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8 B2B Online Lead Generation Strategies

Online Lead Generation Through Your Website: A Beginner’s Guide For B2B Companies On How It All Works

Is your website driving leads for your business? High-quality leads that your sales team can close?

Most B2B companies struggle with creating online lead generation strategies through their website. They’re unsure where to begin and how to begin. But like all companies, they know they need leads — better leads, and more of them.

The Wild World of Online Lead Generation

A report from Marketo states that “61% of B2B marketers cite generating high-quality leads as their No. 1 challenge.”

This is because leads are getting harder and harder to come by using traditional B2B marketing techniques like print ads and tradeshows. With fewer quality leads coming in and many marketing budgets remaining frozen, the cost per lead is increasing. So more and more marketers at B2B companies are turning to online means of sales lead generation.

But where does a company begin to navigate the complex world of b2b lead generation strategies? There are too many buzzwords to learn (inbound, tweet, impressions, convert, bounce rate, etc.), and too many acronyms to decipher (SEO, SEM, PPC, CRO, ESP, UX, etc.). So we’ve broken it down for you.

Defining a B2B Lead

Where Do Online Leads Come From?

Website Conversion Rates

5 Ways to Increase Your Website Traffic

3 Ways to Improve Your Conversion Rate

Let’s Start at the Beginning: What is a Lead?

A lead is someone who has contacted you because they are interested in purchasing your B2B company’s services or products.

These leads are people who are coming to your website and filling out forms to contact you, or dialing your phone number (which they found on your website) to call you.

Before we go any further, let’s all get on the same page regarding what a “lead” is.

This is what a lead generated from our website looks like:


This is a person who could potentially buy a website from us. In general, a lead should be a prospective customer or client who has a need in the near future for your products or services, and has a budget allocated for this.

Ideally the lead is interested in a follow-up call or meeting. This is a lead. This is valuable to us as a B2B company.

Where Do Online Leads Come From?

Your website. It all starts with your website.

If you don’t have a website, it will be nearly impossible to generate leads online. Your website should be the hub of all your future online marketing strategies and thus online lead generation activities.

Here’s the basic flow of how B2B website leads are generated online:


With your website being the central hub, it’s up to your marketing department to employ online marketing strategies to drive qualified traffic into your website.

Once the traffic is driven into your website, it’s your website’s job to turn those website visitors into leads. This is called “converting.” This means you convert a website visitor (who is a stranger to you) into a lead you can follow up with.

A website converts a visitor (stranger) into a lead by getting that visitor to provide their name and contact information via a website form (or getting them to call you on the phone and provide this information).

What is Your Website’s Conversion Rate?

This is simply the total number of leads generated from your website divided by the number of visitors to your website (over a set period of time).

Once this basic understanding is established, online lead generation becomes a simple mathematical equation:


Makes sense, right? While this is an oversimplification, this is basically how online lead generation via a website works. In B2B companies, we generally see conversion rates between 2% and 6% — but this varies by industry.

What insightful marketers will immediately notice is the opportunity to increase the first two variables. You can either:

  1. Increase your website traffic
  2. Improve you website’s conversion rate

This is the lens through which all businesses should view online lead generation. So, it’s important to ask your marketing agency how they plan to increase your website traffic and conversion rates.

As savvy B2B marketers, we know we can increase the total of website traffic (visitors) to get more leads:


Simple logic, right? Just drive more traffic into your lead generation machine (your website). It’s important to note, this needs to be quality, relevant traffic.

The other option here is we can increase the website’s conversion rate to get more leads:


Again, simple, right? Make your lead generation machine (website) work better and convert at a higher rate. There are a number of ways to increase your conversion rate, which we will explain later in this post.

Then, of course, here’s what we really should do: Increase traffic and improve the conversion rate:


Now you know the equation and how to manipulate the numbers to crank out leads. But until now, we’ve only discussed equations and general numbers. You might ask, “But how do I actually go about increasing my website traffic and improving my website’s conversion rate?”

Great questions. Let’s tackle them!

5 Ways to Increase Your Website Traffic

You increase your website traffic through “traffic driving tactics.” These tactics include:

  1. Blogging — Writing blog posts that feature your target keywords is a great way to help your website rank in search engines for those keywords. These posts are also useful for sharing on social media and sending out via email.
  2. Search Engine Optimization (SEO) — Get the technical aspects of your website in order so it’s easy for search engines like Google to crawl. This includes technical, buzzword-y things like setting up 301 redirects, optimizing meta descriptions and page titles, and fixing canonicalization errors. This also includes improving the overall usability of the site for the user.
  3. Social Media Marketing — This includes participating in conversations your customers are already having on social media platforms like LinkedIn, Facebook, Instagram, and Twitter. By posting helpful content on social media, you can help drive those social media users back to your website.
  4. Email Marketing — Sending helpful, informative emails to a qualified email list will drive those people to your website to learn more information. Sending your contact list a quick email telling them about a new blog post will drive them to your website to read an article they may have never known about otherwise.
  5. Referral Traffic — When you create helpful content (such as blog posts, webinars, or eBooks), and you tell the world about it (via social media and email), other websites may then link to it (as a reference). You will in turn receive traffic from their websites (and links!).

These tactics, implemented successfully, can increase the quality of the traffic visiting your website. And the key here is quality traffic because not all traffic is created equal.

