Part Two: Success Stories & Their Strategies
In part 1 of our lead generation series, we explored the foundational concepts and tactics every B2B website should consider when launching its lead generation efforts. Now, we'll explore the real-world applications of these principles by highlighting success stories from industry leaders.
No lead generation strategy is one-size-fits-all; each of the best practices used by the companies below should be considered when determining a solution to low site performance.
When searching for avenues of improvement, review both internal strategies, such as your target audience, and viewer-facing elements, like the site’s functionality.
Examples of Successful Lead Generation Websites
To inspire the ongoing development of your lead generation website, we collected a list of 3 exemplary websites that used specific techniques for accelerating the process of converting visitors into leads. From building conversion points that feel encouraging and natural to technical reviews that keep pages optimized for search engines, keep your website in mind to review how your own lead generation efforts can be refined.
1. UrbanBound
UrbanBound, a Chicago-based cloud software company, wanted a website that not only built trust with investors but also served as a robust lead-conversion tool. They needed their site to efficiently convert visitors into leads while aligning with their inbound marketing strategies. To accomplish this, they engaged with New Breed to create a lead generation website.
Once UrbanBound’s buyer personas were identified, the next step was to design a website architecture with conversion points tailored to different lifecycle stages.
As such, early-stage visitors were directed to educational resources, while bottom-of-funnel decision-makers were prompted to request demos. Responsive design was built into their new site to ensure optimal performance across devices.
The website redesign led to a 124% increase in traffic, a 100% increase in quality leads, and 14 new customers. The site seamlessly integrated with UrbanBound’s inbound marketing efforts, becoming their top salesperson.
Identifying target audiences
Identifying target audiences ensures an effective foundation to build on. When there is a clear idea of who ideal customers are, focused campaigns and messaging can be tailored specifically to them.
Urbanbound’s use of data such as demographics and psychographics — including age, gender, interests, and more — helped their team segment audiences correctly and provide the right content to the right people at the right time.
Creating buyer personas for each target audience
Buyer personas help give target audiences a face and a name, becoming more than just segments or chunks of data. This persona should include all the information about that particular type of customer, including lifestyle, cultural influences, needs, and wants.
By personalizing messaging with triggers and topics that appeal to different buyers, Urbanbound encouraged action with a personalized approach to campaigns, using laser-focused content tailored specifically to each buyer persona.
If you don't already have your persona or ICPs defined, New Breed offers a growth strategy workshop that will support this foundational development.
2. Materialogic
Materialogic, a third-party logistics MSP, sought a growth strategy combining inbound customer acquisition with an improved web presence and scalable revenue operations. Their existing website was underperforming in lead generation and lacked visibility into channel performance. Additionally, their lead scoring and routing processes needed optimization.
New Breed developed a sales-ready website optimized for traffic and conversions. The team improved the site’s UX with intuitive information architecture and conversion-focused content. A sophisticated lead scoring and routing system was also established, enabling efficient lead qualification and follow-up.
Within six months, Materialogic saw a 69% increase in website sessions, a 33.7% rise in leads, and six new customers. Over 12 months, the strategies led to a 70% increase in leads from website traffic, a 765% revenue growth from organic search, and a 26% boost in sales conversions.
Designing a user-friendly website
When people browse a website, or even just visit a single landing page, their experience should be as smooth and intuitive as possible. That’s why user-friendliness is essential for lead generation websites. When revitalizing Materialogic’s website, the New Breed team focused on creating a streamlined journey for visitors, making the information they need readily accessible.
Good navigation, the right amount of content, visuals that draw the eye, and an easy-to-find contact form will help guide customers through a site and lead them to the place they need to go.
Having a strategy in mind when designing your website will also help create an effective CTA that triggers customers to act quickly and, ultimately, convert into leads.
3. DelCor
DelCor, an IT consultancy for nonprofits, needed an optimized website to attract and convert their target audience.
The New Breed team started by establishing detailed buyer personas and conversion maps.
They developed a unified SEO and content strategy, re-optimizing old blog posts and creating new content to drive organic traffic. Website templates were revamped for better UX and engagement, and new conversion points were added.
Over a year, DelCor’s overall traffic increased by 60%, with organic traffic up by 69%.
Qualified leads grew by 107%, while unqualified leads were reduced significantly. The strategic SEO and content efforts led to a 10,025% increase in non-branded search impressions and a 3,240% rise in non-branded clicks.
Improving loading times with technical SEO
Recent studies show that 40% of people will abandon a website if it takes more than 3 seconds to load! To make sure a website is loading quickly, optimizing for both speed and usability using on-page SEO and these website development best practices is crucial:
- Compress images and videos
- Minimize code and file requests
- Create lazy-loading components
- Prioritize the visible content that loads first
- Leverage browser caching
Doing these can help decrease loading times so visitors can easily navigate from page to page with minimal delays.
Other recommendations for improving page speed on a lead generation website include:
- Minify CSS, HTML, and JavaScript Code: Minimize the size of your website's code by minifying CSS, HTML, and JavaScript. This involves removing unnecessary characters, spaces, and comments, reducing file sizes, and improving loading times.
- Compress CSS, HTML, and JavaScript Files: Compressing these files further reduces their size, allowing them to be transmitted more quickly to the visitor's browser. This can be achieved through various compression techniques like gzip compression.
- Limit Redirects: Redirects create additional HTTP requests, which can significantly slow down your website. Minimizing the use of redirects or implementing more efficient redirects can help improve page speed.
- Eliminate Render-Blocking JavaScript Code: Render-blocking JavaScript delays the rendering of a page until the JavaScript is fully loaded and executed. Optimizing your code to eliminate or defer render-blocking JavaScript can improve the perceived speed of your website.
- Compress Images: Images often account for a large portion of a webpage's size. Compressing images without sacrificing too much quality ensures faster loading times. Tools like image compression plugins or services can help with this.
- Optimize for Mobile Devices: With an increasing number of users accessing websites through mobile devices, it is crucial to ensure that your lead generation website is mobile-friendly. Optimizing your site for mobile devices includes making sure it loads quickly on smartphones and tablets.
The Takeaway
A lead generation website is more than just a digital brochure; it’s a vital tool that helps visitors while gathering crucial information for your company. It serves a dual purpose: educating and nurturing prospects while simultaneously capturing leads.
By incorporating essential elements such as tailored conversion points, strategic CTAs, and visitor-centric navigation, your website can become a powerful asset in your marketing strategy.
Whether you’re developing or redesigning your website in-house or hiring an external team, ensure your primary focus is on creating a valuable experience for your buyer personas. By doing so, you’ll not only attract but also convert visitors into leads, driving your business growth.
Need help with your website?
The success stories shown in this blog is just a small sampling of the hundreds of websites my team and I have worked on. If you're looking for support optimizing, launching, or even re-launching your website, we're here to help. Get in touch with us today for your website assessment to start unlocking meaningful growth.
