Common Mistakes That Drive Away B2B Leads

Convert More Website Leads

As a B2B company, your website is vital for new lead generation, but how do you ensure that your website is having the desired effect on your leads? In this post, we have put together a list of common mistakes on that drive away leads and how to correct them. 

Navigation

Website visitors are not likely to stay on a site very long if your navigation is frustrating. Your website should be easy to navigate with a clear menu structure. It can be helpful to your visitors to have your menu stick to the top of the page so they don’t have to do a lot of scrolling navigate between pages.
Link to subpages whenever possible, this can help your visitors find relevant information, and it keeps them on your website longer. Whenever referring to any topic mentioned in any other site pages, be sure to link back to them; this will not only improve navigation but also your SEO.
Make it as easy as possible for potential clients to contact you by including multiple communication options on your website. Some individuals prefer calling over emailing and vice versa. Including a form for your visitors can also be very beneficial for you as it helps you collect their data to follow up later.

Content Issues

Your existing clients may already know what your company is all about. However, your new visitors must be able to understand what your company is and does when they come to your website. Upon landing on your website from a search engine or paid ad, your visitors should be able to understand what it is you offer. Make sure that the content on your homepage is educational but not overly wordy. Use high-quality images and graphics that are attractive and engaging for your target audience. Your homepage should include a clear explanation of what your company has to offer. As the visitor scrolls down on your homepage, you can start to provide more detailed information on the specific products or services you offer and link out to subpages that further explain in detail. The writing on your website should be descriptive and professional. It should be written well enough to be engaging for the reader while also getting vital information across. Make sure your content is not overwhelming; place your content in small amounts rather than heavy blocks of text. Use white space in your pages to add some breathing room between thoughts.

Off Brand

All of your company material should have cohesive branding. Many companies have print materials that differs from their websites or outdated marketing materials. Your brand should be displayed across everything you do. Your print materials, digital ads, and website should all be on-brand to eliminate any confusion. If a customer sees varying branding they may be confused and abandon your website quickly. Set a color scheme for your brand and stick to it on everything you create. Use your company logo consistently and make sure to use the same version of your logo across all platforms.

Make The Right Impression

Your B2B website is the first impression many potential customers get of your company. It is essential that your website accurately represents you. When your visitors enter your website, they should be able to easily find all of the information they need, and the navigation should be smooth. If you are concerned that your B2B website might be driving away your leads, contact us for a free consultation.

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