B2B Website Examples: Lead Generation Best Practices


What goals on your B2B website are you trying to reach?

4 B2B website examples showcasing website designs that have attracted and acquired more prospects by implementing B2B lead generation best practices.  If your website is having trouble attracting or acquiring enough prospects, you should consider a lead generation website design. Click here to learn more about B2B Website Redesign Budgets or contact us for a custom website strategic redesign quote.

B2B Website Example #1: More effective calls-to-action

B2B Website Example: LivingstonIntl.comIf your objective is to increase prospect acquisition, then your website needs more effective calls-to-action. Three great ways to optimize your calls-to action include:

  • More prominent and visible call-to-action placement
  • Using multiple calls-to-action per page
  • Targeting different levels of engagement: from “Contact Us” to “Subscribe to Our Newsletter”

In this example, Livingston International dramatically increased their opt-in rate with a prominent “Get a Quote” button in their navigation and sidebar. In addition, they added tiered calls-to-action ranging from “Sign-up for a Webinar” to “Download Featured Content” to “Contact Us” and a hello bar at the top of each page.

Visit www.livingstonintl.com to view their calls-to-action.

B2B Website Example #2: Publish your expertise to your website

Website Example: IRT SurveyesTo attract more qualified prospects, you need to regularly publish content that demonstrates your subject matter expertise. This content should be valuable to your customers and easy to find on your website. It should also be:

  • Focused on your customers’ needs and pains
  • Organized by subject area instead of format
  • Published using an RSS feed, so search engines see a quality content source
  • Optimized in its titles, descriptions, and keywords
  • Connected with what your customers are actually searching for

In this example, IRT Surveys improved their content engagement and keyword density by publishing their subject matter expertise on a regular basis.

Visit www.irtsurveys.uk.co to view their subject matter expertise content.

B2B Website Example #3: Customer-focused navigation and content

B2B Website example: www.hubwoo.comMake sure the menu items in your navigation are designed to help your prospects find what they are looking for at each stage of their decision process. Along with “About Us” content, make sure you are providing:

  • “How to understand my problem” content
  • “How to solve my problem” content
  • “How to buy from you” content

In this example, Hubwoo helps more prospects find the content they are looking for by organizing their navigation against specific targets and decision stages.

Visit www.hubwoo.com to view their customer-focused navigation.

B2B Website Example #4: B2B search engine optimization (SEO)

Website Example: AlloyB2B SEO has to work smarter than B2C SEO because the B2B decision process is often more complex than buying a “Little Black Dress” or a “Black Tuxedo”. B2B keywords typically:

  • Have lower search volume
  • Have longer keyword strings
  • Are focused on niche subject areas

The good news is that you don’t need “blackhat” SEO tactics or expensive SEO consulting to succeed. But you do need good on-page SEO hygiene and content that targets what your prospects are searching for.

In this example, Alloy optimized their on-page SEO using WordPress and publishing keyword rich content in their page title, URL, H1 tags, and in their body copy.

Visit www.alloy.com to view their keyword-rich content.

Next steps:

Interested in improving your B2B website to generate leads and get better results? Brainrider can help. Start now and request a proposal.

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