A B2B website is essential for staying relevant in the industry and establishing your company as a credible thought leader. However, a company website is more than just a platform to showcase your business and industry-focused content. It’s also a powerful way to consistently generate new sales opportunities.
While there are various ways to generate more leads from your website, some inbound marketing practices are more effective than others. If you want to convert website visitors into leads, here are some ways to use your website as a lead generating machine:
Industry best practices and insights are changing all the time; therefore, your website content must also be advancing to align with the state of your industry and target market.
For example, think about the progression of the quality of films over time. When movies first came out, the picture quality was grainy, everything was filmed in black and white, and there wasn’t any dialogue. Thanks to advancements in technology, video quality is now crystal clear, in color, and includes conversations between characters. If a movie production company didn’t adapt its filming strategy to align with technological advancements, it probably wouldn’t be as successful as its competitors. Heck, they probably wouldn’t still be in business.
It’s essential that you think in the same way when it comes to your website content and design. With outdated content and industry practices, you risk losing credibility with potential buyers. However, if you routinely update your website content, you have the opportunity to build trust with decision-makers. This shows that your business is modern and aware of up-to-date industry best practices.
Additionally, it’s vital that you update your B2B website design to align with trends in website development. As a rule of thumb, it’s essential to update your website design once every three years to capture the attention of your target market and keep a competitive edge over similar companies in your industry.
Before writing content for blog posts, you should have a firm grasp of what potential buyers in your target market are searching for and create content that they’d be interested in reading more about. With search engine optimization (SEO) tools like Semrush and Moz, you have the opportunity to see what decision-makers in your target market are looking for on Google and Bing when it comes to your company’s product and service offerings.
For example, let’s say that you’re an HVAC company that wants to generate more inbound website leads for ongoing preventative maintenance. With SEO tools, you can type in the keyword “HVAC preventative maintenance” to discover what people are searching for regarding preventative maintenance services. This could include related keyword topics like:
- What is HVAC preventative maintenance
- Benefits of HVAC preventative maintenance
- How do HVAC technicians perform preventative maintenance
To generate leads for HVAC preventative maintenance services, it’s essential to create blog posts that feature this topic and implement a strategy of how you want them to navigate from one blog to another. Overall, the end goal of these blogs should be to drive leads to your conversion-focused preventative maintenance service page so they can input their contact information and be implemented into your sales pipeline.
While this is just an example for one industry, the same concept works for B2B companies in every industry. If you want to generate more leads from your website, you must create and distribute content that aligns with potential buyers’ wants, needs, and interests.
How do you want users to navigate your website? When you prioritize the user experience with your website, you increase the likelihood of individuals staying on it for an extended period of time to explore what you have to offer them.
While having good content is important for a great user experience, it’s not the only thing you should consider. For instance, a company website should also have a quick page speed, so users don’t drop off before seeing what you have to offer. Additionally, a B2B website should be straightforward and answer any questions visitors may have—and this starts with a user-focused menu structure.
When creating a website menu structure, it’s essential that you have the following web pages:
- Home: The home page is often the first experience a user has with your website. This page should provide a brief overview of each of the main web pages. Additionally, each overview must have a call to action (CTA) that directs users to each page to learn more.
- Solutions: The solutions page should provide details about each product or service your company offers. Additionally, it should explain why your company’s product and service offerings are better than your competitors.
- About Us: This page should highlight your company history and why decision-makers should trust your business as their one-stop-shop for product and service solutions.
- Why Us: This page should showcase any awards or recognition your company has been presented with. Additionally, the Why Us page is also a place to highlight client case studies. Highlighting case studies in this section gives prospects a better idea of how you work with customers and provide relief to companies like theirs.
- Resources: The resources tab encompasses blogs, guides, cheat sheets, press releases, and so on. This tab is essential for providing credibility and establishing your business as a thought leader in the industry. If a user sees the value in what you have to offer, they submit their contact information, such as their name and email address, in a form submission to receive more sales and marketing assets from your company.
- Contact: Last but not least, the contact page. This page is one of the, if not the most, important pages of the website. This page allows potential buyers to connect with your business if they have additional questions or are ready to take the next step in their buyer journey.
If your website isn’t generating inbound leads, how do you measure where your website is successful and where it may need adjustments? Tracking website metrics enables you to see how users engage with your website and optimize it to bring in more business opportunities.
If you want to get the most out of your B2B website, it’s essential that you routinely review the following website metrics:
- Number of visitors: If your number of website visitors is low, all of your other website metrics will be too. To boost website traffic, your content must contain relevant, high-volume keywords to boost SEO ranking and increase visibility.
- Bounce rate: Bounce rate is the frequency with which users come to your website and immediately leave. There could be a variety of reasons for a high bounce rate, including slow page speeds or misalignment between the content and the reader’s intent.
- Average session duration: Session duration is how long a user spends on your company website. The more time a user stays on your website, the more likely they are to be invested in what you have to say.
