A mere "business card" on the Internet is no longer enough, especially for B2B websites, as this simply wastes valuable customer acquisition potential. But how do you design an online presence that is not only visually appealing but also generates leads?

A modern B2B website should not only be attractively designed, but also make a valuable contribution to generating leads for your company.

A strong website is a powerful tool, especially for B2B companies, to attract potential customers and retain existing customers. However, it is no longer enough to simply be present and have a "pretty" website. The B2B website should also be strategically designed and well thought out in order to generate leads and realise its full potential. But how does this work?
To generate leads, websites prefer to use so-called conversions, i.e. actions that visitors take on a website that are in line with your company's objectives. In general, a conversion refers to any defined desired action by a visitor, such as filling out a contact form, downloading a white paper, subscribing to a newsletter or completing a purchase.
Conversions are direct indicators of how well your website is able to convince and retain potential customers. Since B2B sales cycles are often longer and require a higher investment than in the B2C sector, conversions are usually not directly linked to a purchase, but rather to steps that drive the sales process.
Therefore, measuring and optimising conversions on B2B websites is of great importance as it provides insight into how effective the website is at generating leads and driving the sales process. A high conversion rate means that your website is successfully converting visitors into potential customers, which can ultimately lead to more sales and growth for the company.
Behind a well thought-out B2B website - also known as a "selling website" - there are always complete concepts that have to be thought through from start to finish and whose building blocks have to interlock. Pay particular attention to the following points:

Conversions on the B2B website

Offer visitors to your B2B website an incentive to leave their contact details and convert to leads. This can be in the form of free resources such as e-books, whitepapers, webinars or product samples. By providing high-quality content, you demonstrate your added value to potential customers and increase the likelihood that they will interact with you.

Relevant, high-quality content

Content is still king, especially in the B2B sector. Your website should not only serve as a sales platform, but also as a source of information for your potential customers. Invest in creating high-quality content that addresses the questions and problems of your target group. This can take the form of blog posts, case studies, white papers, videos or other formats. By providing valuable information, you demonstrate your expertise and build trust with your visitors.

Personalisation of content

Personalised content and offers are an effective way to increase the relevance of your B2B website and improve the conversion rate. Use data and analytics to understand your visitors' behaviour and provide tailored content that meets their needs and interests. By providing relevant content, you increase the chances of visitors becoming leads and ultimately customers.

Search engine optimisation (SEO) of the B2B website

Effective search engine optimisation (SEO ) is essential, especially for B2B websites, to ensure that you are found by potential customers. This includes selecting relevant keywords, optimising your site structure and content, and improving loading times and mobile usability. By ensuring that your website ranks well in search results, you increase visibility and attract more qualified visitors.

Clarity and user-friendliness of the B2B website

The user experience (UX) is a decisive factor for the success of your B2B website. Make sure that your website offers clear and intuitive navigation. This means that visitors should be able to easily find what they are looking for, be it information about your products and services, contact information or other relevant content. Avoid excessive complexity and make sure your design is appealing but also functional. Remember that potential customers often have little time and are more likely to use a website that is immediately understandable.

Call-to-actions

CTAs are crucial to motivate visitors to take action and generate leads. Place clear and engaging CTAs on your pages that encourage visitors to get in touch, request information or sign up for your offer. Make sure your CTAs are eye-catching but also in the context of your content to maximise impact.

Continuous optimisation of the B2B website

The work on your B2B website never ends. Regularly analyse the performance of your website using tools such as Google Analytics and carry out A/B tests to improve the effectiveness of your content and CTAs. Through continuous optimisation, you can improve the user experience, increase the conversion rate and ultimately generate more leads.

Conclusion: A professionally designed B2B website is an essential part of your marketing strategy and can contribute significantly to the growth of your company. By implementing the above strategies and continuously working to improve your website, you can not only generate more leads, but also build long-term customer relationships and increase your sales.

One thing is certain: professional B2B websites are complex, but worthwhile. Make sure you get external support that you can fall back on in the areas mentioned above.

Would you like to know more about a professional strategy for your B2B website? Get in touch with us. We are happy to help!