B2B Marketers: How to Convert Website Visitors into Leads and Sales
by Arina Smith Sales & Marketing 30 April 2021
You’ve built a website, created engaging content, invested in SEO, and poured money into online advertising. Your website is getting plenty of visitors, but there’s just one problem – no one is taking action.
Your phone isn’t ringing off the hook. Your online orders have barely budged. No one is using your contact company form.
Driving traffic to a website is easy. Converting those visitors to leads? That’s a different story. You need a strategy and an effective one at that. Here are the best ways to convert visitors to leads on your website.
How to Convert Website Visitors into Leads-
Converting visitors into leads is both an art and a science. But there are some basic, effective strategies to convert visitors to sales that are used by successful B2B marketers.
CTAs – Call to Action:
A call to action, or CTA, tells visitors what to do next. Take a look at your website pages. Do any of them have CTAs? If so, are they buried at the bottom of the page?
It’s good practice to have CTAs in a few different spots on a landing page. This way, if the visitor stops reading halfway through or a quarter of the way through the page, you’re still compelling them to take action. And they’ll see your CTA before they stop reading. They may decide to take that next step before clicking off the page.
A CTA directs the visitors to do something, and they usually come in the form of a button. Examples of CTA buttons include:
- Contact us to get started
- Get started now
- Buy now
- Download now
- Try for 14 days
- Book a tour
- Learn more
- Sign up now
Without a CTA, your visitors may not know what to do next. Because visitors have the attention span of a goldfish, you want to make it as easy as possible for them to contact or buy from you. If they have to jump through hoops to take the next step, they probably won’t.
Understand Your Traffic:
If you’re like most B2B marketers, you’re probably using Google Analytics to track website traffic. Unfortunately, analytics software can’t tell you who is visiting your website. That’s where website visitor tracking software comes into play.
Visitor tracking will reveal the companies that are visiting your website and their contact information, so you can reach out at just the right time and talk to the right people (i.e. the decision-makers).
Visitor tracking software is easy to use – just add a simple script to your website.
If you want to convert more website visitors into customers, you need to have a way to capture leads.
Your contact page is one way to capture leads, but it shouldn’t be the only way. Not every visitor is interested in sending you a message. Remember that you should be making it as easy as possible for visitors to learn more and even try out your service or product.
How else can you capture leads? You could have a dedicated page containing an offer that gives the visitor something valuable in exchange for their email address, such as:
- Downloadable content, like a whitepaper or eBook
- A spot in a webinar
- Access to an instructional course
- Special offers, like discounts
- A free demo of your service (14 days, 30 days – whatever works best for your audience)
If you don’t have a way to capture leads on your website, you’re missing out on a valuable opportunity to increase your leads and customers.
Conversion Rate Optimization:
Content rate optimization, or CRO, can help convert visitors to leads. CRO is all about understanding your visitors and how they navigate your website. When you understand their behaviors, it’s much easier to nudge them along the path to completing your desired action.
CRO can help you:
- Learn about your audience, which will also help you personalize your marketing efforts and create better content.
- Improve your marketing ROI.
- Create a better overall experience for your visitors.
There are three main important elements to CRO: design, copy, and placement. Use A/B testing to try out different design layouts, copy, and elements to see which ones perform best with your visitors.
Here are some tips:
- Make sure your best content and at least one CTA are above the fold.
- Use action language and an active voice in your copy.
- Be clear about what you want visitors to do.
- Make sure CTAs are prominent and easy to read.
- Use images to bring your copy to life and evoke emotion.
- Use urgency to get visitors to take action now – not later.
- Use responsive design. Most visitors will be viewing your website on a mobile device, so make sure your website is mobile-friendly.
Converting website visitors to leads can be a challenge, but using these strategies can help you achieve this goal. The more leads you generate, the greater the chances of converting those leads to customers.