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How to Increase B2B Website's Conversion Rate and Drive Revenue Growth - 2024


Time and again, B2B companies fall into the same trap: a website that confuses visitors, resulting in poor website conversion rates. It's a fundamental misstep in digital marketing, where clarity should reign supreme.

Sam Hajighasem - B2B content marketing strategist

Picture your website as a guiding hand, leading customers through a well-defined journey—akin to a high-converting landing page—not a showcase of complexity with features and creative jargon that muddle the path.

The truth is, while many businesses pour hours into website design, they often overlook the cornerstone of online success: your message.

The real star isn't the flashy graphics or high-resolution images; it's the message you convey and how it speaks to your ideal client's needs. That’s what hooks your audience—not how sleek your site looks, but rather how effectively you can increase the percentage of website conversion.

In this post, I’ll walk you through a step-by-step proven strategy for a convertible B2B website that speaks volumes, ensuring your message is heard loud and clear. Because when it comes down to it, a visitor lost in the maze of your website is a potential sale gone astray.

Remember, a confused mind never buys, and it's our job to make the buying decision as straightforward as possible, which is key to understanding website conversion success.

Step 1: The Home Page Headline - Understand Your Customers’ Needs

The headline on your home page is arguably the most critical element when aiming to increase website conversions. It’s where clarity trumps creativity. Many businesses make the common mistake of crafting slogans that sound good but say little about conversion rate optimization. Don't get caught up in trying to sound poetic — clarity should be your priority. Use a clear, direct formula:

Helping [target audience] to [avoid pain point/achieve desire] with/by/through [your solution]

Here’s an example from my own site:

Venture Podcasting Website Home Page

The problem is, B2B and Tech companies often tackle various challenges and cater to numerous desires. To effectively communicate this, start with a simple exercise:

Grab a sheet of paper and jot down your ideal client’s pain points and desires, dedicating a page for each. Here are two effective ways of niching down your ideal client's pain point:

1. The optimal way to gather this data is by directly asking your customers. Send out a survey with incentives like gift cards to encourage participation.

2. Another effective method is to tap into your team’s knowledge or to use social media platforms for market research. For example, LinkedIn polls can be a goldmine for insight, particularly if your audience is active there. Pose questions like:

[Target audience], what is your biggest challenge with [your solution]?”

Example Poll: “B2B founders and marketers, what hurdles do you face in content marketing?”

After collecting these insights, list the pain points and desires you’ve gathered, and refine your copywriting to increase conversion rate. Use simple language that even a third-grader could understand. Tools like the Hemingway App can help assess the readability of your text.

Your aim in this step is to pinpoint the phrases that resonate most with your ideal clients’ thoughts and needs, and this is a cornerstone of conversion rate optimization.

Remember, don't be creative, be clear. Apply the formula I’ve shared, make it bold, and keep the surrounding area on your homepage free from clutter, be it text or images.

Step 2: Guide Your Customers Through a Seamless Journey

Once visitors land on your page, you want to immediately address any doubts they might have, guiding them through the sales funnel. Your first-page goal is to effortlessly resolve their hesitations, demonstrate how your services work, the duration, and so on, to create a compelling user experience.

People prefer to purchase from websites that are straightforward and simple to navigate, which is why crafting a great user experience is pivotal in driving website conversions.

Focus on making your website as user-friendly and engaging as possible.

Bonus: Ensure your website loads quickly, implement an intuitive navigation system, and employ eye-catching visuals to clearly convey the value of what you're offering. These steps are crucial in keeping visitors interested and encouraging them to delve deeper into your site, thereby increasing your website conversion rate.

Consider this scenario: You’re interested in partnering with an advertising agency. What questions might a prospective customer have?

Homepage Headline example: "Helping B2B companies triple their revenue through targeted advertising."

Typically after the headline, you'd introduce elements that build credibility and trust, such as highlighting companies you've worked with or mentioning media features. This approach is central to a conversion rate optimization company's tactics.

To know how the client thinks, just use your common sense. For example, after the headline of "Helping B2B companies triple their revenue through targeted advertising," a question may arise: How exactly do you achieve this? The next section should outline the specific problems you solve in a straightforward manner.


Venture Podcasting Services - B2B growth

Once visitors understand 'how', they'll want to know if it has worked in the past. This is where client testimonials and statistics come into play, providing proof of your effectiveness.

The following concern might be the onboarding process. How challenging is it to start working with you? Will they need to link their Facebook ad account, or will you manage it? Clarify the readiness steps, who handles what, and the expected timeline.

Having learned what the advertising company does, their achievements, and the process of engaging their services, the next step is to reinforce trust and prove that the company consistently delivers results. Here, you can include additional testimonials and evidence for credibility.

Step 3: Call To Action (CTA)

Finally, you need a clear Call To Action (CTA). Whether you want them to book a consultation or you wish to display your pricing packages, make this step straightforward for your users. Note that the website layout might differ for SaaS companies.

Remember, when testing different strategies to convert leads, change only one element at a time to ensure measurable results. For instance, to determine the most effective headline, modify only that component and keep the rest of the website constant.

Consider experimenting with various CTAs, utilizing different content formats like videos, infographics, and e-books, performing usability tests to uncover any user experience issues, observing how different audiences react to various website features, and altering the placement of ads and promotional content.

To hone your lead conversion tactics, it's vital to test different strategies systematically. Change just one variable at a time to accurately track its impact. For instance, if you want to find out which headline resonates the most, only tweak the headline while keeping the rest of your page unchanged. Here's how you can experiment:

Test various call-to-action (CTA) buttons to see which ones grab attention and get clicked more often.

Experiment with diverse content types, such as videos, infographics, and e-books, to see which medium your audience prefers.

Conduct usability tests to pinpoint any navigational hurdles or user experience snags.

Observe how different audience segments react to specific features on your site.

Shift the placement of your ads and promotional messages to discover the most effective locations.

While focusing on the home page and the primary landing page is essential, don't forget to optimize other areas of your site. Your website menu should guide users to more detailed information about your services, resources like blogs or podcasts, and other relevant content.

In sum, the path to a high-converting B2B website lies in its simplicity and its ability to communicate clearly with potential customers. From the moment they land on your homepage, every element should serve a purpose towards conversion rate optimization—each headline, image, piece of content, and layout decision should echo the needs and answer the questions of your prospective clients.

Remember, the digital world is noisy and crowded, but with a website laser-focused on clear communication, user-friendly design, and persuasive calls to action, your business can rise above the chaos. The message is clear: prioritize clarity over complexity, guide your visitors without a hitch, and watch your conversion rates climb.


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