Top Lead Generation Tips for Your Website

In B2B marketing, when your website generates leads, it’s like scoring a touchdown. It’s what we’re working towards. It’s what clients want when they come to us for digital marketing services. 

Sure, there are smaller wins along the way, first downs, if you will. Things like a visitor reading a blog (hey, just like you!), watching a video, or the company website rising in the search engine ranks. These keep things moving, but until it results in lead generation, a lot of stakeholders, like the sales team, just won’t give a hoot. 

That’s why leveraging your website for lead generation is so important. Going back to our football analogy, your website is kind of like your home field. You can generate leads elsewhere, but your website is where your team can dictate things. So here are our top tips to turn your website into a lean-mean, lead-generating machine. 

Consider Search Engine Optimization (SEO) for Lead Generation

Most folks in the sales department will tell you it’s a game of numbers. The more people you reach out to, the more sales are generated. The same tactics apply to marketing. The more visitors to your website, the more visitors convert to leads.

Of course, the job of marketing is to find the right people. SEO might be the best tactic to find lots of people who are also the right people. You might be generating traffic, but you want to make sure they are high-quality leads, too. 

So, how does it work?

Search engines like Google are constantly scanning the internet and reviewing internet traffic to determine which websites are helpful for users. (You can also skip to the front of the line by dumping a buttload of money into Pay Per Click — but that’s for another article.) It starts with taking a look at your business, the services and/or products you offer, and ensuring your website caters to people who are looking for those types of services or products.

Create Helpful Content 

The more helpful and original your content is, the more likely it’ll be enjoyed by visitors and noticed by Google. You don’t want users to arrive at your website, visit a page and leave. You want them to remember your brand your company name, and to revisit and continue to engage with your content. 

Google has even released a document that outlines its “Helpful Content System,” which explains how it prioritizes content that gives users a satisfying experience. 

This means creating not only helpful content but a variety of content that appeals to your audience. Videos, interactive content, landing pages, blog posts, whitepapers — experiment and find which your potential leads like to engage with.

Use a Call to Action (CTA) to Generate Leads

Okay, you’ve successfully leveraged SEO to transform your website from a lonely island to a buzzing metropolis. Now, how to find the leads amongst all those visitors? These are the people who aren’t just curious about your website but are interested in taking real action. 

This is where Call to Action buttons come into play. Check out that shiny, glowing Contact Us button in the top right corner. You want to click it, don’t you? That’s a CTA. 

While they are commonly found in button form, CTAs come in all shapes and sizes. Banner ads like the one below, or even just links to some helpful content. 

 

Ultimately, a CTA should move a potential lead or customer one step further down your marketing or sales funnel. They’ll be more informed and educated and think a little deeper about the benefits of your services or products. 

One must-have CTA is a form to capture visitor information. That’s where our Contact Us button will lead you. There, users can inform the company what services, products, or content they’re interested in and become a touchdown for the marketing team.

CRO Improves Lead Generation Efforts

That’s right, another marketing intialism. Conversion Rate Optimization, or CRO for short, is the next step in generating the maximum amount of leads from your website. CRO starts with finding the right metric benchmarks for your industry, company size, and goals, then finding ways to improve your website over time to improve user experience. 

CRO is a tactic we regularly deploy here at Hivehouse. We use a whole host of tools to gather and analyze website data to find out what users are interested in, what they are clicking on, what pages they’re bouncing from, and more. We then find strategic ways to improve user experience, using things like A/B testing to find the most successful page design, copy, content, and more. 

Even if you don’t have access to a suite of marketing tools, you can still research your industry’s website benchmarks to find how well your website should be converting visitors to leads and try different marketing tactics over time to reach those goals. 

Fast, Responsive, Intuitive, and Appealing Website Design

No matter how much helpful content and CTAs you add to your website, it’ll all be for naught if your website isn’t fast, easy to use, and navigate. 

Building a website that is “all that” will require some technical, backend, and frontend talent but the fruits are worth the effort. Not only will it help your users enjoy the website they’re on — making them less likely to leave, it’ll increase the likelihood that Google will recommend your website in the firstplace. Site speed is a critical factor in SEO. 

The aesthetics of your website design is also important. As a representation of your brand and maybe a potential customer’s first impression, it should be a memorable yet easy-to-digest visual look. 

Annnd don’t forget about mobile design. You’ve seen the kids these days. On their tablets and phones, well, so is everyone else. So, make sure your website design works as well on an iPhone as it does on a MacBook. 

Improving Website User Experience Impacts Lead Generation

In addition to a great design, SEO strategy, ongoing optimization, and captivating content creation, there are some other add-ons that can help with lead generation. 

• Social media buttons — We put ours in the footer of our website. They give users an opportunity to check out your brand elsewhere, follow your company, and generate more overall awareness and connectedness.  
• Chatbots — Some people hate them, some love them, but chatbots can be a useful tool to engage with customers if used subtly and correctly. 
• Calendar Links — When it comes to B2B lead generation, scheduling a meeting can be the best way for a new lead to interact with your team — check out ours below! 

Hivehouse Can Help

If it seems like we know a lot about lead generation strategies, it’s because that’s what we do. We provide the expertise, talent, and tools you need to ramp up your lead-generation efforts, not to mention the peace of mind in knowing that you’re doing it the right way. We can empower your marketing team to start racking up so many touchdowns you’ll make Travis Kelce blush. 

To learn more about how we can help… here comes the CTA… check out our lead generation page or schedule a meeting with our team!