- Average page views per session: When a user comes to your website, how many pages do they look at before leaving? More often than not, a user typically looks at 1-2 pages before they drop off. Ideally, you’d like to keep them on your website for as long as possible to increase the likelihood of converting them from users to leads.
- Top traffic sources: How are users getting to your website in the first place? Through a direct link? Social media posts? Search engine results page? Understanding how readers enter your website is essential because you can see where your inbound marketing strategy is thriving and what avenues could use improvement.
- Top device sources: Are more users visiting your website from mobile devices, tablets, or desktops? When you have an idea of how users are accessing your website, you can develop a B2B website that’s more user-friendly for that particular device.
- Most frequent exit pages: Where are most users leaving your website? When you identify where most users are falling off your website, you can strategize ways to keep them engaged with your content. This could include implementing relevant CTAs to direct them to another blog or a conversion page for them to fill out form submissions.
- Highest conversion pages: More often than not, conversion pages are web pages that are designed to convert website visitors into leads. This includes pages that specifically state how your company can relieve their pain points. By understanding where most users are converting into leads, you have the opportunity to evaluate what content resonates with them and reduce the amount of time they spend in the sales cycle.
So, you got users to your website—now what? Are you just going to let them come in for one thing and leave your site when they’re done? Well, we’d hope not. If you want to bring users in and keep them engaged with your content, it’s essential that you include compelling calls to action to keep them invested in what you have to say.
When writing CTAs, it’s vital that you don’t have the same one for every web page and blog post. It’s important to consider the overarching goal of that specific page.
If you have a blog that’s more of a general, top-of-the-funnel piece, the CTA should direct them to other relevant blogs that dive into specifics of that topic. For example, let’s say that you’re an MSP who writes a blog discussing the benefits of ongoing IT services. If there’s a section that emphasizes around-the-clock network security, you can create a CTA that drives the reader to learn more about why growing businesses need a secure network.
Once the reader moves to the mid-funnel piece about the importance of having a secure network, a CTA from this blog should further their experience with your website. For example, a CTA for this blog could direct a reader to a bottom-funnel blog explaining why growing businesses should outsource their network security services. When readers reach this piece, they should be encouraged to look at your outsourced network security services page or submit their information in a contact form to schedule a sales meeting.
While including compelling CTAs is incredibly impactful for generating leads from your website, it’s essential to use them with intent and purpose. If you overuse CTAs, you risk overwhelming the reader and having them exit the website. As a rule of thumb, always include one CTA per blog. However, if the blog is over 2,000 words, it may be beneficial to have two CTAs, giving the reader more options for their website journey.
Website pop-ups are a great way to encourage website users to take immediate action. Depending on the industry you serve and the goal of your B2B website, various website pop-ups can be used to interact with users. A few of the most common website pop-ups include:
- Welcome pop-ups: Welcome pop-ups occur when new users enter your website. They present new website visitors with a one-time deal just for entering your website. This pop-up could include a free or discounted item for visiting your website for the first time.
- Promotional pop-ups: Like welcome pop-ups, promotional pop-ups appear when any user visits the website, whether they’re a new or returning user. Promotional pop-ups include a free or discounted product or service when users submit their contact information. Additionally, this pop-up can encourage users to download an exclusive piece of marketing collateral. From here, they can be added to an email list to receive additional sales and marketing assets.
- Newsletter pop-ups: Rather than offering a promotional item, this type of pop-up encourages users to sign up for your company newsletter so they can receive additional sales or marketing materials. These newsletters often contain company updates and notifications when a new company blog is uploaded that may interest them.
- Exit pop-ups: Exit pop-ups are most often used by companies with an e-commerce website. For example, if a user has an item in their cart and tries to leave the website, the exit pop-up will appear before they leave to remind them they have exclusive items in their cart. This reminds users that their items may not be available when they return to the website and encourages urgency.
While website pop-ups are great for converting website visitors into leads, it’s important to note that there are right and wrong ways to implement them. If a website pop-up interrupts the user experience, you risk having a high user bounce rate and diminishing the SEO value of your website. For website pop-ups to be effective, it must be evident for users to know how to get out of the pop-up. This includes having the exit button large enough with an easy-to-see color for users to identify it so they can continue exploring your website.
A B2B website is more than a platform to showcase your success—it’s a lead-generating machine to bring significant sales opportunities to your company.
If you want to convert website visitors into leads, it’s vital that you:
- Routinely refresh your company’s website content and design
- Distribute content that aligns with the interests of your target market
- Prioritize the user’s experience with your website
- Use website metrics to analyze and track your leads
- Include compelling calls to action in your web pages and blog posts
- Present users with website pop-up promotions when they visit your site
At Abstrakt Marketing Group, we collaborate with growing B2B companies around the nation to help them strategize and implement a business growth strategy that yields sustainable results. From outbound sales development to inbound marketing, our lead generation experts are here to help you every step of the way.
When you’re ready to maximize your business growth strategy, contact the lead generation experts at Abstrakt Marketing Group!