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B2B SEO Goes Beyond Search Engines to Generate Sales Leads

Check your website against these questions, and you’ll find ways to improve your site’s usefulness, and, eventually, the number of qualified leads your site generates


When you’re working on SEO for your corporate website, it often feels like there’s only one goal: Getting that coveted #1 spot on Google’s search results.

But that’s just one goal (although an essential one) on the way to what’s generally the main motivation for most B2B websites: Increasing the number of qualified leads the site owner receives.

And the most thoroughly planned and carefully crafted B2B SEO won’t mean a darn thing if it lands search engine users on a website that’s poorly designed and executed.

To capitalize on your B2B SEO success, you need a website that captures the attention of your site visitors and gives them what they need. The best way to do this is to create a website that lets visitors quickly find what they want – not a website that looks glitzy or provides the latest gimmicks. At the end of the day, you’ll generate more qualified leads from site visitors who are wowed not by how fancy your website looks but by how easy your website is to use.

Heather Kyle’s recent blog post provided some great ideas about how content legibility can improve visitor experience and increase the likelihood of visitors contacting you for more information.

The following questions focus more broadly on your site visitors’ experience with your entire website and how that affects your ability to generate leads. It’s a handy list to use the next time you’re redesigning your corporate website.

It’s also handy if you’ve recently redesigned your site but aren’t getting the leads you expected. Check your website against these questions, and you’ll find ways to improve your site’s usefulness, and, eventually, the number of qualified leads your site generates.

Each of these questions focuses on how visitors interact with your website, and the answer to each should be an unqualified yes. Every “no” should be investigated and resolved wherever possible.

When brand-new prospects land on your website, will they instantly know what you do and how you can solve whatever problem they’re researching at that moment? If not, visitors will click off and find another site that quickly confirms it can provide what they want.

Does the site use colors and images appropriate for your industry? A professional, industry-specific web design helps site visitors verify that they’ve found the right company to meet their needs.

Does your site provide a clearly identifiable address and phone number? Again, these types of details confirm for site visitors that they’re dealing with a real company that can provide real solutions for their problems.

Are your navigation buttons easy to identify? Nobody has time to search around a website, trying to figure out where to find the information they need. If it becomes too difficult, they’ll leave and find another site that makes the process easier for them.

Are the navigation buttons in the same location on each page? Ditto.

Are the buttons labeled in way that site visitors will intuitively understand what they’ll find there? Ditto ditto.

Do the navigation buttons link directly to the information promised? Requiring site visitors to fill in forms or wade through slideshows to finally get the info they need will compel more visitors to leave the site rather than forge ahead.

Does your site cater to the various ways people prefer to find information? Not everybody navigates a website in the same way. Some people look for buttons labeled to meet their needs; others prefer to read the content and find text links in context; still others immediately resort to the site’s search box or site map to identify where to find the information they need. The more you can do to help visitors successfully navigate your website, the more likely they are to become qualified leads.

Does your site provide visitors with their preferred method of contacting your company? Again, different strokes for different folks. Some people still want to pick up the phone and call; others prefer to click on an email address and dash off a quick note; still others are willing to fill out a contact form – if it seems designed to help them get the help they need.

Along those lines, does your contact form require site visitors to fill in as few fields as possible? Obviously, you’ll want visitors’ names, the names of their companies and their phone numbers and email addresses. Beyond that, a few fields to help the site visitor clearly explain what’s needed can be helpful, but requiring people to fill in numerous fields that are only tangentially related is a quick turn-off and a sure way to convince site visitors to go elsewhere for what they need.

Does your contact form provide shortcuts for site visitors to use? Dropdowns or clickable lists are great ways to allow site visitors to provide necessary information with as little effort as possible, keeping them engaged in the process and increasing the likelihood they’ll complete and submit the form.

Is the content on each web page written clearly in a way that site visitors will easily understand? Using industry jargon and big words seems like a great way to establish expertise. But, more often than not, it just tires out your readers. Clear, concise copy will keep your readers’ interest and increase the chances of them contacting you.

Is each web page designed for maximum readability? Especially when you’ve got a lot of information to cover, subheads and graphics can help your readers get through the page with ease. Again, the more difficult you make things for site visitors, the less likely they are to contact you.

Does each page clearly explain what the reader’s next step should be? Providing easy-to-understand information is the first trick. The next trick is to get site visitors to act on that information. A clear call to action (such as “Contact us for more information,” “Call now for the help you need,” or “Click here to download a whitepaper to learn more”) will turn page readers into qualified leads.

Going beyond what visitors can see on your website, does each page of your site load quickly, with a minimum amount of wait time? People are no longer willing to wait. If your website takes more than a second or two (literally) to load, would-be site visitors will click off and go elsewhere for solutions to their problems.

Is the site built so that it’s easy to read and navigate, no matter what size screen the reader is using? This is called responsive design – the look and feel of the site responds to whatever device the site visitor is using, making it easy find needed information. With an ever-increasing number of searches performed on cell phones and tablets, responsive design is an essential tool for turning site visitors into actual prospects.

Designing and writing a website that meets prospect’s needs is a proven, sure-fire way to increase sales leads. If you’d like some help getting there, contact us by submitting this short form or by calling 877-799-9994 ext. 2102.

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