transforming your b2b website into a lead generation powerhouse
TRANSCRIPT
TRANSFORMING
YOUR B2B WEBSITE INTO A LEADGENERATION
POWER HOUSE
Your website
CAN BE ONE OF TWO THINGS
A GLORIFIED ONLINE
BROCHURE
A LEAD GENERATION POWERHOUSE OR
WHICH IS YOURS?
If your website has outdated info, static content, and messages
that only relate to ready-to-buy leads, it's functioning as a one-dimensional digital brochure.
The bad news? You're missing out on
LEADS AND SALES.
IF YOUR WEBSITE IS A LEAD GENERATION POWERHOUSE,
on the other hand...
» You’re generating leads around the clock
» You’re generating leads around the clock
» You’re capturing leads at all stages of the buying cycle
» You’re generating leads around the clock
» You’re capturing leads at all stages of the buying cycle
» You’re constantly adapting and improving your website’s performance based on A/B testing and marketing data.
BEST OF ALL? You’re clocking up sales and
generating revenue.
So, how do you transform your B2B website into a
LEAD GENERATION POWERHOUSE?
FOLLOW THESE SIMPLE PRINCIPLES.
Make it easy for your users
Make it easy for your users
Make it easy for yourself
Make it easy for your users
Make it easy for yourself
Target leads at all stages of the buying cycle.
1. MAKE IT EASY FOR YOUR USERS2. MAKE IT EASY FOR YOURSELF
3. TARGET LEADS AT ALL STAGES OF THE BUYING CYCLE
YOUR WEBSITE VISITORS SHOULDN’T HAVE TO WORK TO CONVERT THEMSELVES INTO LEADS.
If it takes more than a few seconds to find a phone number or contact form, they’re going to lose interest.
Instead, make it as easy as possible for web users to convert into leads.
DON’T LET THAT HAPPEN.
Display a phone number on every page.
01435 998 765LOGO
01435 998 765
THE TELEPHONE IS NOT OBSOLETE.
A good ol’ phone call is still the most immediate, effective way to
get information or get the buying process rolling.
Make it easy for users to pick up the phone
and call you at the drop of a hat.
HINT: Add call tracking so you know which web pages are generating the most leads. That way, you can work on optimising and promoting your most effective web pages.
Use call-back forms
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Sometimes, a user is too busy to call right away, or it’s outside of normal
working hours.
That doesn’t mean you can’t convert them.
Call-back forms allow users to convert into
leads any time, any day.
Explicitly state how you’ll be contacting them, and whenthey should expect to hear back from you.
Then, deliver on that promise.
Always be absolutely clear and up-front about what's going to happen after a user submits a form.
Use a variety of formsthat let the user convert
into a lead without havingto think too hard.
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DON’T LIMIT YOUR WEBSITE TO CALL-BACK FORMS.
You’ll generate more leads if you use forms tailored to a range of early conversion points.
Request a demo Book a tour Get a quote
Request a callback Get in touchRequest a callback Get in touch
Use a clear call-to-actionat the end of every page
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WHETHER IT’S A BIG, EYE-CATCHING BUTTON
Or just a line in the body copy of an article, always include a call-to-action (CTA) at the end of every page of your website.
The aim of a CTA is to prompt the user to take the next step in the conversion journey.
Don’t make that step a mystery – tell the user what to do next!
» Displaying a phone number on every page
» Using call-back forms
» Using various request forms
» Including clear calls-to-action at the end of every page.
MAKE IT EASY FOR WEBSITE VISITORS TO CONVERT INTO LEADS BY:
RECAP
1. MAKE IT EASY FOR YOUR USERS2. MAKE IT EASY FOR YOURSELF
3. TARGET LEADS AT ALL STAGES OF THE BUYING CYCLE
From the get-go, set up your website such that it does all the work, while you
sit back and watch the leads roll in.
Hire a professional web designer
*psst... we’ve got some of those!
DON'T SKIMP ON WEB DESIGN
Remember: TRUST = CONVERSION
Get your website custom-designed by a pro. A slick, impressive website reflects well on your
business and makes users more likely to trust you.
