The Anatomy of a B2B Lead-Gen Webpage - The Business Storyteller

Congratulations you got the right audience to visit your website, now the tricky part begins. How do you grab their attention and convince them to buy or at least contact you?

Whether you’re creating a one-page website, a service sales funnel, or a product page the winning ingredients are the same.

Below is a quick visual guide to help guide you through developing your own B2B lead-gen webpage or at least have enough information when working with a developer.

And here are all the details we couldn’t fit into the one-page guide.

Your goal when creating a B2B lead-gen webpage is one thing: to convert visitors to clients

Of course, you need to also attract enough visitors to your website, which other than advertisement, the main tool here is ranking high on search engines (aka SEO).

So let’s begin with that

SEO for Your B2B Lead-Gen Webpage

Other than integrating your keywords in the body and meta description.

Keywords need to be in the page’s URL
Image ALT text
Primary headline (H1) and the page title
Most sub-headings (H2-H3s)
Your keywords need to be present in at least 3% of your text
To rank with on-page SEO you need the total text on this page to be 500 words or more

Need someone to create high-perfoming website and company profile? Let our team handle it for you

Hero Section

The most important part of the website. In many cases, it’s the only thing a visitor will see, as they’ll get distracted before they scroll further (ask us how you can check your average scroll depth)

Header: That’s why the first thing you state on any webpage, even you’re about us page is the impact of your solution on your clients or what your product does.
Subheading: This is where you support the bold headline. How you can achieve said impact or why visitors should care about what your product does.
Visuals: Strong background visuals that capture attention but don’t overpower the content above it
CTA: Always add a call-to-action at the end of every section. Guide your visitors to the next step (i.e learn more, request a demo, how our product works..etc)

You’ll notice that the CTAs recommended are all low-commitment in nature, I personally recommend that you leave buy now or view prices to the middle of the page, especially with B2Bs. As purchases here are investment-heavy and will require a bit of back and forth.

The Main B2B Lead Gen Factor

The very next section should communicate your primary services. What solutions are you best known for? What’s the one thing most clients tend to buy from you?

If you offer a variety of services, you shouldn’t include all of them on your primary page. I recommend capping your services or products at four. Too many options is a bad thing and causes what’s known as decision paralysis.

Featuring more than those four options on your main lead-gen wepage tends to confuse your potential clients, who may in fact need most of your services.

You can feature all your solutions on a dedicated products or services page, or you can keep some of your less-relevant services offline where you share them only with potential clients who need them.

Yes, this seems counter-intuitive but it sheds light on what sells most and you still get a chance to sell your other services with serious leads.

Selling One Product?

No worries, then replace the above with the following.

Header: Stating the product’s value proposition
Description: Two lines shedding light on the primary problem your clients typically face and how your solution addresses it
Bullet Points: listing the features and benefits of your product
CTA: Link to a how-to video explaining how to use your product

Communicate Your Value

A very important and easy way to communicate your value is to share your numbers. List three to five key figures that showcase how the strength of your operations.

Examples include: number of clients; number of projects; sectors served; countries you operate in; facilities; team size; units sold; operating capital, and the list goes on.

Social Proof

A staple on any lead-gen webpage, whether B2B or B2C. Showcase a dynamic carousel of your clients’ logos, reviews from some of them, awards you’ve received, and news outlets that featured your brand.

Optimizing Navigation

B2B visitors spend only around 52 seconds, but from my experience, it’s even less. While regular visitors tend to spend an average of 30 seconds on a given webpage.

That’s why it’s incredibly important to remove all guesswork, here’s what that means:

CTAs: Include a CTA in every section, what’s the next step you want them to take?
Footer: It’s an important ingredient, it should include all important links, especially FAQs and Contact Us. It should also feature legal requirements such as privacy, cookies, and your disclaimer.
They will get lost: Your visitor will check another tab, will forget your website open for hours, and will speak to someone while scrolling through your website.

That’s why you need to make it easy for them to quickly recognize what page they’re on and how they got them. List includes:

Sticky navigation bar (where the logo and the menu scroll down with you)
Back to top button

B2B Lead Gen Success Ingredients

The below are some sort of a checklist of all other elements that help enhance the performance of your webpage

Any page on your website should have 20% white space, 30% images, and 50% text. Reduce the white space and your visitor will not know what to focus on.
FAQs are not a luxury. Include an FAQ section with questions that answer most concerns
Compress your images and upload them as PNG for faster load time. A slow load time of above 2 seconds dramatically increases the bounce rate
Include a cashing plugin to optimize speed
keep design minimalist to prioritize the service or product you are promoting (Check our business web-designs for inspo)
Internal links: Try to link to 3 other well-performing pages on your website
External links: Reference reputable websites, their position enhances yours
Link your website to Google Search Console and Analytics to see how you can further optimize a given page