4 Simple and Inexpensive Ways to Improve Your Website for Lead Generation

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4 Simple and Inexpensive Ways to Improve Your Website for Lead Generation
by lisafugere

shutterstock_122664076We all know our websites are crucial to our marketing success. However, website remodels tend to fall onto the "we'll do it later" list of all the tasks the marketing department would like to accomplish. With responsibilities that include lead nurturing and lead generation campaigns that build up your sales pipeline, keeping your website up to speed isn't always mission critical. 

It's good marketing practice to rebrand your website and take a peak under the hood of the user experience every once in a while, but in the meantime, a couple of quick fixes can keep your website as up to date as possible.

By revamping your website in small ways, you put the company in a better position for prospects to find you on the Internet. It is simply a matter of making changes to your site to attract your target market. Once you make it easier for potential clients to visit your website, you greatly improve your B2B lead generation results.

1. Choose targeted keywords

Prospective clients use certain keywords to find companies offering your products or
services. By using these relevant keywords in the copy and in the meta tags of each page, search engines place you higher on the results page. The main meta tags for each webpage are the title, description and keyword list. The description of your company is the most important because this often appears on the results page. Make sure you pay attention to Google Analytics to ensure you focus on the most relevant terms. You want to offer content that's being searched for, not content that you want readers to find.

2. Tell visitors what your company does

When a visitor arrives at your homepage, they need to immediately know if they are on the
right website. Does your homepage tell readers what your company does and for whom? You need to concisely reveal what B2B service or product you provide or who your customer base is. This helps the search engines and prospects to identify your niche quickly. As we develop new products and participate in campaigns that dominate our company focus, we often replace basic company information with flashy marquee banners that proclaim our latest promotions or the events we're hosting. Make sure you don't bury important company and product information.

3.  Make navigation simple

Each page needs a navigation bar at the top and the bottom of the page. This makes it
easy for visitors to link to other pages on your site.  Every navigation tab should be easy to understand. Clever visuals may frustrate some visitors. Keep everything as simple
as possible to keep visitors on the site longer. Make sure you clean up your website regularly as well. As marketers, we're always developing new campaigns and building landing pages to go along with them. And for SEO purposes, we may end up tying too many pages back to our sites to increase our rank. Don't just let pages build on top of pages. If a page isn't delivering any value or diving any traffic after a few months, get rid of it. Your website is a place where interested parties can find information; not a repository of everything your brand has ever done online.

4. Offer useful information

B2B companies also look for valuable information online. It is a great idea to have a blog or an article section that educates your market. Buyers can find all the information they want online, so when they search for it, you want them to find information that leads them back to your brand. Many business people discover a company through its blog posts or articles. The search engines also love informational websites so it is a good idea to frequently add new content to the site. It is also important to have links on every page that leads visitors to these resources.

These are inexpensive and simple ways to revamp your website and make it more user-friendly. By making it easier for prospects to find the site, you cut down on the amount
of time you spend searching for leads. Instead, with an effective website in place, potential B2B customers find you.