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There are 9 key questions that can evaluate the ability of a b2b company website to generate leads. The answers to these questions, based exclusively on data, allow you to fully understand not only the current performance of the site, but also to identify areas of improvement and untapped opportunities.

Let’s see these questions and the related solutions and strategies, in today’s article!

Why Your Company Website Doesn’t Generate Leads

When a new client requests a consultation, the first step is to analyze the company website . This analysis often reveals that the site functions more like an online brochure rather than an effective lead generation tool .

New Call to Action

It usually turns out that the customer’s desire Chinese in Europe is not so much to have a new site, but rather a site that is more effective at generating leads, sales opportunities and new customers .

The fundamental question is, therefore, to understand how to optimize the website to make it a tool for the commercial development of the b2b company.

Before continuing, check out the video below!

Let’s now look at the 9 key questions to evaluate the real effectiveness of the b2b website.

1. Is your company website receiving an increasing number of visitors month after month?

Your company website cannot generate leads if no one visits it.

It is important to know how many people are visiting your site each month to evaluate its performance. Visitors, unique visitors, sessions, and unique sessions are all solid measures of how many people are landing on your site each day.

2. Do you know where exactly your visitors come from?

Visitors can come from a variety of sources, including:

Organic Searches
Organic Social
Direct searches for a specific URL
Email Marketing Campaigns
Paid advertising
Referral Sites
Knowing this data is essential to understand how well the site is able to attract visitors, where it is necessary to improve performance and which sources are already generating significant traffic.

One of the secrets to getting good traffic is to activate all these sources and make sure they generate more and more visits, month after month.

Chinese in Europe

3. What is the site’s conversion rate?

Once you understand how many people come to the site and where they come from, you need to analyze the site’s conversion rate to understand if it is truly effective in lead generation .

Research shows that the average conversion rate across industries is around 2.9%.

While results vary by business and a variety of factors, if your business website is below this benchmark, there is likely room for improvement. For many businesses, the conversion rate for their entire site is often less than 1%.

4. What are the most visited pages?

To transform a website from an online brochure to a lead generation tool , you need to know which pages are getting the most visitors. This is where you start to allocate resources for conversion and lead generation .

If pages with many visitors have a low conversion rate, that’s where you should start updating them.

5. Which pages drive the highest conversion rates?

Once you understand which pages receive the most visitors, you need to analyze which of these are most effective at converting visitors into leads .

In this way, some important information will be discovered.

First, what content do those pages offer? This signals what potential customers find most useful.
Second, what do those pages look like? How many fields are in the form? How long is the page? What titles and images are being used?

These insights will provide ideas for improving other pages and getting more leads to your site over time.

6. Which CTAs drive the highest conversion rates?

Calls-to-action (CTAs) are buttons that are used on a website to encourage people to click and convert an anonymous visitor into a new lead. They can be actual graphics or simple buttons with text.

CTAs typically convert between 1% and 3% of impressions.

It is important to know how CTAs behave. In this HubSpot article, they explain how they can be updated and the quantitative improvement that each of them can bring,

Information like this helps you create A/B tests for your CTAs and experiment with changes to design and copy, page placement, and personalization.

The more effective the team is in implementing CTAs, the more leads the company website will generate.

company website

7. Is the number of leads increasing month after month?

The b2b site needs to generate leads, so it is crucial to start tracking exactly how many leads the site is generating today and follow it month by month.

In the beginning, you should work on getting more leads each month, and by continuing to apply the month-to-month approach, you will be able to reach your goal of leads generated in a short time.

8. Where do the contacts come from?

We talked about sources at the beginning of this article: organic search, organic social, email, referral sites, paid search, paid social, and marketing Australia Phone Number List campaigns . When you know which sources are producing the most leads, you can focus on the most successful channels and work on improving the others.

Then you need to start looking at the pages that produce the most leads and apply the same reasoning: it is important to take inspiration from the best-performing pages and CTAs, while working to improve the performance of those that generate fewer leads.

9. What percentage of these leads convert into sales opportunities and new customers?
Leads need to turn into sales opportunities and ultimately into new customers. These are also important to track, but you will need the help of your sales team.

Once a lead is generated, the prospect will want to talk to sales; it is then up to sales to qualify the opportunity. They will either have to note it in the CRM or, by having it move from one stage of the journey to another, the CRM can automatically capture the conversion rate and lead quality data .

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