B2B marketers often place most of their focus on lead generation. While this is, of course, an important part of B2B marketing, it certainly isn’t the most important component. Having a great website is a fundamental element and one which plays a much more important role than you might think in both attracting new leads and growing your client base.

Already have a website? Of course, you do, no company today could remain competitive without one. But how well is your website working for you? Are you using analytical tools to measure the effectiveness of the website and how well it compliments your lead generation efforts?

Attracting leads and driving traffic to your website is only part of the new client’s journey. When they reach your website, how well it represents your company and its products and/or services will be the determining factors in whether or not the lead stays longer or moves on to another destination.

Why Is a Great Website So Important?

About 10 years ago, it was only necessary to have some sort of small presence on the internet in order to appear more professional and legitimate and to provide potential clients with a basic idea of your products and services. But the internet has since become a much more competitive landscape just having a website isn’t enough.

Your website is often the first impression people receive of your business. If it isn’t a good impression, well, you can guess how that goes. A professional website must exhibit an aesthetically pleasing design that strongly showcases your brand and adequately reflects your company ideology and industry. And if your website is over three years old, does it still represent your company and its message the same way today?

According to Adobe’s State of Content report, nearly 60 percent of global consumers prefer a website that is engaging and beautifully designed as opposed to one that is rather simple and plain.

Additionally, content must be informative, clearly denoting benefits to potential clients without being too wordy or lacking important information. Nine out of 10 website visitors will leave your site if the content doesn’t provide the information they seek in a clear concise manner, is too long and confusing or doesn’t display properly on their browsers and on mobile devices. (Again, if your website is over three years old, you may need to redesign it for mobile viewing.)

How You Can Use Your Great B2B Website to Convert Those Leads Into Sales

Responsive Web Design

A fancier term for mobile website viewing, responsive web design ensures that your website displays properly across all browsers and devices, be it a laptop, desktop computer, iPad or smartphone. With over three billion smartphone users globally and nearly 50 percent of B2B researchers utilizing their mobile devices for product research, responsive web design is more important than ever for effective lead generation and conversion.

Content Is Still King

Today’s marketplace is fast-paced and highly competitive. B2B researchers seeking information on products and services want to be able to find what they need easily and fast. Providing enticing, informative content about your company, its products and services and any additional consequential information that can be used to differentiate yourself from your competitors serves to keep visitors on your site, and subsequently convert leads into sales.

Treat Your Website Like It’s Your Best Salesperson

Because it may be the first and only “salesperson” potential clients ever deal with in any capacity. Your website should be designed to reflect your brand, showcase your products and services and, essentially, explain to the B2B researcher why they should choose you over a competitor. Additional content such as client testimonials, case studies and industry informational articles provided by experts on a company blog further serve to reinforce your brand.

A Strong Website Ranks Highly

According to Google, over 70 percent of B2B researchers start to research products and services they are interested in with a generic Google search. A strong Internet presence and reputable website help to boost your page rankings on major search engines, ensuring that leads find you first before they find a competitor. Making sure your website content is search engine-optimized is therefore critical to improving search engine visibility.

Gather Information

Because a large majority of web traffic could come from unsourced leads, you’ll want to collect customer data so that you can further pursue them. You can do this via forms, but you’ll need to entice the B2B researchers to fill them out. Offer them something of value, such as a white paper on your services or interesting industry information, an e-book, etc., and keep forms short and simple—between three and five fields is ideal.

Build Your Website for Both New and Current Clients

A website that is developed with the sole aim of attracting new clients won’t help you much with customer retention. Focus on both the short-term prospects as well as the potentially loyal future customers. Repeat business is a lot better for your ROI than a one-time purchase, and a website that continues to offer relevant information and expert industry knowledge provides ongoing value to your clients and instills brand awareness.

You might consider looking at your website from the perspective of your clients. What is it you would like to see if you were the one seeking information? What problems would you be looking to solve? Answer those questions first, and you can begin designing the blueprint for a really great website.

Want to learn more about redesigning your website? Read our guide:


3 Media Web is a Boston area website development company. We partner with companies and agencies to build beautiful, responsive websites. Our web skills run deep. HTML5, CSS3, jQuery, Bootstrap, responsive, WordPress: We speak all those languages. Whatever you’ve got, we can build it. Whether you already know exactly what you want out of your website or you’re just starting a new web project, we’re the web development team you’ve been looking for. Contact us to learn more.