An essential tip for online lead generation

TAGS: B2B | Lead generation | Web design

It’s a common story.

You have formulated a well thought out plan to get more qualified visitors to your website.

You have made the presentation to your Managing Director and he is excited about the prospect of new business being generated because of the company website.

You have employed a digital marketing agency to deliver the strategy for you and very quickly your website traffic starts to increase – but the number of new business enquires does not.

Why is that? Have a look at your website.

Well, it is probably because your website is not encouraging your visitors to engage with your business.

Websites have traditionally been designed by web designers who have spent years making web pages look great and wowing clients with flash designed websites.

What those web designers rarely understand is what the clients marketing objectives are, what type of person is expected to visit the site and what the client wants to happen when they do land on the site.

Online lead generation tool

Your website needs be treated as an online lead generation tool, not a piece of vanity design that the Managing Director can proudly tell his counterparts about at the next industry conference.

You need to ensure the site layout is conducive to visitors getting from A to B to C as quickly as possible, with the minimum of fuss.

Good quality content is vital. Don’t overload the page with hundreds of words and long, descriptive paragraphs – your visitors won’t read them.

Keep it simple, concise and relevant. You want to encourage your visitors to contact your business and speak to an appropriate member of your team.

Ensure you have visible call to actions and you give your visitors several ways to engage with your business, email, telephone, online forms and call back options.

And very importantly, try and capture some contact details from them, B2B buyers are not always immediately in the market for your goods and services and the purchase process can take a while. Let them opt-in to receive regular, informative emails from your business and you can then start the nurturing process immediately, ultimately you want your business to be front of mind when that buyer is ready to buy.

If you want to generate leads online I’d be happy to answer any questions you have so feel free to get in touch.

Neil Robbins is Managing Director at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your marketing objectives through good online lead generation; please contact our resident lead generation expert using one of the following.

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