It requires more than just an appealing design and a handful of blog posts to make an efficient B2B website. The user experience and design, messages performance, and structure all play an integral role in making websites that support leads and helps to create prospects in your pipeline. Visit: Digital Marketing Agency
9 ways to get more leads through your website
1. Reorganise your navigation
A well-organized B2B website has easy navigation. 94% of users say that navigation ease is the top web design feature.
The current best practice for websites recommends that you place your service pages within the primary navigation area to assist users in quickly locating the most essential items and offerings. Make sure that visitors are never more than a few steps away from what they require. This can increase the time users spend on your site and help crawlers of search engines navigate and categorize your web pages.
Pages with high value, such as your service and product pages, must be featured prominently. Avoid the enticement to pack all of your content in one big navigation bar. It isn’t a good idea to confuse your visitors when they first visit your website. Our experience suggests that minimalist navigation that focuses on the actual content required for buying increases engagement and conversions from the bottom of the funnel.
2. Enhance the layout of your web pages
It takes the average user between 3 to 5 seconds to decide if they’d like to continue on your site. To make leads convert to customers, you need to structure your web pages in the most appealing and user-friendly manner possible.
The first step is to start with the beginning at the top. Make your header in a way that clearly and succinctly explains your business’s value proposition so that readers know the purpose of your business and why it’s important to them. Insist on your value proposition using an image of your hero or other visual elements that catch the eye of the reader.
The principal body of your web page is where you give visitors more details about your services and products. Do not get caught up on more information. There’s less to be said when web copy is involved. Concentrate instead on these important areas:
The points of differentiation. What is it that sets you apart from your competition?
Social evidence. Utilize testimonials, customer logos, and case studies to establish trust and establish credibility.
CTAs. Include conversion points to provide the appropriate information at the right time.
3. Include interlinked contextual hyperlinks
Contextual internal links are a crucial element of the modern structure of websites.
The purpose of these hyperlinks is to guide users to areas of your website that are relevant to them. Contextual links help people seek more information while not diverting attention from your primary CTAs. Furthermore, internal links provide a clear hierarchy of information on your website and aid in increasing link equity.
Include links in your blog post that lead readers to your site and the pillar pages. This informs the search engines and your potential customers what pages are relevant to what subjects.
Select your anchor text with care. Be sure that it gives the reader an understanding of the topic on the original page and, if you can, include the precise match keywords. This provides both the user as well as Google with important information.
4. Design and create landing pages that convert
Landing pages are pages on your site which support certain services, products, campaigns, and ordeals. They employ targeted copy to attract customers and motivate users to take action. This could mean registering for an initial trial for free, signing up for a webinar, soon downloading an ebook, or even downloading one.
To quote from HubSpot, “landing pages are the hub of your lead generation efforts.”
Unlike your homepage, which acts as a gateway for your services and products, A good landing page is focused on user conversion. This makes them highly efficient in promoting content that is gated.
An effective landing page contains:
Effective and transparent copy that is compelling and clear. Create engaging copy that illustrates that you are a valuable material or service and guides customers to fill out your application.
Take away options for navigation. The dream of landing pages is to transform visitors to leads. Eliminate unnecessary navigation options and internal links to make sure that the focus is on the content you offer.
A clearly stated call to take action. Your CTA must be distinct in contrast to the other content on your webpage and leave the user with no doubt about the activities you would like them to do. Utilize words like “download” or “read” to define their expectations.
A form. An effective landing page requires an efficient lead-generation form. Set it up on the fold to make it instantly accessible and easy to locate. Less scrolling that visitors will have to do more work, the more effective.
If done well, landing pages provide potential customers with a secure and risk-free path to conversion that creates credibility and trust for your company’s image.
5. Include CTAs that are aligned with the buyer’s journey
Like landing pages, the function of CTAs, like landing pages, the purpose of a CTA is to entice users to take action. Your site should include several CTAs on your content and pages aligned with different phases of your buyer’s path.
