Make the Most of B2B SEO by Following These Website Conversion Tips

Written by Nick Stamoulis

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Leads are the lifeblood of any B2B organization. As a B2B SEO campaign gains traction, it should result in an increase in organic traffic that correlates with an increase in web leads. If you’re seeing the increase in organic traffic, but those visitors aren’t converting, there could be a conversion issue with the website. Remember, SEO and web design go hand in hand. In order for SEO efforts to be worthwhile, the resulting traffic must be going to a quality, conversion-friendly website. We aren’t conversion experts but over the years we’ve noticed some web design/content items that can make a big difference when the goal of the website is to generate leads:

Include a lead form on every page

If your B2B SEO campaign is working, you should be driving organic search traffic to many pages throughout the site, not just the homepage. Visitors can land on a well-optimized service or product page, about us page, or informational blog post. You never know what the entry point might be and you want to make it as easy as possible to convert. A visitor shouldn’t have to go searching for a way to get in touch.

Simplify the lead form

The lead form should ask for only necessary information such as name, contact information, specific product/service interested in (if applicable) and possibly where they heard of you (for marketing tracking purposes). Any other relevant information can be obtained by doing some research or during the initial conversation. Complex lead forms can be a big turnoff for two reasons. First, people don’t want to be spending their time filling out forms, and second, many companies are hesitant to provide too much information before a relationship exists.

Include call to actions

What exactly do you want a website visitor to do? It’s your job to include call to actions that tell them and point them in the right direction. Sometimes a visitor won’t know what to do unless you tell them and make it obvious.

Draw the eye to the CTA/lead form

Don’t hide the call to action and lead form on the page. The design of the site should essentially draw the visitor’s eye to this part of the page.

Focus on benefits

What is the content on the page like? Does it speak directly to visitors (and potential customers/clients) by focusing on the benefits of the product/service offered? Remember, features tell and benefits sell.

Of course, this is a high-level overview of website conversion elements, but it can be a good starting point if you’re concerned about the conversion rate of your optimized website. Take a good, hard look at your website again with a critical eye. When you make changes, be sure to test different things out. What works for one site might not work for the next. You can also enlist the help of a website conversion expert that can take a deeper dive into the conversion elements of the site.


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