Most companies that run a website will have one unifying goal—to generate leads. However, B2C selling and B2B selling aren’t always one and the same. When it comes to crafting the perfect B2B website lead generation strategy, it’s less about being extravagant and more about doing the simple things even better. In order to grow, it’s important to zero in on how to make your fundamental website elements stronger.
Treat Your Content Like It’s King
The marriage of your eCommerce website design and the content it hosts is what will dictate the number of interested prospects you obtain and whether or not they make a purchase. To generate streams of targeted B2B traffic, content must be optimized specifically and according to long-tail keywords that other parties most commonly search for.
Blogs are an excellent method of demonstrating expertise while fishing for potential leads. The better you’ve developed buyer personas, the better you can craft content accordingly. To attract B2B leads, businesses need to crank up the quality of their content, turning blogs into eBooks, white papers, research materials, or reports. They also need to understand unique business problems and be able to provide stand-out solutions.
Compel Users with Your CTAs
While some website visitors will know exactly what they want, not everyone will. Beyond the standard “Contact us!” what your goals are will dictate what you want your compelling CTA to achieve. If you’re hoping to redirect visitors to your blog, for example, you’ll be better off replacing “Contact us!” with “Check out our blog!”
Place Forms on Every Landing Page
The sole purpose of a landing page is to drive conversions. Thus, it must always have a form attached to it. Depending on the asset being advertised, you don’t want to ask for too much information. Standard form fields might include a visitor’s full name and contact information but you won’t want to dive right into asking for their credit card information. If you’re offering something a little more in-depth, such as a market research report, you’ll have more leeway to ask for a little bit extra.
Design with Your Prospects in Mind
More often than not, your website UX will dictate whether or not a visitor stays on your site. The easier it is for them to navigate, the better their chances of ending up on your landing page. Especially when running a B2B campaign, ensuring that your website is fast-loading, clean, and readable is key to getting them to convert.
Use the eCommerce website development stage to test various layouts and placements. More importantly, your website needs to be optimized for mobile usage, considering the number of people who shop and browse using their smartphones.
Let Visitors Know How to Contact You
Funnily enough, not everyone wants to be sold to. Hence, you should position your contact button or contact form in such a way that it lets visitors know its purpose is to provide support—not to try and sell them something. If you can build trust, you can expect your sales and partnerships to increase.
Digital Marketing and Optimization
Lead generation is a combination of directing visitors towards what actions you want them to take as well as keeping them interested by publishing powerful content on a well-designed website. Increasing your lead generation capabilities isn’t always formulaic. Instead, it’s a collection of steps that get visitors to trust and invest in your brand.