Successfully generating industrial B2B leads online isn’t rocket science. The process starts by having a awesome website that establishes your company’s authority and credibility. In fact, achieving a lead-generating webpage is possible through simple additions. This includes using testimonials and online videos as well as making wise use of negative space.
When it comes to generating leads online, creating custom content can work wonders. Organizations can make this possible by turning to digital marketing services that will develop their marketing strategy and execute their goals.
Online Research Influences B2B Buyer Decisions
Informative web-content plays an essential role in the lead generation process. As younger workers make their way to more senior roles in the oil and gas industry, websites are playing an increasingly important role in helping them learn more about the available solutions before following through with a purchase.
Online research is changing industrial B2B buying behaviors, in particular. The State of B2B Procurement Study from Accenture shows that 94% of buyers perform online research. In fact, customers resort to the following sources:
- 3% check business websites;
- 77% conduct Google searches;
- 41% read user reviews; and
- 34% browse third-party websites.
The results emphasize the importance of coming up with an impressive website with valuable customized content. With good informative website content, a company can influence prospective customer decisions and bring them one step closer to a purchase. Furthermore, it allows B2Bs to satisfy the need for more information and provide empowered buyers with relevant answers.
The process doesn’t end after driving the B2B buyer to the landing page or website. Customers still need an extra boost to follow through with a purchase. That’s why every page needs a strong call to action (CTA), to give customers a gentle push in the right direction.
What is a Call to Action?
There’s a lot more to a website than strong copywriting and great graphics. A good CTA complements website copy to help companies ramp up sales.
Simply put, a CTA compels a visitor to behave in a specific manner, whether it’s to attend an event, subscribe to a newsletter, or download a featured piece of content. In essence, they are targeted phrases or graphic links that stand out on a company website. CTAs are a powerful tool that convinces potential leads to engage with a website’s content and inspires users to act.
CTAs are important because they are the first step towards gaining a new lead.
B2B Companies Lack Calls to Action on their Websites
Some industrial B2B companies fall into the trap of updating and improving their website to attract potential clients. A study by Online Marketing Coach asserts that small B2Bs have a long way to go in enhancing websites for lead-generation purposes. The researchers analyzed 200 small companies, including those in the construction, manufacturing, legal, and IT consulting industry. They concluded that small companies experience more trouble driving conversion from their websites than their bigger counterparts.
In fact, 70% fail to include a CTA or other prompts for conversion on their website. Furthermore, B2Bs fall short of attracting potential clients in other key areas. The findings show, however, that 82% lack a social media links to their website, while another 68% fail to include an email address on their homepage.
As industrial B2B consumers rely on the internet to make buying decisions, companies need to adapt to new technologies and provide a modern website experience. Making relatively small changes, such as adding basic information on the home page, could lead to significant improvements in overall lead generation.
The Art of Crafting Irresistible CTAs
Creating a CTA with the potential for a high click-through rate requires specific elements to ensure success. In general, a CTA should be bold, clear, and relevant enough to bring a client down a company’s marketing funnel. Some CTA best practices include:
Action and benefit-focused copy. CTAs must be action-oriented. For maximum impact, B2Bs should create a sense of trust, urgency, and value with the words they choose. By highlighting the benefits of clicking the button, an audience would feel more compelled to complete an action and be a part of the fun. Some examples include action and benefit-focused copy like:
- Get my eBook
- Watch right now
- Stay connected
Keep it consistent. Ideally, a CTA should be short. Wordy copy could twist its meaning, making it less likely to inspire action. Striving for clarity informs a visitor of what happens after they choose to click on a button. A vague “click here” button, for instance, could confuse the visitor as to where it leads. On the other hand, a “schedule a free assessment” CTA provides customers with enough information to lead to a conversion.
Using a bait-and-switch technique subtly erodes a company’s credibility. A good CTA, however, spells intentions with conviction.
Add eye-catching elements. Effective CTAs shouldn’t fade into the background color of a webpage or get lost among other page links. Some eye-catching elements B2Bs can experiment with are:
- Size – A bigger CTA stands out more on a webpage. If it’s big enough to read and is easy to click on a mobile platform, then you’re on the right track.
- Contrast – Colors play a significant role in conversion rate optimization. Vibrant colors, for instance, create contrast and are a great way to draw a visitor’s attention.
- Image – A high-quality image relevant to the offer can be a great eye-catcher and encourage visitors to click a button.
Proper CTA placement. The rules to positioning a CTA takes its cue from the real-estate mantra, location, location, location. This means that identical CTAs can increase or decrease in value depending on its placement on a webpage. An appropriately placed CTA, after all, increases a website’s the click-through rate.
Using multiple CTAs on a long page can help make the content look more digestible to readers, while directional cues like contrast and whitespace on a website can guide people properly to a CTA, regardless of its position on a page.
Experimentation is key. Building killer CTAs is an ongoing process that requires constant review. Even the greatest CTAs can go quickly out of style, so B2Bs should monitor click-through rates regularly when they notice performance rates starting to slip. With constant experimentation, companies can keep their website up-to-date for their visitors.
Impressively written website content is wasted when companies don’t anticipate questions and follow through with compelling CTAs. B2B customers seeking information online before pushing through with a purchase will appreciate the effort and thought that was put into easing their way around a site. This will lead to better brand awareness and a higher rate of website conversions.