Many B2B industrial companies have this general misconception about websites. They believe that leads will start pouring in magically once they have created a website, and suddenly their business will start growing.
Unfortunately, this is far from the truth. Having a website is never enough. You might experience that your website has many visitors, but not many convert into leads.
This article will discuss ten truths that industrial B2B companies completely overlook after creating a website.
1. Website Design
The first thing is to check whether your website is designed to generate leads. Simply putting up a few pages will never take your website traffic to the bottom of the lead generation funnel.
Suppose your website has no value proposition, no contact forms, no Call-To-Action buttons, no product videos, and no content. In that case, it simply means that your website fails to provide any value to the visitors, and therefore they are not turning into leads.
Solution: The very first step is to create a website that provides value to your customers.Check out the Ultimate Website Checklist to know everything that your website needs to have.
2. Your Website Is Not Customer-Centric
Have a good look at your website and think through your messaging. Are you only telling how good your products or services are through your website?
If the answer is yes, you will most likely find it challenging to convert your website traffic into leads.
There is no problem with telling the qualities of your products and services. But you need to keep your customers in mind while doing that. Your target audience will land on your website looking for a solution to their pain point. All you are doing on your website is to praise your products and services rather than addressing the customer’s pain points.
Solution: Addressing your target customer’s problems through blogs, case studies, demonstrations, FAQs, videos, eBooks and testimonials, etc., can surely help you convert your website visitors into leads. Please create Buyer Persona and Buyer Journey to understand your ideal customers and make your website more customer-centric.
3. You Haven't Done SEO of Your Website
- SEO helps you to improve your keyword ranking
- With improved keyword rankings, you can attract more keyword specific traffic to your website
- With an increased number of visitors, you can get more Marketing Qualified Leads (MQL)
- Your sales team can then focus on converting these MQLs
4. There Are No Product FAQs (Frequently Asked Questions)
Do you know, according to research conducted by Gartner, B2B buyers spend 27% of their time in online research before buying. It means that your target customers have so many questions before they consider purchasing a product. Your sales team is very well aware of those questions but are you using them on your website?
Solution: Reach out to your sales team to know what questions potential buyers ask about your products and services. Add these questions as product FAQs on your website. Having product FAQs can help your website visitors understand your products, functioning, features, and uses in detail.
To enhance your products’ understanding, you can also shoot small videos of your products and their functioning and upload them in the FAQ section.
5. No Educational Content
As a B2B marketing services provider, we pay huge emphasis on creating educational content, and we believe that Industrial companies need to do the same.
You are well aware of the risk involved in the B2B buying process. The buying committees at your potential customers’ company evaluate all the options carefully before making the purchase decision.
Imagine your potential customer landing on your website and don’t see any educational content that shows them your knowledge and expertise? Will they be able to trust and rely on you to solve their requirement?
They will visit your website, but they will not become a lead, and the most straightforward reason being they don’t trust you if you can solve their pain points.
Solution: Creating educational content like blog posts, case studies, videos, customer success stories, white papers, eBooks, etc., are the best means to display your expertise.
Therefore, creating educational content is essential to convert your website visitors into leads.
6. Marketing Automation Is Missing
Do you have marketing automation for your website visitors? Have you integrated your website with any marketing automation software? If the answer is no, then you probably face some trouble converting your visitors into leads.
Marketing automation uses various tools to automate the marketing processes like sending emails, responding to inquiries, qualifying hot leads, and more.
With the help of marketing automation, you don’t miss out on any potential leads. You can use automated email marketing to convert more of your website visitors into leads.
7. Not Focused on Monitoring of Website Inquiries
Have you set up a streamlined system to respond to all the inquiries you get through your website?
How fast do you respond to these inquiries?
After responding, how you follow up on these inquiries?
Do you send a personalized email with related blogs and videos to the person that has sent the query?
In the cases of most industrial companies, the answer to the above questions is usually no. Receiving inquiries on your website indicates that your website visitors are interested in your products/services and want to know more.
Solution: Create a dedicated team for responding to inquiries. Having a structured system is essential. You give prompt replies to inquiries, send related educational materials, and follow up to the people to know if they have any further questions.
It is an excellent way of converting your website visitors into MQL.
8. You Don't Measure Website Analytics
Are you ignoring your website’s analytics? Have you integrated Google Analytics into your website? If the answer is no, then you are missing out on so many potential leads.
Solution: Install analytics software to measure website analytics. It will help you to figure out the behaviour of your website visitors. Analytics gives insightful information about:
- On what pages your visitors are spending the most time
- At what time of the day your website has the most traffic
- Which activities on your website increase the footfall (posting a blog, new product launch, etc.)?
- The average time your website traffic stays on your website.
These insights are vital to identify the leads and what kind of activities on your website help create an engagement. Use the analytics insights to formulate better marketing strategies to convert your website visitors into leads.
9. You Have No Customer Feedbacks or Testimonials on Your Website
Like the educational content, customer feedback and testimonials play an essential role in building trust in your potential leads.
Therefore, if you don’t have any customer testimonials or feedback on your website, your website visitors will find it hard to believe if your products and services are legitimate. It is one of the reasons why your website visitors are not converting into marketing qualified leads.
Solution: Interview your customers, ask for their feedback, create written and video testimonials, and put them on your website.
10. You Are Not Using Any Lead Magnets
Lead magnets help gather the website visitors’ contact information that you can use in your marketing campaigns. Lead magnets are the downloadable giveaways on your website that your visitors can access for free by registering themselves or filling out their contact details. Some lead magnets are templates, eBooks, white paper, newsletters, free consultations, etc.
Using lead magnets, you can easily encourage your website visitors to give the contact information that will help you convert them into leads with constant marketing efforts like email marketing, invitations, product launch notifications, etc.
Solution: Create some valuable lead magnets like content calendars, templates, eBooks, newsletters, white papers, etc., to collect more leads.
These were the ten truths why you cannot convert your website visitors into leads and what you can do to overcome these problems.
Dijitale provides B2B digital marketing services that help Industrial B2B companies to overcome modern-day marketing challenges like lead generation, lead conversion, and lead nurturing.
At Dijitale, we focus on creating marketing strategies that will help Industrial companies fulfil their goals. If you are eager to know how we help Industrial B2B companies, you can check our Digital Marketing Services page.