easier to read a page quickly.
- Website copy needs to communicate real benefits. What is it that your customers really buy from you?
- Search engine friendly. Include your main keywords in titles and website copy, but remember to write for people not search engines.
Find out more about how to write good copy for your website.
4. Add effective calls to action
A call to action (often shortened to CTA) is what you want your website visitors to do.
Every website needs to have calls to action to guide people. To create good CTAs think about what you want your customers to do and, very importantly, what they want to do.
Remember that everyone is different, some people like to pick up the phone, others prefer a more cautious enquiry form.
Website Calls To Action examples include:
- Call us for a quote
- Book an appointment
- Sign up for free trial
- Call me back
- Download our brochure
- Buy online now
- Take a tour
Each CTA needs to stand out through size, colour and style – buttons are a great way to present them. They also need to be prominent to attract attention and increase conversions. Link your CTA's to your Google Analytics to track their performance so you know what’s working and what isn’t.
5. Capture visitor data
Many of your website visitors may not convert on their first visit. Capturing their data is a good way to stay in touch so you can remind them of your services and products in future through email marketing or direct mail.
Unless your product is highly desirable, just asking for an email address is unlikely to persuade them to part with their precious data. Try tempting your visitors by offering them something for free such as money off vouchers, ebooks, or useful resources.
You can also capture email addresses when people fill in a form on your website. If you do this, remember that under GDPR you must get consent for ongoing marketing by adding an “I agree to….” tick box, and an explanation of how you will use their data.
6. Establish credibility
A potential customer is always asking themselves “Why should I buy from this company?” when they land on your website. They will be looking for signs that you are a professional company who will deliver on service and solve any problems.
What makes a website credible?
- A professional design
- Customer testimonials
- Lists of clients
- Case studies
- Trade associations and membership logos
- Guarantees and warranties
- Any relevant policies such as terms and conditions, delivery and returns, customer charters.
- Address and telephone number of your business
8. Add a telephone number
Make sure your telephone number is visible at the top of every page. If you have more than one number, show a “contact us” call to action instead, and link it to a page with your phone numbers. Many people still prefer calling, even in a digital age. Not showing a telephone number can reduce people’s trust in your company.
9. Keep forms short
All your forms need to be short and only capture essential information you need to follow up the lead. Remember, your aim is to get leads at this stage, not to ask for every possible piece of information, you can find that out later.
Shorter forms = higher conversion rate.
Don’t stop testing
Lead generation is a constantly evolving task. Your goal is to keep increasing leads, so test everything. Use tools such as Analytics and Heatmaps to see how people are using your website. Try different calls to action, design and copy variations, button colours and wording, see if they make a difference. If you’re feeling adventurous, you can run A/B tests to directly measure these variations.
Check out your competitors’ websites too, do they have any good lead generation tactics that you can learn from?