Your guide to website design for driving high-quality leads

You could have built the Taj Mahal of websites – but just because you’ve built it doesn’t mean they’ll come. Your website needs to be designed to drive high-quality leads.

It sounds obvious, but many b2b organisations miss the basics. So, if you’re looking to drive more leads to your b2b website, this article is for you.

Build out your ideal customer profile

Before you undertake any lead-generation activities, you need to understand who your ideal customer is.

Also known as your customer avatar, your ideal customer profile is an invaluable marketing tool for guiding your lead generation activities.

Here’s how you build your ideal customer profile:

1. Create a fictitious character based on your ideal customer.
2. Describe them in exquisite detail: their demographics, job titles, goals and pain points. You might even give them a name and a backstory.
3. Determine where they get their information (e.g. social media, email newsletters, LinkedIn groups, peer review journals, etc.)

Sarah is a 35-year-old Marketing Manager at a mid-sized tech firm. She’s data-driven, values efficiency, and seeks innovative software solutions to streamline marketing campaigns. Sarah is tech-savvy, prioritises ROI, and prefers comprehensive, user-friendly tools. She actively uses LinkedIn for networking and Twitter for industry news.

The benefit lies in providing a framework for attracting your target audience. It clarifies the direction of your lead generation activities and simplifies your decisions. With this framework in place, your decisions boil down to one question: “What would Sarah think of this?”

Define your budget and the value of a lead to your business

Before you start chasing leads, it’s important to figure out exactly how much each lead is worth and what your budget is. B2b organisations often go astray if either of these things are misaligned.

Here’s how to determine lead value:

1. Identify Average Sale Value: Calculate the average revenue generated per sale.
2. Calculate Conversion Rate: Determine the percentage of leads that convert into customers.
3. Estimate Customer Lifetime Value (CLV): Assess the total revenue expected from a customer over their lifetime.
4. Include Cost of Acquisition: Account for the costs of acquiring each lead.
5. Factor in Lead Quality: Assess the potential value based on lead source, engagement level, and fit with your ideal customer profile.

Now that you have each of these things, you have the formula:

Lead Value = (Average Sale Value × Conversion Rate) - Cost of Acquisition

Determine how you will communicate and engage with your leads

With your budget, ideal customers, and their value in mind, it’s time to build an engagement and communication strategy. Ask yourself:

• How does my ideal lead absorb information?
• Which social media platforms do they use?
• What kind of content resonates with them?

Tailor your approach to their preferences and habits for the best results.

How to drive high-quality leads to your website

Now that you know who your ideal leads are and how you’ll reach them, here are the next steps you need to take:

Use a high-quality CMS that makes lead generation easy

A great CMS simplifies content management and enhances your site's performance. Be sure to choose one that offers powerful SEO tools, marketing automation, and analytics to help you attract, engage, and convert visitors effectively.

We highly recommend Hubspot.

Its user-friendly interface and top-notch features make it the clear winner for us. With built-in tools for SEO, marketing automation, and analytics, HubSpot gives you everything you need to drive high-quality leads to your site.

Produce content that attracts, engages and delights your ideal customers

In the era of AI-generated content, b2b organisations that invest in high-value content have an excellent opportunity to stand out. It isn’t that AI can’t assist in creating exceptional content. Human creativity and insight are essential to creating content that will hook your leads.

Optimise your website for SEO

If you curry favour with the Google Gods, you shall be rewarded with quality leads aplenty. You can’t buy the respect that clawing your way to the top of the SERPs gives you, and for this reason, organic reach remains king.

You need to:

• Identify relevant keywords for your content and fit them naturally into your web content (don’t keyword stuff).
• Improve website loading speed by compressing images, using browser caching, and minimising JavaScript.
• Create and submit an XML sitemap to search engines for better indexing.
• Acquire high-quality backlinks from reputable websites to improve domain authority.

Optimise your site for conversions

Next, you need to strategically optimise your site for conversions. If you haven’t done so already, build a conversion funnel with distinct stages. It is the role of your website and your other marketing assets to steer users toward the end of the funnel.

Consider implementing a chatbot

As chatbots become increasingly sophisticated, marketers are recognising their remarkable ability to nurture leads.

They can help you:

• Answer customer queries (think of them as a helpful customer service assistant)
• Guide users along your funnel
• Suggest relevant products and services based on user behaviour and preferences
• Suggest blog posts or other content if relevant to user questions

Before racing out to build one, consider your budget and whether it is relevant to your business. Chatbots can start at a reasonable monthly cost, but custom-building one can be costly.

Measure, test and optimise your ongoing lead-generation activities

As with all your marketing efforts, continuous monitoring and adjustment are essential. Remember that you’re trying to hit a moving target. What worked six months ago may not work today.

Keep an eye on industry trends, measure campaign results and make adjustments as required.

Converting high-quality leads requires strategy

Driving quality leads demands a strategic approach. You need to understand your audience and craft a strategy that speaks to them directly. You need to be sure that you have the right tech to make executing your strategy and measuring its efficacy easy. With these things in place, you’ll have everything you need to drive high quality leads to your site.

Brand chemistry is a b2b marketing agency winning your customers' hearts and minds through inbound, brand, content, lead generation and digital strategy. Our marketing specialists achieve stellar results with the latest lead generation techniques.