Templated websites are a good stop-gap, but they don't pay off in the long run.
It’s tough to really differentiate yourself with a generic, templated website.
SHOW OFF YOUR CREDENTIALS AND ACHIEVEMENTS.
Got a happy customer? Get them to sign-off a testimonial.
Proud of a successful project? Showcase your best work and publish case studies.
Accredited by a trusted organisation? Advertise your credentials.
Make sure your website flaunts your
ACHIEVEMENTS AND
CAPABILITIES.
Glowing praise from satisfied customers, excellent examples
of previous work, and respected accreditations lend your
business invaluable credibility.
Create carefully tailored landing pages.
WE WANT YOU!
LANDING PAGES They are an invaluable lead generation tool.
Users can ‘land’ on a landing page from a Google search or a relevant inbound linking source.
Typically, a landing page is a web page that asks a visitor to submit their contact details
via a form, thereby becoming a lead.
IMPROVE YOUR CONVERSION RATE by tailoring each landing page to the particular
product, service, or asset on offer.
Equally importantly, landing pages need to be tailored to the specific buyer persona you’re targeting.
Marketing MartinMarketing MartinMarketing Martin
TEST, OPTIMISE, AND TEST AGAIN.
If a web page or lead generation campaign isn’t performing as well as you had hoped it would, you don’t necessarily have to start all over again with something completely new.
There’s a much quicker and easier way to improve your website’s performance.
CONTINUALLY TEST Different versions of seemingly small details could
produce surprisingly different results.
Even something as simple as changing the wording of your CTA or the colour of a CTA button can
have a huge impact on lead generation.
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TRACK THE RESULTS AND OPTIMISE EACH PAGEaccording to what works and what doesn’t.
50% visitors see variation A
Enquire now
Talk to us
24%CONVERSION
11%CONVERSION
50% visitors see variation B
Hiring a professional web designer
Showing off your credentials and achievements
Creating carefully tailored landing pages
Testing, optimising, and testing again.
MAKE IT EASY FOR YOURSELF BY:
RECAP
1. MAKE IT EASY FOR YOUR USERS2. MAKE IT EASY FOR YOURSELF
3. TARGET LEADS AT ALL STAGES OF THE BUYING CYCLE
Here’s one of the most
things you need to understand when optimising your website for lead generation...
NOT EVERYONE WHO VISITS YOUR WEBSITE
IS READY TO BUY.
In fact, most website visitors are probably still at the very early
stages of the buying cycle.
BUY NOW
ORDER NOW
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CONTACT US
Website visitors who are still navigating the early stages of
the buyer journey don’t respond to salesy CTAs.
Luckily, that doesn’t mean you can’t
CONVERT THEM INTO LEADS.
Convert visitors who are at the early stages of the buying cycle into leads by offering them something valuable enough that they’ll be willing to hand
over their contact details to get it.
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Sandra Smith
Bee’s Knees LTD
sandra@bee
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Better yet, offer content that’s so engaging, relevant and thought
provoking that you don’t need to hide it behind a form.
IF YOUR CONTENT’S GOOD ENOUGH, users will proactively opt in to receive more.
It’s worth considering this balance when deciding onwhether to ‘gate’ an asset with a form or not.
» Don't forget about turning those that aren't ready to buy into leads too.
» Offer users who are at the early stages of the buying cycle something of value in return for their contact details.
TARGET LEADS AT ALL STAGES OF THE BUYING CYCLE:
RECAP
Sound like a lot of hard work?
IT DOESN’T HAVE TO BE.
We’re nice guys, so feel free to get in touch just to talk about your ideas without fear of a sales pitch, we’re happy to help.
Get in touch with us here.
Our team of savvy, switched-on B2B marketers have the wealth of knowledge and experience needed to
transform your website into a lead generation super-machine.
Transform your website from
content chaos to
content perfection
Telling your
through your
If you found this deck useful, check out the rest of our ‘better B2B website’ series here.
Chat soon!