HubSpot provides two kinds of CTA two types of CTA: both primary and second.
The primary CTA is the most critical step you wish users to complete when visiting your website. It should be displayed in prominent positions on every page of your primary navigation. A typical direct CTA can be:
- Book a demo/consultation
- Contact sales
- Sign up/register
Second, CTAs tend to be akin to contextual. As the name implies, they offer alternative ways for users to interact. For instance, you can include the CTA at the bottom of your blog post that invites readers to download a book or sign up for a scheduled webinar.
Your primary CTA must be prominent and clear so that it’s clear what step you’d like your customers to do. Secondary CTAs must be relevant to the subject you are discussing so that you’ll be able to deliver the right content at the appropriate moment.
6. Fill out forms that are simple to fill out
Forms remain the most efficient and legal method of collecting contact details.
Unlike HTTP Cookies, Forms represent an exchange of information between you and your customers. Once they have delivered their contact information, they receive valuable information that helps them make a better buying choice or aids them on the buying journey.
When someone voluntarily shares their details with you by taking a survey, they’re showing a desire to purchase your product or services.
Forms are often associated with the concept of landing pages and gated content. But it’s not the only location you can place them. For instance, we have a straightforward lead generation form on the footer of our website to make it as simple as it is for users to reach us.
7. Write pillar pages to demonstrate your authority
Pillar pages showcase your authority in your field and boost your site’s SEO. This, in turn, leads to lead generation for B2B.
In contrast to your product or service pages, the key to creating an effective web page that is a pillar to answer specific questions that your readers might have on complicated or niche topics. They provide a level of specificity that’s not achievable in a typical blog post. They also include relevant links that add benefits to your customer’s journey.
Be sure to consider your potential customers when choosing topics for your web pages that are pillars. Even if you believe that it’s important to discuss a subject, it doesn’t mean that your customers will agree. If they’re not interested in what you have to say and don’t have leads, you’ll never get them.
Search engine optimization platforms such as SEMrush provide valuable insight into the adoration of crucial search terms and the motives behind their use. This allows you to create engagement and relevant pages for pillars that fulfill the actual need of your target audience.
8. Create topic clusters that can help to rank the most important words
Topic clusters are informative and exciting content pieces connected to content clusters around the pillar page. Together, they create a context-based environment that aids in developing leads for websites.
Cluster content lets you effectively target keywords relevant to your industry and on a large scale. It allows you to offer more specific information about the topics you will cover on your pages for pillars. For example, you could start a blog about the issue of disaster recovery or prevention of ransomware to complement a pillar page on cyber security in the enterprise.
Optimizing, repurposing, and rearranging content into topics can help your lead generation initiatives. The article you published in 2019 might not bring visitors to your site, but it might be more easily accessible with a new format. Simply put, updating content is more efficient and economical than starting from scratch.
Other forms of gated or non-ungated content that you can create to help lead generation:
- Whitepapers
- eBooks
- Guides
- Case studies
- Infographics
- Videos
- Webinars
- Podcasts
9. Optimize how your site
Various factors can affect your website’s performance and affect the customers’ experience. For many people, your site is the first experience they’ll ever have with your company, and your website’s experience could alter the perception they have of your brand.
A slow, poorly optimized website could make it appear unprofessional. Visitors may be hesitant to trust the level of security that is present on your website. It could also impact visitor satisfaction and SEO.
Longer load times cause frustration. Google study found that bounce rates rise by 32% as loading times rise from 3 to 5 seconds. While page speed doesn’t have as much importance in ranking in search results, bad performance can adversely affect lead generation, traffic, and conversion.
According to Portent, website conversion rates decrease by five percent with each second of loading time.
To improve your chances of being ranked on the SERPs, you need to ensure that your website loads quickly and is well-performing.
Start generating leads on your website.
Nowadays, a successful B2B website helps generate qualified leads for a company. If you can get the elements above right, it will allow you to increase charges on your site and make it an effective marketing tool that will keep delighting your clients.
