How to Turn Your B2B Website into a Lead-Generation Machine in 2024

You have managed to get traffic to your site. Congratulations! Visitors are coming through the door! There is the next extra mile of ensuring the visitors’ conversion. That is the best way to make organic traffic move a needle for your website and business. So, how do you convert more customers from your business website? Let’s look into some of the clever ways to turn your B2B website into a lead-generation machine:

Call To Actions

People visiting your website need to figure out from the get-go what you are offering and how they can get a piece of that. There should be an easy way for them to do the desired action on your site.

You need the right Call to Action (CTA) everywhere on your business website. For starters, there should be a call to action for every stage of the buying cycle. That way, you will get engagement from the visitors. And it will be more likely for your business to achieve goal conversion. Ideally, your call to action should have a couple of words- it should not be too long. 

In addition, do an audit and add CTAs, especially in places with the most visitors, like at the end of a piece of blog article. That could mean using a contrasting color for the CTA or having it in a different font size. 

In fact, one study found that Personalized CTAs perform 202% Better than Basic CTAs. The study actually noted that personalized CTAs that appear as buttons tend to convert better than images. In other words, you are better off serving your B2B website users content that reflects their current level of interest. 

High-Quality Traffic

Website traffic is only as good as its potential to convert. You may have millions of visitors streaming to your website. However, if they are not likely to convert, it may not mean much for your B2B business. 

You need to focus on traffic that will increase the conversion rates. Drive relevant traffic to your website to reap the benefits of lead generation. Assess traffic sources to find ones that bring high-quality prospects with a high potential for conversion.

You can gauge the quality of your traffic source by assessing the sign-up conversion and bounce rate. 

Keyword Maximisation

Optimizing your keywords is an excellent way to increase organic traffic and, in turn, increase the chances of lead generation and conversions. 

However, if you have limited resources and a lean marketing department, your best bet will be using less competitive keywords. That way, your site will not compete with websites with all the resources. 

You can use tools like Google Trends and Word tracker to identify the phrases your target audience uses in relevant searches. Consider going for key phrases with a high volume of users but with low competition.

Mobile Usage

Most people browse the internet using their phones. Mobile usage statistics show that on average, people spend 3 hours and 15 minutes on their phones per day. 

The Google algorithm factors this into their rankings. It has since prioritized indexing the mobile version of websites.

That means mobile-friendly websites have a better chance of ranking high in search engine results. Be sure to optimize your B2B website for mobile friendliness so it can generate more leads. Ensure your mobile website version has all the Google magnets to appeal to search engines for better ranking. 

Website Security

Data breaches are now a major threat to businesses. In fact, cybersecurity cases are increasing in number and complexity. That has made consumers wary of their security whenever they are online. Prospects will be quick to leave an unsecured site for fear of interception of their confidential information. 

This is why one good way to generate leads would be to ensure your page is secure. You can get cheap Wildcard SSL, Single Domain SSL or multi-domain SSL to secure your lead generation page. With an SSL certificate, all user interactions on your site are secured using encryption. You can protect critical user information to avoid costly breaches, plus your users won’t be scarred using your business website!

Tools and Technologies

The right tech and tool stack will come in handy in making conversions. Emerging trends like live chats are incredible for improving the sign-up rate. It allows you to reach more people and increases the potential for conversions. Accounting and marketing software also does a neat job of automating your lead-generation efforts. 

Google Analytics is another tool you need in your arsenal when focusing on lead generation. This tool will help you generate leads by helping you track your visitors and understand ways to make your website more palatable and appealing. 

Also, tools like AnswerThePublic will help you identify the most effective keywords for your content. You can use the information to tailor your content to answer the most relevant topics, increasing your ranking in SERPs and increasing your chances of conversion. 

B2B Website Optimization

Google handles millions, if not billions, of searches in a day. Optimizing your website for searches is the only way to get on top of SERPs. Your search engine optimization efforts should center on high-quality content and technical performance.

