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6 Steps to Optimising Your B2B Website for Genuine Lead Generation

In today's digital age, a business website is one of the most critical assets for generating leads. However, having a website alone does not guarantee that you will attract leads. Optimising your website for lead generation is a continuous process that requires continuous refinement and analysis.

Here are six steps to optimise your B2B website for genuine lead generation:

Step 1: Define your target audience

Before you start optimising your website, you need to know who your target audience is. Define your ideal customer profile (ICP), including their industry, job title, company size, location, and any other relevant factors. This information helps you create content and messaging that resonates with your target audience.

According to research, 61% of B2B marketers prioritise generating high-quality leads over quantity. Defining your target audience helps you focus on the quality of leads generated, leading to a higher conversion rate.

Step 2: Conduct a website audit

Conducting a website audit helps you identify areas that need improvement. Evaluate your website's user experience (UX), design, and content. Ensure your website is easy to navigate, mobile-friendly, and the content is well-organised, engaging, and informative.

According to statistics, 48% of people cited a website's design as the number one factor in determining business credibility. Therefore, a well-designed website is crucial in generating leads.

Step 3: Add lead capture forms

Lead capture forms help you collect visitor information, such as name, email address, and phone number, and convert them into leads. Add forms on your website's landing pages, blogs, and contact pages. Ensure the forms are easy to fill, avoid lengthy forms, and offer something valuable in return, such as an eBook or whitepaper.

Research indicates that landing pages with forms have a higher conversion rate of 23% compared to those without forms.

Step 4: Create targeted content

Content marketing is an effective way of attracting and converting leads. Create content that aligns with your target audience's interests and pain points. Share industry insights, educational material, and thought leadership pieces. Use clear and concise language and include visuals, such as infographics and videos.

According to research, companies that publish 16 or more blog posts per month generate 4.5 times more leads than companies that publish zero to four monthly posts.

Step 5: Use call-to-actions (CTAs)

CTAs are crucial in guiding your website visitors to take action. Use clear and compelling CTAs that encourage visitors to contact you, download a resource, or sign up for a newsletter. Place CTAs on your homepage, landing pages, blogs, and other relevant pages.

Research indicates that personalised CTAs result in a 202% higher conversion rate than basic CTAs.

Step 6: Measure and refine

Measuring and refining your lead generation efforts is crucial to improving your website's performance. Use website analytics tools, such as Google Analytics, to monitor your website's performance. Evaluate your website's bounce rate, pageviews, time on site, and conversion rates. Identify areas that need improvement and refine your website's content and design accordingly.

According to research, companies that exceed lead and revenue goals are 35% more likely to use a closed-loop system to track leads from the top of the funnel to revenue.

Plus a bonus step: Add Live Chat to your B2B website

Adding live chat to your B2B website when optimising it for lead generation can have a significant impact on your conversion rates and overall success. Here are some of the top reasons why you should consider adding live chat to your B2B website:

  1. Improved customer experience: By adding live chat, you provide your website visitors with an easy and convenient way to get in touch with your business. This creates a more positive experience for potential customers, increasing the likelihood of them staying on your website and ultimately converting into leads.

  2. Increased engagement Live chat allows you to proactively engage with your website visitors, giving you the opportunity to start conversations and build relationships with potential customers. This can result in a higher level of engagement and increased trust between your business and your target audience.

  3. Higher conversion rates Studies have shown that adding live chat to your website can increase your conversion rates by as much as 20%. By providing a more personalised and immediate experience, you can help potential customers move through the sales funnel more quickly and effectively.

  4. Competitive advantage Adding live chat to your B2B website can help set your business apart from your competitors. It shows that your business is committed to providing excellent customer service and is willing to invest in the tools and resources necessary to create a positive experience for potential customers.

  5. Valuable data and insights Live chat provides a wealth of valuable data and insights about your website visitors and their behavior. By analyzing this data, you can gain a better understanding of your target audience and their needs, helping you to optimise your website and your overall lead generation strategy.

In summary, adding live chat to your B2B website can have a significant impact on your lead generation efforts. It can improve customer experience, increase engagement, boost conversion rates, give you a competitive advantage, and provide valuable data and insights.


In conclusion, optimising your B2B website for lead generation is an ongoing process. By defining your target audience, conducting a website audit, adding lead capture forms, creating targeted content, using CTAs, and measuring and refining, you can attract and convert high-quality leads.



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