The main goal of every website should be to provide accurate and reliable information to users. Yet, businesses also need to capture leads for their products or services. After all, they need to make conversions and think about sales, if they want to survive.
Luckily, the two don’t exclude each other. In fact, they can cooperate to create a smooth user experience. You can optimize your b2b lead generation website, and still be helpful to readers looking for answers to their questions.
You just need to know some know-how, and be able to craft some high-quality pages. Stay with us, as we learn how to do that.
What Is a B2B Lead Generation Website?
A lead gen website has the purpose of collecting personal information about visitors. Most often these are emails, phone numbers, name, and address.
However, sometimes you can gather additional demographic and psychographic info, like their location, early income, and so on.
It’s worth noting that lead generation is much more than simply collecting data. As Neil Patel says: “A well-designed lead generation website is the backbone of any successful digital marketing strategy.”
Lead generation plays a very important role in the sales funnel, and having a well-optimized lead gen website can significantly improve conversion rates.
How to Build a Lead Generation Website: Key Elements
- Create a Clear Value Proposition
- Develop a User-Friendly Design
- Include a Compelling CTA
- Place Lead Capture Forms
- Build Credibility and Trustworthiness
- Write Content that Converts
- Work on Your SEO
1. Create a Clear Value Proposition
In order to create a unique and clear value proposition for your website, you need to follow a couple of steps:
- Research your target audience. As with almost any marketing endeavor, knowing your target audience is essential. Try to learn as much as possible about their demographics, preferences, pain points, opinions, needs, etc. A good approach is to create buyer personas, since they represent a detailed profile of your ideal customer.
- Look for your unique selling points. Your USPs are what make you stand out from your competitors. Determine what makes your product/service unique, and emphasize on it. Make sure to highlight the benefits, not just features, of your offering.
- Write a powerful message. Creating a compelling message for your website means you need to be clear and concise, avoid using jargon and confusing words, and address the problem of the customer, and highlight how your solution resolves it. For example, Slack’s message covers it all. First, they have the headline: “Where Work Happens”. Then, the subheadline adds: “Slack is a new way to communicate with your team. It’s faster, better organized, and more secure than email.”
- Structure your proposition properly. The elements of your value proposition need to be precisely arranged. First, you want to start with the strong headline, then follow-up with a subheadline. Afterward, use bullet points to list the main benefits of your product/service, and finish with stunning visuals to make your message more engaging.
Take it from Peep Laja, Founder of ConversionXL and CEO of Wynter: “Your value proposition should be the first thing visitors see, and it should resonate with their needs.”
2. Develop a User-Friendly Design
You want to optimize a landing page for lead generation? Then, having a user-friendly design is a must. You may have nailed the other aspects, but a poorly designed website will not take your visitors to take the desired actions.
“A seamless user experience is critical to keeping potential leads engaged.” – Brian Massey, Conversion Scientist at Conversion Sciences
But, you are probably wondering: what does user-friendly design look like?
Well, in short, it is a design that is easy to use and convenient for the user. Such designs should be intuitive, accessible, and efficient, allowing users to reach their goal effortlessly.
Here’s an example from Buffer:
As you can see, it’s very easy for users to complete whatever action they want, be it to log in, get started, visit the blog, review pricing options, and so forth. There’s no added frustration, nor confusion from a user’s perspective, and that’s exactly what you should be looking for.
3. Include a Compelling CTA
The call to action is what you want your visitors to do. It could be to get started with your product/service, download an e-book, subscribe to your newsletter, etc.
A great CTA should be persuasive, engaging, and clear (like an appointment booking app). Additionally, it should have:
- A good offer. Align your offer with the interests of your users. Drive them to the action you want to them take – “Sign up and save”, “Join free”, “Let’s start a new project together”, and so on.
- Attention-grabbing design. Draw the attention of readers by using colors that stand out from the rest of your page, and choose an appropriate font and style that are easy to read. Don’t forget to add enough whitespace around the CTA to make it stand out and avoid clutter.
- Visibility and proper placement. Make sure you place your CTA above the fold, so that it’s instantly visible. Also, spread your call to action throughout the page, and strategically position them after the end of important sections.
- Urgency. Add phrases that create the sense of urgency and scarcity. Use words like “Limited time offer”, and “Offer ends soon”.
- Social proof. Social proofing testimonials and user reviews can add credibility to your CTA. For instance, you can write that your tool is “Rated #1 by Industry Experts”, or “Join Over 100,000 Satisfied Customers”.
4. Place Lead Capture Forms
Lead capture forms allow you to collect the information you need from the user. But be careful not to overload them by asking for too much.
“Simplicity is key when it comes to lead capture forms. Ask for only what you need.” – Oli Gardner, Co-founder of Unbounce
5. Build Credibility and Trustworthiness
Maybe you’ve been in the situation where you’re asking yourself: why is my website not generating leads? You’ve done everything by the book, what else is there?
Well, there’s one thing you should consider: Are you credible and trustworthy enough that people aren’t afraid to share their personal details on your site?
Adding testimonials, customer reviews, case studies, and security badges can all add to your credibility and clearly show your visitors why they should trust you.
6. Write Content that Converts
Lead generation is not just about what goes on your landing pages. You need to have useful and well-written content, like blog posts, that can attract potential leads. But there’s more to it than that.
You could create engaging videos to provide an even more engaging way of presenting your products/services. Also, you could offer more in-depth resources like e-books and white papers, which could position your brand as an expert.
Just like Michael Stelzner, Founder of Social Media Examiner, says: “Offering valuable resources in exchange for contact information is a win-win.”
7. Work on Your SEO
Search engine optimization is a very powerful weapon. By optimizing your website following the best SEO practices, you can appear higher in search engine results pages, ensuring that your site will have more organic traffic.
On another note, don’t forget to optimize your website loading speed as well keep up-to-date social media channels, and have a mobile-friendly website. All of these factors can contribute to higher traffic from consumers.
Bonus Expert Tip: Don’t Use ‘Contact Us’ as a CTA
You might be tempted to use “Contact Us” as a call to action, after all, so many websites have used this tactic. However, that will not work all too well, since it’s rather vague and general.
Instead, it’s much better to give visitors more context about your CTA, and what they can expect by clicking on it. “Schedule a call”, “Sign up for a free trial”, or “Request a demo” are all more helpful to users than the generic “Contact us”.
Summary
Today, a lead generation website is a must-have for any business that wants to attract and convert prospects into loyal customers.
Hopefully, reading our guide has walked you through the key elements you need to create a high-performing lead gen website.
From putting together a clear value proposition and user-friendly design to incorporating compelling call to actions and signs of trust and credibility.
Are you ready to take your lead generation efforts to the next level? Let the digital marketing experts at DevriX help you build and develop a website that not only attracts visitors, but converts them into leads.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
We set benchmarks in content creation by incorporating cutting-edge marketing trends, leveraging in-depth industry research, and utilizing state-of-the-art AI tools for data segmentation and captivating content hooks. Our proficiency extends across a diverse range of sectors, including working with SMEs, Fortune 1000 companies, global B2B brands, major publishing entities, WooCommerce platforms, business directories, and affiliate networks.
