The goal of any B2B marketer should be converting as much daily website traffic as possible into leads. If done right, your main corporate website could become be a massive lead generation engine. That’s sometimes easier said than done, of course, but here are 5 quick tips for better website lead generation.
Tip #1: Deliver a personalized website experience
No two visitors should ever see exactly the same website. That’s because you have access to an enormous amount of data about each repeat visitor. Think of how you visit an e-commerce site, and all of your preferences seem to be automatically filled in, based on your past browsing habits. You’re even given suggestions about what to buy next. That same type of thinking has to infuse the entire B2B website experience, and that’s where a number of vendor tools can really become useful – they can track data about each visitor, and use that to personalize the entire experience.
Tip #2: Make “gated” content easy to find and download
There are two types of content you can provide prospects – gated and ungated. The gated content requires the user to fill in some brief information, perhaps just an email address. But that’s enough to create a promising lead. The idea is that any of this content has to be easy to find. It can be in the form of a whitepaper, a case study or an e-book.
Tip #3: Use video to tell your story
Most B2B companies sell extremely complex or sophisticated products. The key is to be able to distill down everything you offer into a brief 2-minute video that you can post on the website. If you look at the top Silicon Valley technology companies, they always include a brief video to highlight and illustrate what they offer in very basic terms. Sometimes they even use cartoon characters. But if you can’t describe what you offer in 2 minutes or less, it’s putting a huge burden on your potential prospect to figure it all out.
Tip #4: Experiment with your calls-to-action
Every call-to-action (CTA) should be simple to understand and be geared to a user at a certain stage of the customer journey. For example, a CTA for a customer at the beginning of the journey (“Learn More”) would be most likely very different from a CTA for a customer near the end of the journey (“Download Our ROI Tool”).
Tip #5: Explain the value of any email sign-ups
To get people to sign up for your corporate email newsletter, you really have to lay out the value proposition for signing up. After all, people today are facing very full email inboxes, and they need to have a reason to sign up. So next to the sign-up button, provide a very clear, very succinct description of the value proposition.
With these 5 tips, you’ll be well on your way to converting more of your website traffic into leads. Moreover, if you’re collecting website traffic data along the way, you’ll have plenty of insights into how to tweak your website: you’ll know which pages people are visiting, how much time they are spending with different types of content, and how they are accessing your site (e.g. mobile or desktop). That will help you to craft even more winning messages for turning those visitors into leads.
IMAGE: Designed by Freepik
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.