Give Your Industrial Website a Lead Generation Checkup

Is your B2B website a lead generation machine? Your website can be your most valuable marketing asset, consistently delivering high-quality leads and filling your sales pipeline. However, many industrial distributors and manufacturers don’t fully utilize their websites for lead generation, treating them as mere online brochures.

What about your website? Assess its lead generation potential by giving it a thorough checkup. Review the following ten questions and give yourself one point for each “yes” answer. Good luck!

1. Does your home page clearly communicate your industrial expertise and the customer segments you serve?

_____ Yes _____ No

First impressions count, and your home page is often the first point of contact for potential customers. So, make sure your home page is as welcoming and useful as possible. It should clearly communicate your capabilities, technical certifications and the unique products and services you offer to specific customer segments. It should feature a timely digest of your latest innovations, educational content and other relevant information you have to offer. Most importantly, it should focus on addressing your prospects’ pain points and guide them through your website to find the solutions they need.

2. Does your website copy speak directly to industrial decision-makers?

_____ Yes _____ No

While thousands may visit your site, remember that each visitor interacts with it individually. Connect with each potential customer by using a direct, professional tone in your copy. Demonstrate your understanding of their industry-specific challenges, such as supply chain disruptions or regulatory compliance, and offer tailored solutions. Make sure to answer their most pressing questions.

3. Do you offer valuable educational resources in addition to product and service information?

_____ Yes _____ No

Don’t just sell — educate and inform. Complement your product and service information with valuable resources like case studies showcasing successful implementations, technical white papers discussing industry trends, best practice guides, training videos and other educational content. Transform your website into a trusted resource center that your customers and prospects will visit on a regular basis.

4. Is your website optimized for important keywords and search terms used by your customers?

_____ Yes _____ No

Search engines like Google are your best source for targeted, motivated leads. Your prospects are searching for you. Make it easy for them to find you by boosting your rank in the search engines. Ensure your website ranks high in search results by optimizing your content with industry-specific keywords and phrases that your target customers use. In addition, build a network of quality inbound links from reputable industrial publications and relevant websites.

5. Are you updating your website’s content on a regular basis?

_____ Yes _____ No

Is your latest press release from 2019? Does your copyright notice still say 2022 or earlier? Outdated content can make your company appear stagnant. Project a dynamic image by regularly updating your website with fresh, relevant information. Review your site monthly, adding new case studies, technical articles, or company news to demonstrate your ongoing commitment to innovation.

6. Does every page of your website include a compelling call to action?

_____ Yes _____ No

Don’t make the mistake of relying on your ‘contact us’ page as the sole method for prospects to take action. To turn your website into a lead generation machine, pepper your website with a variety of relevant calls to action inviting prospects to reach out and take the next step. Integrate a variety of relevant calls to action throughout your website, such as “Request a quote,” “Schedule a consultation,” or “Buy Now,” etc.

7. Do your ‘calls to action’ cater to prospective customers at each stage of the B2B buying cycle?

_____ Yes _____ No

Not everyone is ready to buy from you today. Some people are kicking tires, others may have a basic early-stage question. Look for ways to compel all prospects to reach out to you by offering tailored ‘calls to action’ that appeal to prospects at each stage of the buying process. Examples include ‘ask the experts’ forms, complimentary consultations, downloadable best practice guides, free trials, etc.

8. Is your phone number prominently displayed on every page?

_____ Yes _____ No

Don’t forget to prominently display your phone number on every page of your website. Many industrial customers prefer direct communication. In my experience, people are at least as likely if not two to three times more likely to pick up the phone when they are browsing a company’s website. And, there is no better time to be talking with this prospect because you can use your website as a presentation tool.

9. Are your online forms short, asking only for basic contact information?

_____ Yes _____ No

Are your online lead generation forms as long and daunting as a tax return? If so, shorten them. The more fields your forms include the less likely prospects will be to fill them out. Only ask for basic contact information that your sales people need to make an intelligent follow-up, like name, company, phone number, and email address. In addition, you can program forms to capture the page the visitor was on, enabling your sales team to tailor their follow-up.

10. Do you have a process in place to ensure your website inquiries receive immediate follow-up?

_____ Yes _____ No

How long does it take for your salespeople to follow-up online lead inquiries? If the follow-up is not immediate, you are leaving money on the table. Assign salespeople to follow-up online leads and make sure the inquiries get to them as soon as possible. Tie your website forms into a customer relationship management (CRM) system like Hubspot or SalesForce to streamline your lead management and follow-up process.

So how did you do?

If you scored a 7 or higher, you’re doing well and your website is a strong lead generation tool. However, if you scored 6 or below, you have some work to do. Consider implementing the suggested improvements to maximize your website’s potential

I hope our quiz got you thinking about ways your website can be improved.

If you are interested in learning more about how to turn your website into a lead generation machine, request a free online marketing consultation.