4 fundamental elements in B2B to convert your visitors into leads
Posted: Sun Jan 05, 2025 10:23 am
You are taking action to attract more visitors to your website and your traffic is growing steadily. This is a very good point but it is not enough.
This is especially not enough for your CEO who mainly expects a return on investment from your Marketing actions.
In other words, your CEO is not only paying you to attract visitors to your website, he is investing in you to gain new customers.
In this process, it is crucial that you manage to convert your visitors into leads. Here are the 4 essential elements to do this successfully.
1. To Convert Your Visitors into Leads, You Need the Right Offer
To convert your visitors into leads, if we simplify the process, you must collect their contact details and key information that will allow you to qualify them .
To collect your visitors' contact details and validate that they are actively considering purchasing, morocco email list you must offer them a premium content offer that will allow your visitors to go further.
Offering them to request a quote or contact you by filling out a contact form is way too aggressive. Most of your visitors are not ready to go that far with you yet .
Rather than talking about it for hours, here is an example of a premium content offer that we provide to our visitors to convert them into leads:
Want to Convert Your Visitors into Leads? Switch to B2B Inbound Marketing by Downloading Our Free Guide!
New call-to-action
2. To Convert Your Visitors into Leads, You Need the Right Call-to-Action
A Call-to-Action is a call-to-action button. This is the button I just put to offer you to download our B2B Inbound Marketing Guide.
Without a Call-to-Action, you simply cannot convert your website visitors into leads.
So what is a good Call-to-Action that converts visitors into leads?
A good Call-to-Action is a button that respects the following two rules:
It is visible and can be seen even if you just hover over your site page.
It clearly displays the added value of your content offering.
Once your visitor clicks on your Call-to-Action, they should be redirected to a Landing Page .
3. To convert your visitors into leads, you need the right Landing Page
A Landing Page is a destination page.
You must work on a Landing Page for each of your content offers and communication operations if you want to convert your visitors into leads .
Are you offering a quote request on your website? You need to create a dedicated Landing Page.
Offering you a white paper? Same. Offering a demo of your innovative or technological product? Same, you need to create a dedicated Landing Page.
convert your visitors into leads with a landing page
Your Landing Page has one goal: to convert!
So what is a good landing page that converts visitors into leads?
A good Landing Page is a destination page that respects the following 3 rules:
It is scannable: the message is understood by hovering over the page.
It clearly presents the added value of your content offering.
It limits distractions: no navigation menus and unnecessary links.
This last point is important: to convert your visitors into leads, you must offer them almost only two options: fill out the form or leave the site .
4. To convert your visitors into leads, you need the right form
Very often, B2B companies simply use the same form for all their content offers, their contact page, quote request and demo request.
This is clearly not optimal.
Your form is an opportunity for you to collect key information to understand and exploit the context of your leads .
So you need to think about your forms based on the information that is important to you in qualifying your leads.
What are the characteristics of your ideal prospect? Your forms should allow you to determine whether your leads have them or not!
Furthermore, you also need to understand that your visitors are not willing to leave you with the same level of information from one content offering to another.
The more basic your content, the less likely your visitors will be to leave you with information. The more advanced your content is and the further along your visitors are in the buying journey, the more you can ask them for in-depth information.
This is especially not enough for your CEO who mainly expects a return on investment from your Marketing actions.
In other words, your CEO is not only paying you to attract visitors to your website, he is investing in you to gain new customers.
In this process, it is crucial that you manage to convert your visitors into leads. Here are the 4 essential elements to do this successfully.
1. To Convert Your Visitors into Leads, You Need the Right Offer
To convert your visitors into leads, if we simplify the process, you must collect their contact details and key information that will allow you to qualify them .
To collect your visitors' contact details and validate that they are actively considering purchasing, morocco email list you must offer them a premium content offer that will allow your visitors to go further.
Offering them to request a quote or contact you by filling out a contact form is way too aggressive. Most of your visitors are not ready to go that far with you yet .
Rather than talking about it for hours, here is an example of a premium content offer that we provide to our visitors to convert them into leads:
Want to Convert Your Visitors into Leads? Switch to B2B Inbound Marketing by Downloading Our Free Guide!
New call-to-action
2. To Convert Your Visitors into Leads, You Need the Right Call-to-Action
A Call-to-Action is a call-to-action button. This is the button I just put to offer you to download our B2B Inbound Marketing Guide.
Without a Call-to-Action, you simply cannot convert your website visitors into leads.
So what is a good Call-to-Action that converts visitors into leads?
A good Call-to-Action is a button that respects the following two rules:
It is visible and can be seen even if you just hover over your site page.
It clearly displays the added value of your content offering.
Once your visitor clicks on your Call-to-Action, they should be redirected to a Landing Page .
3. To convert your visitors into leads, you need the right Landing Page
A Landing Page is a destination page.
You must work on a Landing Page for each of your content offers and communication operations if you want to convert your visitors into leads .
Are you offering a quote request on your website? You need to create a dedicated Landing Page.
Offering you a white paper? Same. Offering a demo of your innovative or technological product? Same, you need to create a dedicated Landing Page.
convert your visitors into leads with a landing page
Your Landing Page has one goal: to convert!
So what is a good landing page that converts visitors into leads?
A good Landing Page is a destination page that respects the following 3 rules:
It is scannable: the message is understood by hovering over the page.
It clearly presents the added value of your content offering.
It limits distractions: no navigation menus and unnecessary links.
This last point is important: to convert your visitors into leads, you must offer them almost only two options: fill out the form or leave the site .
4. To convert your visitors into leads, you need the right form
Very often, B2B companies simply use the same form for all their content offers, their contact page, quote request and demo request.
This is clearly not optimal.
Your form is an opportunity for you to collect key information to understand and exploit the context of your leads .
So you need to think about your forms based on the information that is important to you in qualifying your leads.
What are the characteristics of your ideal prospect? Your forms should allow you to determine whether your leads have them or not!
Furthermore, you also need to understand that your visitors are not willing to leave you with the same level of information from one content offering to another.
The more basic your content, the less likely your visitors will be to leave you with information. The more advanced your content is and the further along your visitors are in the buying journey, the more you can ask them for in-depth information.