10 Proven ways to optimise your website for success

In today’s digital age, having a website is a crucial aspect of running a successful business, says Bluegrass’s CEO Nick Durrant. Durrant adds that merely having a website, however, is not enough to generate leads and grow your business. You need to optimise your website for lead generation to ensure that your website visitors turn into customers.

When it comes to B2B websites, many businesses need to pay more attention to the importance of user journeys and user experience (UX) impact. However, applying e-commerce thinking to user conversation on B2B websites can be incredibly effective. Just like with e-commerce, B2B websites need to be designed with the user in mind. This means thinking about the users:

• needs
• pain points
• goals

You then design a user journey that addresses those needs. By doing so, you can create a website that is easy to use, intuitive and encourages visitors to take action. Whether you’re selling products or services, the principles of e-commerce thinking can be applied to B2B websites to create a user-friendly experience that leads to increased conversions and revenue.

Here are 10 simple ways to optimise your website for lead generation:

1. A clear call-to-action

Your website should have clear and concise calls-to-action (CTAs) that urge visitors to take action — such as filling out a form, making a purchase, or contacting you. Make sure your CTA is:

• visible
• easy to find, and
• straightforward.

2. Landing pages

Create dedicated landing pages for each of your products or services. This will help visitors find what they are looking for quickly and make it easier for you to track their behaviour and interests.

3. User-friendly navigation

Your website should be easy to navigate, with a clear structure and simple menus. Make sure your pages are labelled appropriately and that visitors can find what they are looking for without having to search too hard.

4. Mobile optimisation

With more and more people using their mobile devices to browse the Internet, it’s crucial that your website is mobile-friendly. This means it should be optimised for:

• small screens
• loading quickly, and
• having easy-to-click buttons.

5. Website speed

People don’t have the patience to wait for slow websites to load. Your website should be optimised for speed, which means compressing images, minifying code, and using caching tools.

6. Content marketing

Use content marketing to attract visitors to your website. This can include:

• blog posts
• videos
• podcasts, and
• infographics.

Make sure your content is informative, engaging and relevant to your target audience.

7. Social proofing

People are more likely to trust your business if they see that other people have used and liked your products or services. Add social proof to your website in the form of:

• customer reviews
• testimonials, and
• case studies.

8. Lead magnets

Offer valuable content (such as e-books, whitepapers, or webinars) in exchange for contact information. This will help you build a list of qualified leads that you can nurture over time.

9. Opt-in forms

Make sure your website has opt-in forms that are easy to find and fill out. Keep them short and sweet — asking for only the essential information you need to follow up with your leads.

10. Analytics

Use website analytics to track your visitors’ behaviour and identify areas for improvement. This can help you optimise your website for lead generation over time.