In a 2017 webinar survey, Brainrider asked respondents to identify the primary goal of their website. 70% of them said their priority was to acquire new, qualified leads. And in many recent studies, including this 2019 one by Ascend2 and Vidyard, we’ve heard this same sentiment.
B2B marketers are shifting their focus from quantity to quality as they become more accountable for business objectives and revenue. Now, marketers are adopting a “do more with less” mindset, where “less” is the product of better strategic thinking.
So how can B2B marketers adopt a “less is more” approach and generate more qualified leads through their B2B website? We’ve got a few tips on how you can do just that.
Not sure to where to start in your marketing planning?
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But before we get started, let’s define what we mean when we talk about quality—we’re referring to generating leads that are engaged and are aligned with your organization’s ideal customer profile. The shift in focus is towards driving less leads, but leads of exceptional quality. This means that any improvements to your website are done to facilitate an improvement in lead quality.
Alright, let’s begin! Here are four ways to generate more quality leads with your B2B website:
1. Provide your website visitors with multiple content pathways
Every visitor to your website is unique. Not only are their needs and pains slightly different (they all landed on your website for a different reason), they’re each at a different point in their buying decision. Some are still trying to figure out their problem, some are looking at potential solutions, while others are comparing different solution providers. Your site needs to meet them where they are, serve up the content that they need, and encourage them to move to the next stage in their journey.
So what does this look like in practice?
Varying your calls-to-action (CTAs) is a great way to provide a customized experience for your visitors. No matter how they landed on your site, there will be a CTA that meets them where they are, allowing them to follow their interests and leading them to additional content that is specific to their needs.
Every page on your site and every action your visitor takes should also have a follow-up step that helps nurture them to the next stage in their buying decision. That way, visitors can self-identify when they’re ready to move forward while also minimizing dead ends.
Here are a few ways to put this in action:
– Your visitor finished reading a blog post. Are there related content pieces you could offer them?
– Your visitor is on your ‘About Us’ page. What CTAs are you offering to them? Is there a CTA at the bottom of the page for them to contact you?
– Your visitor downloaded a white paper. Does the thank you page for that download offer other related pieces of content they might be interested in?
These suggestions all help drive leads closer to conversion. However, you don’t want every piece of content on your site to be a potential conversion point. This leads us to our next point.
2. Be selective about the content you gate
Gated content is at the crux of B2B website lead generation–you offer something of value in exchange for someone’s contact information. While gated content can be a great way to learn more about your audience and gain information to nurture qualified leads, a gate is…well, a gate. And gates keep people from what they want. In other words, it can also cause unwanted friction if used too frequently.
While we’re not saying you shouldn’t gate a good portion of your content, we recommend that you leave a few key content assets ungated in order to expand your content’s reach.
By not gating key pieces of content, you’re giving them way more exposure than if you had restricted their access. And it’s a perfect opportunity to demonstrate your company’s expertise. This makes prospects more likely to give you their information (and their business) later on.
3. Minimize friction in your forms
Have you ever dreaded filling in a form (even when it’s for something you can’t wait to get)? No matter what’s at the other end of the tunnel, poorly designed forms can create friction in your pipeline. They force prospects to slow down and think: “Is this content really worth exchanging my information for?”.
Here are some ways to make your forms a better experience:
– Make sure your forms are mobile-friendly. Most people will be looking at your content from their phones or tablets. Test them yourself to make sure it works!
– Reduce the amount of information you ask for. You don’t need to know everything. The less fields your forms include, the higher their conversion rates tend to be.
– Ask yourself if the gated content is worth the trade. A detailed research report with insightful findings might have a lot of form fields, but will be seen as worthy exchange for a prospect. On the other hand, short one-pager with the same form probably won’t have the same positive results.
– Use progressive profiling. Marketing automation software like Pardot, Hubspot or Marketo can make this easy. Set your forms up to ask for only the most essential information (like their email address and name) the first time a prospect downloads a resource. If the prospect returns and downloads another resource, then ask them for secondary information, like their title and zip code, for instance.
By being more strategic with how you manage your forms, you can transform your lead generation and lead nurturing. Looking to increase conversion rates on your contact forms? Read more about it here.
4. Organize your content according to needs and pains
Nobody likes clutter. How you organize your content library plays a large role in your website UX. We encourage you to make it a positive one designed with your ideal customer in mind.
While many websites have their content library organized by content type, this isn’t very useful to your audience. Usually, there are a few high-level categories of interest or needs that your customers have. Some marketers refer to these as tracks, such as the new adopter track or the switching from competitor X track.
Ask yourself some questions about your customer. What do they truly care about when they come to your site? What are the most valuable content assets? What are their needs and pains? (Ask your sales team to confirm your suspicions about these things.)
Fair warning, if you do this on too granular a level, it can become way too overwhelming. But by using information you know about your customers, you can build a set of distinct needs and pains that can guide you as you categorize your content.
Some final thoughts
Your lead generation and nurturing efforts are not just a bunch of isolated conversions. They’re all connected, where every action a prospect takes on your website lets you see what they care about, what problems they’re trying to solve, and how you can best support them. By having a clear definition of lead quality, you can focus on reaching those who need your help most, which means you’ll be delivering a user experience where your website will generate more quality leads and better results.
Looking to develop a scoring and grading methodology? Here’s our definitive guide to everything you need to know to get started.
Creating better content means meeting your buyer at every stage of the journey. This blog post covers how to create a full content experience that contributes to your marketing goals and creates better leads.
If you’re interested in improving your website’s lead generation and nurturing, we’re here to help. You can request a proposal here.
Brainrider is a B2B marketing and creative agency. We help clients hit KPIs by providing B2B marketing execution services through an on-site & off-site resourcing model to fill capacity and capability gaps. We’re focused on helping you achieve your business objectives and identifying opportunities for continuous improvement so you’ll always stay ahead of the curve. Get in touch here.