3 Ways to Optimize Your Website for B2B Lead Gen

March 13, 2018 / By Johanna Rivard

This is a guest post. We welcome guest posts about helping manufacturers increase awareness and/or ramp up lead generation processes. Send in your idea and you too could be a guest blogger at MMG. Guest blogger Johanna Rivard of Pure B2B 


 

Thanks to the Internet, modern marketing has advanced at a rapid pace. For the most part, websites and social media have replaced billboards and TV ads in terms of leading marketing platforms-making it easier even for startups and small businesses to get a share of the market.

Having a website and social media presence is now a must-have for modern businesses. But with billions of websites out there, getting yours found by your target audience is no easy feat.

In fact, according to Hubspot's State of Inbound 2017, generating traffic and leads is the #1 challenge for many marketers today.

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This means that more businesses are setting up websites, but fewer are actually having their content read by their intended audience. This is why optimizing your website for lead generation should be a priority on your checklist.

Why optimize your website for lead gen?

Lead generation is all about two things:

1. Attracting the right audience to your site; and
2. Providing a smooth and exceptional site experience.

That's why it makes sense to optimize every element on your site because even if a page doesn't contain a sign-up form, it still contributes to the overall experience of the customer.

And when your customers feel good about their experience on your site, then they're more likely to subscribe to your newsletter or download the free demo of your app.

Here are three aspects to look at when optimizing your website to generate more leads.

1. Assess your existing content and the keywords they rank for.

When optimizing your website, it's tempting just to create new content to rank for high-volume keywords that could generate the traffic you need. However, creating duplicate content not only wastes your time and resources, but also hurts your rankings for certain keywords. You're only adding more work for yourself in the long run.

Before diving into content creation, take the time to assess what you already have and the keywords they rank for. That way, you can determine if they can be improved (so that you can rank higher for that certain keyword) or if you need to create more content (to fill in the gaps for possible keywords you can leverage).

2. Create content for all stages of the buyer's journey.

The buyer's journey consists of three main parts: awareness, consideration, and decision stage. Others describe this as the top, middle, and bottom of the sales funnel, but the idea stays the same.

Basically, you want to create content for all three stages of the buyer's journey while keeping in mind the questions that your customers may have in mind. Another way of viewing this is by creating content to rank for keywords with the intent to inform, as well as for those with the intent to sell.

Not all your visitors will know your product, so you need to have educational content to guide them through the funnel, and ultimately, get them to purchase your product.

The same goes for customers who have decided to make a purchase-you need to set up your website to be as flexible as possible to offer a seamless experience regardless of whether the customer is in the top or bottom of the funnel.

3. Experiment with different types of content.

According to Spiralytics, almost half of B2B buyers do a lot of research online before making a purchase.

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To help with that, most B2B companies focus on creating social media posts, blog articles, and newsletters to educate their target audience about their product.

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But when it comes to content marketing, you're not limited to blogs. You can experiment with a slew of content types such as infographics, slides, quizzes, even interactive games powered with a little bit of code - if you think it's an effective way to present information and tell your brand's story.

The key is to keep testing and optimizing until you hit that sweet spot that works for your specific brand and target audience.

Key Takeaway

Having a website isn't a set-and-forget thing-it takes a lot of elbow grease and continuous optimization, so you can gain more leads, which translates to growth for your business. When making any changes to your site, always consider if it will improve the experience of your customer and ultimately, turn them into leads.

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