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How to Build a Lead Generation B2B Website

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Running a business in the digital age means you’ve probably got a website. If you don’t, you’re missing out on a vast portion of your audience’s attention. But what most marketers don’t realise is that having a website is not enough anymore. It’s not just about having an online presence anymore—now it’s about designing an online presence that is able to generate leads as effectively as your shopfront once did. 

Too many marketers think of a website like a business card. But this idea usually leads to static websites that don’t encourage users to convert online, which is what your website should ultimately be doing for you. Without this aspect, your business is the equivalent of a physical shop located in the middle of nowhere with no staff managing it. Sure, you’ve got a shop, but how will people find it and what will they do once they have? It’s time for marketers to consider the customer experience of their website and focus on helping it generate leads, which can thankfully be achieved in employing five easy tips. 

5 Tips for Building a Lead Generation Website:

1. View your website as a true business location

The old view of a website was as a digital brochure or business card. Although you knew you had one, your website was forgotten about in your business ecosystem. This approach no longer works, and it means you’re spending money on keeping up a website that no one wants to interact with (or even can interact with). 

The shift that the digital age has brought in audiences across industry and sector is that people now expect to be able to research, connect or communicate, and purchase online in a swift and easy journey. If your business doesn’t allow for this, then users are likely heading over to your competitors. Even if you have the best product or service, users will choose lesser businesses over you if their online customer experience ranks higher.

You need to view your website just as you would have viewed a physical store or meeting a customer face-to-face. Your website now deserves the same, or more, energy that you had previously put into these traditional channels. This means updating your static brochure-style website into an online platform that hosts all the information about your business and your industry, but also allows users to talk to your marketing or sales team and convert directly on the website (i.e. leave their contact details or purchase products). Better yet, it should allow for you to track user engagements to better serve relevant content that will continue to convert better and better. Treat your website just as you might your best traditional sales channel, and just as you would invest in testing and optimising there, you need to commit the same investment to your website. This will help you to wrap your mind around the costs (and benefits) involved with needed optimisations, such as search engine optimisation (SEO), content creation, user experience design, and employing marketing automation software. 

2. Use call-to-actions (CTAs) 

A call-to-action is the element on your website that encourages users to leave their contacts details or purchase your product. It might be a button, a clickable banner image, a hyperlink or a form. But the importance of a CTA means that it should always be easily noticeable, and if it is not a form itself, it should lead to a form or product purchase page. In this way, you highlight and outline the clear journey that a user needs to take to convert, taking the thought process out of the equation for them. 

In order to use CTAs, though, you need to understand your value proposition. What are you offering? And why is it worth a user leaving their details for it, or even purchasing your product online? This is where CTA language becomes important, which is conversion-focused language that prompts users into converting by highlighting benefits, positive reviews or statistics, and using inclusive action verbs (such as, Download now or Join our event or Get in touch). 

Customer experience and user flow are vitally important when considering lead generation, which is why it’s so important to have a clear journey that your users should take and bold CTAs that attract conversion. To properly action an optimised user flow on your website, you’ll need to consider your audience’s buying cycle and how they need to be nurtured (or walked) through this. If the majority of users are finding you knowing what they want and only need a clear conversion process, then you don’t need to spend too much time focusing on educational content. But, and this is probably the majority of businesses, you attract users that are still researching their options and pain points, then your user flow will need to include educational content that slowly becomes more promotional… to the point of ultimately leading them to conversion.

3. Educate first, sell second 

As we mentioned in the previous tip, most users that navigate to your website online are still researching. They don’t want to be directly sold to just yet—they want to understand why they need your product or service, why they can’t or shouldn’t do it themselves, what the solution actually involves, and what their various options within this are.

Because this is the stage that most users are discovering your business online at, it’s advisable that the majority of your website’s content should be educational. Using the 80/20 rule (wherein 80% of content should be educational, and only 20% should be promotional) is generally a good practice when planning and conceptualising what new blogs, website pages or other content can add to your website.

Leadfeeder (a website tracking software company) discovered that by adding an explainer video to their website increased their conversion rate from around 2% to 7.51%. That’s more than tripling a conversion rate, simply by adding a single educational video. This is the power of relevant content.

You can also use this as an opportunity to test which content mediums and topics your audience engages with most using realisting KPIs, allowing you to spend time creating the most effective and rewarding content for your business.

4. Understand your audience 

Lead generation isn’t just about the quantity of conversions your website can achieve. It’s about the quality too. When building your lead funnel, you’ll need to find the right mix of quantity and quality for the first stage of lead generation, which you can then filter down into even higher quality leads through nurturing and filtering. 

Some of this can be decided based off of your old data. For instance, which channels bring in the most leads? Which channels have converted the most customers? You’ll want to focus on high-quality traffic that can convert into customers, which means it doesn’t matter if paid media brings in tens of thousands of visits if it doesn’t bring in any customers. Research and understand how your target audience finds you, why they choose particular platforms and mediums over others, and how you can best leverage this to truly focus your traffic and conversions. A free but powerful tool that may help you in understanding this data is Google Analytics, which is able to identify your traffic sources, bounce rates, landing pages, automatically track set conversion goals and paths on your behalf, and more. 

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5. Invest in automation technology

A lot of the tips we’ve mentioned in this article require your direct conception or activity, but one of the most powerful investments you can make is in marketing and sales automation software.

Automation software helps you and your teams to automate the administrative tasks involved in marketing and sales, so that you can spend time on the tasks that really matter, but it also allows your business to nurture leads and customers 24/7 without your constant attention. Marketing automation software, like HubSpot, does this by offering workflows and sequences that can automate personalised communication, tasks and emails, allowing your business to answer support queries with AI chat bots, nurture prospects through educational email workflows, or delight your customers through personalised content delivery.

You’ll want to consider automation software especially as your business and customer base grows, as it means your team is able to spend less time on costly administrative tasks and your prospects or customers spend less time waiting to receive information or have support queries answered.

These five tips can take you from having only a digital business card to a lead generating and revenue growing website. A lead-generation optimised website that makes use of marketing automation can see your business take tremendous strides forward in revenue growth without active extra effort from you or your team. It’s a no brainer.