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What you must do to your website to generate B2B sales leads – part 2

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Bob Dearsley brings the second in a three-part series of articles looking into how businesses and marketing managers can generate prospect leads and B2B sales through website optimisation. This article looks specifically at website design and structure to encourage engagement.
B2B sales

In the first part of this three-part series, we highlighted the importance of optimising your website for Google to help increase your B2B sales, creating high-quality content and including Calls-To-Action to drive visitor activity.

In this, the second part of the three-part series, we will discuss your website’s structure and design – and how these elements can help you to build a website visitor’s trust, encourage them to engage with your business and help you to improve your website lead generation.

So here are more top tips to generate B2B sales leads online

Step 4. Scrolling is OK – don’t worry about it!

In the past, the thought of website scrolling was met with terror – the idea of scrolling continuously down a page was insane! The scrolling wheel on your mouse was hardly ever used while browsing and remained in an almost pristine condition.

However, this is no longer true.

Smartphones, in particular, have transformed the way in which people interact with websites. Clicking through numerous pages to find information is no longer a practical approach. Instead, websites are opting for beautiful, deep scroll designs and a website filled with valuable content mobile users can scroll through with little or no effort.

The idea is that deep scrolling websites make it easy for website visitors, no matter the device, to navigate around the website. It also gives businesses the opportunity to create incredible, interactive website designs that increase user engagement and interest.

Scrolling is cool – don’t think otherwise!

Step 5. Avoid generic images!

If you want to build authenticity and encourage website visitors to choose your business, you need to photograph your own people or no people. Do not plaster stock photos everywhere on your site!

The idea is that by taking photographs of your employees – whether these photos are during a company event, lunch, meeting, training session or other – you can build the ‘human’ side of your business and appeal to your website visitors. After all, people buy from people – right?

Would you trust a business that had no photos of its own people and used stock imagery throughout its website? No.

We’re not saying don’t use imagery from Shutterstock or similar, but please, please, please ensure they are high quality and accurately represent what it is you are trying to say. After all, a picture speaks a thousand words!

Step 6. Support cool design with solid, varied content

If your website is flashy, but lacks substance, you won’t retain the interest of website visitors for long. Having a flashy website is no replacement for a solid company description and carefully considered content.

You want to use your website’s design and aesthetic to attract people and make it easy to follow. Then, you engage your website visitors through a good description of what it is your business does and how it can help them. Once you have engaged your website visitors, you need to maintain their interest by using a broad range of content, including blogs, articles, news pieces, opinions, case studies, customer success stories, whitepapers, eBooks, video and much, much more. By including these content assets, you give your website visitors the opportunity to investigate further and engage with your business.

But remember, different people will respond in different ways to different types of content – therefore, you should produce a wide array of content and include that content on your website.

And there you have it. Three more tips to help your website lead generation.

In part 3 of this series, we look at how you track engagement on your website to inform your decisions.

Have an opinion on this article? Please join in the discussion: the GMA is a community of data driven marketers and YOUR opinion counts.

Bob Dearsley
Author: Bob Dearsley
CEO at The B2B Marketing Lab |

With more than two decades of experience running his own technology-focused PR and marketing firm, author and curator Bob Dearsley understands what you don't about PR and marketing. His straight-forward, witty and accessible advice will help you realise the remarkable benefits and advantages that the immediacy of the modern, connected world provides and how to leverage them for the long-term success of your business. His top tip is: “You may not be able to afford a PR agency, but you can’t afford to miss out on my advice!” Bob Dearsley is also the author of 'No More PR Bollox'.

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