There are many ways to generate leads, and some are better than others. According to this infographic by MarketingProfs, websites rank as the sixth most effective way to generate leads. The first five are inside sales, executive events, conferences/tradeshows, telemarketing and electronic/email newsletters. In other words, websites are more or less the most important online lead generation source there is for businesses.
What that means, especially for businesses that rely primarily on their online presence for sales, is that their website lead generation must be impeccable. There are plenty of tricks in the book and small yet important details, but even covering just the most important do’s and don’ts is sure to make your website lead generation much more efficient. Have a look at these do’s and don’ts of B2B website lead generation.
Produce Good Content and Don’t Forget the CTA!
Writing without a clear purpose in mind is one of the biggest lead turnoffs possible. What are the signs of good content?
This can’t be stressed enough. Your content needs to engage leads — it needs to be relevant to where they are located in the buying cycle. It has to be tailored to what they might currently need. As you will see in the above link, there are different forms of content (e.g. blog post articles, eBooks, whitepapers, demo videos, case studies, webinars, etc.) and all of them are relevant to your lead generation efforts, so make good use of them.
Rich in Offering Information and Solutions
Provide plenty of information, instead of insisting on the hard promotion of your products or services (so-called ‘getting married on the first date’). Of course, unique selling points (USPs) are important, but take it easy. There’s plenty of time for that, as well.