In today’s digital marketplace, the buyer’s journey starts and, more frequently, ends with digital. Concurrently, more buyers' journeys are taking place on mobile devices. Web design is no longer just an exercise in design, but also one of strategy and optimization for increasing conversion rates. In order to know how to generate more leads, it is important to understand your buyer personas, their challenges and needs, and the context in which they are visiting your website. The better you can do this, the more value you will drive from your website. But just building a website will not generate more traffic and leads. You must implement a marketing strategy to drive the right traffic to your site. Think of it as throwing a great party, but never inviting anyone. Sure, you had a blast and spent a lot money, but no one came. Wouldn’t the party have been a whole lot better with a lot of people there? The most effective strategy for driving the right traffic and converting that traffic into leads is inbound marketing. This methodology of lead generation marketing has seen rapid growth in recent years, mostly due to the incredible results achieved effectively using this strategy. But before you start inviting people to your party, you need to make sure you have the party ready. Here are five ways you can make sure your website is optimized for B2B lead generation.
1. Concise Messaging
Time is a limited commodity in today’s fast-paced world. People want to quickly determine if spending more time with your brand is worth while. Making sure your message is short and to the point is critical. Typically, you’ll want to lead on the homepage with a strong headline, a short sub-head with a brief description and then a call-to-action. Each page should focus solely on the information the user will find of the most value and nothing more.
2. Intuitive User Experience
Less is more when designing the digital experience. Organize your site around what you think the user would like to see. Remove any information that isn’t necessary or isn’t adding value to the user experience. Make sure your navigation and calls-to-action are clear and the user knows where and when to take action.
3. Calls-to-Action
Think of yourself as a guide leading users down a path. If you show them the way, they will follow. Give them less paths and highlight the primary path you want them to take. Be clear in where the user is going if they click on a button. This will make them more comfortable by informing them on where they are headed.
4. Multiple Conversion Points
Make it easy for users to contact you. Add multiple conversion points based on where the user is in their journey. You can also have different types of conversion points such as landing pages, email subscriptions or contact forms. After the user consumes each piece of information on your site, they are one step closer to conversion. Give them the option to take that next step.
5. Responsive Design
Every digital experience should be created in a mobile-first mindset. Mobile web traffic is increasing, and many of your users are going to first experience your brand through a mobile device. It is important you make a great first impression, otherwise this could be your last chance. Building a website responsively ensures you are providing the best experience based on the user’s device.
Once you’ve got the party ready, then it is time to start sending out the invites. To get an idea of what inbound marketing could do for your website, download our free inbound ROI calculator. This free tool will walk you through the steps of calculating the potential results you could see in just twelve months. It will even tell you how much revenue you could generate and what budget you would need to reach your target lead generation goals. Let’s get this party started.
