The main goal of a website, blog or landing page created specifically for B2B lead generation purposes is to keep visitors long enough for them to take an action – that is, to sign up, provide information, set an appointment or commit to a sale.
However, great content is not enough to achieve that. You need to present it in a way that visitors would not only be satisfied intellectually but also visually. After all, it’s supposed to be a visual experience for them (reading, seeing website designs and navigation), so a high-quality website “appeal” should be in order.
Here are some tips to make your B2B lead generation website a sight for sore eyes:
1. Focus on evergreen content. Produce content that will still be interesting in the future. Your target audience will continue to be introduced to your content years down the road.
It is also a good idea to go through old pieces of content and refresh them with updated stats and information if needed. If a visitor lands on a piece of content that is outdated or contains old statistics, they will quickly leave.
2. Use formatting that is appealing to the eye.You could have the most informative and compelling content, but if it is formatted poorly, your visitors will skip right over it. Use simple fonts and colors that are easy on the eyes.
You can also use images, charts, graphs and infographics to compliment the text. Extra visual elements do a great job of capturing and holding the attention of your visitors.
3. Simple navigation goes a long way. Let’s not forget what the main goal of your content is: to produce leads, sales and revenue for your business.
You want to make sure that someone reading your content can quickly access your navigation menu and do one of the following with a single click of their mouse: learn more about your business, contact your business or complete a purchase transaction.
4. Mobile-friendly layout. With so many people using the Internet via their smartphones and tablets, it’s very important to have a mobile-friendly website. Your visitors will not read your content if they have to zoom in and constantly scroll from side to side to read the text.
5. Allow access to your content from every page. Your content is a very important component of your website, so make sure that it is accessible from every single page. If a visitor lands on your homepage, can they quickly identify your blog content? If they land on one piece of content, can they easily access more without looking too hard?