“My website is getting a lot of traffic, but not generating any leads. What’s wrong?” This is a common issue in the B2B marketing world and one that you may be dealing with yourself. You have strong organic and/or paid campaigns going but aren’t able to convert any of your site’s traffic into actual leads. This is often a sign that your site is not optimized for conversions.
While your website is your biggest B2B lead generation tool, if it isn’t optimized then you are missing out on a lot of potential sales. Should you be in this situation, here are four website design tips that you can implement to turn things around.
Sweat the Details
Every element of your website design can be A/B tested and tweaked for performance. Details such as button color, size, placement, call to action text, and even contact form length can all impact your site’s conversion rate. While all of these factors can vary from website to website, there are a few general best practices that you can follow. These include:
- Featuring a prominent contact number on key pages.
- Adding a form to every page.
- Using photos and testimonials to build trust and engagement.
- Incorporating action verbs such as “get,” “download,” and “try” into your offer text.
- Constantly A/B test different site elements.
Take Your Visitors’ Pain Points Into Account
Why do visitors come to your site? What are their expectations? Changing the language on your website to address pain points for your buyer personas can lead to dramatic results. Consider this example:
One company was getting dismal results on an offer for a free eBook download. They considered that a major pain point for visitors might be the amount of time it took to read the ebook. The existing offer mentioned the length of the ebook, which was 26 pages. While this might seem like a lot, there were a lot of graphic elements on the pages and the content was very well spaced out, meaning that the ebook could be read quickly. So they revised the offer to: “Read this ebook in just 15 minutes.” The Result? Conversion rates shot up 35 percent!
It’s Not Always Good to Share
Conventional wisdom says social sharing is necessary for content marketing. While this is true in many types of content marketing and off-page SEO strategies, it can backfire on certain pages on your site. For example, one company experienced a 12 percent increase in conversion rates by removing social sharing buttons from their product pages.
On pages where sharing makes sense, such as your blog, it’s important to consider which social sites you use. For example, while LinkedIn may be relevant, Twitter may not. Consider who you are trying to target and whether or not they actually use a particular social channel.
Mobile outpaced PC for content consumption in 2014, and over 20 percent of e-commerce occurred on a mobile device last year. Yet companies are still slow to embrace responsive design. Typically this is because they look at their analytics and see that mobile traffic only makes up a fraction of their total site visits. They don’t see why they should focus on mobile when it isn’t a big part of their overall traffic.
The problem is that one of the main reasons why they aren’t getting much mobile traffic is because the site isn’t optimized for mobile. Google and other search engines will often prioritize results on mobile searches based on how mobile friendly the site is. The lesson: if you want to generate more traffic from mobile devices, then you need to build a responsive website first.
Lead generation is a critical function in B2B marketing; optimizing your site for conversions can turn it into a lead generating machine.