The primary goal of any business activity is to increase profit, and your digital presence is no exception. Your B2B website exists to market your company, products, and services to potential future customers and convert them into leads. For many B2Bs, those visitors and conversions aren’t appearing. Here are five reasons why your B2B website isn’t generating any leads:
#1 Your Website Isn’t Mobile Friendly
Teens aren’t the only ones addicted to their cell phones. Nearly everyone is accessing the internet from mobile devices rather than desktop computers. What this means is that people are seeing your site on a variety of different screen sizes, and your website needs to be adaptable to any size screen. If not, your site will be too difficult to access and people are going to quickly navigate away.
#2 Your Website Is Old and Outdated
You’d think that at some point, we could stop saying it, but that day has never come: there are a lot of B2B websites that are old and out of date. Your website needs to be more than just a digital version of your current marketing materials, a few static pages with no way to get in contact except your phone number.
To create a site that generates leads, you need beautiful and functional user-friendly design, mobile responsivity, regularly updated content (get a blog!), and lots of content for visitors and search engines to read. Click To Tweet (Learn more about making your website an actual tool for success here.)
#3 Your Website Doesn’t Have Any Calls-To-Action
If you never ask your website visitors to become leads, you can’t convert them to leads. That’s why you need calls-to-action (a.k.a. CTAs) all over your site. A CTA is often a button or link that asks the reader to do something, to “request a quote” or “contact us.”
These calls to action need to address the content they are surrounded by as well as the stage of the buyer’s journey that your potential lead is in. Some prospects might not be ready to give your sales team a call—but they might be interested in an ebook with more information on the topic you addressed in your most recent blog, and gladly give you their email address in exchange for it.
#4 Your Website Doesn’t Use Any Landing Pages
If your paid search and PPC ads are directing clicks to your website’s home page, you’re missing out on huge opportunities to convert visitors to leads. Landing pages ensure that visitors who click on specific ads are seeing the specific content that is relevant to them.
Additionally, landing pages are essentially one big CTA—they limit options for the visitors to navigate away from the page, offer them the information they want, and include forms for visitors to enter their contact information and convert. They’re also crucial for tracking analytics and gating your content offers. Learn more in our post Landing Pages: Why Your B2B Manufacturing Website Needs Them.
#5 Your Site Content Wasn’t Written With SEO and Inbound Marketing Best Practices In Mind
Like we’ve said before: print marketing copy does not website copy make. Click To TweetYour website content needs to incorporate strategically chosen keywords related to your products, services, and desired clients’ needs. Your site should also incorporate various types of content, including page content, blog posts, and content offers such as ebooks, PDFs, and whitepages. Read here for a more in-depth look at optimizing your B2B manufacturing website page content.
HA Digital Marketing is a growth agency: lead generation is what we do. If you’re looking to generate more leads with your company’s website through proven best practices, it’s time you get in touch.
Not convinced? Read how to make your B2B manufacturing website a lead generation machine, or schedule time with John below to hear firsthand how we’ve worked with other industrial manufacturers to drive significant growth.