How a B2B Website Can Turn More Visitors Into Leads

Many B2B websites get a steady trickle of visitors and almost no inquiries. Often the problem isn’t traffic. It’s that the site doesn’t give the right visitor a clear reason to reach out.

01Say what you do in plain language

A visitor should understand who you help and what you do within a few seconds of landing on your homepage. Skip vague taglines. A clear headline like “Managed IT support for multi-location healthcare practices” works better than a clever slogan.

02Build pages for each service and audience

One general services page can’t speak to everyone. Separate pages for each main service, and for the industries you serve, let visitors find content that matches their situation. They also help you show up in more searches.

03Show proof

04Make the next step obvious

Every page should have one clear call to action, like booking a call or requesting a quote. Put it near the top and again at the end. Keep forms short. Asking for ten fields when you only need four will cost you inquiries.

05Support your outreach

Prospects you contact by phone or email will often look you up before replying. If your site is outdated or unclear, it can undo a good first conversation. Make sure what they find matches what your team said on the call.

06Check speed and mobile

A slow site or one that’s hard to use on a phone loses visitors before they read anything. Test your key pages on a phone and fix anything that’s frustrating to use.

Written by Scott Henkin, Founder of Tek & Tel

Scott brings more than 20 years of sales experience to helping businesses build stronger pipelines through appointment setting, sales development, LinkedIn outreach, cold email and lead generation.