how to turn any b2b webpage into a lead-generating machine
TRANSCRIPT
How to Turn any B2B Webpage into a Lead-Generating MachineRemember how business card design was once
a big deal? These days, it’s your website that is
your introduction to your customers, and you
don’t want to turn away potential leads because
your site’s content doesn’t promote you in the
best way possible.
For B2B companies, this can be a challenge,
particularly if there is a lot of technical
information to describe. But fear not—with a
few changes you can turn your website into a
lead-generating machine. These tips will show
you how to generate leads online with the tools
you already have:
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How to Turn any B2B Webpage into a Lead-Generating Machine
Employ Strategic Design
Where you place your content and how you utilize the space you have is key when
developing a page for your B2B site. You only have a brief moment to catch a user’s
attention—about 15 seconds if you’re lucky—so make it count. Your headline is one of the
most important features of your webpages, and should clearly tell any visitor what it is they
can expect from the page and from your site as a whole. Design content in an inverted
pyramid so that your most important points are seen first; this way you avoid the chance of
a user leaving your site before they even see what you have to offer.
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Steer Clear of Technical LanguageFor B2B companies, it can be tempting to use industry-specific technical language; after all,
your assumption is that you are selling to people who are already in positions at companies
that need your product. Instead, use simple language that quickly gets your message across.
You don’t want readers to get bored, and you don’t want to take the chance that they don’t
understand what you’re saying.
A big key in crafting your website content is considering the personal appeal of what you
offer. While general statistics are useful, your primary content should be directly speaking to
your target audience. Help motivate them to purchase by explicitly telling them how your
products or services will make their lives easier. Try and skip general phrases like “Spend
less” for more specific language that says what you will do for them: “Spend less on hiring
new employees.”
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Highlight What Makes You UniqueIf you’ve spent any time planning out a branding strategy, then you’ve likely also developed a
company story. Use your story as a way to show readers what you’re all about, using your
unique brand voice. Even if you think your story is boring, try and find the elements of it that
will resonate with your audience. Did your founders work in the HR field for years before
coming up with a solution to a common problem, and do you now target professionals in
those positions? Find the areas of overlap and emphasize these to grab your audience’s
attention.
The same goes for your product descriptions. Make each one a compelling story of how your
product came to be—and what makes it so special—so that your customers relate to your
offerings on a more personal level.
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