Optimising your website to generate sales leads is strategic process. Website visitors are converted into sales leads when they click on a Call-To-Action (CTA) found on your website or blog. The CTA leads them to a landing page that includes a form to collect visitor contact information and an opportunity for follow up.
Optimise Your Website Design
According to Google, 53% of internet users abandon sites that take more than three seconds to load. Your website speed can be measured by using one of the many tools available online. Ensure that your website is mobile phone-friendly, or responsive as about 80% of B2B buyers are now using their mobile phone to access the internet.
Optimise Your Content
Webpages should become interactive within 5.3 seconds. If they are slower, visitors usually abandon your site. Both your blog posts and landing pages should be perfected for search engines. The average blog post is now over 1,200 words in length. By publishing long-form content on your website you can showcase your industry expertise. I prefer shorter and more frequent blogs for instant hits. Visitors may have difficulty reading small fonts, especially on mobile. Use responsive images to perfect your images for different screen sizes.
Optimize Your Calls to Action (CTA)
The wording of your CTA firstly needs to be simple, clear, concise, and above all motivate people to act. The wording of each CTA should also be tailored as much as possible to the specific action you want visitors to take. But the main point to remember is that the colour of CTA buttons should contrast sharply with the space around them on your website, so they stand out. Use contrasting colours from your site. Start with a basic CTA on your homepage such as “Subscribe to Updates”, “Try Us for Free” or “Download the blog”.
Optimise Your Leads
Most B2B leads you generate on your website take a long time to convert to buyers. So, you’ll need to nurture them towards purchase by providing them with the right content, in the right format and at the right time. According to Forrester Research, companies that nurture their leads see 50% more sales-ready leads than their non-nurturing counterparts at a 33% lower cost.
Ironpaper Survey – The Digital Buyers Journey Ironpaper surveyed 180 B2B leaders across a range of industries.
Optimise Your Social Media
Becoming involved in social media conversations is a great way to showcase your expertise, generate leads and build trust in your brand. Contribute to online discussions on social media websites and engage with visitors regularly. LinkedIn is the most valuable social platform when discussing B2B tactics as it is designed for professional networking.
More Information
Maria Charlton
maria@mapmarketing.com.au