Get this: Over a quarter of all organizations redesign their websites to optimize it for lead generation, yet less than 40% of them use any metrics to measure their site’s effectiveness (either the new or old one).
Looking a little further into some numbers discovered by Hubspot, and they show that some companies redesign their websites every 12 months. That’s every year! And a full third of them are unhappy with the results.
No wonder. If you’re simply redesigning for the sake of redesigning, then no one’s going to be happy. Website visitors want an easy-to-navigate site that includes all the information they’re looking for. They don’t want to be confused every time they come to your website and have to re-discover where you’ve hidden the contact form or product information.
And if you really want to unlock the potential of your B2B website, here are the secrets to better lead generation with your website.
Secret 1: Clear CTAs (Calls-to-Action)
A CTA is a button, image, or text link that encourages visitors to take an action after visiting your website. Usually that’s to sign up for a special report, attend a webinar, or purchase a product. The actual words you use here are very important. Lose the clever phrasing and in-jokes when creating your CTAs. Be clear, to the point, and use good action verbs. For example, Click Here or Sign Up Today.
Secret 1a: CTA placement on the page matters
Try putting your CTA on the extreme right or left of your page. Studies show that they tend to get more clicks if they’re out on the edges, rather than in the middle of the page.
Secret 2: Simple user experience
It’s important the B2B visitors can access the information they want and need quickly. Even though their buying cycle is long, they still don’t want to spend a ton of time trying to find the information. Who does, right? Apparently, the #1 thing B2B visitors want to see on your website is pricing information. Then technical support information, then other resources like white papers, case studies, and blog posts.
Be careful in how you gate your information as well. (“Gating” means you require users to register in order to access or download the information.) A good mix of gated and ungated content will serve your visitors well, and avoid any annoyance or anger with you. For example, blog posts, infographics, and case studies could be ungated, while white papers and webinar content is gated.
Secret 3: High quality content on all pages
This one should go without saying, but it still needs to be said: use a professional writer on all of your marketing materials. Whether they’re in-house or an external freelancer, working with a pro will increase every related metric you’re measuring on your website. Visitors will be captivated by the engaging and insightful content, and be willing to register their information with you for future updates. Your bounce rates will drop drastically as they’ll stay to read everything, instead of navigating away at the first sign of a typo.
What pages do I need to spend the most time on?
This is always a tough question, as you should spend quality time crafting each page on your site. However, at the very least, look at these ones:
- Home page: A well-written home page does a good job of sending visitors further into your website. It’s not just a splash page for introductory information. Use it to guide them to the next step in the buying cycle, and the next set of content on your site.
- Product pages: These pages will describe your products and services in an engaging manner.
- Sales and Landing pages: These pages are designed to sell or convert visitors into leads. Use strong and clear headlines, compelling ledes, bullet points to spread out the text, appropriate images, and a clear promise of what they’ll gain by filling out the form on the page.
- Thank you pages: This page is often the least customized by B2B marketers, and they’re missing an opportunity for additional business. Use the Thank You page to offer additional information to the prospect, or buttons to your social media profiles so they can share the page with their network too.
Secret 4: More sharing on social media
While not really a secret, using social media to amplify your B2B content is a given these days. It’s a legitimate lead generation channel in today’s fast-moving Technology market. Put social media sharing buttons everywhere that’s appropriate on your website. Don’t forget to include them on any landing or sales page, as well as in any eNewsletters you send out as well.
Secret 5: Take your time
It’s cliched, but true: lead generation is a marathon, not a sprint. You can’t simply build a great product that offers value to customers and expect to generate more leads with that. Good lead generation strategies take time. You must publish content and offers regularly that provide real value to your prospects. THAT’s what’s going to convert them from prospect to lead, and eventually lead to customer.
Update your website on a regular basis with unique, quality content that has real value to prospects, and you’ll find yourself connecting with them more.
Your website is a lead generation magnet
It’s true. Setting it up the right way to bring in leads and potential customers will benefit your B2B Technology company in the long run. You’ll develop a strong and deep relationship with them and seriously affect your bottom line.