Inbound Marketing + Sales Blog

November 9, 2012

Turn Your Website into a Lead Generation Machine

Written by: Patrick Biddiscombe  |  Share:

Patrick Biddiscombe

If you're interested in launching a website redesign, there is one major thing that you need to consider: is your website your best salesperson?

In the past, our website's main purpose was to tell our story and be the hub for all of our marketing activities. The site was designed to be graphically compelling and informational - it was basically an online brochure. But things have changed.

Now, B2B web strategy and design has been elevated to a new level. We've seen an increase in companies redesigning their sites to generate more leads. No longer are their websites just used as a piece of marketing collateral. They are now generating tangible business results and higher returns on investment (ROI). Here are the top 6 elements that your B2B website should include to become a lead generation machine:

1.  Get your Benchmarks Set

First things first, know your metrics. Your website traffic goals need to map back to your overall business goals.  You need to know the number of monthly visitors you would like to have and your conversion rate.  These metrics will create a baseline that you can use to track your website performance and prove success.

 2.  Planning, Planning, Planning

It's hard to reach your goals without a plan. No longer will a navigation map be the only plan you need for your site.  As good B2B web marketers, we need to create conversion maps.  Conversion maps are predetermined paths that we want the visitor to follow.  The goal here is to provide content and offers for each stage of the buyer’s journey. Our friends at HubSpot like to call each stage of the funnel- TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel).

Here's an example conversion map:

Content-Funnel-New-Breed-Marketing-1024x506

3. Create a compelling design

One thing that we all should remember is that design does matter.  Your website’s look and feel needs to be up-to-date and represent your company’s personality and brand.

Not only is the look and feel of the site important but also it is crucial to have the design integrated with a conversion strategy.  The design team needs to understand what the goals of the page are and where the visitor’s eye should go to, and most importantly, what action you want them to take.  All of these elements need to be incorporated into quality page design, and if they are, you will see higher conversion rates.

4.  Create Quality Content

You have heard us say it before “Content is King”.  If you want your site to generate leads for you, then you need to produce quality content.   The content needs to be clear and inform the visitor on how you can help solve their problems or challenges.

Additionally, the content needs to communicate your value proposition. Explain your business in a simple to understand way and stay away from the jargon. Remember your content is all about your visitor and they need to know how your company or solution will make their life better.

5.  Blog, Blog, Blog

Blogs are essential in B2B marketing.  The blog is a place where you get to prove your expertise and show why the visitor should engage with you.  The biggest mistake made in blogging is not keeping it active.  If you are thinking you just do not have the time to write blog posts, let us ask you, do you not have time to grow your business?

Blogging and inbound marketing are directly related, increasing your leads and ultimately growing your business. Our guess, you can find the time to do some writing.

6.  Don’t Forget about SEO

Following SEO best practices can ensure your content is found.  No longer can you do keyword jacking and expect to be found.  Keywords need to be strategically sprinkled into the copy and they need to be consistent and not confusing to your audience.

And there you have it. If you incorporate these six elements into your website redesign you are well on your way to creating a lead generating machine. We all know that every machine needs maintenance, so make sure to continue to optimize and test your site. Your next hurdle will be to nurture your Marketing Qualified Leads (MQLs) and convert them into sales. But we'll save that discussion for another day.

Need help developing a "Lead Generation Machine?" Check out New Breed's Web Development Services to learn more!

HubSpot COS Cheat Sheet

 

Topics: Generating Leads, Demand Generation

Patrick Biddiscombe

About The Author

Patrick Biddiscombe is the CEO of New Breed. He also spearheads our inbound best practices, and his background and skills in sales and inbound strategy has contributed immensely to the success of New Breed and our customers' growth.

Ready to transform your current marketing + sales teams?  Request a free assessment and get started today. Free Consultation