The B2B website home page plays a major role in lead generation and positive return on marketing investment. B2B marketers must drive qualified visitors to the website and convert them to qualified leads with a persuasive call-to-action. Visitors can then access an offer by providing contact information on a landing page. These conversions can then be nurtured with marketing automation and passed on to sales for further follow-up and ultimately converting to new customers. Offers such as white papers or e-books, event registration, e-newsletters or requests for immediate contact are effective hooks for visitors to the B2B website home page.
To evaluate the effectiveness of your home page, review your web analytics often. If most visitors do not stay on your site long or only view the home page, then you can presume that your home page is not working well as a lead generation tool, and that content changes or layout are necessary. Here are 9 tips to improve B2B website home page for improved lead generation:
- The Page title: The page title is the text that appears in the blue bar above a website’s URL in a browser. Many people make the mistake of only having their company’s name in the page title or having their tag line or unpopular search phrases as the page title. For best organic results, the page title should not only con¬tain the keywords that you want to be ranked for, but also be keywords that a visitor searching for your solution would actually use.
- Keywords in headlines: Use H1 tags for this main heading, and H2 and H3 tags for the subheadings rather than images or straight text because the search engines rate H tag content as more im¬portant than other types of text.
- The meta description: The text that appears below your website’s title on a search results page is an enticement for searchers. Always include your primary keywords as they are highlighted in search results. The meta description as like free advertising.
- Important content above the fold: Content such as the positioning statement, recent news and events, and especially a call-to –action should be near the top of the page, because many visitors don’t scroll down the page. To increase the number of conversions, put supporting language next to the call to action.
- Constantly updated content. A well built home page, one that engages visitors and encourages them to return, requires fresh content. The search engines love fresh content, too, and are more likely to visit your site repeatedly and index it the more often you update the home page content. A blog or Twitter feed work well here.
- Inbound links: Look for websites that are relevant to your business, and are better optimized than your web¬site. For best results, make sure the inbound link comes from a keyword rather than just your company’s name.
- Easy-to-update content management system (CMS): A CMS empowers you to update content quickly and easily without having to know programming language or contacting an outsourced web development source.
- Use Flash and Java script strategically: Search engines can’t read flash, java script and images, so if your home page’s real estate consists largely of these items, you’ll find that it’s hard to rank high for your keywords.
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