Your website can be one of two things: a glorified online brochure, or a lead generation powerhouse and crucial member of your sales team. Which is yours? This guide explores how to start generating more (and better) leads from your B2B website. If you find this deck useful, check out the rest of our ‘better B2B website' series on our SlideShare profile, or at: http://knowledge.dontbeshy.com/better-b2b-website

1. TRANSFORMING
YOURB2BWEBSITE
INTO A LEAD
GENERATION
POWERHOUSE

2. Your website
CANBEONEOFTWOTHINGS

3. A GLORIFIED
ONLINE
BROCHURE
ALEAD
GENERATION
POWERHOUSEOR

4. WHICHISYOURS?

5. If your website has outdated info,
static content, and messages
that only relate to ready-to-buy
leads, it's functioning as a one-
dimensional digital brochure.
Thebadnews?
You'remissingouton
LEADS AND SALES.

6. IFYOURWEBSITEIS
A LEAD GENERATION POWERHOUSE,
on the other hand...

7. »» You’re generating leads around the clock

8. »» You’re generating leads around the clock
»» You’re capturing leads at all stages of the buying cycle

9. »» You’re generating leads around the clock
»» You’re capturing leads at all stages of the buying cycle
»» You’re constantly adapting and improving your website’s performance
based on A/B testing and marketing data.

10. BESTOFALL?
You’re clocking up sales and
generating revenue.

11. So, how do you transform your B2B website into a
LEADGENERATIONPOWERHOUSE?

12. FOLLOWTHESE
SIMPLEPRINCIPLES.

13. Make it easy for your users

14. Make it easy for your users
Make it easy for yourself

15. Make it easy for your users
Make it easy for yourself
Target leads at all stages
of the buying cycle.

16. 1.MAKEITEASYFORYOURUSERS
2.MAKEITEASYFORYOURSELF
3.TARGETLEADSATALLSTAGES
OFTHEBUYINGCYCLE

17. YOURWEBSITEVISITORSSHOULDN’THAVETO
WORKTOCONVERTTHEMSELVESINTOLEADS.
If it takes more than a few seconds to find a phone number
or contact form, they’re going to lose interest.

18. Instead, make it as easy as possible for
web users to convert into leads.
DON’TLETTHATHAPPEN.

19. Display a phone
number on every page.
01435 998 765LOGO
01435 998 765

20. THETELEPHONE
ISNOTOBSOLETE.
A good ol’ phone call is still the most
immediate, effective way to
get information or get the buying
process rolling.
Make it easy for users
to pick up the phone
and call you at the drop
of a hat.

21. HINT:Addcalltrackingsoyouknowwhich
webpagesaregeneratingthemostleads.
Thatway,youcanworkonoptimisingand
promotingyourmosteffectivewebpages.

22. Use call-back forms
x
Request a callback
Name
Phone
Preferred time
Please provide your details and we will
call you back within 48 hours.
Submit

23. Sometimes, a user is too busy to call
right away, or it’s outside of normal
working hours.
That doesn’t mean you
can’t convert them.
Call-backformsallow
userstoconvertinto
leadsanytime,anyday.

24. Explicitly state how you’ll be contacting them, and when
they should expect to hear back from you.
Then, deliver on that promise.
Alwaysbeabsolutelyclearandup-frontaboutwhat'sgoing
tohappenafterausersubmitsaform.

25. Use a variety of forms
that let the user convert
into a lead without having
to think too hard.
x
Want a demo?
First name
Email address
If you'd like to schedule a demo from one of our experts, leave your details below
and we'll be in touch within 24 hours to book your demo slot.
Submit
Company
Job title
Phone number
Last name

26. DON’TLIMITYOURWEBSITETOCALL-BACKFORMS.
You’ll generate more leads if you use forms tailored to a
range of early conversion points.
Request a demo Book a tour Get a quote
Request a callback Get in touchRequest a callback Get in touch

27. Use a clear call-to-action
at the end of every page
LOGO / BLOG
Download your guide
Download your FREE guide now
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud ex-
ercitation ullamco laboris nisi ut aliquip ex ea commodo.

28. WHETHERIT’SABIG,EYE-CATCHINGBUTTON
Or just a line in the body copy of an article, always include a
call-to-action (CTA) at the end of every page of your website.
The aim of a CTA is to prompt the user
to take the next step in the conversion journey.
Don’t make that step a mystery – tell the user what to do next!

29. »» Displaying a phone number on every page
»» Using call-back forms
»» Using various request forms
»» Including clear calls-to-action at the end of every page.
MAKEITEASYFORWEBSITEVISITORSTO
CONVERTINTOLEADSBY:
RECAP

30. 1.MAKEITEASYFORYOURUSERS
2.MAKEITEASYFORYOURSELF
3.TARGETLEADSATALLSTAGES
OFTHEBUYINGCYCLE

31. Fromtheget-go,setupyourwebsite
suchthatitdoesallthework,whileyou
sitbackandwatchtheleadsrollin.

32. Hire a professional web designer
*psst... we’ve got some of those!

33. DON'TSKIMPONWEBDESIGN
Remember: TRUST = CONVERSION
Get your website custom-designed by a pro. A
slick, impressive website reflects well on your
business and makes users more likely to trust you.

