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Steps to Building Compelling B2B Website – Your Online Lead Generation Machine

By Rishi
March 12, 2018

A website that is a mere collection of information will not attract your target audience to do business with you. It should be informative and educational, which is why marketers must start restructuring their website and convert it into a lead generation machine. The primary objective of a lead generation website is to convert visitors into potential customers, which is possible only if you target visitors who are genuinely interested in your offering. Turning your website into a lead generation machine using the inbound methodology is indeed a worthwhile investment for every business to reach out to their target audience in the most cost-effective manner. Building a compelling B2B website is not a day’s task. It requires proper planning and strategising to create a website that can efficiently convert your visitors into qualified prospects and in turn, customers. Therefore, while it is important to revamp your website, it is also essential to do it strategically and in an organised manner.

1. Use content wisely

Content is the king! The age-old phrase still prevails and is essential for every business to use it effectively when building their B2B website. Content is the root of everything that is visible online, be it text, images or videos, everything is content. Therefore, it is imperative for every website to have a lot of informative and educational content to attract visitors to your website and educate them. It is said that an 80:20 ratio is perfect, 80% content should be for your target audience while 20% should be for promotional purposes. It is not hidden that Google searches you through your content, which means more the content, higher will be your chances of ranking on the Google SERPs.

2. Exploit your SEO strength

Every content piece should be backed by SEO-friendly keywords to increase your search possibilities and rankings on the Google SERPs. Therefore, it is essential to perform keyword analysis and identify the potential keywords on which your web pages can rank. Once your keyword list is prepared, the next step is keyword placement and keyword quantity to improve your SEO performance and rank your web pages. Title Tags: The title tag for every web page should be unique and should contain the targeted keywords. Meta Description Tags: It is the information that appears on the Google SERPs just below your page link. A user will click on your link or not entirely depends on the information you provide in this section. Therefore, make it SEO-friendly and compelling enough to lure the visitor to click on your link. Header Content: The headlines in your page content should also contain the relevant keywords. Body Content: The body of your content can contain long-tail keywords, which is why you should insert appropriate keywords to provide information about your brand.

3. Blogging

Blogging is the best way to publish a vast amount of content on your website and increase your ability to cover potential search phrases and target keywords to attract traffic. It additionally allows you to produce informative and valuable content for your target audience to entice them with engaging and persuasive content. Blogging helps businesses convert their website into a lead generating machine because of the enormous amount of content that is posted online to increase search volume. Every blog can be interlinked to other blogs to improve page authority and ensure higher search possibilities. Additionally, marketers should attach a CTA to every page to create a chain that the user can follow instead of getting lost in the way.

4. Calls-to-Action

Every page of your website should be accompanied by a Call-to-Action or CTA. It is a clickable link that prompts the visitor to take the required action on the particular page. Following a CTA should be a landing page, which should contain an easy-to-fill application form to allow the potential prospect to fill in their information if they wish to deal with you. It is essential to add the right CTAs at the right place so that the user can follow a path and turn into becoming your customer if they so desire.

5. Use Relevant Tools and Technology

Your website should not just be a bundle of information put together. It should also contain appropriate tools like a search navigation box, a live chat window, and detailed contact information. Additionally, every business willing to transform their website into a lead generation machine must make efficient use of a content management system, account-based marketing software, marketing automation tools like HubSpot, and other such tools that can be used to build your website.

6. Focus on high-quality traffic

When you are building a lead generation website, it is essential to focus on the quality of leads that you generate. It is because the focus on website traffic and conversion is essential and not all traffic will qualify the set standards. Therefore, identify and define the most valuable sources of traffic and improvise those pages to generate more qualified traffic and hence, qualified leads. Therefore, following these steps will undoubtedly facilitate your website transformation into an online lead generation machine. All you need to do is strategise and plan your website redesign process and use the relevant tools and technologies to build your new website. Follow the growth-driven design and see the creation of a user-friendly and technologically advanced website that is ready to face the competition and attract the right leads in the right way at the right time.