How to Bridge the Gap: Demand Generation to Lead Conversion Strategies through Exceptional B2B Website Experiences

Written by Kathy Kassera Mrozek
Demand Generation to Lead Conversion

How to get the right people to your website and engage them until they’re ready to buy

As we all know, the world of B2B and industrial marketing has changed. While trade shows have returned in a post-pandemic world, company websites remain the go-to source for B2B information and the most visible expression of any B2B brand. Buyers continue to make 70-90% of their buying decisions online, before filling out an online form or showing up as a lead in your CRM.

B2B and industrial marketers are under constant pressure to not only generate demand but also to convert this interest into actionable leads. The pivotal bridge in this journey is your website. It stands as the hub of all marketing activities, attracting qualified traffic through the combined efforts of all of your digital marketing strategies.

However, the journey doesn’t stop at driving the right traffic to your website. The art of successful conversion lies in engaging the right audiences with a B2B web experience that is not just good enough, but extraordinary—answering their questions, showing how you’ll be able to solve their problems, and building a foundation of trust in your solutions. With a strategic approach, you can transform your website into a lead conversion powerhouse that brings you more right-fit leads on an ongoing basis.

How to Attract Qualified Traffic to Your B2B Website

On the journey from demand generation to lead conversion, you don’t want to just attract more traffic to your website, but rather identify and attract your niche audiences. Not all traffic is good traffic. Simply attracting a large number of visitors to your website will not ultimately help your marketing and sales efforts, if the visitors aren’t your actual future best customers.

Strategic SEO—leveraging precisely targeted, relevant keywords that resonate with your target audience’s search intent—plays a crucial role here. Content marketing, informed by your company’s highly specific subject matter expertise and industry knowledge, combined with topics drawn from customer pain points and their genuine interest, will draw in those who are actively seeking the solutions that you offer. Strategic use of social media and paid advertising to amplify your reach on the right channels further enhances visibility and drives qualified traffic to your website. Here are things to keep in mind:

  • Go Deep Into SEO and Content Synergy:

    SEO optimization of your site’s architecture and core pages, paired with ongoing insightful content marketing, is key. By understanding the specific types of keywords that your target audience uses in a typical search query, you can tailor your content to meet their needs and show up in search results for the most qualified prospects. Resource articles, white papers, and case studies that solve specific problems or answer industry-relevant questions can significantly increase your organic reach and draw in a more engaged audience.

  • Leverage LinkedIn for B2B:

    Platforms like LinkedIn are gold mines for B2B marketing. Sharing content, participating in discussions selectively, and using LinkedIn Ads to target specific industries, company sizes, or job functions can dramatically increase your brand’s visibility while increasing the quality of traffic to your site.

  • Prioritize Educational Content Over Sales Pitches:

    Technical audiences are easily turned off by marketing fluff and thin, salesy content. Focusing on educational content helps your audience better understand their challenges and possible solutions. As younger audiences turn to the web for answers to questions that prospects may have asked traveling reps in the past, this type of content gives you the opportunity to position your brand as a thought leader. You’ll attract more qualified leads who are seeking valuable insights that help them perform their jobs better, which will keep them coming back.

Designing an Extraordinary B2B Website Experience

Once you have the right audience’s attention and you’ve drawn them to your website, the next step is to engage them with an exceptional web experience that matches the quality of your products and services. Creating a high-performing website goes beyond aesthetic appeal to encompass usability, relevance, and value. Your website is a tool to attract, engage, and convert your target audiences and to keep them coming back for useful, career-enhancing insights and information. Here are important elements of an extraordinary website experience:

  1. Intuitive Navigation:

    Your website should be a roadmap, guiding visitors effortlessly to the information they seek, while also giving them a comprehensive overview of what you offer. Complex or confusing navigation can deter potential leads; rather than hunting for information that’s hard to find, they’re more likely to move on to a competitor’s website.  Prioritize simplicity and intuitiveness, getting users to relevant information in fewer clicks, while also providing useful overview content and filtering tools. Prioritize, also, the needs and behaviors of your target audience, creating a website architecture that reflects the buyer’s journey. Make it easy for them to navigate your site and find relevant content at varying stages, from problem identification (articles, webinars), to solutions (product/service information, application and industry content, about) and decision making (get a quote, talk to sales).

  2. Responsive Design:

    Although the largest share of B2B industrial website traffic still happens on a desktop computer, the use of mobile devices for B2B research is increasing. A responsive design ensures that your website is accessible and functional across all devices, making it easier for visitors to engage with your content, regardless of how they access it. Google also prioritizes mobile performance when determining rankings in search results.

  3. Detailed Content:

    Content is the cornerstone of an engaging industrial B2B website experience. This includes detailed product or service information, as well as technical specs, application or industry-specific content, case studies, resource articles, white papers, and videos that address common questions and challenges faced by your audience. Different types of content should address the questions of both technical individuals, who may want to dive deep into specifications and see case studies of how you’ve solved similar problems in the past, and C-suite audiences, who want high-level information that shows your capabilities and experience in a variety of verticals and builds trust in your longevity as a company.

