In 2017, any B2B company with a website thinks they can generate leads (or prospects) on a chronic basis, whether on the national market or abroad. Thanks the web! Or rather, it is what we believe … B2B companies have certainly massively adopted the Web and developed a minimum presence, namely a website + presence on at least 1 social network. But… do they convert?

* Converting for a BtoB business is the ability to be on the buying journey of a prospect, and recovering their contact.

Training & Co'm

BtoB companies, start by analyzing the right data

We conducted a study on more than 1,000 French software publishers: almost 100% of them have a website and 93% are present on social networks.

However, the conversion rate of B2B and technology companies’ websites rarely exceeds 2.6%.

So what is your conversion rate? Did you know that with a good conversion tactic you can multiply this rate by 3? It is even possible to have pages with a conversion rate of 20% or 10 times higher than the average!

Too often, we focus on two things: visibility on the engines: am I first on Google for such a keyword? – and traffic: I had 400 more people on my site this month!

And so, how many qualified prospects? This is what interests us.

Showcase site or e-commerce?

Historically, we have divided websites into two categories: showcase sites, which serve to present a company and its products; and e-commerce sites, which are used to sell right away.

Very few BtoB companies have an e-commerce section where they can buy their products directly … because they think this model is not applicable to their solutions. But just because you don’t offer online shopping doesn’t mean you can’t “sell” on the web.

The B2B company’s website can and should be seen as the company’s number one salesperson: it must respond to prospects’ problems, offer them solutions, and answer their questions. Exactly as the salesperson in project detection on the phone or in customers. With a big difference: in the case of the Web, it is the prospect who comes to you! (we talk about inbound marketing for insiders). What increase your chances of conversion, right? Your website should therefore be able to treat your visitors as in the case of an incoming call.

We can qualify the B2B company site as a “hybrid site”: objective number 1 is lead generation. It is therefore necessary to set up a real lead capture strategy which is not limited to a simple contact page, but rather to a mix of product pages and resources (demo, guide, white paper, blog, video, etc.) .

And this hybrid site must then be able to inform the prospect as in the case of an incoming call.

What is the difference between a good and a bad lead hunter?

If your website can be akin to a lead hunter, how do you know if it’s working? Here is a list of questions to ask yourself for your self-diagnosis:

  • Read the texts on your home page aloud. Is it impactful? Natural? Do the sentences start with “we” / “us”?
  • Can you access your main pages in 3 clicks, without going through the menu?
  • Do you have other “call to action” to retrieve contact details for visitors than your “Contact” page?
  • Do you have content dedicated to the business issues of your customers?

The realization of the Panorama of the web visibility of 2MSens software publishers has shown that too many publishers invest in non-ergonomic websites, centered on the company and not on the client and his needs, and which are technically similar to “gas factories”.

In 2017, aim for a double objective: conversion & visibility

The Google search engine only allows one thing: to respond to the user’s request. To do this, it also uses conversion criteria such as the click-through rate on your pages in the search results:

In other words, if people click more and stay more on a site, that site gains in positioning in the engines.

What is the point of being visible and attracting many visitors if not to convert them into prospects? Let’s take an example: we supported a B2B company in the field of payroll management on the subject of SEO optimization of its site. There was no question of optimizing the conversion at the time. In a few months, the number of visitors has doubled: from 1,000 monthly sessions to around 2,500.

In January 2016, its good SEO attracted more than 10,000 targeted visitors to a request related to pay changes taking place on January 1.

SEO traffic increase observed after optimization, without conversion

The site was not ready to convert these visitors and the page, although optimized for SEO, did not fully address the problem. Business benefits were limited, if not zero. The good referencing was ephemeral, and fairly quickly Google positioned pages better responding to the user’s request.

So always think about improving conversion AND visibility. One does not go without the other if we want to generate qualified prospects for our offers.

It’s fine, but how do we do it?

Here is a list of recommendations to put in place in 2017 to optimize your conversion / lead generation:

  • Design work : a company’s credibility judgment on the web is based on 75% of its design;
  • Have a responsive / mobile compatible site : mobile traffic has just exceeded that on computer in the world, it would be a shame to deprive yourself!
  • Switch your site to HTTPS : take advantage of these “sites” to switch to https. Even if it is not necessary to rush if you do not sell online, it will have to be done by 2018!
  • Have texts focused on customer needs : yes, you are the best. But rather respond to the visitor’s need, he will more easily let you contact him;
  • Optimize page loading speed : 1 second longer, 7% less chance of conversion!
  • Keep it simple : no more than 3 clicks to access content with high added value (freemium content such as a guide, product page, presentation video, etc.);
  • Develop a real Freemium content and conversion strategy : each article created must lead to a page where we will give content with high added value for free, in exchange for a contact = freemium content.
    How? ‘Or’ What ?

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