Is your B2B website a lead-generating machine?

If not, and your conversion rates are lower than you’d like to admit, you’re not alone. Lots of B2B businesses have a tough time creating a website that sells.

But don’t just settle for your low-converting website – if you make a few changes, your company website can be one of the most effective B2B lead generation methods you use.


Here’s how:

1.  Improve the user experience.

What if you were losing sales just because your potential customers weren’t sure how to navigate your website properly?

Unfortunately, this situation is a problem for many B2B businesses. And often, it’s because they haven’t taken the time to evaluate the way a user experiences their site.

So, how can you combat this issue?

One method is to use Peek, a free user testing program. To try it, you simply go to the Peek website, enter the URL of your website, and then a random person evaluates your site. You get an email with the video evaluation, and you can hear them talk and watch how they interact with your site.


Doing this can give you some eye-opening insights about why your website may not be converting as much as you’d like.

Warning: Keep in mind that the people who review your website using Peek are probably not copywriting or design experts, so you may not want to listen to everything they say.

Just use the service to get a general idea of how people interact with your site and analyze common problems people face while trying to navigate it.  For example, if you notice that many of the people who have viewed your website using Peek cannot correctly articulate what your company does, that’s a problem, and you probably need to write clearer copy on your website.

If you’re serious about improving your conversion rates and don’t mind forking over some cash to do so, try CrazyEgg.


CrazyEgg allows you to see a heatmap, scrollmap, overall report, and confetti report for the pages on your website.


These reports tell you where customers are spending the most time on your site, where they’re clicking, and other information that will help you understand how people interact with your website so you can make changes that will improve conversion rates.

2.  Showcase trust elements.

If the people visiting your website don’t immediately perceive you as trustworthy and credible, what makes you think they’re going to buy something from you?

They’re not.

But wait… what exactly keeps potential customers from perceiving you as trustworthy and credible?

Lots of things.


If you’re using any of these trust-breaking elements on your website, fix the problem ASAP. And don’t just stop there – add in elements that have been proven to build trust, like:

  • Client testimonials – If possible, add a picture of the client next to their testimonial. Better yet, ask the client to record a video testimonial.
  • Security seals – The key is to use security seals with names people recognize, like Norton or McAfee. These seals will give customers the best sense of trust and make them more likely to complete a purchase.
  • Real employee photos – Stock photos decrease trust, but real photos build it. Get personal on your “About” page and elsewhere on your website to showcase your employees, and you’ll build a stronger brand by connecting with your customers in a genuine way.

If you include these trust-building elements, you’ll be able to solidify your brand in your customers’ minds as one they could see themselves buying from in the future.

3.  Keep your forms short.

I’ll be honest with you – if a company makes me fill out a long form before I can ever talk to anyone, there’s a good chance that I’m going to leave their site in favor of one of their competitors.

Most of the people who visit your website feel like that too, so you’ll likely convert more if you reduce your form fields. In fact, one case study showed that a business called Imagescape gained a 120% increase in conversion rates by simply reducing their form fields from 11 to 4. Another case study showed that Expedia gained a $12 million profit simply by taking one field (company name) out of their form.

So, if you’ve got long forms on your site, start reducing the number of fields they contain – it’s an easy tweak that can make a huge difference in your conversion rates. And for best results, test the performance of different forms so you can learn what’s most effective.

Bonus tip: Using “submit” as the button copy for your form decreases conversion rate by about 3%, so come up with something better to use for the copy.

4.  Write your website copy the right way.

Laura Ramos, VP-principal analyst at Forrester, says that “The biggest problem [with B2B websites] is that the majority of content talks about the company, what its products and services do and how many awards they’ve won, but doesn’t speak to the issues their prospective buyers are trying to solve.”

You might think that talking about your company makes you seem impressive, but honestly, it makes you seem out-of-touch to your potential customers. And when you seem out-of-touch to your potential customers, they don’t buy from you.

So, let’s talk about a few things you can do to improve your website copy and start converting more visitors to leads.

  • Use your audience’s language. For example, if you sell IT services to small businesses, leave out the tech lingo and use relatable, everyday words that they’ll be able to understand without picking up a dictionary or doing a Google search.
  • Write a good headline for your home page. Often, customers leave a B2B website because they don’t clearly understand what the company does. Remember that your customers aren’t as familiar with your industry as you are, and use that knowledge to help shape your home page headline. Be as direct as possible about who you are and what you do so that anyone who visits your site immediately understands those two things.
  • Focus on how you solve your customers’ problems. Use your website copy to show how you help your customers to overcome the challenges they face at work instead of talking about your company. If you have good trust elements and effective copy, you won’t have to talk about how great your company is – it’ll be obvious.

And make sure you’ve got an active blog on your B2B website too – it’ll help with brand building, SEO, and more. If you aren’t sure how to create a B2B blog that wins new customers, check out this blog post.

Doesn’t converting visitors to leads seem easier now that you’ve learned some ways to improve your B2B website? If you follow through and implement these simple tips, you should start seeing those numbers change in no time. So, get to work.