Inbound Marketing Tactics for Increasing B2B Website Traffic

Inbound marketing focuses on driving quality traffic only. When you drive quality traffic, the statistics are hard to ignore:

  • B2B companies that blog generate 67% more leads per month than those that don’t. (Source: HubSpot)
  • Marketers who prioritize blogging are 13x more likely to see a positive ROI. (Source: HubSpot)
  • 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Source: HubSpot)

Implementing all of these tactics together is known as an inbound marketing strategy. These marketing strategies are focused on generating quality content that can:

  • Rank high on search engine results pages.
  • Be shared on social media.
  • Be emailed to a targeted contact list through a trusted email service provider (ESP).

3 Ways to Improve Your Website’s Conversion Rate

Let’s say you’re driving more traffic to your website — nice job! And let’s say your website converts at a 2% rate. To get more leads out of your traffic, you need to improve your conversion rate.

There are many ways to improve the conversion rate on your website, here are three examples:

1. A/B Testing

Quick: are your website visitors more likely to click red buttons or green buttons? I bet you don’t know.

How about this one: would more website visitors fill out your “Contact Us” form if you did not ask for their phone number on it? I bet you don’t know.

Don’t feel bad. Most businesses don’t know these things. They have not paid attention to how visitors behave on their website. But they should. By testing two different versions of the same website pages, business can learn what elements of a website will drive more leads.

Do you have forms on your website with a button that says “Submit?”

According to online lead generation research, website forms using the button text “Submit” have lower conversion rates than those who used other wording like “Contact Us Today” or “Click Here.”


Can you believe it? By simply changing the wording on your website’s buttons, you can improve your conversion rate and thus the number of leads you generate.

Additionally, you can try making other adjustments like:

  • Removing the navigation bar
  • Writing better headline copy
  • Adding customer reviews

With these tweaks, you website’s conversion rates can increase by over 100%.

A/B testing certain elements on your site will allow you to convert more of the website traffic you already have. That’s the beauty of A/B testing — it seeks to convert more of your existing traffic, therefore getting you more conversions without needing to send more traffic. Most of us in the inbound marketing world refer to this as conversion rate optimization.

2. Add Testimonials & Case Studies (Social Proof) To Your Website

No one wants to be a guinea pig. Your website visitors want to know that you’ve been successful with your current customers or clients before they buy your product or services.

By adding testimonials and case studies to your website, you show your website visitors that others have come before them, are happy with you, and trust you. It adds validation to your business.

This type of validation is known as social proof. This is the concept that people will conform to the actions of others because they believe those actions represent successful behavior. Basically, if other people are doing it and those other people are trustworthy, then your potential leads should be doing it too.

For example, if your target buyer is an HR director, prospects will feel more comfortable with your business after viewing testimonials and case studies featuring other HR directors they can relate to. These testimonials and case studies essentially serve as references for your business.

Take a look at this case study for a B2B company that increased their online lead generation by 1,286%.

3. Add Micro-Conversions

Most B2B websites offer their visitors one opportunity to convert and it’s usually via their main “Contact Us” form. That’s typically the only form on the website.

Let’s say, out of 100 website visitors, 2% of them fill out that contact form. And because that one form is the only conversion opportunity on the website, it sets the conversion rate for the entire website.

But what if you added another form on your website? Let’s say this new form allows your website visitors to download a recent whitepaper, eBook, or webinar you’ve created. And in order for your website visitors to download and view any of these items, they must first fill out a form providing their name, email, job title, and company name.

Bingo! You just created a brand-new conversion opportunity. A brand spanking new way to generate lead information from your website, without requiring those visitors to fill out the “Contact Us” form.

We call these things (whitepapers, eBooks, webinars) “micro-conversions,” because while they may not have filled out the main “Contact Us” form, they did fill out a form that provided your sales team with enough lead information to follow up on.

Let’s bring it back to math. Say you have 100 website visitors a month:

  • 100 website visitors x 2% Contact Form Conversion Rate = 2 Leads
  • 100 website visitors x 2% Whitepaper Form Conversion Rate = 2 Leads
    • Total: 4 Leads

Now let’s say you added all three of the new micro-conversion strategies (whitepaper, eBook, and webinar):

  • 100 website visitors x 2% Contact Form Conversion Rate = 2 Leads
  • 100 website visitors x 2% Whitepaper Form Conversion Rate = 2 Leads
  • 100 website visitors x 2% eBook Form Conversion Rate = 2 Leads
  • 100 website visitors x 2% Webinar Form Conversion Rate = 2 Leads
    • Total: 8 Leads

There it is! By adding more opportunities on your website for visitors to convert, you generate more potential leads.

With that, here’s what your new website lead generation equation looks like:



Now that you understand the basics of how to get more online sales leads through your website, you’re ready to dive deeper into the world of inbound marketing.

And like all other companies, Vital depends on these leads to thrive and grow. We understand the importance of having an effective lead-generation strategy that leverages quality content and thought leadership. This is what puts us among the top inbound marketing agencies.

Just in case you’re not quite clear on what exactly inbound marketing is and does, check out this recent post written by our co-founder that explains Inbound Marketing vs. Outbound Marketing.

Contact us today to learn even more strategies on how to increase website traffic and improve conversion rate to create more leads.

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