John Burson 
edited Thursday, September 21, 2023

Originally Published:

Author: Chris Getman
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 Are you struggling in your quest to generate leads using your website? Getting leads using traditional marketing methods like tradeshows and print media is getting tougher by the day. B2B marketers are now focusing on online means to generate leads and minimize costs.

How do B2B Companies Get Online Leads?

It all begins with your website. Without an active website, it will be merely impossible to succeed in online lead generation. Your marketing staff should run consistent lead generation campaigns through the website by directing quality traffic to your website

The website should be interactive enough to turn visitors into leads. The conversion rate of your website will depend on many factors and should be between 2% to 6% for B2B companies.  Insightful marketers should work towards increasing traffic or improve the conversion rate to make online lead generation more effective.

How do you Improve Website Traffic?

There are numerous traffic driving tactics you can use to increase traffic to your site:

  • Blogging — Write blog posts and articles that are informative and feature your brand keywords. This will highly improve your website ranking in the search engines.
  • Search Engine Optimization (SEO) — customize your website to make it easy for search engines to crawl. Use tactics like Meta description optimization, 301 redirects, fixing canonicalization errors, etc.
  • Social Media Marketing — Engage your customers and prospects in discussions on social media platforms like Facebook, Twitter, and LinkedIn.
  • Email Marketing — Prepare a qualified email list and send useful information to those prospects. Tell them about new blogs or webinars they can access from your website.
  • Referral Traffic — You can create useful content like blog posts, eBooks, or webinars and spread the word about it in social media. Other websites can also use your content as references.

Statistics indicate that B2B companies that use blogging as part of inbound marketing strategy increase their website traffic by 55% as compared to those who don’t. Furthermore, those firms that blog generate 67% more leads than those who don’t.

How do you raise your Website’s Conversion Rate?

Here are the methods you can use to convert maximum traffic into leads:

A/B Testing

Most businesses pay a little attention to how visitors behave on their sites. By trying out two versions of your website pages, you will identify which version brings in more leads. Buttons that prompts visitors to “submit” have been found to convert less traffic as compared to using terms like “click here” or “contact us today.”

Additionally, by adjusting some elements of your website like using catchy headlines, including customer reviews can improve your conversion rate by over 100%. 

Add Case Studies and Testimonials to Your Website

Every visitor to your site needs assurance that you’ve been successful in your service delivery to the current customers. Testimonials and case studies show that others have come before them and are happy with the services. This validation to your business is what is called social proof.

Add Micro-Conversions

Most B2B websites provide a single conversion opportunity in the form of “contact us “form. You could maximize the opportunity of having guests on your page by introducing multiple conversion avenues like downloading latest white papers, webinars, eBooks, etc. However, ensure that the visitor fills up their details (names, titles, company, and email addresses) as a part of the download process.

To learn even more strategies on how to increase website traffic and improve conversion rate to create more leads, you may visit


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