For a B2B Marketer, your website is almost always your best source of leads, but designing a site that maximizes buyers interactions and helps move prospects into the sales funnel can fall by the wayside when you’re trying to keep a handle on all the other tools of the marketing trade. Still, it’s not something you want to overlook for too long- 90% of people researching to make a B2B purchasing decision use an online search to do so. (Think With Google)
If you’re looking to give your lead gen strategy a boost (and who isn’t?), start with your website. A few simple adjustments can make a big difference in how clients and prospects navigate your site and what actions they take. Use these tips to get started, and join in on our upcoming webinar Optimizing Your Website for Lead Generation on August 24 to get more insight on how to make the most of your website’s lead generation potential.
1. Have someone external take a look at your website
Have someone who doesn’t interact with your website often if at all come in and take a look at your website. Are they able to quickly find information about products and services? What about pricing or purchase information? Is what they find easy to understand?
Keep pricing and product information easy to navigate to, but don’t wave it under your prospects’ noses. Save pop-up advertising, banners and other more eye catching methods for special offers, new content, and other information that will guide prospects through the buying process rather than present them with a hard-sell up front.
2. Create Good Content
The quality of your content and a consistent level of creativity will help you create an attractive resource for your prospects. They’ll be more likely to fill out forms and sign up for subscriptions if the content they receive in return is original and engaging. Two types of content in particular can really help drive leads from your website:
Become a thought leader
We know that thought leadership makes for good content if you’re looking to improve lead generation efforts. It’s widely applicable and easy to share, and can be used to position your company and your brand as a thought leader in your industry. But beyond that, it gives prospects a reason to keep coming back to your website. Make your content accessible by organizing it into a directory, and gate the most informative pieces to collect leads.
Don’t shy away from video
Video content doesn’t necessarily take longer to produce than other types of content – it depends on the length and complexity of the project. Still, it’s one of the most shareable, accessible types of content on the web. Videos are social media friendly, require little explanation to make them understandable, and can even cross language barriers with a good storyboard and strong visual queues.
While videos can (and some should) be gated, creating a video library, or simply adding an ungated video to gated pages can help you create a more visually dynamic page that draws prospects in. The average person spends 88% more time on a site with a video. (Mist Media) With this nearly full-page example from Vidyard, you can see why. Vidyard happens to be a video media company, and their masterful use of video on their homepage is a great way to highlight that!
3. Go for strong CTAs
A good CTA can make a big difference in how clients and prospects interact with your content. These ones on the Ceros Blog are simple, transparent, and enticing to prospects because they don’t make any preamble. They demonstrate that a good CTA doesn’t have to be complex or wordy.
The other noticeable thing about the Ceros Blog is how many CTAs there are. There is this one at the bottom of a blog post, and the one in the top right to subscribe to their newsletter. A third newsletter subscription CTA appears after browsing for awhile. Although there are quite a few, they aren’t intrusive because they’re straightforward.
For more tips and tricks on driving leads with your website, join Bill Reed, Senior Digital & Interactive Strategist at Salesforce Pardot and Rachel Peters, UX Lead, at Launch Interactive as they share their insights on how to build a website that will resonate with your clients and prospects, the ins and outs of lead generation when it comes to your website, and how to build in the kind of interactive experiences and personalization that will give your lead gen efforts the biggest boost.