Turn Your Website Into A Lead
Generation & Sales Machine
[GUEST COLUMN] Bob DeStefano
Lead generation consistently ranks as a top priority for B2B companies. However, most companies handicap themselves by relying on their website’s “Contact Us”
page as the sole method for prospects to take action. Don’t
make this mistake. Proactively turn your website into a lead
generation and sales machine.
Make an Offer They Can’t Refuse
Only 10 percent of your website visitors are ready to buy.
The other 90 percent are kicking tires, performing research
or just have a pre-sales question. To turn your website into
a lead generation machine, you need to have a variety of
offers that appeal to prospects at different stages of the
purchasing cycle. This will help you generate leads for near-term business, as well as build a marketing database to
nurture future opportunities. Successful B2B offers have the
• High perceived value – Your customers and prospects
place a significant monetary or emotional value on your
offer and want to take advantage of it.
• Highly desirable – The offer is so valuable, your customers
and prospects want to take advantage of it RIGHT NOW!
• Uniquely yours – Your offer is something that is unique to
your company and can be found nowhere else.
• Related to the value of your offering – Your offer is a first
step that leads your customers and prospects toward the
• Easy to respond to – People do not have to jump through
hoops to respond to your offer. You need to provide a
simple process for them to take the next step.
• Minimizes risk or obligation – By taking advantage of
your offer, you make customers and prospects more
comfortable doing business with you.
Examples of successful B2B offers include:
• Request More Info – A basic offer for people who
want more information about your product, service
• Request a Quote or Add to Cart – These offers are
tailored for the 10 percent of people who are ready
to buy from you.
• Download Whitepaper – Whitepapers and guides from
your content marketing arsenal can help you generate
leads. People will give up basic contact information to
download these valuable resources.
• Watch a Webinar – As with whitepapers and guides,
people will give up basic contact information to download these valuable resources.
• Subscribe to Newsletter – An email newsletter sign-up
is a nice low-threat offer that will appeal to early-stage
• Free Trial – If you can offer a free trial of your product
or service, you can minimize risk by making it easier for
prospects to want to buy.
• Free Samples – As with free trials, free samples minimize
risk by letting prospects sample the goods.
• Free Consultation – This offer works well if you offer
• Enter a Contest – While this offer works, it does not
deliver the most targeted leads. People love to win
things, but just because they entered your contest
doesn’t mean they want to do business with you.
• Ask a Question – This offer works and delivers targeted
prospects! It’s a nice low-threat call to action that early-stage prospects will take advantage of because they
don’t assume they are starting a sales conversation.
I like to see calls to action offered in the top right section of every page. There is a reason Amazon places the
“add to cart” box in the upper right hand section of every
page – because it works Do the same thing and you will
be amazed by how many more prospects reach out to you
because you make it easy for them to do so.
Design Forms that Generate Leads and Sales
Most of your calls to action will send people to complete
an online form. You may not realize it, but your Web forms
may be hurting your lead generation efforts. Most online
forms are too long, too hidden or too unpersuasive to generate leads – but you need them to fill your sales pipeline.
You need to create forms that generate leads and sales.
• Use a simple and clean design. Make your forms appear
easy to complete by leveraging “white space” to improve
legibility, remove all unnecessary elements and ensure
your field labels are understandable.