Educative, authoritative, and credible content that is easy to read is a sure way to get you on Google’s radar. Your B2B website should prioritize concise copy over technical jargon in your content. It should be easy to decipher the advantages of your products and services. 

Be sure to update your website often to ensure content is fresh and appealing to search engines and users. Include infographics, videos, and tip sheets in your content to make it diverse and easy to read. 

Ensure that your page has a fast load time. Tools like Test My Site can help you understand your page performance and find ways to fine-tune the technical aspects of your website. 

Performance Evaluation

The best way to gauge the efficacy of your lead generation efforts is by measuring the performance of each of your lead generators. Test your existing generators to find out how you can improve.

A tool like Website Grader should be able to assess your lead generation sources and provide insight into how to better your landing pages and CTAs. Try to run internal reports to determine the pages that do best. That way, you can create more like them. 

Wrapping up

Your B2B website will be worth all the effort if it manages to convert more new visitors into leads. And that calls for a strategic approach. In a nutshell, focus on creating a nice user experience that can turn your B2B website into a lead generation machine.  

Frequently Asked Questions

What is B2B lead generation in 2023?

B2B lead generation in 2023 is the process of attracting potential customers to a business’s products or services. It combines marketing and sales efforts to identify, contact, and nurture leads throughout the buying journey.

Lead generation typically begins with creating content that can be used to attract new customers. This includes creating keyword-optimized blog posts, social media content, videos, and more. Lead capture forms should also be included on the business’s website to collect information about interested prospects.

Once leads have been identified, a sales team uses lead nurturing tactics to guide them through the buying process. This may include email campaigns, webinars or demos, online events, or other methods of communication depending on the type of lead.

By leveraging technology and data-driven tactics, B2B lead generation in 2023 can be optimized to increase conversions and maximize sales revenue.

How to generate leads in 2023?

Generating leads in 2023 means staying ahead of the curve in terms of technology trends and industry advancements. As technologies continue to evolve, so must lead generation tactics.

By leveraging emerging tools such as artificial intelligence (AI) and machine learning (ML), businesses can better identify their target audience and tailor content to that specific demographic. By using AI and ML, businesses can collect data from customer interactions and gain insights into their behavior.

In addition, businesses should also focus on creating content to capture leads through search engine optimization (SEO). Optimizing website content with relevant keywords will give your business the best chance of appearing at the top of SERPs and improve organic traffic to your site.

Finally, social media marketing should be leveraged to increase brand visibility and engage with potential customers. Utilizing organic and paid social campaigns can help build relationships with prospects, increasing the likelihood of converting them into leads.

By combining data-driven tactics such as AI/ML, SEO, and social media marketing, businesses can effectively capture leads in 2023.

What is the best platform for B2B leads?

The best platform for B2B leads depends on the business’s goals. The most popular lead generation platforms are email marketing, social media, search engine optimization (SEO), and content marketing.

Email marketing is one of the most effective tactics to engage with customers by delivering relevant messages directly to their inbox. Social media allows businesses to connect with their target audience and build relationships with prospects.

SEO is also a powerful lead generator, as optimizing website content for relevant search terms will help businesses appear at the top of SERPs and increase organic traffic to their website. Content marketing can also be used to engage prospects by providing helpful resources in exchange for their contact information.

By combining multiple lead generation platforms, businesses can maximize their chances of capturing B2B leads.

How much does B2B lead generation cost?

The cost of B2B lead generation will depend on the size of the business, the number of leads needed, and the marketing tactics used.

For businesses just starting out, basic strategies such as creating content and optimizing for SEO may be enough to generate leads at a low cost. As your business grows and you acquire more leads, costs may increase if additional marketing tactics are used.

For example, if you plan to invest in social media and email campaigns, you may need to hire a digital marketer or an agency to manage these efforts. Additionally, businesses may also invest in lead nurturing tools such as marketing automation software or customer relationship management (CRM) systems to stay organized and maximize conversions.