• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies Communications

Five steps to turning your website into a lead-generating machine

by Judith Middleton
February 28, 2022
in Communications
0 0
0
Five steps to turning your website into a lead-generating machine

Your website is your shopfront/Geralt/Pixabay

Share on FacebookShare on Twitter

B2B technology marketing has undergone tremendous change in the past few years. A shrinking sales force, the rise of remote work, and new buyer behaviour have turned up the pressure on internal brand assets to deliver the goods.

Where previously companies relied on one-to-one, personalised consultations with sales agents to deliver sales, buyers now expect to be able to make purchasing decisions with minimal human interaction. And that puts company websites front and centre in a revitalised marketing strategy.

First, listen to your audience and show them what they want

Websites serve multiple stakeholders or audiences, including existing and potential customers – often from multiple industries – as well as suppliers, employees and potential employees. Understand what they’re looking for when they visit your website and make it easy for them to find it. Show website visitors how your product or service solves their problem – rather than repeating technical specifications that might not be as important for key business decision-makers. 

Technology is moving at lightning speed and businesses are evolving just as fast. How you can stay agile:

  • Make sure your website reflects your current offer to clients. It’s surprising to notice how often this is not the case
  • Incorporate blog posts, case studies, and campaign-specific landing pages to appeal across audience segments
  • Don’t forget to analyse internal search results and terms, and include these in your content strategy

Be ruthless about performance

The way we consume media is changing. Users are more impatient than ever, and if your website takes too long to load or doesn’t work on mobile, they’ll simply drop off. Grab their attention with relevant messaging upfront, in the first 30 seconds of their visit, or the rest of your work is futile. Users take only seconds to decide whether to click on banner ads.

Success is a sprint. Stay ahead of the pack:

  • Analyse bounce rates and time spent on page so you fine-tune as you go
  • Users spend more time on case studies and blogs that are directly relevant to their needs – so give them content that shows you understand their pain points
  • Optimise for search engines and maintain your copy accordingly 
  • Continuous testing and fine-tuning will give you the best results long term

Show them you’re worth it

Visitors typically look at a website up to 16 times before initiating a sales conversation. Think of your website as your global shop front. It’s the primary way of communicating your brand message and product benefits, so it must resonate with website visitors.

Organisations can become over-invested in social media channels where organic reach declines over time. On the other hand, they neglect their own website where they have full control of the user experience. This is where you can show visitors – through quality content, design and user journey – you are a credible, trustworthy and dependable business partner with value to add.

Put your best foot forward:

  • Focus on content that’s authentic, for a distinctive brand experience. Users should be intrigued within the first one minute of their website visit
  • Talk business first – and technical specs (if you must) later
  • Cut the jargon and use authentic language that tells your brand story and business impact
  • Use engaging, visual content such as infographics and video
  • Ensure your tone, messaging and identity is consistent throughout

Make it beautiful – but make it searchable too

Your website has to be functional, beautiful, and search-engine friendly. Too often, there’s a mismatch between company terminologies and the search terms potential customers are using. Diving into Google Analytics will help you to join the dots.

Search engine optimisation (SEO), email marketing, social media and advertorials all have a role to play in generating traffic and, ultimately, potential leads to your site.

  • Advertorial can provide an initial burst for campaigns
  • Engage in remarketing for returning visitors
  • Integrate SEO at every step – and don’t just focus on Google Keyword Ranking. Also consider other search engines such as Bing
  • Consider a website audit that looks at copy, brand image, visual languaging, SEO, user journey and analytics. Look for opportunities to simplify

Credibility is key

Public relations remains essential in establishing your brand as trusted, reliable and credible. This is hard to establish via advertising and social media, and is most persuasive from a third-party source such as a media article.

Establish your business as a trusted brand:

  • PR must be authentic and should position your brand as credible. It’s not a sales tool but rather a brand authenticator
  • Include case studies and customer testimonials on your website
  • Let buyers know that there is someone they can rely on to turn things around
  • Measure PR’s effectiveness with website tracking links
  • PR should form part of a comprehensive strategy that also includes owned (website), paid and social media

The last word

Remote work and virtual sales have fundamentally changed B2B marketing. It’s a new way of doing things, but the old school wisdom of human connection and empathy will be more important than ever before.


Judith Middleton is CEO at DUO Marketing + Communications. 


Tags: communicationsDUO Marketing + CommunicationsecommerceJudith Middletonlead generationsmarketingremarketingsalesSEOtechnologywebsite

Judith Middleton

DUO was founded in 2004 by CEO Judith Middleton to provide a complete marketing and PR solution to companies in the ICT industry. Engineers and technologists are not marketers by nature and few growing companies need or want to build their own marketing departments. DUO fills the gap with a unique and powerful combination of business, technology and marketing knowledge. Our key strength is in demonstrating the impact of technology on business via strategic, innovative marketing + communications solutions.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025
CMO to CEO​: 10 top tips from those who’ve done it

CMO to CEO​: 10 top tips from those who’ve done it

May 8, 2025
Media moves: Bonang’s House of BNG pops at launch, WPP launches empowerment initiative for women leaders in SA, MTF goes live

Media Moves: IAS off to AdForum, Lindsey Rayner new MD of Levergy, applications open for Digify Pro Online 2025

May 8, 2025
Crisis Comms 101: Don’t just run to the lawyers

Crisis Comms 101: Don’t just run to the lawyers

May 7, 2025

Recent News

Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025
CMO to CEO​: 10 top tips from those who’ve done it

CMO to CEO​: 10 top tips from those who’ve done it

May 8, 2025
Media moves: Bonang’s House of BNG pops at launch, WPP launches empowerment initiative for women leaders in SA, MTF goes live

Media Moves: IAS off to AdForum, Lindsey Rayner new MD of Levergy, applications open for Digify Pro Online 2025

May 8, 2025
Crisis Comms 101: Don’t just run to the lawyers

Crisis Comms 101: Don’t just run to the lawyers

May 7, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?