34. Templated websites are a good stop-gap, but they don't pay off in the long run.
It’s tough to really differentiate yourself
with a generic, templated website.

35. SHOWOFFYOUR
CREDENTIALS AND ACHIEVEMENTS.

36. Gotahappycustomer? Get them to sign-off a testimonial.
Proud of a successful project? Showcase your best work and
publish case studies.
Accredited by a trusted organisation? Advertise your credentials.

37. Make sure your
website flaunts your
ACHIEVEMENTS AND
CAPABILITIES.
Glowing praise from satisfied
customers, excellent examples
of previous work, and respected
accreditations lend your
business invaluable credibility.

38. Create carefully tailored
landing pages.
WEWANT
YOU!

39. LANDINGPAGES
They are an invaluable lead generation tool.
Users can ‘land’ on a landing page from a
Google search or a relevant inbound linking source.
Typically, a landing page is a web page that
asks a visitor to submit their contact details
via a form, thereby becoming a lead.

40. IMPROVE YOUR CONVERSION RATE
by tailoring each landing page to the particular
product, service, or asset on offer.
Equally importantly, landing pages
need to be tailored to the specific
buyer persona you’re targeting.
Marketing MartinMarketing Martin
Marketing Martin

41. TEST,OPTIMISE,AND TESTAGAIN.

42. If a web page or lead generation campaign
isn’t performing as well as you had hoped it
would, you don’t necessarily have to start all
over again with something completely new.
There’s a much quicker and easier way to
improve your website’s performance.

43. CONTINUALLYTEST
Different versions of seemingly small details could
produce surprisingly different results.
Even something as simple as changing the wording
of your CTA or the colour of a CTA button can
have a huge impact on lead generation.
Enquire now Talk to us

44. TRACKTHERESULTSANDOPTIMISEEACHPAGE
according to what works and what doesn’t.
50% visitors see variation A
Enquire now
Talk to us
24%CONVERSION
11%CONVERSION
50% visitors see variation B

45. Hiring a professional web designer
Showing off your credentials and achievements
Creating carefully tailored landing pages
Testing, optimising, and testing again.
MAKEITEASYFORYOURSELFBY:
RECAP

46. 1.MAKEITEASYFORYOURUSERS
2.MAKEITEASYFORYOURSELF
3.TARGETLEADSATALLSTAGES
OFTHEBUYINGCYCLE

47. Here’s one of the most
things you need to understand when
optimising your website for lead generation...

48. NOTEVERYONEWHO
VISITSYOURWEBSITE
ISREADYTOBUY.

49. In fact, most website visitors are
probably still at the very early
stages of the buying cycle.

50. BUY NOW
ORDER NOW
GET A QUOTE
CONTACT US
Website visitors who are still
navigating the early stages of
the buyer journey don’t
respond to salesy CTAs.

51. Luckily, that doesn’t mean you can’t
CONVERTTHEMINTOLEADS.

52. Convert visitors who are at the early
stages of the buying cycle into leads
by offering them something valuable
enough that they’ll be willing to hand
over their contact details to get it.
x
Download our handy guide to working
with start-ups in the financial industry:
Name
Company
Email address
Download guide
Sandra Smith
Bee’s Knees LTD
sandra@bee

53. THIS CONTENT COULD TAKE THE FORM
OF A USEFUL EBOOK, GUIDE, TEMPLATE OR TOOL.

54. Or it could be an educational video series that lets users
watch the first video ‘for free’, but requires them to submit
their contact details to watch the rest.
x
Unlock the next video
First name
Last name
Email
Like what you see?
Register to gain access to
the rest of the series:
Submit

55. x
Subscribe to our newsletter
Name
Email address
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Better yet, offer content that’s so
engaging, relevant and thought
provoking that you don’t need to
hide it behind a form.

56. IF YOUR CONTENT’S GOOD ENOUGH,
users will proactively opt in to receive more.
It’s worth considering this balance when deciding on
whether to ‘gate’ an asset with a form or not.

57. »» Don't forget about turning those that aren't
ready to buy into leads too.
»» Offer users who are at the early stages of the
buying cycle something of value in return for
their contact details.
TARGETLEADSATALLSTAGESOFTHEBUYINGCYCLE:
RECAP

58. Sound like a lot of hard work?
ITDOESN’THAVETOBE.

59. We’re nice guys, so feel free to get in touch just to talk
about your ideas without fear of a sales pitch, we’re happy to help.
Get in touch with us here.
Our team of savvy, switched-on B2B marketers
have the wealth of knowledge and experience needed to
transform your website into a lead generation super-machine.

60. Transform your website from
content chaos to
content perfection
Telling your
through your
If you found this deck useful, check out
the rest of our ‘better B2B website’ series here.
Chat soon!