Things are going great, your website is getting a lot of great organic and paid traffic, visitors are spending a good amount of time on your website and visiting several pages per session. The only (and major) issue is that you don’t have any leads to show for all this great traffic. What’s the problem?
The problem could be that your website doesn’t have the proper lead capture tools in place to convert those website visitors into new leads.
Let’s look at three easy methods for capturing website leads.
1. Case Studies
An effective B2B marketing strategy includes a blend of both gated and ungated content. Ungated content is available for download without sharing any personal information, while gated content requires a website visitor completes a form (typically providing their name and email) before providing access to the content piece. This enables a varied mix of educational content to fill the sales funnel and nurture leads to conversion.
Case studies are excellent for gated content. Why? Because they are extremely valuable, results oriented, and are typically needed closer to the decision phase of vendor selection. Near the decision phase of the sales process, prospects are more willing to exchange their contact information for the case study. They provide the contact information with the understanding that your B2B company will contact them.
2. White Papers and Guides
When gated, white papers or guides are a great lead capture tool for any B2B marketing strategy. The caveat is that in order to be gated, a white paper or guide must provide a significant value for prospects. These are not glorified sales brochures. They should be well-crafted guides or documentation on how to effectively use a service or a product. The white paper or guide should help your prospect to do their job and to make their life easier. Here are examples of great white papers and guides:
A Practical Guide to Hiring the Ideal Candidate
How to Hire the Right Accounting Firm
Your Guide to Partnering with Recruiters
All of these white papers or guides give helpful information to prospects–they aren’t just long ads for your product or service. We should also mention here that sales brochures should not be gated. You want your prospects to be able to access these at any time.
3. Compelling CTAs
Weak, hard-to-find, or non-existent calls-to-action (CTAs) are one of the main reasons websites fail to capture leads. Easy-to-find, properly placed, compelling CTAs can turn non-performing websites into lead generation machines. There is no one CTA that works for every website. The best approach is to include a variety of enticing CTAs on a website, particularly suited for each stage of the sales process.
For prospects in the beginning of the sales process, you want your B2B website to educate them and nurture them. CTAs, like “Learn More” are a great, leading CTA.
However, these CTAs don’t capture any information about the leads, so it’s important to also have compelling CTAs that generate leads. Below are great examples of CTAs that are focused on capturing leads.
These are direct, clear, and compelling. They entice the visitor to provide their contact information. They make it easy for the prospect to get in touch with your firm.
There you have it – three easy ways to capture leads.
Do you need help with capturing leads on your website? Schedule a consultation with our B2B marketing experts to find out how to improve your lead generation.
