Blog: How To Increase B2B Leads Using Your Website
By Angie Herrera // March 20, 2018
Your website isn’t just a place to house information about your products. It’s also your most powerful B2B lead generation tool.
If you’re not generating many leads, you might think this is just a myth. However, a few changes to your website strategy could be all that’s standing between your business and an influx of new leads.
While email marketing, ads and social media all help with leads, make sure you’re using your website to your full advantage.
Provide Useful, Informative Content
Blogging is one of the best strategies for driving traffic to your website. It drastically increases the number pages indexed by Google, which leads to more organic traffic. However, this won’t convert to leads if the content on your blog isn’t useful or informative.
Blogging just for the sake of adding pages to your site isn’t enough. Readers don’t want to waste their time. If a business is visiting your blog, they want to come way feeling as if they learned something new or valuable. Sadly, 60% of content created is considered irrelevant or poor.
High-quality content that focuses on the reader versus marketing is much more effective. A simple CTA at the end is all you need to turn a highly effective blog post into a lead generating post.
Ask For Less Information
You have a great form on your site, but no one uses it. Why? Sometimes businesses aren’t ready for you to contact them directly just yet. Especially when it comes to talking on the phone.
HubSpot has a list of effective Contact Us pages and one thing that stands out for the majority is they don’t ask for much information. Whether it’s your Contact Us page or a simple form to gain access to a newsletter or whitepaper, don’t ask for someone’s life history.
All you really need is their name and email address. The less you ask for, the more likely someone is to fill out the contact form.
Use Social Proof
Consumers aren’t the only ones who research businesses before contacting them or making a purchase. If you want to increase B2B leads with your website, add social proof to your site. Businesses want to know they can trust you before they contact you.
Add testimonials and a few case studies. You’ll be amazed at the difference this makes in lead generation.
Add More Conversion Opportunities
Businesses aren’t always ready to contact you directly just yet or be contacted by you. Think of it as digital window shopping. If all you have is a contact form on your site, you could be missing out on numerous leads. Instead, add multiple conversion opportunities.
For instance, if your business has an email newsletter, have a simple form that just asks for an email address. Offer a free ebook, whitepaper or case study in exchange for their email address. While they’re still giving you their email, they’re getting something in return without feeling obligated to contact you back. It’s a great way to start nurturing a lead.
Add A Live Chat Option
Sometimes visitors need an answer right now. A FAQs page is great, but it can’t possibly answer every single question. Waiting for a business to get back in contact after filling out a form could take days. Offering a live chat option on your site shows businesses that you’re serious about working with them.
It’s perfectly fine to have set hours that live chat is available. After all, most people would rather chat quickly online that deal with a phone call where they have to listen to a long sales pitch. Give visitors what they want via a live chat and they’re more likely to choose your business over the competition.
Think Human, Not Google
This has actually been a rule for years, but after Google made major changes to its algorithms, more sites started to take notice. Modern SEO isn’t about writing content for search engines. It’s about writing content for humans. Using keywords is still fine and it’s recommended, but only when they make sense.
For instance, the keyword for this post is increase B2B leads, but you don’t see it in every paragraph or even every section. It’s used naturally while post itself is focused on helping businesses gain more leads by using their website.
From your web copy to your blog posts, focus more on what the reader wants than what you think search engines want.
Use Targeted Landing Pages
When a business finds your site through a search, they want information quickly. If they land on a blog post that links to a specific product, they expect that link to go directly to the product page. If it goes to a page filled with multiple products, they might leave your site.
To avoid this and boost leads, create targeted landing pages for each product or service. Keep them short and simple with a direct CTA that offers more information and/or asks them to contact your business.