Lead generation makes your website a money-maker. To do that, you need to make sure that you have a solid plan for generating quality B2B leads in place to attract the right prospects that will convert into sales.

In the last post, we talked about CONNECT on how to create optimized pathways that get the best leads to your website.

With increased traffic coming to the site and some sense of user behaviour, we need to look at the next step in our conversion optimization efforts which is:


“First impressions are most lasting” applies equally to a user’s experience with a web site. First time visitors will have an undercurrent of questions such as:

  • Am I in the right place?
  • Can you hold my attention?
  • Do you have what I’m looking for?
  • Can you solve my problem?

Because we have a short amount of time to make a lasting impression, your website content needs to be as simple and clear as possible.

Home Page Optimization

For all web pages, it’s important to structure page elements so that there is a sense of flow. This helps guide the visitor through their first encounter with your web site and lead them to take action. This is particularly important with your most popular point of entry – the Home Page

First up is the initial impression when your web page loads and fills your visitor’s viewing screen. This first display of content is called “Above the Fold”, a term from the newspaper industry, which is the top half of the front page:

Web page elements above the fold

  • Site Navigation acts as “Home Base” and provides an overview of what the site contains.
  • The Hero Image banner/background graphic relates to your product/service.
  • Overlaid text (that includes keywords) should confirm, that they have come to the right place
  • CTA (call to action) is the first offer made to help the visitor decide what to do next.

At this point the visitor can click or scroll down to find out what’s “Below the Fold” and, if scrolling, will find the balance of the page containing elements like this:

Web page elements below the fold

Note the multiple CTAs – each should be calibrated to address different parts of the buyer’s journey.

Especially in the case of B2B (Business to Business),  prospective buyers are rarely ready to purchase on first visit. For example, If their pain point involves making a decision around an internal business process that requires a long-term commitment, they will be taking their time researching alternatives.

Have offers on your website that appeal to different stages in a buyer’s journey. Some “convincing” examples are:

  • Blog posts
  • Newsletter
  • Infographic
  • Whitepaper
  • eBook
  • Podcast
  • Webinar
  • Trade Show Invitation
  • On-line Demo
  • Special Offer


It takes work to get visitors to your site, let’s maximize the opportunity to make that first transaction happen. Depending on your content offer, you may opt to limit your form fields down to an email address in return for signing up for a blog (for example).  Ideally you’d like to start by asking for both email address and first name from a sign-up form. This puts you in a place to start personalizing delivery of future content, starting with their first name.

Testing for Performance

At the end of the day, we all want to know if our efforts are working and whether adjustments to page content, layout, offers and/or forms are in order to increase sign-up rates.

A/B Testing is the entry point for first-time experiments in maximizing sign-ups. A/B testing lets you present alternate web pages to visitors and measure which page performs better.  The better performing page then become the new benchmark and a new page is set up to try to out-perform the benchmark page.  In this way you are able to determine the best offers and best page designs and incrementally improve over time.

Google Analytics is a free tool that can help you test what page content is getting the best/least traffic and track conversion rates (from visitor to subscriber). Using Google Analytics as your testing tool will require inserting a block of code into your webpages.

If you are looking for simpler ways to set up landing pages and forms and then measuring results without having to continually go back to your web designer, then you may want to consider subscribing to software vendors who provide easier-to-use tools. Here are some of the industry leaders:

  • Unbounce Landing Page Design (good for Adword campaigns):
  • Gravity Forms (can really impact sign-up rates):
  • Crazy Egg Heat Maps (how visitors click and scroll across your web pages)

CONVINCE – Summary

  • It’s important to leverage your traffic-building efforts to your web site to convince visitors to become leads by signing up for one of your content offers.
  • B2B prospects are usually in research mode, so include different content offers that can align with where they are in their purchasing journey.
  • Use A/B testing to optimize your sign-up rates.


You CONNECT with your target audience and now they are visiting your site.

You CONVINCE them that they should engage with you by signing up to access your information that can solve their problem.

Now, CONVERT these new contacts into quality leads for Sales.  In the final post of this three-part series, learn about marketing automation and how personalization and customization accelerate lead generation.

About Profitable Conversions:

We deliver proven growth strategies to digital marketing and lead generation initiatives for B2B technology and professional services companies.

Composed of experts in all areas of on-line business generation success, we generate results-based programs and successful campaigns for our clients.

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