  4. Clear Calls to Action (CTAs):

    Every page on your website should guide visitors toward a specific action, whether it’s downloading a whitepaper, signing up for a webinar, or contacting sales. Clear, compelling CTAs, with a variety of ways to convert for individuals at varying stages in the buying journey, are essential for converting interest into action.

  5. Personalization:

    Personalized content based on visitor behavior or segmentation can significantly enhance the user experience, making it feel tailored and relevant. This can include customized product recommendations, content, or messaging that aligns with their interests and their stage in the buyer’s journey. To avoid inadvertently hiding content from visitors, use personalization to prioritize the most relevant content first.

  6. Enhancing User Experience for Higher Engagement:

    Incorporate tools like product finders, ROI calculators, material guides, and gated content such as past webinars or deep industry insights. These tools can guide visitors toward the solutions they need while capturing valuable lead information.

  7. Performance Optimization:

    Page load speed and mobile responsiveness are critical for engagement. Slow-loading pages or non-optimized mobile experiences can drive potential leads away before they even engage with your content. They can also cause Google to de-prioritize your website in search results.

Building Trust through Transparency and Authority Online

Establishing trust is crucial in converting website visitors into leads. This involves not only showcasing your expertise but also communicating transparently and authentically. This includes sharing information about your products or services, the value they deliver, and pricing (even if only in the form of ranges). Testimonials, case studies, and third-party reviews can also bolster your credibility by showcasing real-world success stories and customer satisfaction. Displaying industry certifications, awards, and affiliations can further cement authority and trustworthiness in your field.

  • Showcase Expertise Through Content:

    It all comes back to content — the more you can provide valuable content such as detailed guides, video tutorials, and case studies that showcase your expertise and successful track record, the more trust you build in your prospects’ eyes. Highlighting content like this builds confidence in your solutions and your problem-solving capabilities.

  • Provide Social Proof and Testimonials:

    Featuring customer testimonials, reviews, and case studies on your website can significantly boost trust. While being careful not to give away trade secrets, publish authentic stories that resonate with your target audience’s challenges and aspirations. Display them in a way that allows users to identify with an industry or challenge, rather than categorizing them by company name alone.

  • Display Certifications and Awards:

    Leveraging industry certifications, awards, and participation in industry associations can further establish your authority and expertise in your field, reassuring potential leads that they are in capable hands.

How to Convert Website Traffic into Quality Leads

Turning website visitors into leads requires a strategic approach to content and engagement. This not only means providing the right content and offers, but making sure you’re not pushing for too much information too soon.

  • Segmented Content Strategy:

    Offer content that caters to different stages of the buyer’s journey. Early-stage visitors might appreciate educational resource articles, webinars and ebooks, while those closer to making a decision may find value in product comparisons, demos, and case studies.

  • Personalization and Targeted Offers:

    Implementing personalization techniques can dramatically improve conversion rates. Use data insights to offer targeted content and solutions based on the visitor’s industry, behavior on the site, or stage in the buying cycle.

  • Effective Lead Capture Mechanisms:

    Use a mix of high-value content offerings (like webinars, detailed guides, and interactive tools) as gated content. This provides value to the visitor and captures lead information through form submissions. Ensure that the forms are streamlined and user-friendly, asking only for essential information to reduce friction. Literally, this can be as simple as first name and email. With progressive profiling, you can always collect more info on users over time, but it’s better to prioritize ease of conversion early on. Make sure that you have a plan for regularly sending relevant, useful, and non-salesy content to the prospect after they convert.

Continuous Improvement through Analytics and Optimization

The key to sustained success in lead generation and conversion is ongoing optimization based on performance metrics. In addition to lead quantity, track metrics such as website traffic, engagement rates, conversion rates, and lead quality. Tools like Google Analytics, heat maps, lead scoring, and regular feedback from your sales team can provide valuable insights into user behavior and preferences, highlighting areas for improvement.

A/B testing different elements of your website and digital marketing assets, from landing pages to ad copy to image ads to CTAs, can help refine your approach, ensuring that you are always providing the most engaging and effective experience possible.

The most critical feedback loop comes from the CRM, marketing automation software, and sales teams regarding the quality of leads and the effectiveness of different content pieces and strategies. This direct feedback can be invaluable in fine-tuning your approach. Looking at analytics data, which shows the journey of how a visitor found your website and the content with which they interacted, along with lead quality and close rate metrics, makes the entire digital marketing system become smarter and more effective over time. It allows you to prioritize efforts toward what’s working and deprioritize other areas.

Demand Generation to Lead Generation on Your B2B Industrial Website: In Conclusion

The journey from generating demand to converting leads is a nuanced process that requires a strategic blend of engaging with prospects that match your specific niche audiences and then instilling trust by providing relevant content and a web experience that positions you as a resource and a leader in your industry. By focusing on high-quality traffic generation, intuitive and informative web design, value-added content, trust-building measures, and continuous optimization and improvement, B2B and industrial marketers can create a website that not only attracts the right visitors but converts them into valuable leads.

Your website is more than just a digital storefront; it’s a dynamic marketing tool that, when leveraged with a comprehensive digital marketing strategy, can drive your business forward.

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