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Lead Generation Websites: How to Use Your Website as a Sales Tool

October 2016

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Have you ever considered your website to be part of your sales strategy? Website design isn’t just about aesthetics - it should serve a purpose for B2B lead generation. For INCo, your website is about attracting more visitors and converting more leads. Website design is at the core of your marketing efforts, and the main goal of which should be to generate leads. Yet, what stops your website from being a sales tool too?

In the digital world your website is the physical representation of yourself; your organisation, your brand, and your employees. It is the online space where you must successfully deploy your marketing tools to engage with and convert your target audience into potential prospects for sales to qualify. The statistics for how long people actually spend on a website are dismal and a powerfully designed website is key for keeping them there longer than the 15 seconds that many of them will only spend.  Making your website a B2B lead generation machine requires premium content. Conversion rates are 6 times higher for people that use content marketing than those who don’t.

Your website should be able to host your audience and cater to their every need. Focus on building your website around your Buyer Personas. You should be creating powerful content; intriguing thought pieces; and relevant information that can be presented and optimised in a way that compels your prospects to continually engage.

But what is the use of getting them to your website and keeping them there if that’s all you can do? Your website can only be used as a sales tool if you are able to track, analyse and follow up with your passing traffic. A website integrated with a marketing automation tool will allow you to glean these invaluable insights from those that engage with you in your online space. If your website is your online space, then using it as a sales tool requires not only compelling content but also a purposefully designed layout that is easy to navigate and creates clear conversion pathways. In addition to tracking and analysing your website traffic, marketing automation tools such as HubSpot, are instrumental in facilitating a successful SMarketing relationship.

With a website that is laid out purposefully; visitors to your online space can be tracked and converted through the Buyer’s Journey over a period of independent interactions. Forms and other tracking methods provide you with the opportunity to determine exactly which content your prospect has engaged with and therefore which point in their buyers journey they have reached.

For successful B2B lead generation it is not only important to know where in their metaphorical Buyer's Journey they are but also in the real world. In today’s digital world prospects are choosing to access your online information from anywhere, any time, and on any devise. Your website should not only be optimised for desktop devises but also for all mobile devises. As it could be fatal to assume your prospect will engage with you only from their warm office on a widescreen desktop between the hours 9am and 5pm. A powerful website can take your lead generation activities 24/7.

The information gathered as visitors move across your website is essential information that can then be passed from marketing to sales and is essential in furthering sales conversations. All elements of the analytical data are considered valuable and not just the conversion information. The intelligence gathered allows your inside sales team to further research their potential prospects and their organisations; continually creating the bigger picture. With this information the outbound caller is able to engage with the prospect directly in conversation that demonstrates understanding and insight to their personal situation. This approach to sales allows you to position your organisation as a sales leader and not just deliver monotonous sales pitches.

If you know how to use it properly your website can become your most powerful asset in B2B lead generation. It can become the tool that best brings together sales and marketing: as marketing creates and designs the content your prospects most want to see; your website captures their information and your sales team use it to close leads. While your website can facilitate the whole conversion path of a prospect it is more likely that it can be better used to provide the insight needed to engage with them in a true direct and digital fashion.

To learn more about optimising your B2B lead generation with Direct & Digital Marketing, download your free copy of our eBook below:

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