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10 Effective Website Tips to Optimize B2B Lead Generation

10 Effective Website Tips to Optimize B2B Lead Generation

Posted by Bill J

Mar 2, 2020

When you’re a company that provides services or products to other businesses, you live and die by sales leads. Even if you have repeat business, if you’re company is to grow, then you need increased sales and revenues.

Your website is a tremendous tool for B2B lead generation, but only if you use it correctly in conjunction with an active digital marketing plan. We’ve put together 10 tips that can help you bring in leads and increase your conversions.

Competition is fierce in the business world no matter what product or service you offer. It takes hard work to build your leads. Once you’re optimized for business leads, your revenues will soar.

1. B2B Lead Generation Using SEO

When people need something, where is the first place they go? Google. Organic search is still the biggest traffic source for many websites. Your potential customers use it to learn what they need, answer their questions and find out about businesses like you.

Optimize your site for Google and other search engines using search engine optimization techniques. Build your content to create expertise, authority, and trustworthiness to get on the good side of Google and rank well for specific keywords.

2. Use Your Website to Convert Incoming Leads

When someone comes to your website, they could be anywhere on the sales funnel. Is your site easy to use and navigate, so you can help them move to the next step in the funnel? User experience is important and there are website design techniques that help this including easy-to-use menus, input a small amount of info and more.

The look and feel of your website are known to influence the idea of quality and credibility to customers. Is your site mobile friendly? People use their phones more than laptops to access search engines, so make sure your site looks great on mobile.

3. Develop Google Ads Strategy

Google ads are the leading platform for advertising technology and a properly created ad campaign and landing pages can send leads your way. Google has search ads, display ads, shopping ads and video ads you can choose from.

Decide which are the best for your company and create a campaign with a respectable budget. Choose your keywords carefully and do A/B testing to see what ads work and which don’t. Google ads can be complex, but the company worked hard to simplify the process.

Couple Google ads with remarketing and get people who visited your site and left to come back.

4. Email Marketing Entices New Customers

Your website should have some type of registration or newsletter sign-up to entice new customers to continue to learn more about your company. They may be early in the sales funnel, but well-run email campaigns can keep you front of mind as they move down the sales funnel.

Email campaigns also show off your expertise in the field. You can target them with promotions and discounts to keep them coming back and thinking of you.

5. Blog Articles Answer Important Questions

Many times, people don’t really know they need your services or have questions before the commit. Create blog articles that answer these questions for them and provide trust and expertise. Optimize the blogs for keywords, so Google ranks them high for search queries.

Blogs are a great way to bring leads to your website through organic search. Make sure your blogs have a call to action that encourages customer to continue on the site.

6. Find New Longer Tail Keywords

Keywords whether for ads or organic search are vital for lead generation, but the most common keywords are difficult to rank for. Competition is fierce for these keywords because they have a high volume. If you’re not having luck with common keywords, then go outside the box with keyword phrases.

These keywords may have less volume, but the competition is lower. You’ll be more likely to receive leads from them than the common keywords.

7. See What Your Competition is Doing

If you notice your competition knocked it out of the park lately for business leads, then try and find out what they’re doing. Competitor analysis is an important part of lead generation because you’re assessing their digital marketing capability.

Are they optimized for SEO? Do you see their ads at the top of Google search for various keywords? You may need to change your own strategy to better compete with theirs.

Choose two or three competitors to analyze. If they’re doing something you’re not, then consider adding it to your strategy.

8. Analyze Your Own Website

Tools like Google Analytics and Google Search Console can help you see where the traffic is coming from, what keywords they’re using and what pages they’re leaving on. You should analyze the traffic on your site frequently to make sure there isn’t something that's broken or turning away customers.

You may find a popular link is broken or a page isn’t converting well and needs updating. Self-analysis is just as important as competitor analysis.

9. Develop Enticing Lead Magnets

When people get further down the sales funnel, they’re looking for more than just general information. They want a more in-depth knowledge of your products, services and successes.

Create high-value white papers, eBooks and our deliverables that people can read or download to learn more. When people want more in-depth information, they’re almost ready to convert, so put them over the edge with quality high-value content.

10. Develop a Webinar

With sites like YouTube with millions of visitors every day, people want and expect video when they’re searching for information. If you create a webinar that answers people’s questions or showcases your products and successes, then it can be a major lead generator.

Keep the videos on your site and on sites like YouTube, so people who aren’t visiting your site can still see it.

Bring Clients to Your Site

If you want to maximize your B2B lead generation, then follow these tips and watch as your traffic and revenues grow. Lead generation is vital to success and growth, so go after your customers.

If you want to learn more about lead generation or digital marketing, then please explore our site.

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