If you’re like most medtech and B2B businesses, a sizable number of your inbound leads come through your company’s website, campaign landing pages or social media channels.
Your online properties are great vehicles to:
- Generate awareness of your company
- Build brand loyalty among current and prospective buyers
- Help medtech and B2B decision-makers educate themselves about your solution
However, a poorly designed online experience can significantly impact the number of visitors that convert to qualified leads.
Optimize your online leads and follow-up processes
For marketing and sales leaders, it means paying attention to a number of levers that can influence the quantity and quality of leads that your website and social media properties generate.
It’s equally important to respond appropriately when a website lead arrives. A prompt and personal response is critical for making the right first impression so you can develop a trusted relationship, and ultimately, close a sale.
6 Ways to convert more website leads to sales
Here are six best practices we recommend for maximizing the lead generation potential of your website. These tips will also ensure you engage each inbound lead effectively.
Need help keeping pace with your inbound lead volumes or nurturing cooler opportunities until they’re ready for your high-powered sales team to close? Our proven medtech and B2B inside sales resources can support you. Learn more.
1. Offer compelling content
When your prospective B2B and medtech buyers look for information, they appreciate thoughtful and educational resources. The more you can offer tools like buyer’s guides, whitepapers, eBooks, webinars and other helpful content through your website and social media channels, the more leads you’ll generate. It’s also smart to make your information easy to find. Be sure to embed popular keywords and optimize your lead generation resources so search engines can find them.
2. Create campaign landing pages
Campaign landing pages let you customize your messages and approach for specific target audiences. Instead of entering your website through the “front door,” aka your home page, landing pages welcome decision-makers and efficiently guide these important medtech and B2B prospects to exactly the right content. Hallmarks of strong landing pages include concise headlines, a focus on a single message, and a clear call to action that recommends an immediate next step for visitors.
3. Use gated content wisely
Gated content refers to any resources, articles, downloads or other materials that require an online visitor to fill out a form or enter a login/password. Gated content benefits medtech and B2B companies because it helps you track the individuals who access your content. But, just as often, a gate creates a poor first impression that turns away other interested buyers.
The lesson at hand? Be thoughtful about which items require forms or other hurdles to access. Content at the top of the funnel tends to be much less effective when gated because potential buyers aren’t ready to start a relationship with your company. You can also consider A/B testing to determine which approach is best for your organization.
4. Keep lead forms short
Lead forms do have their place and will be essential in identifying B2B and medtech prospects who are interested in hearing more from you. While it can be tempting to capture every possible bit of information about a website visitor, you’ll increase your results by keeping your lead forms brief. Minimize the number of questions you ask and limit required fields. Where possible, link to your CRM or marketing automation system to remember past visitors and autopopulate their data if they’ve filled out a form before.
Remember, a completed leads form signals the beginning of the sales relationship. You’ll have plenty of opportunities to gather additional details through sales calls, emails and future marketing, now that your prospect has signaled their interest in your solution.
5. Score all leads
A lead scoring system lets you quickly separate valuable sales leads from the time-wasting variety. It’s key to managing your internal resources wisely and coordinating effective follow-up. The objective criteria in a lead scoring system let you route inbound website inquiries appropriately. Typically, the most qualified opportunities go directly to the sales team, while marketing or your inside sales reps (or even an outsourced contact center) nurture those with a longer buying timeframe.
6. Follow up quickly
Leads and inquiries from your website, campaign landing pages and social media channels can arrive at all times of the day—even after business hours. It’s essential to acknowledge these inquiries immediately and follow up promptly.
Studies show that fast responses dramatically improve the likelihood your lead will advance in the sales process. Start with an automated email or thank you message on your website. Make sure all relevant information gets transmitted to your CRM or marketing automation system, including alerts for your inside sales reps. A follow-up call within 24 hours is an ideal way to learn more about the prospect and capture any missing information.
Deploy outsourced business development resources
Professional inside sales teams like Volkart May are the perfect resource to support your lead generation efforts. Every day, our business development specialists help qualify inbound website leads and nurture these cooler opportunities on behalf of our medtech and B2B clients. Having a focused, outsourced team guarantees a prompt response and regular engagement efforts.